All is Fair

Once,art was viewed in enclosed galleries. Now it is suspended on false walls in stall areas. Private is going public and shared platforms are becoming the norm.

Once,art was viewed in enclosed galleries. Now it is suspended on false walls in stall areas. Private is going public and shared platforms are becoming the norm. Nehru Centre in Mumbai might not be frequented by art connoisseurs but over this weekend over 20,000 enthusiasts are expected to visit the venue to view artwork from 30 galleries around the world at Art Expo India. Its a forum that allows viewers to look at a collection that is representative, says Vickram Sethi,chairman of the three-day fair. He adds,Entering galleries could be intimidating and a forum like this helps initiate new people into the world art.

In Delhi,Adishwar Puri,organiser of All India Art Trade Fair,agrees. The novices get a glimpse of different genres of art and work theyre unfamiliar with, says Puri. During a two-day fair,on October 9 and 10,at Sai International Center canvases of over 80 artists from across India will be on display. Our USP is that everything is priced under a lakh, adds Puri.

The preparations usually begin months in advance. The India Art Summit might have come to a close last month,but registration for next year has already begun. India did not have an art fair for a long time,we just had a triennale, notes Sushma Bahl. Earlier this year she was the advisor for the Art Mart at Epicentre,Gurgaon. This had 50 galleries occupying stalls. I try to have art from different genres,time period and at varied prices, adds Bahl,who plans to have a sculpture courtyard at the Mart next year.

While galleries display the artwork,an attempt is made to introduce elements that could generate more buzz. If India Art Summit had a video lounge to project video art and panel discussions on different subjects concerning art,Art Mart had a two-day art appreciation workshop. Puri has introduced a kids corner where schools will be given space to display artwork of students. The participants include GD Goenka,Delhi Public School and Ryan International. Elements like this make the fair more interesting, adds Puri,as he hopes that footfalls cross the 10,000 mark.

The sales,meanwhile,are a concern. The India Art Summit,for instance,announced sales of over 26 crore. In Mumbai,Sethi hopes to replicate that number. Ten thousand invites for the Expo have been distributed in Mumbai and potential collectors from Delhi to Chennai,Dubai,Switzerland and England. It is important to reach out to a global audience, notes Sethi.

So even though public art in India is limited,art is going public through fairs. Uday Jain,director of Dhoomimal Gallery will introduce work of F N Souza,Ram Kumar and Satish Gujral to those attending the Art Expo. Participating in the fair does require effort and finance,including renting stalls,insuring and transporting the artwork,but Jain feels that in the long run the investment does prove beneficial. One builds relationships with contacts, says Jain,as he points out that during the India Art Summit he sold works to first-time purchasers. A mass effort to reach out to the masses.

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