How Amrita Deora's Pop Art Gallery Helps Grassroots Artists Build Their Business

Amrita Deora was never one to follow one age-old traditional path of building a business like most people in the country. She started The Designera, India's first pop-art gallery and a platform that has gone above and beyond to bring artists from several concerns of the country to showcase their talents.

Now, Deora's goal for the next five years is to take grassroots artists from India and showcase their work on a global level. In an interview with SheThePeople, Amrita Deora talks about championing artists, breaking barriers that exist between the mainstream art world and the talented artists who are often overlooked, and pushing the boundaries of technology and art.

Amrita Deora Interview

Can you walk us through your process for handpicking emerging artists to feature on your platform?

We receive applications from a diverse range of artists, including freshers out of school, as well as established and seasoned professionals. These applications come in through various channels, such as our website, artist application, social media channels, and even portfolio catalogues. Once we receive the portfolios, our team of curators carefully reviews them and selects the artists we want to onboard.

Our selection criteria are primarily based on the technical skill of the artist. Even if the artist is not completely aligned with our aesthetic preferences, if they possess excellent sculpting or painting skills, we believe they could be a great fit. In art, it is tough to keep a binary selection process, so we view each portfolio holistically. Seeing modern aesthetics, unexplored use of technology, and the influence of pop culture is something that we always love.

We believe strongly in art for art’s sake, instead of for the brand of the artist or years of experience. Hence, we don’t give any mind or preference to any factors of the artist besides their body of work.

The ethos of the organisation is largely rooted in uplifting artists that wouldn’t otherwise have a platform to create. Thus, we have been privileged to work with a plethora of grassroots artists.

How does the organisation support artists in their professional growth and development beyond providing a platform for showcasing their work?

We are not only a gallery but also an incubator for emerging artists. We have hosted numerous artist afternoons and painting interactions, providing a space for artists to come together and exchange ideas and energies. The overwhelming creativity in the room is infectious and it reminds us why we started the gallery in the first place.

Unfortunately, in our country, fine art is often stigmatised as merely a hobby and not a profession. This leads to individuals with incredible artistic potential feeling pressured to find a more practical way of making a living. What we do is we aim to change this belief. We provide a stable source of income for artists by purchasing and owning every single piece that we represent. This unique model allows the artist to have financial freedom right from the beginning, rather than waiting for a piece to sell before receiving payment.

How do you provide an ideal platform for emerging artists?

We have a unique business model that sets us apart from traditional galleries. We purchase and own every single piece that we represent, which means that the artist receives financial freedom right from the start. In the traditional gallery model, artists are only paid when their artwork is sold, which can create financial instability and pressure for emerging artists who are still building their careers.

Our approach is designed to empower emerging artists by providing them with a stable source of income. By owning the artwork, we take on the financial risk and responsibility of selling the pieces, allowing the artist to focus on creating and honing their craft. This approach also provides the artist with creative support and mentorship, helping them grow as artists.

Beyond this, we have a team dedicated to providing artists with all the infrastructure and creative support that they require. Whether it be hand-holding them on each colour of a piece, or giving them the freedom to create what their heart desires, each Designera artist has a tailor-made solution that is best suited to them.

Art often helps people with mental health struggles. As someone who works closely with different artists and art lovers, what is your take on it?

Art therapy has been a time-tested form of therapy that has been proven to be very beneficial. It not only includes physically creating art, such as sculpting, pottery, or painting but also viewing art.

In our case, our art is extremely bright, colourful, and happy, which can be very therapeutic in itself. Our last exhibition, titled "Life is Beautiful," celebrated life and reminded people to cherish the little moments and leave behind their anxieties. Pop art, in particular, is a great form of therapy because it channels happiness and positivity. Unlike more traditional forms of art that may depict morbid or dark themes, pop art is all about celebrating life and spreading joy.

How do you use your position to support and uplift other women in the contemporary art field and business?

It’s increasingly important to have a diverse team with a balance of male and female energy, as this can bring a unique perspective to any business. Women bring a whole host of qualities that men may not inherently possess and vice versa, and having a diverse team can help bring about more well-rounded and creative solutions.

In regards to the art world, women are not generally marginalised in the industry, and it's often men who are looked down upon for pursuing a career in the arts. There is a greater stigma around men who are pursuing a full-time career in fine arts over a woman.  As it is with all other industries, there have been many strides taken in the right direction, however, we still have miles to go.

What advice would you give to young women who aspire to enter the contemporary art field and business, and how can they best prepare themselves for success in this industry?

As I’m only 24 myself, I don’t think I am in any kind of authority to advise young women. However, certain guiding philosophies have shaped my journey.

Impact entrepreneurship is something I strongly believe in. It’s important when setting out on a business venture to leave the world a little better than you found it. Uplifting Indian artisans and working to create global brands of Indian pop artists have been extremely rewarding.

I also think it’s incredibly important to lead from the heart. The values and mission that you bring to your business form the core culture of your company.

What changes have you seen in the recognition of both art and artists with this boom of social media? Do you believe social media offers an equal platform to all artists across the country?

Social media has undoubtedly changed the game for artists, providing them with a platform to showcase their work to a global audience without the need for any middlemen. It has democratised the art world, enabling any artist to make their work accessible to anyone, anywhere in the world. The ease of creating an Instagram account and uploading one's portfolio has made it possible for artists to market themselves and reach out to potential clients, collaborators, or employers. Many artists get recruited through social media platforms such as Instagram, which has become a powerful tool for the art community.

Having a social media presence has become essential for any artist or business person, given that it's a basic hygiene factor in this day and age. It provides equal opportunities for all artists to showcase their work, regardless of their background, location, or experience.

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