Creative Seva was conceived after its founder Jam Patel witnessed from afar India suffering the brutal second wave of Covid-19. In response, the British fashion photographer-turned-director sought a means of raising funds for initiatives saving lives on the ground in India.
In Sikhism and Hinduism, the word 'Seva' means ‘selfless service’, an act performed with no expectation of reward. In contemporary times, these acts of pure altruism are perhaps few and far between but have found an essential role in a pandemic-gripped world.
‘The call to action was immediately met by the generous spirit of all the wonderful contributors you see on this site,’ Patel says of the initiative. ‘They have kindly donated their work to raise the urgent funds needed to save lives today.’
In response to Patel’s call to action, 88 emerging and world-renowned international artists rallied to contribute their work to a charity print sale. These included Steve McCurry, Lorena Lohr, Himali Singh Soin, Inez and Vinoodh, Rankin, Julia Noni Mary McCartney, Yelena Yemchuk, Takuya Uchiyama, Davey Adesida, Bibi Borthwick, Josh Olins and a photograph from the initiative’s founder.
Notable pieces include Alistair Taylor-Young’s evocative, Sadhu Dinner at Kumbh Mela, India, Julia Noni’s 'Beauty Papers, February 2016' and Himali Singh Soin’s poetic, nostalgic and colour-drenched Hind, 2013.
The sale is hosted on the Creative Seva website, with each photograph limited to 50 prints and available at an accessible £100 including worldwide shipping. 100% of the proceeds will be divided equally and sent to three charities working on the front line of India’s accelerating crisis.
These comprise Khalsa Aid, an international NGO providing humanitarian aid in disaster areas and civil conflict zones, who are distributing oxygen concentrators in Delhi; the Hemkunt Foundation, who are providing oxygen cylinders around Delhi NCR, and Feeding From Far, conceived at the start of the pandemic, who are working with NGO Prayatna to distribute food in Mumbai to those severely affected by Covid-19.
The Creative Seva for India print sale plans to run until mid-June. Prints are available to purchase for £100 each at creativeseva.com
Harriet Lloyd-Smith is the Arts Editor of Wallpaper*, responsible for the art pages across digital and print, including profiles, exhibition reviews, and contemporary art collaborations. She started at Wallpaper* in 2017 and has written for leading contemporary art publications, auction houses and arts charities, and lectured on review writing and art journalism. When she’s not writing about art, she’s making her own.
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