Art of the matter. At Kala Mela, writing on the canvas for artists: No buying interest

The international art fair in the IGNCA (Indira Gandhi National Centre for the Arts ) grounds in New Delhi was abuzz with a rumour that a painting has been sold for ₹10 crore. That rumour died out in a rather secretive art-market where very few are willing to openly share the identity of their patrons and prices their pieces have fetched.

Pawan Verma ‘Shaheen’, the painter of Taj Mahal, is an exception who claims that he has been offered ₹5 crore by an Iranian buyer. Verma, however, told BusinessLine that he has resisted striking a deal because he wants the painting that has taken 20 years of research to remain in India.

Democratising art

That, however, is not the story of hundreds of artists at the ‘international Kala Mela.’ Over 300 artists — budding and established — are showcasing their works, but are struggling to sell even one piece despite the affordable tags.

The first such fair organised by Lalit Kala Akademi is giving artists a platform to directly connect with the buyers and connoisseurs. It also gives admirers and aspiring art collectors a chance to own a piece of original art at a fraction of the price of an i-phone.

SD Shrotiya, whose signature theme is landscapes of Varanasi, has paintings ranging from ₹ 800 to ₹80,000. Some paintings by him and Chitra Singh on tea-coasters are even priced at ₹250. “Just like a mall caters to people of all pocket sizes, this is an attempt to ensure that a common man who is an art-lover can own a piece of art. Money shouldn’t become the barrier between him and his love for art” said Shrotiya.

The platform is different from other privately organised art-fairs that are backed by large galleries.

It connects artists directly with potential buyers, and bypasses the art galleries that charge 30-40 per cent margin as commission for their value addition. Stalls in those fairs also cost a fortune, compared with ₹ 30,000 that the organiser has charged for 15 days here.

“This is a good initiative and can be a great platform if marketed well. This is the first attempt, and all of us are learning and hoping to improve it the next time. India Art Fair, where each artist is a brand, does attract big buyers, but the artists don’t get to interact with the buyers, and the fair is driven by the galleries,” said Delhi-based artist Nibedita Sen.

Arty challenges

While artists have been enthused by queries from curators and connoisseurs, the lack of sale bothers many, particularly those who have travelled from far off States shipping their art-works.

Tripura Art Group’s Dilip Paswaan said, “Our stall must be having the maxmium number of paintings — around 350. But we have sold only 17.”

Agnes D Cruz Rajesh, who has travelled from Hydera ba d, said, “The sales are not as expected, although there are visits from curators and private collectors.”

Students from Thrissur’s Government College of Fine Arts were disappointed about having sold only three pieces till Wednesday. “We had come to India’s capital, with higher hopes,” said Jimson James, a student.

The team is displaying art starting at ₹5,000 onwards, and stocks smaller water colour cards, priced at ₹200 each.

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