MUMBAI: Sponsorship of art hasn't really kicked in India despite the presence of several corporate players including foreign banks who have tried their best. But, if one talks of a niche segment of fine arts photography, then the number of takers will reduce even further.

One man has decided to change it - Nrupen Madhvani, a professional photographer. Nrupen Madhvani is joining hands with three other young enthusiastic exponents of this fine art - Ameet Mallapur, Kunal Verma and Siddharth Siva. The exhibition will be a month-long exhibition in Ashish Balram Nagpal gallery in Juhu, Santacruz, a suburb in Mumbai. Every artiste will create 11 new images (which have never been exhibited ever before) including two each revolving around the special theme "Red."

Madhvani says: "The main purpose of this concept is two-fold: to create awareness for an emerging artform (fine art photography) which is popular amongst a very select niche. Abroad, there are special schools which help students to learn this exclusive artform. The second objective is to sell one's work so that people can accept such new artforms."

Several stalwarts and art lovers have pitched in to help the four artistes. Ashish Balram Nagpal has offered gallery space and allowed the artistes to modify the gallery space. Nagpal will also promote the same amongst Mumbai's art lovers. Media personality Dolly Thakore has offered to help with public relations and sponsorships. Creative luminary Gopi Kukde will design a special brochure and curate the show.

"Sponsorships are a must as the budgets are phenomenally high. I had done a show in 1995 but the costings for this endeavour are much much higher. The younger artistes were zapped when we worked out the economics. Creating one image itself is so expensive and we are talking of creating 11 imags each," says Madhvani.

Well, it looks like a great opportunity for art lovers and photography enthusiasts who have money for below-the-line promotions.