On this week’s edition of meet the designer, we are excited to introduce 26 years young artist Kritika Mahindra, of Art On The Wall. Kritika started her organization to revive the age old traditional hand-painted wall art back into mainstream business. She has an eye for design and she can not look at a dull wall without suggesting an innovative idea to transform it. Kritika loves to experiment with different materials and especially the unused and waste material being dumped on the project site fascinates her to use it as the part of the décor.
Read on for Kritika’s story.
1.Give us an introduction about yourself for our readers?
I am a 26 years young Delhi girl who loves colors. I have been a student of art for life. From my younger days I had won awards for art and craft in school and college. In May 2012, I joined a public relations firm. Alongside, I finished various short-term courses—one on art appreciation from the National Museum Institute of History of Art, Conservation and Museology, New Delhi; a three-month course on fine arts from the National Gallery of Modern Art, New Delhi; and later a course on “Creativity, Innovation and Change” offered by Pennsylvania State University, US, through the open online course platform Coursera.org and that is how I kept myself rooted to art in some or the other way. In April 2013, I quit my job and started to work for Art on the wall
2.What made you start this business and when did you start?
I remember very clearly, in September 2011my friend Akanksha shared her experience of how she got her mother’s school painted (in 2010) with cartoon characters on the walls by these immensely skilled professional poster-art artists who were loosing their job due to the advent of digital printing. Thereafter, she came up with this idea to bring regular income for these artists and more artists of same talent to join us in an organized sector manner which became the motto of our start up. In early 2012, we did our first project in Sheikh Sarai for a kid’s room ‘The Transformers’.
3.How were the initial days?
We were aware that we are not doing anything ‘new’ or that it was not an out of the box idea. There are people who are customizing wall art but either they are professionals or get commissioned for it. But, what we knew was that the artists whom we are working are our real heroes who are small-time artists, out-of-work or marginally employed hand-painters who need work based on their skills. So, the initial days were challenging as finding such artists who have either changed their profession or have taken other odd jobs, making them believe that the real talent and skill that they have is the skillful hand and creativity they posses, was indeed a struggle.
4. What is the cost of setting up this business? Skills required?
Not much. It needed a website and some imagination.There are no specific skills that one must posses to be a part of Art on the wall. All you need to have is to value and appreciate art and love whatever you do.
5. How wall art is a better option that painting a wall or wallpaper?
An art is an expression of desire, of intangible imagination, of passion and of a life articulated in visuals. Since our art is customized, clients can share their interest and requirements to add or delete the details even at the time of execution. They themselves can participate in the whole colorful process and can enjoy it. A splash of any color will simply cheer up your dull room. Consumers who are practical and sensible to consumers who are more esthetically oriented and want good looks, for the entire gamut of consumer segments we have designs in an affordable range. Colors are eco-friendly and suitable for expecting mothers. Paints are easily available and affordable. They are cleanable, washable, durable and have a long life on walls.
Wallpapers are artificial art. They are available in large options ranging from simple floral to 3D patterns and more. But you can not have a personal relation with a digital imprint of a scenery or a design on a paper media.Wallpapers are easily applicable, washable and serviceable, but they are not scratch and fire proof. High moisture can cause wallpaper peel away.
6. How does the entire process work and is it cost effective compared to other options?
To make it simpler, here’s how easy the steps are:
1.We meet and discuss client for their ideas.
2.We share few designs based on their taste and interest.
3.Once the design is approved, we schedule a time to arrive onsite to
create the design!
4.We sketch the designs on walls, in scale.
5.Every single thing is hand painted and customized as per the
6.We provide on site consultation and takes client’s approval for
7.We complete the artwork and voila!