Culture Future Skills India 

Cultural skills training India, digital skills training, digital marketing for cultural sector, audience development for cultural sector

Culture Future Skills Project aims to provide digital and marketing skills training and support to cultural organisations and institutions that lack resources and digitally “invisible” for 21st century sustainability of culture. The project goals was envisioned based on an outcome of a research project conducted on skills gaps and shortages across the cultural sector and explored education and training provision in India. Digital marketing skills and audience development was one of the top skill gap highlighted by target stakeholders in the research. It was inferred from the research that digital and marketing skills are not a top priority of cultural organisations, especially if we compare with other sectors. The causes are due to lack of awareness, lack of exposure to best practices, few training opportunities, lack of budget or capacity to hire professionals. The shortage of such skills lead to cultural sector being perceived as less professional which becomes challenging for organisations to fund raise, marketing to newer audiences, attract young talent or professionals to work in the sector. Lack of quality digital and marketing skills among cultural professionals also lead to an impediment for the sector to increase and broaden the audience to participate or engage, involve larger public to appreciate and support arts.

The main target group of organisations and institutes in the sector are:

  • Visual arts
  • Performing arts (music, dance, theatre)
  • Textiles
  • Heritage

The project will conduct training programs and offer services to neglected, “digitally invisible” and small to mid-scale cultural organisations and institutions.

We are going to roll out in Phase 1 a series of brand, digital & marketing workshops for cultural organisation.


It provides a case study in India and for other regions, of how cultural organisations can grow in the online space and engage a wider audience through digital medium. The impact of the project will potentially be at three levels:

  • Individual level: For professionals and students that want to be digitally skilled and equipped for 21century livelihood and job opportunities.
  • Sector level: For practitioner led organisations that might be small or large scale organisations can prioritise and implement digital marketing. It can lead to increase in revenue, attracting talent and more employment opportunities. For educational institutions, awareness and inclusion of digital and marketing skills in curriculum and formal training will have a large impact on younger population that want to work in the sector. The digital visibility of cultural initiatives can engage the public, larger community of business, philanthropy and corporates in a more sustainable manner.
  • Government level : An impact at grass-root level could be a bottom to top approach of influencing the government policy and government schemes for the cultural sector. The central government of India is spearheading based on PM Modi’s vision of “Digital India” across sectors which has yet to include the cultural sector.

We are happy to connect regarding collaboration, funding, recommendation of organisations for our work or support the project in any other way.