Art at the cost of a latte

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

Pawan Verma “Shaheen”, the painter of Taj Mahal, is an exception, who claims that he has been offered Rs 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 within India.

That, however, is not the story for hundreds of artists at the International Kala Mela, where over 300 artists – budding and established – are showcasing their works, and who are struggling to sell even one piece despite the affordable tags.

Democratising Art

The first such fair organised by the Lalit Kala Academy has given artists a platform to connect directly with buyers and connoisseurs. It has also given admirers and aspiring art collectors a chance to own a piece of original art at a fraction of the price of an iPhone.

Dr S.D. Shrotiya, whose signature theme is the landscapes of Varanasi, has paintings ranging from Rs 800 to Rs 80,000. Some paintings made by him and Chitra Singh on tea-coasters are even priced at Rs 250. “Just like a mall caters to people of all pocket sizes, this is an attempt to ensure that the common man, who is an art-lover, can own a piece of art. Money should not become the barrier between him and his love for art,” said Shrotiya. There are miniature pottery pieces by Raghavendra Rao at Rs 100, paintings of the Tripura Art Group starting at Rs 3,000, and of K.G. Narendra Babu at Rs 5,000, all aimed at making art affordable.

The platform is different from other privately organised slick 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 to Rs 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 the next time. India Art Fair, where each artist is a brand, does attract lavish 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, with 20 years of experience, sitting in the background of her cool sea beaches in hues of blue, prices of which range from Rs 30,000-55,000.

Arty challenges

While artists have been enthused by loads of queries from curators and admirers, the lack of sales bothers many, particularly those who have travelled from far flung states, and have had to ship their art-works and pay for their stay in Delhi.

Tripura Art Group’s Dilip Paswaan, while stroking a palette knife across a canvas, painting a form of Budhha, shared: “Our stall must be having the maximum number of paintings – some 350. But we have sold only 17.” Agnes D Cruz Rajesh, who has travelled from Hyderabad, echoes: “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 came to the Capital with higher hopes,” said Jimson James, a student. The team is displaying art starting at Rs 5,000 onwards, and even stocks smaller water colour cards, priced at Rs 200 each. Some blame an awkward lay-out for lower sales. Shyam, a student of the Faculty of Visual Arts at Benaras Hindu University (BHU) said, “Our stall is located in such a corner that there are no visitors. The lay-out keeps this part hidden. Our paintings range from Rs 800 to Rs 2,000. We earn much more by selling them at Assi Ghat in Varanasi.”

A clash of dates with the much-acclaimed India Art Fair, is also to blame for lowering sales, they feel. Several artists are pinning their hopes on the last two days, hoping people will firm up their buying decisions, with bargains thrown in. The hopes of some of these artists may come true if even a part of Delhi’s population is ready to trade a day’s latte for a piece of original art.

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