Kala Ghoda Association, was formed on 30th October 1998 with the object of maintaining and preserving the heritage and art district of South Mumbai by various art galleries, patrons, and concerned citizens with the object of maintaining and preserving the heritage and art district of South Mumbai. They have been working towards the conservation of this area since then. This association has prioritized its conservation tasks and, since 1999 organize an art festival annually, in February (the first Saturday till the next Sunday, for nine days) popularly known as the "Kala Ghoda Arts Festival" in order to bring attention to the area's art and architectural heritage. This large multicultural festival draws attention to this unique and beautiful area in Mumbai. Now in its 17th edition, the Festival draws visitors in large numbers, not just from the city but from all over the country, and, indeed, the world. Furthermore, the Association recognized and anticipated the need to connect this powerful contemporary use and function to the physical improvement process. That is, really to use this function and its potential, to generate goodwill as well as financial support and act as the contemporary engine to drive the conservation and physical improvement of the area. In order to do this the Association decided to institute an Art Festival as an annual event, to bring attention to this precinct, to generate funds for sponsoring projects , and also to set an annual target for improvements.