There was a time when all an art lover could do was appreciate a piece, but art may now actually be within ones means. With galleries latching on affordable art tag, new artists are getting patrons in young buyers.
“Affordable” has become the new buzzword for art shows targeting buyers, who are new to art as many galleries are putting together shows featuring artworks below `50,000. Some start at as little as `10,000.
“Our target is the new breed of buyers, which includes bankers, IT professionals and artlovers from well-to-do families, who are exposed to art, and want to have their own collection,” says Tripat Kalra, owner Gallerie Nvya, which gives platform to budding artists, and just had their third show on affordable art.
Artist Bhuval Prasad, 25, who completed his MFA this year, has his works on display at various galleries under the affordable tag. “It’s a great moral booster when I see my pieces on display along with the works of veterans. But seeing a buyer take my work home is a great feeling,” says Bhuval, much of whose work has already been picked up.
Baroda-based artist Ajay Kumar Chaudhary is a textile designer from National Institute of Design and recently made his foray into art. “To reach my target buyer, I have already reduced my prices. These are the kinds of works which are best for interiors, and I often create on need-to-need basis,” says Ajay, whose work is on display at Gallerie Nvya.
Asheesh Sethi, owner AnYahh Art Gallery, which has been holding exhibitions on affordable art, feels that India is one of the countries where art is exorbitantly priced. “We want to bring the price of art to realistic levels such that an art lover could also think of possessing a piece. Such shows are also an effort to take art to common people, and encourage new artists in the country,” he says.
According to experts, art may be a decorative material, but new buyers are looking at it as a good investment option.
“We ask buyers to do their bit of research on the artist, while gallerists are there to help them pick up the best,” adds Tripat, who has been an art collector for past 20 years.
“A buyer going for an affordable piece, should buy what interests him, irrespective of the name of the artists. The new artist may turn out to be a big name tomorrow,” suggests Asheesh, who’s also the president of Noshe group.