Colour of money

Bengaluru-based ad man S R Magar’s passion for art found expression in Magnitude Gallery, an enterprise that employs its own artists to create customised paintings for select clients.

Rajshree Kukreti | Print Edition: August 7, 2008

S R Magar
S R Magar

How did you think of customised art and Magnitude Gallery?

I have been following Indian art for two decades now. The high prices prevented me from buying paintings of renowned artists and there were many like me who wanted to pick up original works. After 12 years of being in marketing, I set up my own advertising agency, Mag Communication, in 1996. Then in 2003, I invested Rs 10 lakh, employed five upcoming artists and established a studio. The gallery came in 2005.

What’s different about your gallery?

At Magnitude, you can buy the paintings on display or have them designed to suit your needs, corporate or personal. So a client can choose a theme and our artists create original paintings, which we are very particular about not reproducing. It’s also convenient for artists—we have 10 now— as they don’t have to pay us for showcasing their work.

How did you promote the concept?

I tried to sell the idea to my clients from the ad agency, and it worked.

Who are your frequent customers?

Our target is the upper middle class and corporate houses. The paintings are sought for corporate gifting as well.

How much do you charge?

The charges vary according to the size and theme of the painting and ranges from Rs 8,000 to Rs 1 lakh.

Does the gallery sell or showcase other forms of art?

We have a few sculptures and murals as well. All the paintings showcased in the gallery are based on a theme, which we change every month.

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