Bollywood actress Juhi Chawla feels that investing in talent and nurturing it is the only way to qualitatively improve cinema in the country. "Film financing and funding is easier only for reputed film firms and not for genuine filmmakers with lot of passion but no monetary support," Juhi told reporters here. Art and passion of making movies has become a business, Juhi who is the chairperson of ASSOCHAM National Committee on Films said at an event to unveil the body's blueprint for attracting investment into the entertainment sector.

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"Story telling is an art. Entertainment is not easy. The balance between money and art has been to maintained. Both should be respected," she said. Expressing her happiness at Marathi film 'Harischandrachi Factory' being selected as the country's official entry to the Oscars in the foreign film category, Juhi recalled how the film's director Paresh Mokashi had to struggle for funds. "I was told by my husband to meet Paresh, whose parents were family friends, and help him out. Paresh appeared to be a genuine filmmaker who had his basics ready on paper. He wanted to make the film on Dadasaheb Phalke making India's first motion picture, only in Marathi," she said. Paresh had a talented cast on board, but they were not stars. He said the budget of the film would be Rs three crore, Juhi said adding, Paresh was so passionate about the film that he was ready to mortgage his house to raise the funds.

u00a0"I was no longer into production so I requested a production company to help him. But, the company refused because it did not know the dynamics of a Marathi film," Juhi said. The actress said she lost touch with Paresh for the next one-and-half years. "When a few months ago his father informed me that the film is complete and will be India's official entry to the Oscars, I was very happy for Paresh," she said. "Now, that the film is ready and is at the Oscars, a corporate has come forward to market and distribute the film. Where were the people with funds when he was struggling to make a film?," she asked.