So you like art, but prefer buying it without having to compare notes with the know-it-alls that
frequent the galleries? Why not use the Internet’s huge resources? There are art sites that cater to
all sorts and budgets, from free prints and free info to the pay-per-views and shockingly exorbitant.
Saffronart.com claims to be one of the most comprehensive online
destinations for Indian contemporary art, with over 1400 works currently up for purchase. It is more
than just being an ecommerce platform, with extensive information on artists, exhibitions, galleries,
museums and events. Says Dinesh Vazirani, CEO, Saffron Art, "Unlike other sites, we are actually
selling a lot of paintings online and creating a buzz in the art market. We saw hectic buying and
lobbying when we had an auction of 134 works of art, out of which 70 were sold." The auction
allowed serious collectors as well as first time art buyers worldwide to place their bids over a period
of one week.
Adds Vazirani, "Specific works were heavily contested, with bids being placed till the closing
minutes of the allocated lots. 70 per cent of the work that we sell is exported to the US and other
countries."
Each site caters to a different niche. Rarework.com, began with a bang
in June 2000 at the National Gallery of Modern Art, Mumbai, with Ganesh Pyne’s portfolio being
sold exclusively at the site. Explains Surbhit Dabriwala, CEO, "We have low-cost high-quality
reproductions of masterpieces. We also showcase prints of old masters, which we try to source
and obtain copyrights for. The prices range between Rs 5, 000 to Rs 7,000 and corporate clients
have been, by far, our biggest customers."
Another variant is Artmaya.com, which began in June 1999, and has
showcased 60 paintings ranging from famous artistes to upcoming ones. "There are all kinds of
paintings, from medium oils on canvas, to watercolours, dry point etchings, and chalk pastel on
paper.”
Then there’s Sonalisa.com, a single point art house, launched in
November 2000 that goes beyond paintings to offer glass sculptures, metal and wood, artefacts,
functional art, prints, tribal art and collectibles.
With tie-ups with galleries and artists at no costs, the sites usually charge a commission of 10 to
15 per cent on the sale of paintings. But deals vary. At Sonalisa.com, artists are commissioned to
do works for clients in exchange for which Sonalisa manages their portfolios. Says Sonali Engineer,
CEO, "The benefit that accrues to them is through our art evenings where they get to showcase
their work and also interact directly with art enthusiasts. We also have an artist forum where works
can be showcased for an entire year for a mere Rs 2500, and where Sonalisa does not come in to
claim commission for works sold."
Most art sites offer a gamut of services that could fulfil any surfer’s fantasies. For instance,
Sonalisa.com has not only a wide range of art works, but also services like restoration and art
consultancy. Going a step further, they also have ‘Art on Call’ where a buyer can actually have a
look at the concerned art work in his own surroundings before buying it.
Likewise, Saffron Art seems to be going the whole hog. Offering authenticity certificates, insurance
of the art work, an easy returnable policy, international payment gateways and catering to an
audience with a product range from Rs 750 to Rs 8 lakh, they have already sold over 350 paintings.
Revenue models are something most seem to be willing experiment with. The brick and click model
is very popular. Says Purnima Lamba of Soulkurry.com, "We have
Anjolie Ela Menon who will be curating the first online art exhibition of established women artists in
January, which will go offline in February at Kala Ghoda. We are also hosting ‘Thresholds’, an online
art exhibition for undiscovered women artists. Fifty paintings will be selected for this virtual
exhibition scheduled for February 2001."
Vazirani also seconds offline activities being a strong driver to online sales. "Offline activities are
extremely important to build trust amongst your market. We are planning to have a road show in
Hong Kong in March and one in the US in April. Besides, sponsorships of cultural evenings and
events in the US, which is our primary market, helps enhance our customer base and build a
rapport."
For the buyer, however, there are issues other than just touch and feel. A big one is authenticity.
While Shibani Jain, the lady behind Craftsbridge spends a lot of time
getting reliable suppliers with a reputation for quality along with experienced local centre managers
to handpick every product, others like Sonalisa have their own unique certificate of authenticity,
which they give with every product they sell.
Chitra Raju, a buyer, says, "I would like to be sure of the authenticity, especially if I pick up a
painting by a famous artist like Jatin Das or Ravi Verma. Paintings that are not very expensive are
what would prompt me to open my wallet. Anything more than Rs 10,000 would have me worried."
Why and how do these sites come about? Surbhit Dabriwala, who studied art at Wharton, began
Rarework because he felt the need to explore the Indian art scene and give it a platform. Likewise
for Rahul Gul, co-founder of Indianartportal.com, which gives
upcoming artists a break from profit-oriented art galleries.
Responses to the online art scene have been mixed. Dabriwala says cheerfully, "Prints have a lot of
scope in India, but not ecommerce." Dharmendar Kumar of Artmaya, on the other hand, talks about
low sales and passable page views. Rahul Gul of Indianartportal concurs, "We’ve only sold one
painting since August 1999. We may have over 100 unique visitors daily, but no one wants to buy
right now."
Others remain undeterred. Sonali Engineer believes that the mission isn’t simply to make a fast
buck. In addition to presenting works for sale by featured artists, her site will soon offer an art
course for the uninitiated.
Most art patrons think art online is a viable idea worth putting their moolah into. Roshita Das,
co-founder of Soul Kurry.com, says, "By providing access to art historians and artists through the
Net, we want to awaken the interest of those who tend to be intimidated by the art world and see it
as the domain of the elite."
Anjolie Ela Menon also views the Net as a bridge between art and its admirers. She says, "What I
enjoy about curating online with SoulKurry is that I can help identify undiscovered talent and give
aspiring artists a venue where their work can be widely viewed."
So the next time you hear some college kid wax eloquent about the difference between Monet’s
impressionism and Van Gogh’s expressionism, just assume he surfs a lot.
Take a quick tour of art sites
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