Kangra Paintings

We have only very busy two weeks before we leave for India, and we are anxious and excited to begin the in-country part of our project!

Joni, Julia, Sumedh and I are consulting with artists who make Kangra paintings. Kangra paintings originated in Indian Punjab in the 17^th century. They depict stories from poetry, and often center around the love story of Radha and Krishna. The work is done with tiny brushes, and so the detail of each painting is very fine. The artists with which we are working are hearing and/or speaking impaired, and face discrimination and often a tough economic future. They see Kangra painting as an income generation activity, a social activity, and a passion.

Our project faces a supply side problem. Paintings are sold to a corporate client and through CORD. Currently, the corporate clients want more paintings than the artists can produce, but the price corporate pays is low. Travellers coming through CORD also buy the paintings, but again, these people are not willing to pay much for them. So even though plenty of demand exists, the artists cannot raise the prices, because a ceiling value exists for the paintings within the markets in which they are currently sold.

We are looking at ways to attract new artists, through recruitment methods and earning potential incentives. We want to create recruiting initiatives, both through advertisement and peer recruiting. These initiatives will take better shape as we are able to meet the artists. We suggest three avenues to increase earning potential: adjusted presentation, new products, and new channels. Simple adjustments to the presentation by adding mat board to the paintings and protecting them with plastic will give the impression of a higher value product. New products using prints of the paintings, such as postcards or greeting cards, could help raise the amount of money earned from each painting. New channels via fair trade, the internet, or new corporate partnerships could match current supply with consumers willing to pay higher prices than the artists currently charge.

With our recommendations, we hope to give the artists tools with which they themselves are able to shape and improve their futures. As we have researched and refined our recommendations, the cultural aspects have become increasingly important. As our focus turns to our presentation, they will likely become even more important. We are leaving in two weeks, and we are all beyond excited to meet the artists and members of CORD in person.