Dharamsala, September 9
Kangra paintings and products handcrafted in the Kangra style will now be available on Amazon. This will give Kangra paintings produced by local artists access to a wider range of market.
Project Srijan, an ideation and marketing concept-based project which produces Kangra style of paintings, has successfully launched its products on Amazon India. Started in October 2020, Srijan is a collaboration project between master artisans in the field of paintings and clay making and a team of development block Rait in Kangra district.
BDO, Rait, Latika Sehajpal, says that under the project, artisans of Kangra, Guler and Basholi style of paintings are brought together along with bamboo and clay artisans under one roof. The shapes and sizes of these new mediums of art have been developed anew so that they look more attractive and fetch better market rates.
She says that for the first time artisans from so many different genres have collaborated under one project. The products created are unique. These hand-painted items are being sold in the price range from Rs 2,000 to Rs 10,000. The traditional art form has not been distorted in any way.
“Our aim is to popularise the art of Kangra, Guler and Basholi styles and make it financially rewarding. More and more artisans are being added to our Baglamukhi arts initiative under Srijan. We are handholding the artists for now as we learn the tricks and trades of online selling. The entire initiative will be handed over to them by the next year,” she adds.
Brand name Srijan has been incorporated in the product description while listing the products on Amazon. Also, the product description includes the name of HP. This will create authenticity in the minds of the customers who buy the Kangra style of paintings.
The range on Amazon will be below Rs 10,000 so as to reach the price sensitive yet large domestic customer base. In the coming days, more e-commerce players and foreign customers will be targeted for selling high range Kangra paintings, says Latika. — TNS
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