Everything comes for a price, doesn't it? American journalist Janet Fine would disagree. She conducts a free guided tour of the art galleries in South Mumbai on the last Saturday of every month. The cream of the city's elite circles patronise her venture, which has been labelled the Coho circuit. It is deemed to be Mumbai's answer to the Soho areas of London and New York and Paris' Left Bank.The Coho Walk begins around 3 pm at designer Azeem Khan's boutique in Colaba and progresses to the various art galleries in the area -- Son et Lumiere, The Guild, Gallery 7, Art Attic and Jamaat. The group then crosses over to the National Gallery of Modern Art, Chemould, Apparao Gallery and Pundole. They stop to admire the exhibits in between glasses of wine or champagne. Some celebrities occasionally read out a poem or two they have written. And Janet has a team of young theatre enthusiasts who perform little skits at some venues.
Janet divides her time between New York and Mumbai and has built up a lengthy list ofhigh-profile contacts since she first came to India as a student of Indian classical dance in 1980. Her regular visitors to the Coho circuit include students of art, businessmen, a couple of film personalities and a good many foreign tourists.
Film-maker G P Sippy, the erstwhile Nawab of Palanpur, fashion designer Noel Silas and Niren Suchanti of Pressman Advertising were among those who attended a party she hosted at Mumbai's Son et Lumiere Art Gallery on May 25. It was here also that the Estee Lauder range of cosmetics was introduced in India.
``But the foreign tourists are my real admirers,'' she says. ``Most of them put up at hotels in South Mumbai like the Oberoi, the President and the Taj when they visit the city. And they don't know the treasures that are strewn around the area, waiting to be appreciated and picked up. The tourists are grateful to have something constructive to do by way of what they call the `gallery hop'.''
``As for Mumbai's elite, I have noticed that they want to bond with oneanother. Looking for stimulation, they end up visiting the pub to meet people over drinks. So I suggested they have drinks with me instead, mingle around, appreciate some art and maybe even pick up a good bargain in the process,'' she says.
Would it be blasphemous to ask if these visitors appreciate art? Janet replies wistfully, ``Well, around 10 per cent of those who come are art students. The rest of the youngsters form the arty crowd.'' She laughs. ``I suppose that's why we call them the arty crowd! They could be concerned with making a fashion statement. But like I said, there are definitely those who are looking for stimulation. In fact, so many of those who call me up actually say that they would like the artist to explain his work to them, rather than form their own interpretation of it.''
Is a love of art the only criterion for allowing members into the Coho circuit? ``Certainly,'' Janet volunteers. ``I don't think it is right to admit people only on the basis of pedigree. I would not disallow mychauffeur if he were interested in seeing the paintings in the gallery.''But evidently, it is the select Coho clientele that make it a good business opportunity. Drinks are sponsored by Indage and Grover. The Four Square brand of cigarettes has extended its backing as well. ``I rather like the idea of people going around an art gallery with a glass of wine in their hand and a cigarette in their mouths,'' is Janet's unorthodox view. ``It makes the whole art experience more relaxed.''
And yes, this tour has resulted in a couple of good purchases. In fact, American Express Bank has installed ATM machines at these art galleries for visitors who don't like to carry a lot of money on their person and for those who may suddenly decide to buy a painting. Gallery 7 has prepared little Coho badges and Janet herself plans to prepare a map detailing the Coho route. Omega Watches have offered their support.
The last Coho walk before the monsoon hiatus was organised on May 29. The group shall resume its activities inOctober. Meanwhile, Janet will be busy giving shape to her ambitious plans, which include extending her activities to other cities in India and even abroad. The Maharashtra Tourism Development Corporation (MTDC) has promised to provide her a bus to show tourists around art collectors' homes and studios in Mumbai. She also plans a tour of heritage homes in Goa. A Coho cruise is on the anvil, too, and this project could snowball into a floating art gallery. Of course, she will charge a nominal fee for these excursions. But the most ambitious project is, as she describes it, "Coho in Soho". Janet will select the finest paintings from each of the art galleries on her Coho circuit and display them in New York. That would be Fine.
Copyright © 1999 Indian Express Newspapers (Bombay) Ltd.