More than 200 cultural organisations are contributing to India Now, a three-month celebration of Indian culture, that aims to recognise the strong and growing relations between India and London. Indian art, film, theatre, music, fashion, food and business will be featured, involving many of Londons best known museums and galleries including the British Museum and V&A. 1,500 events will take place and over a million Londoners are expected to participate in events during the season, which is backed by the Mayor of London.
In 2006 the number of Londoners of Indian origin was over 430,000, accounting for 6% of Londons population, the largest national minority community in the city. Over 212,000 Indian visitors came to London, for the first time spending more than Japanese tourists, and over 40 Indian film productions were filmed in London, with an estimated annual worth of £14m to London. The season was launched with the celebrity unveiling of an intricate replica of the Taj Mahal floating down the river Thames.