Kutumb Kala Philosophy
The true essence of an art piece is in its brushstrokes, smell, textures and imperfections.
We believe in only originals
Indian folk and tribal art forms are not traditions. They are a way of life. Passed down from generation to generation, often from grandmothers to mothers to daughters. Each generation gives the form a distinct personality of its own. That’s why these art forms have been ever-evolving, since time immemorial.
But now, they are ever-fading.
The only reason for this is the lack of an adequate marketplace. Hardly anyone buys this art in its original form. That means months of labour, hard work and care are often forgotten and redundant.
Our philosophy of only originals stems from this emotion. We believe the true beauty of art lies in the fact that every piece is unique, handcrafted and irreplaceable. Apart from being a labour of love of the artist, it also becomes a cherished possession of the buyer, who will be the only person in the world to own this Kutumb Kala piece.
By selling only originals, we ensure that every artist’s work sees the light of day.
At Kutumb Kala, it’s about the art by the artists and for the artists.
Today, the art industry is rampant with copies, prints and easy incomes. While a few artists may keep benefitting from the royalties involved in these practices, the majority of them are still struggling every day. Especially Indian folk and tribal artists who have little or no access to formal education, modern technology and business regimens.
For them, the purest form of joy is to practice their art form. However, in an increasingly capitalist world, this is becoming their biggest worry.
Kutumb Kala’s efforts at revival are focused on uplifting the entire art form, thereby uplifting communities of artists as a whole. It is not about bringing fame to one name, but about creating a platform for myriad art forms to become economically viable sources of income.
After all, every artist deserves to paint for a living.
The People
Genevieve
As a part-time content creator and full-time mother, Genevieve has always been connected with her creative side. What began as a project to teach her two rapidly growing girls about Indian art heritage, soon metamorphosed into a deep, thought-provoking journey. Genevieve realized that traditional Indian art and its artists are in a dire state. A conversation with her father-in-law, a fond reminiscence of his own mother’s Madhubani painting skills, a vow of support, and many deep-rooted emotions later, a powerful dream of revival was born. Today, that dream is called Kutumb Kala.
Deera
A homemaker, mother of two and a grandmother of one, Deera’s family is her world. Her sense of community and compassion is unrivalled. So, once her children settled into their own lives, it made perfect sense for her to look for something to pour these emotions into once again. When she heard about Kutumb Kala, she instantly knew – this dream required her compassion, commitment and love for community. She propelled it forward with all her might and intends to carry on doing that for the rest of her life.
Satyanand
An ex-sailor, Master Mariner, serial entrepreneur and a family man at heart, Satyanand has spent more than half his life travelling the world, but a part of him was always at home. Seeing his granddaughters’ joy while painting, he was reminded of his childhood when he would sit for hours watching his mother paint while humming the most calming tunes. So, when he heard Genevieve and Deera talk about doing something to make the world a better place for the artists, he did not need to be asked to support the cause. Since that moment, he has been the investor, driving force and mentor in their journey from a casual discussion over a cup of chai to a hope called Kutumb Kala.
