Poetry in Frames, another art gallery claiming to sell affordable art, begins its race.

Recession hit art more in India than any other country. It brought in the insecurities among even the senior, celebrated artists. So much so that those artists who didn't like exhibiting their precious shows through galleries started swearing by them. There were two reasons — it became difficult and graceless for them to approach the buyers, and, secondly, with direct contact the artists had to compromise on the prices at which they wanted to sell them. Galleries and other private art avenues played a significant role in bringing them to public life with great dignity, reputation, huge monetary benefits and media glare. Many unsung but talented artists (even late), like Robin Mondal (through Delhi Art Gallery) got their due because of these art avenues. With such initiative, ‘affordable art' became the keyword with art sellers. In a bid to sell art at affordable rates, many big and small avenues opened shop and big and small artists slowly became part of it. The process continues.

Just a few months ago, Noida-based Anyah! Art, which sells artwork of its artist employees, was launched, and now a 3000-sq-ft gallery, Poetry in Frames, has come up in South Extension - II.

The owner of Poetry in Frames, 42-year-old Delhi-based artist Bhavna Minocha, promises to sell affordable art through this gallery. To begin with, Bhavna has brought ‘signatures' of reputation; M.F. Husain, Paresh Maity, Gurcharan Singh, Achutan Kuddalur and Suhas Roy, apart from various others talented artists from Mumbai and Delhi. To introduce herself as the new entrant in the list of quality and affordable art sellers, Bhavna is launching a debut show that includes 25 artists, including the above-mentioned. The show, which will open at the Alliance Francaise on August 6 and go on for four days, will have over 60 works, including paintings, sculptures, serigraphs and etchings.

The show is curated by Bina Aziz, a Mumbai-based artist, gallerist and wife of well-known ghazal singer Talat Aziz. Bina runs gallery Traditional Art in Mumbai in collaboration with Zarine Khan, actor Sanjay Khan's wife, who is an interior designer.

Says Bhavna, “For me, bringing big artists wasn't an issue as Bina and Zarine have credibility among senior artists. But senior artists will not be the USP of my shows always; it is the affordability. We will sell art at prices lower than others. Moreover, I would like to take my show global.”

Well, her prices begin Rs.50,000 in this show. Here's hoping genuine art lovers and buyers are benefitted by the promise.