Nazariya (Indian Art Curators) - Comprehensive Analysis Report

Summary

Nazariya (Indian Art Curators) is a curation studio established in 2015 by Raghvi Khurana, dedicated to bridging the gap between Indigenous traditional Indian crafts and modern home decor. Its core mission is to revive endangered Indian art forms, bringing them into contemporary relevance and ensuring the sustainability of these ancient traditions. The company operates as a platform that not only trades finished art products but also educates consumers on the origination details, artisan stories, and cultural history behind each piece. Nazariya plays a significant role in empowering rural artisans by connecting them to the mainstream economy and advocating for fair compensation through a unique 70:30 revenue-sharing model where 70% of event and sales revenue is passed directly to the artisans.

1. Strategic Focus & Objectives

Core Objectives

Nazariya's main business objectives revolve around the preservation and promotion of India's rich artistic heritage. Key goals include:

Safeguarding endangered traditional Indian art forms and crafts by increasing public attention and rejuvenating interest across generations.

Connecting artisans and craftspeople from rural and remote areas of India to the mainstream economy.

Enhancing art awareness by providing the cultural history and artisan stories behind each curated product.

Fostering sustainability for traditional art forms and ensuring fair compensation for artisans through a direct revenue-sharing model.

Specialization Areas

Nazariya specializes in:

Indigenous Interiors: Curating traditional art for contemporary living spaces.

Furniture Upcycling: Integrating traditional art into modern furniture designs.

Home Decor: Crafting unique, story-driven pieces for home ornamentation.

The company's unique value proposition lies in crafting pieces that are not merely art but authentic expressions of heritage, forged with passion and embodying stories of unity, community, and connection. Every piece is 100% handmade and unique, with no copies existing.

Target Markets

Nazariya primarily targets individuals and entities interested in unique, authentic, and culturally rich home decor and art. This includes:

Consumers seeking bespoke, handmade products that blend traditional aesthetics with modern relevance.

Corporate clients for customized gifting solutions that include cultural narratives.

Educational institutions for workshops aimed at promoting traditional art forms among urban youth.

The company's market positioning emphasizes authenticity, transparency, sustainability, and uniqueness.

2. Financial Overview

Funding History

Specific funding rounds and detailed revenue figures for Nazariya are not publicly disclosed. However, the company was a part of the IIM-Bangalore, NSRCEL, launchpad program, indicating early-stage incubation support. Nazariya's financial strategy is underpinned by a direct revenue-sharing model with artisans, where 70% of event and sales revenue is directly allocated to them to ensure fair compensation and promote sustainability. This model reduces reliance on external investment for artisan support and ensures that the core beneficiaries receive a significant share of the generated value.

3. Product Pipeline

Key Products/Services

Nazariya curates and offers a diverse range of products and services, primarily focused on blending traditional Indian crafts with modern home decor.

Product Name and Description: Unique, one-of-a-kind art pieces spanning furniture, home decor, and indigenous interiors. These products aim to rejuvenate interest in traditional art forms by presenting them in a contemporary avatar, while preserving their heritage.

Development Stage: Products are consistently being curated and developed through collaboration with artisans. The company actively works with artisans to revive and integrate various art forms.

Target Market/Condition: Customers seeking authentic, handmade products with rich cultural narratives for home decoration and gifting.

Key Features and Benefits:

100% handmade creations by skilled artisans, guaranteeing authenticity and uniqueness.

Each item comes with its story, cultural history, and details about the artisan, enhancing art awareness and connection.

Supports the livelihoods of artisans through a fair revenue-sharing model.

Nazariya maintained over 60 products across 7 categories from 10 makers in 2017, demonstrating a growing product range and artisan network.

4. Technology & Innovation

Technology Stack

Nazariya's innovation lies primarily in its strategic approach to integrating traditional art forms with modern channels.

Core Platforms and Technologies: The company utilizes an e-commerce presence to showcase and sell its curated products, leveraging digital platforms to reach a wider audience.

Proprietary Developments: Nazariya's primary innovation is its curation methodology, which focuses on selecting and presenting traditional art forms in a way that appeals to contemporary tastes while safeguarding their heritage.

Scientific methodologies: The company's emphasis on transparency in artisan stories and cultural history serves as a unique form of content and value delivery.

Technical capabilities: Facilitating online discovery and purchase of unique, handcrafted items, ensuring that the originality of each piece is communicated effectively to the consumer.

5. Leadership & Management

Executive Team

Raghvi Khurana - Founder
Raghvi Khurana established Nazariya in 2015. She envisioned a platform that would not only connect artisans from rural and remote areas of India with the mainstream economy but also serve to educate consumers about the cultural significance and stories behind each art piece. Her initiative is rooted in the aim of reviving ancient traditions and reintroducing them into contemporary relevance.

6. Talent and Growth Indicators

Hiring Trends and Workforce

Nazariya actively engages with and empowers a substantial network of artisans.

Current workforce: The company works with 29 artisans from 15 different states across India.

Revived art forms: Nazariya has been instrumental in reviving 29 indigenous art forms.

Employment generation: This engagement has generated over 1000 days of employment for these artisans.

Compensation: Revenue is directly shared with artisans, reinforcing their sustainability and fair compensation.

Company size and expansion metrics: In 2017, Nazariya featured over 60 products across 7 categories from 10 makers, indicating a steady expansion in its product offerings and artisan network. The company maintains operational presence in Delhi and Bangalore.

7. Social Media Presence and Engagement

Digital Footprint

Nazariya maintains a digital footprint primarily through its website and social media presence, used to showcase its curated artwork and engage with its audience.

Website: `nazariya.in` serves as a central hub for information and product display.

Brand messaging and positioning: Focuses on the authenticity, heritage, and unique stories behind each piece and artisan.

Community engagement strategies: Likely involves sharing artisan stories, process videos, and cultural insights to foster a deeper connection with the audience and promote art awareness.

8. Recognition and Awards

Industry Recognition

Nazariya's involvement in the IIM-Bangalore, NSRCEL, launchpad program serves as a notable recognition. This participation highlights the company's potential and innovative business model in the art and craft sector, receiving support and mentorship from a prestigious incubation center.

9. Competitive Analysis

Major Competitors

The market for Indian art and home decor is diverse, with several players contributing to cultural curation and sales.

The Curators Art: An online gallery offering artworks by Indian artists, including traditional art forms such as Phad, Pattachitra, Pichwai, Kailghat, and Gond. This competitor operates primarily in the online space and focuses on a range of traditional and contemporary art.

Other art galleries and platforms: A broader category of galleries and online platforms that curate and sell traditional and contemporary Indian art, contributing to the overall cultural landscape and vying for consumer attention in the art and home decor space. While specific names are not provided, these entities collectively form the competitive landscape.

10. Market Analysis

Market Overview

The Indian art industry is a significant and growing sector, deeply intertwined with India's rich cultural heritage.

Total addressable market size: The market for traditional Indian crafts and artisan-made home decor is part of a larger arts and culture landscape.

Growth potential: Increased interest and investment are observed, particularly from high-net-worth individuals and a growing appreciation for authentic, handmade products with cultural narratives.

Key market trends: A shift towards valuing unique, story-driven, and ethically sourced handmade products. There is also a rising demand for items that seamlessly blend traditional aesthetics with modern living.

Market challenges and opportunities: Challenges include the lack of transparency in the industry and the urgent need to preserve traditional art forms from declining in an increasingly machine-made world. Opportunities lie in leveraging this appreciation for heritage, supporting artists, and expanding the audience for Indian art through innovative curation and market access.

11. Strategic Partnerships

Nazariya is actively seeking strategic partnerships to expand its reach and impact.

Partner Organization (Corporate Tie-ups): Collaboration with corporations for customized corporate gifting solutions. This allows for wider dissemination of unique art products and cultural history within business networks.

Partner Organization (School Tie-ups): Partnerships with educational institutions to conduct workshops and awareness programs. This aims to promote traditional art forms among a younger audience, contributing to their preservation and future appreciation.

Strategic Benefits: These partnerships are designed to scale the reach for unique art products, disseminate cultural history more broadly, and contribute to making traditional Indian art a sustainable and economically viable industry.

12. Operational Insights

Nazariya's operational model is built on principles that prioritize artisans and authenticity.

Current market position: Positioned as a curator of authentic, handmade Indian art and crafts, blending tradition with modern appeal. Offers a contrasting value proposition to mass-produced items.

Competitive advantages:

Direct-to-artisan model: Ensures 70% of revenue directly supports craftspeople, fostering sustainability and fair livelihoods.

Authenticity and uniqueness: Every product is 100% handmade and carries a rich cultural story, distinguishing it from mass-produced goods.

Cultural narrative: Provides detailed origination details, artisan’s story, and cultural history with each piece, enhancing customer connection and art awareness.

Operational strengths: Strong ethical foundation, deep connection with artisan communities, and a commitment to preserving endangered art forms.

Areas for improvement: Expanding market reach and digital presence further to capture a larger share of the growing demand for ethnic and handmade products.

13. Future Outlook

Strategic Roadmap

Nazariya has a clear strategic roadmap focused on growth, expansion, and enduring impact.

Planned initiatives: Scaling the reach for unique art products and effectively disseminating cultural history.

Growth strategies: Expanding into the corporate gifting segment and developing educational workshops through corporate and school tie-ups.

Expansion opportunities: Generating awareness among a wider urban audience, particularly youth, to foster new generations of patrons for traditional Indian art.

Future challenges and mitigation strategies: Addressing the challenge of preserving traditional art forms in a rapidly modernizing world by actively making them economically viable and culturally relevant through e-commerce and awareness campaigns. The goal is to ensure traditional Indian art becomes a sustainable industry.