The establishment of Foundation Thukral and Tagra in 2008 was a sincere effort to spread awareness and explore new innovative avenues to bring alive the real-time issues to society by using a multi/ interdisciplinary approach, through strategic and system thinking, which are the hallmark of Thukral and Tagra's studio practice.
Through the use of communication design and produced commodities, the goal was to infiltrate multiple strata of society in which discussions about socio-cultural issues of public health, mental & emotional health are fraught with conservative mindsets and taboos. Through such an intervention, they sought means to interact and reach the new audience in the capitalist society.
These space-oriented projects "Put it on", "Pehno", "Memoir Bar" and others were to present a spectacular and compelling facade to draw unsuspecting people into the discussion/ debate, to build public dialogues to those who may consciously avoid the subject matter.
"We have always seen the foundation as the beginning of a relationship for us, our fellows, institutions, and our peer network which will continue to foster, cultivate an inclusive learning ecosystem." - Jiten Thukral and Sumir Tagra
Projects: Pehno, 2009