Kiran Seth, founder of Spic-Macay, is emphatic that only enlightened corporate groups work for the Society. And he has reason to believe that. ``As Spic-Macay doesn't allow publicity on banners, only those truly interested in the cause help us,'' Seth explains.

But what is it that motivates a company to spend on Spic-Macay, which is in no way linked with its business interests? ``Personal enlightenment of the CEO is what drives an organisation towards a movement such as Spic-Macay,'' replies Seth.

He elaborates that if the top man in the company is not convinced about the purpose and concept of the Society, there's no point in any contribution. That is, if acorporate supports Spic-Macay financially without inspiration from the top, the idea behind it will be quick returns or consumerism rather than an experience. So it's vision and not short-term gains that motivates a corporate to back Spic-Macay.

Seth calls it ``enlightened corporate sponsorship''. He compares it with the broadcast of a social message on a US channel, where at the end of the message, you have a line saying: ``Brought to you by...'' So in the end, it's the company that gets a face-lift.

Putting corporate donations for a social cause in three categories, Seth takes them up one by one. First is Daan. This, he says, is the best form of contribution, where one doesn't look for any returns. Totally altruistic in nature, this is the best one can get in ``giving''.

The second best form of contribution is Enlightened Sponsorship, where companies generally derive long-term benefits. Remember, these are the companies with vision. The third and the last category is of those with TotalConsumer Interest. Such companies or groups contribute to any social cause with short-term interests in mind. So the third kind is really the short-sighted variety.

Since those who wish to give a daan is a rare species these days, Spic-Macay is mostly associated with the second form of ``givers''-- the enlightened sponsors, says Seth. And he rolls out a long list of companies that have been supporting Spic-Macay: Turner Morrison, ONGC, Eicher Goodearth, the Khemka group, SRF Ltd, the Birlas, the Thapars, the Bhilwara group, Ranbaxy, Samtel, Libra High Seas, and Haryana Steels and Lloyds, among others.

Turner Morrison Foundation holds a special place among these. For one, Turner Morrison's office building at Basant Lok, Delhi, now houses Spic-Macay. Plus, the company recently donated a large sum for the Spic-Macay festival. But the top bosses of the company like to keep away from any publicity regarding this.

Although Seth admits that whenever there's a cash crunch, he heads for Turner Morrison,company officials dismiss it as nothing much. ``We're supporting many more causes. But people get to know of Spic-Macay because Spic-Macay is so visible,'' says an official.

``We are not looking for any gains in supporting Spic-Macay. We just want to play a role in the continuance of Spic-Macay's effort to spread Indian heritage,'' he adds.

Talking about the involvement of the people high in the company hierarchy, Seth says Jauhri Lal is a leading name. As HRD director at ONGC, Lal has been of great help to Spic-Macay, stresses Seth. Among other top men in the corporate world who have been aiding and supporting Spic-Macay in good times and bad, are Vikram Lal, CMD, Eicher Goodearth; Uday Khemka, head, Khemka group; Arun Bharatram, CMD, SRF Ltd; L N Jhunjhunwala, chairman, LNJ Bhilwara group; C K Birla, chairman, Birla group; Satish Kaura, chairman, Samtel; and Parvinder Singh, chairman, Ranbaxy.

Another name that Seth remembers fondly is that of Mahendra Malu of Haryana Steels and Lloyds. ``Maluunderstands the cause and he has been working quietly for Spic-Macay from day one,'' elaborates Seth.

Vikram Lal is also a quiet contributor. Says Lal: ``Spic-Macay is doing very good work in promoting Indian classical music, and we are only encouraging that.'' Since it's an excellent target group (students), the work that Spic-Macay is doing becomes even more meaningful, adds Lal. ``We're not doing much,'' he insists. ``Just placing an advertisement in the Spic-Macay magazine or putting in a bit of money for their projects is the kind of support we provide.''

Of course, interest in music is a driving force behind high-flying corporates playing a role in Spic-Macay. For instance, Arun Bharatram says: ``Since I'm a musician, I want to help promote the cause.'' Bharatram adds: ``Exposure to Indian classical music changes the mind-set of a child.'' Therefore, it is a laudable mission. ``And corporate houses must take on the role of erstwhile maharajas in supporting this mission, by creating anawareness about Indian heritage,'' says Bharatram.

But what is the business interest in all this? ``There's absolutely no point of business in helping a cause like Spic-Macay. As a citizen, it's my responsibility to spread awareness about our rich heritage,'' he replies.

So, in a world of tangibles, which looks up to those sponsoring schools, parks, roads, tubewells, sport events and the likes, Spic-Macay sponsors stand out by caring for a cause that can only be felt. A cause that looks for the hidden dimension and makes possible inner development, which in turn is essential for the progress of society as a whole.