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Genevieve Anand, Founder at Kutumb Kala LLP


Great Companies: How did you get your idea or concept for the business?

Genevieve Anand: As a part-time content creator and full-time mother, I have always been connected with her creative side. What began as a project to teach my two rapidly growing girls about Indian art heritage, soon metamorphosed into a deep, thought-provoking journey. I realized that traditional Indian art and its artists are in a dire state. A conversation with my 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.


I have great support from equally great individuals, Ms Deera Shetty and Capt. Satyanand. Everyone’s journey started with the emotion to help and support the struggling tribal artist community in India.


Great Companies: What are the various Services provided by Kutumb Kala LLP

Genevieve Anand: We are an e-Art Gallery. All the paintings are done by Indian tribal Artists. We also offer customised paintings to the patrons. If it is traditional Indian art form, we will be there. From Madhubani, Warli, Patachitra, Phad, Tanjore, to any Indian tribal art, we offer all under one roof. While the website has only Madhubani and Warli at this point, we are working towards getting the assets on the other art form and will be ready in the near future. Having said that, if someone approaches me today to get some art done in an art form that is not there on my website, we will be able to get it done for them through our extensive network.


Great Companies: What makes Kutumb Kala LLP different from hundreds of other e-Art Gallery platforms?

Genevieve Anand: Born out of a desire to make a difference to struggling artist communities, Kutumb Kala is a journey of survival and sustenance, revival and recognition for India’s tribal artists. And generate a steady income for artists with every painting we sell. The answer to your question lies at two levels.


From the aspect of artist and art community:

  • Kutumb Kala is aimed at creating a platform for the artist (not a marketplace) and artist community who do not have the knowledge and means to reach out to the global masses

  • To take Indian traditional art form to the global scale

  • To increase the base price for the artist to be able to get a better valuation of their painting

From the customer angle

  • Only originals. No prints.

  • Every painting sold by us is one-of-a-kind unique. So, what you own is only owned by you.

  • Free global shipping. We would not charge anything extra; no matter where you are.

  • Taxes are inclusive. You do not pay anything extra. PERIOD.

  • You will help uplift and sustain the traditional/tribal artist community across the country



Great Companies: What are the struggles and challenges you face?

Genevieve Anand: The challenges are at multiple levels.

  • We are a self-funded start-up. And thus, we are playing with very limited cash in hand. Which makes it extremely difficult to experiment.

  • Reaching out to the right TG.

  • Getting the right respect and price for the art pieces. We are seldom told that the paintings are very costly. The fact is that the paintings are priced at the level to ensure that the right respect and recognition comes to the art form and the artist community.


Great Companies: How do you plan to grow in the future? What does 5 years down the line look like for Kutumb Kala LLP?

Genevieve Anand: Our plan is very clear. In the next few years, we plan to grow from the current two of Madhubani and Warli to other forms of Indian art forms like Pattachitra, Kalamkari, Tanjore, Phad, etc. And not limit ourselves to paintings but to push ourselves to the other aspect of the tribal creations like home décor, sculptures, etc.


In short, we want to be the one-stop-shop for everything that Indian Tribal Art has to offer.


Great Companies: If you had one piece of advice to someone just starting out, what would it be?

Genevieve Anand: It is very easy to start a business but very difficult to find a business that matches your passion. Find your passion which drives you. And make it your business. Everything else will fall in place.


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