Affordable Art
Different people buy art for different reasons. Collectors hoard art after a passion, multinationals buy and display works of established artists to assert distinction, some buy to beautify their homes, some for investment and some to merely demonstrate their affordability...
by Dr. Veena Shekar, [veenashekar@chitralakshana.com] she is an art-historian and web designer. A voracious and avid reader of various subjects, Veena Shekar developed a keen interest and passion for art and art related subjects. This passion was enhanced further when she went to Paris in 1990, where she studied a few art courses. Her two years stay in the art-loving country immensely helped her pursue her career in the field of art-history. Shekar holds a double post-graduate degree in English Literature and art-history and a post-graduate diploma in Journalism. She was awarded doctorate for her thesis " A study of historical paintings of karnataka between 1780 and 1830" in the year 2002. She is currently working on the manuscript for publication. As a visiting lecturer at many art institutions of Bangalore, Veena Shekar’s contribution to art in general is note-worthy. She has been contributing to various magazines, newspapers and journals on human interest and art related topics and has designed a few art related websites worthy of mention.She is presently residing in Bangalore, India.
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Updated On: 3/23/2007

Different people buy art for different reasons. Collectors hoard art after a passion, multinationals buy and display works of established artists to assert distinction, some buy to beautify their homes, some for investment and some to merely demonstrate their affordability. By and large, to the common man, buying art proper is a speculation, but getting the same at an affordable price is a dream. While affordability in art is notional to many, to the common man of the middle-income group it is always with respect to his purse.

In a fashion much to be encouraged, the Karnataka Chitrakala Parishath organized an event- one may recollect the recent ‘Chitra Santhe’ that placed art not in its galleries but on the streets- bringing affordable art to the common man. The ‘Santhe’ was a ‘roaring success’ according to the General Secretary of Chitrakala Parishath D. K. Chowta. The statement of Karnataka Chitrakala Parishath that art works worth Rs.50 lakh were sold on a single day, the sudden upsurge of similar art activities in Bangalore city in the past few months and the wholehearted response to these activities show that people have become more art conscious. What drives people to buy art? What kind of art appeals to them? are questions that one needs to probe gallery owners, art collectors and artists. And above all can art proper be acquired at an affordable price? According to most common people who came to Chitra Santhe, affordability ranged between Rs.500 to 5000. Obviously a price at which established artists were not selling.

According to artist K. T. Shivaprasad, he would never be able to sell his works for less than 5000/-. He would have to cut down on the quality and produce more works if he wants to sell for less. Artist S. G. Vasudev also feels that he cannot cut his cost as that would be cutting the cost of galleries that support him. But he would participate in street galleries such as ‘Art Access Week’ organized by Birla academy award in Mumbai wherein artists were asked to price their works at 25,000. According to artist Ravi Kashi who sells his works to galleries, people have become more aware of art today but the spirit to go to galleries is still not awakened. And only prints of established artists can be available for an affordable price.

Gallery owners apparently feel left out in street galleries. Prameela Baid, who owns Gallery Sumukha, opined that galleries too could participate in activities aimed at common people Shreen Malani, who runs Renaissance art gallery, feels that if one has an eye for good art one might pick up something from an upcoming artist and if that turns out to be a great piece of art in future he is lucky. But very rarely young artists hold on in the market. So top artists are still only the older ones.

“Affordability in art is that which appeals to you and your purse. And there is no fixed price for it.” Tells Shreen.

But galleries often bank on multi national companies and architects for their sales and hardly cater to the middle-income group. How frequently do we seea common man stroll into a gallery looking for a nice piece of art to buy?

“I have lot of works ranging at affordable prices but not many people come to buy. I don’t know why galleries put people off? It is a notion that our prices are high, but there should be some way of getting rid of this notion’’, notes Prameela.

Shreen remarks that people have to be convinced that what they keep is of a higher quality and of a higher value, that they are there permanently, have to spend on the establishment, staff and overheads and earn only through commissions. “Galleries are not making a lot of money with a booming business”, we are selling art for the love of it and not as a business” points Shreen.

Prameela feels disturbed by the fact that artists move from gallery to gallery and price their works differently. “Basically for the artist whether he sells at home or in a gallery, the market value has to be one, isn’t it? asks Prameela. “Perhaps the galleries could get together and break the barrier of erratic pricing”, she adds.

To art collector Harish Padmanabhan affordability rests with the individual. Harish pursues his passion with a gut feeling. He believes that every work of art has a halo around it when it is on the artist’s easel, but once it comes to the market it is commodity. “The price of art is relative to works of similar kind, but it finds its rank after one or two shows.” deems Harish. To Harish buying art is also an investment today. After Christies setup a branch in India people began to look at art as an investment. ‘And maybe one day I will be able exchange some of my works,” he adds smiling exuberantly.

It is only a small majority that buys art today. Shreen sells her works mostly to multinational companies and interior decorators. Once in a while newly married couples walk in to buy a few works but Bangalore is not a great place where art sells compared to Mumbai or Delhi, she notes. Artist S. G. Vasudev sells his works mostly to the elite and the rich but feels happy that his clients follow his work and take him with them through out their life. Almost all gallery owners and artists feel that big names sell. And what sells today are still figurative and landscapes. Vasudev feels abstracts sell as they make people think. “Galleries often recommend multi colored abstracts as they come in handy to match the curtains and sofa sets”, remarks the artist.

When it comes to collecting art the common people feel inadequate or intimidated. They feel they have been led to believe that a specialized knowledge is required to be an art collector. The critics and most experts don't offer any help either. Some are more interested in selling their particular showings rather than educating them how to become an art lover and a long-term collector. To most common people art reviews don’t help much either as they are as ‘abstract as the paintings’.

Artists Suresh Jayaram and Babu Eashwar Prasad feel that street galleries and low pricing might help the common man to learn something of art. “But one must see that quality is maintained”, says Suresh. Babu Eashwar Prasad feels that once street galleries become a regular thing they may become commercialized and lose their objectives.

The gap between contemporary art and the common man can be bridged if the common man takes more interest in learning about art, its manifestations, dimensions and objectives. Art has traveled a long way and man has to meet it in its present condition. Art cannot come to the common man but the common man has to go to it without bias and he will find newer ways of looking at life. Collecting art can be very profitable and enjoyable. It is one of the few areas where you can have your proverbial cake and eat it too. Anyone can become a successful art collector. All it takes is to learn a few ground rules, most of which are common sense.

And as for affordability if only artists decide to bring down their prices it will be a utopian world for the art buyer. After all not everyday do we have a serious buyer.

For the common man buying a piece of art is close to a dream and a wish fulfilled. If Chitra Santhe is organized every year one hopes to expect more quality art by screening and stream lining by the committee as it is also the duty of art institutions to give good art at an affordable price to the public.

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