Cheap and chic

“We realised there was a gap in the market since Indian art had hit a boom,but there was no avenue for collecting works by international artists. After studying the market,we decided to launch our gallery in Delhi that will show works by artists like Pablo Picasso and Andy Warhol,” says Gaurav. The catch,however,is that these works are singed prints,lithographs and serigraphs,sculptures created by a mould in,albeit,a limited edition.

“Our main intention is to make the art affordable to young collectors,while bringing international names within their reach. The quality is great and so is the price,” says Vickram,indicating that a singed invitation card that was sent out by Warhol for an exhibition in 1970,is priced between Rs 15-20 lakh. The card,bearing an image of Chinese Communist leader General Mao,is the only one of three that are left from the hundreds that Warhol sent out “because this is a rare postcard,it is priced in lakhs”,says Gaurav. “One cannot afford anything by M F Husain or S H Raza in that price range.”

Apparently,the exhibition in Delhi sold 90 per cent of the collection. “The prints and limited edition sculptures by the great masters are meant mainly for those who want to buy art to enjoy it. While the works do have a resale value that will only go upward,the intention is to make it affordable,” says Madan,who heads the luxury segment of the Marigold Group.

“Along with the known names,we also hope to introduce newer international artists like German Jorg Doring,whose contribution to American Pop Art has been tremendous,and French painter Serge Mendjisky,who is known for merging painting and photography to create urban landscapes. “Patrick Hughes,who does high-relief illusionist work,is another artist we hope to introduce to the art collectors of India. His works were highly appreciated in Delhi,” says Gaurav,who along with brother Vickram has studied art formally. The next artists they hope to bring are Henri Matisse and Joan Miró.

“Opening a space in Mumbai will depend on how the market receives us,” Vickram concludes.

Opening the show at The Viewing Room,Colaba,on March 17,MFA will be holding its breath to see how the Mumbai crowd responds.