Tourism and museum authorities in India claim that cost is the biggest hurdle to promotion and maintenance acts. But they could pick up a lesson or two from museums in US and Europe, which have made their way round such issues by creating unique business models, be it through selling merchandise, membership cards, exhibitions or simply tickets et al. For instance ‘The Natural History Museum’ and Victoria & Albert on an average mints 50% of their maintenance cost through membership fees and shows (as per the museum curators). Not depending upon government grants, these museums have marketed themselves well and have therefore become self-dependent. “But issuing membership cards or organising shows are not simply enough, unless you have the right audience, and for that you need to offer something special to the members of your museum,” says the curator of the Queen’s Gallery at the Buckingham Palace Museum.
There is another learning from the West. To cajole the right audience, museums in US and Europe visit educational institutions and theatre halls to promote themselves. accepts K. K. Muhammed, Superintending Archaeologist, Archaeological Survey of India, “Finding out the right audience is not a big challenge if you can create interest amongst today’s generation for museums. I think in such an attempt, we need to do a lot to attract Indian visitors to our museums.”
State-run museums can also learn from private museums in the country like Albert Museum (nearby City Palace) in Jaipur and Raja Dinkar Kelakar Museum in Pune, where the business of experience begins from the very guards, who wear attires of ancient days and entertain the visitors with traditional amusements. The Akshardham temples have become brand icons in the way even religious history could be presented through a museum-like experience. Clearly, there is much that needs to be done by the government.
There are some who believe that the script of state-run museums isn’t that bad and that the government is trying its best. Subash Goyal, Chairman, Indian Chamber of Commerce, Aviation & Tourism, says, “The government does grant funds for maintaining the museums and a part of it is being utilised for marketing also.” As is quite evident, the allotted funds are either not being utilised well (even misutilised) or, well, not being utilised at all.
It is however clear that we have missed out on getting our heads up about our national treasures, as Goyal confesses, “At times we do miss out to sustain interest of the visitors.” When you visit the Louvre in Paris, you will find all details given on ‘Monalisa’, but those who visit Shri Jayachmarahendra Art Gallery in Mysore will see the famous works of Raja Ravi Verma displayed with no details about either the paintings or the creator. Till this happens, we will need to work towards rectifying the irony of museums which don’t flourish in a heritage and historically rich country like India. The problem – unique; the remedy – common. Spend an extra dime and highlight the USP to get rid of the irony we say!
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