Ep.93 Sushmita Pati | How Kala the Arts Connects and Engages Diverse Audiences

This episode features Sushmita Pati, Artistic Director and CEO of Kala the Arts, who discusses the development, outreach, and operational evolution of the arts and education charity celebrating South Asian culture. Sushmita shares her journey of introducing Odissi classical temple dance to the UK in 1986 and launching Kala the Arts in 1998 to bring diverse dance forms into schools, venues, and regional communities. She emphasises that while storytelling and classical dance captured early local interest, growing the organisation required overcoming artist shortages, managing multi-year production logistics, and cross-cultural bridging to attract performers and students from diverse backgrounds.

The conversation explores the practical realities of building cultural engagement through diverse partnerships and fusion. Sushmita explains how Odissi dance has a meditative, yogic quality that enables it to cross cultural boundaries, leading to cross-style collaborations with contemporary dance and belly dancing. She also details the process of operating as an Arts Council England National Portfolio Organisation, detailing how Kala the Arts partners with venues, museums, and libraries to help regional entities build, diversify, and engage their audiences through workshops and public events.

Finally, the discussion covers Sushmita's broader operational vision, community events, and future growth. She highlights signature initiatives like the outdoor Diwali parade in Reading, explaining the safety logistics and thematic choices that go into running accessible public festivals. She concludes by reflecting on post-COVID audience recovery, the potential for expanding digital outreach, and inviting local businesses and communities to engage with the charity as a vehicle for lifelong learning and creative connection.

KEY TAKEAWAYS

1. Warm-Up Engagement Before the Main Launch

To successfully engage new or diverse audiences, businesses shouldn't rely on a single launch or campaign. Instead, run pre-launch workshops, taster sessions, and collaborative touchpoints. Giving potential customers a low-barrier, hands-on experience builds trust, demystifies the offering, and creates an invested, eager audience ahead of major events or product releases.

2. Win New Markets via Strategic Strategic Partnerships

Expanding into unfamiliar demographics or new territories becomes significantly easier through cross-promotional partnerships. By co-creating value with established regional hubs (such as venues, local business groups, or community centers), businesses can plug into existing, trusted networks. This mutually expands reach while helping partner organizations diversify their own consumer base.

3. Shift Operational Mindsets from Short-Term Projects to Sustainable Systems

Scaling an organization requires shifting from a "hit and run" project mindset to building long-term infrastructure. To grow sustainably, business leaders must secure dedicated, skilled talent, plan timelines well in advance, and establish continuous production pipelines rather than scrambling from one transaction or event to the next.

TIME CODES

00:00 Intro to Sushmita