Passionate and enterprising entrepreneurs, Riddhi Bhalla and Mandiraa Lambba, forayed on their own into the artworld initially as a nomadic gallery and today are a well-known brand in the industry, running Blueprint.12 in New Delhi. Their artists and exhibitions are a reflection of their personal style and a strong desire to collaboratively contribute to their fraternity. It is not enough to simply open just another art gallery but one must find your niche, build upon it, both in terms of sourcing captivating artists and cultivating new patrons looking to buy.
Mandiraa grew up in the art world with parents who were passionate collectors and eventually started their own art gallery called Nitanjali. As time moved on, Mandiraa and her sister-in-law, Riddhi, sought to establish their own gallery that would better reflect their personal art language. In 2012, they opened Blueprint.12, an artist-centric contemporary art gallery.
Mandiraa shares the vision for Blueprint.12. “We were very keen to have a gallery, which is connected to more experimental practices, where boundaries are being pushed, where maybe voices that are marginalized are being given a platform. The focus is on the South Asian region and not just India”. They represent artists from Nepal, Sri Lanka, Bangladesh, and of course, India. Riddhi’s experience of the art world has been more a hands-on deep dive of learning on the job. Today, they work wonderfully as a team bringing together their strengths and knowledge. Mandiraa works with understanding the artist’s practice and setting up shows and planning the year; while Riddhi handles the execution, the logistics, stock, pricing, CRM and more.
No surprises, then, their roster of artists at Blueprint.12 is built from the region. This includes, Youdhisthir Maharjan from Nepal; Mahbubur Rahman, a very senior artist, and a major voice from Bangladesh; Kinglsey Gunatillake, an award-winning artist from Sri Lanka, and of course Indian artists as well, such as Arshi Irshad Ahmadzai. “The whole idea was to bring in artists who are experimental, not just in concept, but also medium details, like Kingsley who works with books”, adds Riddhi. A typical mix is of new upcoming artists as well as established names.
In terms of clients, how are buyers today responding to the new names? Or do they prefer investing with the known established artists? “There is an increased interest in the newer names and the client base has also shifted to younger collectors and they are ready to explore and very inquisitive”, says Riddhi. There is also a price factor to consider. “The Masters are honestly inaccessible and affordable to a few. The younger clients are attracted to the practices of art that reflect your times”, adds Mandiraa.
As more and more young people are getting interested in art and newer artists are coming to the fold, there is good art at more affordable prices and this has resulted in more awareness, exposure and more buyers. Mandiraa adds, “today there is more accessibility. We have more fairs around the country. We do a Delhi Contemporary Art Week, which showcases 6 galleries. There was a Delhi Art Week where there was another walk around. All the galleries collaborate. And then there’s the India Art Fair, which is now in its 16th year. There is now Art Mumbai, which is really big”.
Even as recently as in the past 2 yrs, they have seen new interest from new markets. “What is also interesting is that a lot of our collectors are now coming from tier two cities”, shares Riddhi. “The client spread is steadily increasing. We are seeing people coming from Ahmedabad, Hyderabad, Indore and more. These are people with a fresh interest in art and possibly are redoing their homes and looking to invest in artworks”.
In this case, how would you educate a first-time buyer to make the right choice that is also a good investment? “There is now a lot of financial commitment and art is an investment. It’s an asset class. Before you start your journey, it’s very important to look and visit art shows and galleries. There is no shortcut to that. Your eyes will speak. What you may start liking in the beginning may also change with time. It’s a journey. The idea is the more shows you visit; the more shows you physically see, sit in for talks and come for the outreach programmes. Then you’ll understand what appeals to you”, says Mandiraa.
Today, they are also seeing a lot of new materials being used in art. Earlier there was a lot of work on canvas, and then a lot of work on paper. But now you see a lot of interesting materials, like textile related works, and also use of a combination of materials. There is an infusion of technology. The artists are responding to what is happening around. As young gallerists themselves, they too organically find themselves inclined towards experimental material. It’s in sync with what’s happening. “We do a lot of text in art. It could be either use the book itself as a piece, or as a medium, or the concept behind the book. We quickly respond to trends; we are constantly searching for new voices”, shares Riddhi.
An interesting initiative by them is the Blueprint.12 Platform section, where they give new voices a platform to showcase. They don’t necessarily represent them. But essentially give visibility and a platform to show their art and tie up with even perhaps different galleries. At Blueprint.12, they keep things fresh with a new show almost every 60 days. With all the growth taking place, are there enough buyers to sustain this? “There seems to be! Usually, anywhere under five lakhs is very comfortable for people”.
How would you advise someone looking to start a gallery of their own and what are the pitfalls to watch out for? “I think first, knowing what your unique language is important. Authenticity and originality are key. It’s not an easy thing to start a gallery. Initially you don’t make any money. It’s a commitment and you have to be really passionate and stay true to your vision. You open a gallery, if you’re in it for the long term, otherwise it’s not for everyone”, Mandiraa.
So, what’s next for the art world? “Thanks to Covid, a hybrid format. Earlier, physical footprint was obviously the most important thing. It continues to be very important, but digital footprint and a presence now has become equally important”, shares Mandiraa. Riddhi adds that India is getting a lot of attention internationally. It is the right time for our region.
While they focus on contemporary art, both Riddhi and Mandiraa are also passionate about Indian indigenous folk and tribal art and have set up the Inherited Arts Forum along with Rasika Kajaria from Exhibit 320. This showcases all ancient inherited knowledge and inherited practices. This is also their way of giving back and supporting indigenous artists and showing today’s collectors the relevance of these practices.
Next up at Blueprint.12 is the Modular Waltz by Avantika Bawa from 1st February to 7th March 2025 at the gallery. They are also participating at the India Art Fair from 6th to 9th February 2025.
