BENGALURU: Gone are the days when print art meant posters. Print, today, is a medium through which artists reach out to a wider audience and art-lovers can afford the finest of painting within their budget.
An artwork of C F John is estimated to cost Rs 4.5 lakh, but a print version of the same costs 5.5 per cent of the original. This way, the paintings reach more walls and “spread colour in more lives” says Bengaluru-based artist Shraddha Rathi.
She had her first solo show at Karnataka Chitrakala Parishath in 2007 and at Mahua Art Gallery in 2015. She is in favour of the licensed print art as she believes it is the need of the hour for buyers and artists.
They get supported financially with the print art and focus more on their original upcoming art. “There are times where I have sold an original work due to my prints,” says the artist. The affordable print art has introduced new set of people and has created new audience.
“We had a deep desire to take Indian art beyond the reaches of the HNIs (High-networth-individuals) and touch the lives of the middle class,” says Amit Jaipuria, co founder of ArtCollective.
It was founded in 2014 by Meenu Jaipuria, founder of Mahua Art Gallery and her son Amit Jaipuria.
“It was founded to democratise art and make it affordable and available to a wider audience,” says Amit Jaipuria.
“Canvas prints are contributing towards creating a more art-aware India through wider accessibility,” says Lakshman, art curator.
Manjunath Wali, a Bengaluru-based artist whose paintings are inspired by the ancient ruins of the Vijayanagara empire and contemporary life in the region says, “There are times I have seen the prints and originals side by side and there is almost no difference.”
About 300 artists from across India have joined to redefine the plight of art, artists and customers in India. Kavitha Shastry, an interior designer recently purchased collections from the Collective.
How it is Done
Giclée technology is used as a print-making technology known for preserving the authenticity of the original artwork and providing better colour accuracy.
Specialised pigment-based inks are used for printing that are fade-resistant, and render richer colours and deeper tones. The printing can be done on archival canvas, making it a closer rendition of the original artwork.
These print techniques have also been recognised by master artists including M F Hussain and Raja Ravi Verma, in the 19th century, who felt that their original creations needed to reach a wider audience to make an impact on their lives.
“This technology is commonly used in art museums and organizations in art-evolved countries in Europe and U.S. We are part of the beginning in India,” says Amit.