Bridge Bharat is reviving Indian art forms and empowering artisans

India’s art heritage is immense, interweaving history, mythology, nature, and music over millennia. From the ancient frescoes of Ajanta and Ellora to the delicate brushwork of Mughal miniatures, India’s art forms have narrated visual tales for nearly 3,000 years. This legacy is not just of artistic prowess, but also a chronicle of the country’s diverse cultural heritage.

However, with an estimated 7 million artists, the prevalence of inauthentic pieces has left both art lovers and creators frustrated. Aakanksha Singh recognised the challenges within this vast and scattered market, and envisioned Bridge Bharat.

Bridge Bharat’s expertise lies in traditional Indian art or legacy arts. As a curated platform of Indian art and antiquities, it represents over 20 of India’s last living master artists, including state, national, and Padma Shri awardees. 

The platform, founded in 2022, reimagines the possibilities of showcasing and installing these artworks, repurposing tapestry art and sculpture art to blend with cultures across the world.

“Authenticity is crucial for preserving the integrity of our cultural heritage,” Singh, Founder and Creative Director at Bridge Bharat, tells YS Life. “We need to respect the artist’s journey and the stories their art tells.”

The Gurugram-based platform is empowering artists and bringing their work to the forefront.

“The name ‘Bridge Bharat’ embodies our vision,” Singh shares. “We aim to connect and unify the rich artistic traditions of Southeast Asia, creating a vibrant marketplace for these art forms.”

Pichwai and Tanjore being artforms of particularly high demand, the brand has sold over 100 works so far. The price range of artworks spans from ₹50,000 to ₹70 lakh, accommodating a wide array of budgets for art enthusiasts.

Spotting authentic art

Over the last year, the platform has meticulously archived and traced the provenance of over 80 works from artist families across the country, including Assamese manuscript works, Majuli Masks, Pichwais, Chamba Rumaal, Sikh Miniature, and Phad Chitra. 

The archival process involves reaching out to these families directly, documenting photographs or paperwork that can help with provenance tracing, thus bypassing intermediaries and creating traceable ‘digital passports’ of these works.

Despite these efforts, the market for traditional Indian art remains fraught with challenges. The infiltration of fake and imitation art pieces not only undermines the market but also devalues the hard work and dedication of genuine artists. 

Transparency through technology is another cornerstone of Bridge Bharat’s mission. Each artwork features a QR code, revealing a wealth of information, including geo-tagging, the artist’s signature, colours used, and a detailed certificate of authenticity specifying every pigment employed.

“A heritage that is not easily acquired,” reflects Dinesh Soni, a third-generation national award-winning artist from Bhilwara, Rajasthan, and emphasises that mastering Pichwai art doesn’t come effortlessly. “For years, I worked as a student in my grandfather’s studio.”

Soni has been practicing and teaching the Pichwai art for over three decades now. His dedication was recognised with the National Award in 2019. “As a full-time Pichwai artist, my goal is to preserve the authenticity of this ancient Indian art form and pass on its knowledge to future generations,” he explains. Soni continues his work from his studio in Bhilwara.

“Being part of Bridge Bharat has allowed me to reach a broader audience and keep the traditional Pichwai art alive,” he shares.

Similarly, Venkat Shyam, a talented storyteller and artist from Madhya Pradesh, shares, “I try to understand the vision, the thought, and the emotions attached to a piece and replicate those on my canvas.” He emphasises the importance of storytelling in his art, aiming to reach people’s hearts rather than just their eyes. Working with Bridge Bharat has increased Shyam’s visibility and allowed him to connect his art with a broader audience.

Shyam believes that loving one’s art turns challenges into opportunities. “For me, it will never mean a challenge, but rather a new learning experience. I wish to continue to love my art, the colours, and the canvas.”

Shyam enjoys experimenting with his art, and one of his special creations is Bin Satguru—depicting the bond between a Guru and Shishya.

“We believe in a collaborative effort,” Singh states. “We ensure our clients’ requirements are fulfilled while allowing artists an expansive 80% creative freedom. This approach not only satisfies client expectations but also enables artists like Soni and Shyam to imbue their creations with authenticity and personal expression,” she adds.

Divya Sathish from Chennai says, "The team is very accommodating and customises the pieces beautifully, blending Tamil culture with Rajasthani Pichwai." Another patron, Anita Singh from Delhi, notes, "Through the purchase, I learned so much about the art forms of India."

Bridge Bharat is not just a marketplace; it is a bridge connecting artists to a wider audience, ensuring their work is seen, appreciated, and valued. Bridge Bharat aims to support more artists and expand their collection, bringing the vibrant and diverse traditions of Indian art to homes and hearts worldwide.

While the platform stands out with its unique approach to authentication and provenance, other platforms are also working to preserve and promote genuine Indian art. Companies like Artisans Bazaar, India Art Fair, and Art Alive Gallery are also committed to showcasing authentic works and supporting Indian artists. 

The platform is backed by AC Ventures, Vijay Shekhar Sharma’s VSS InvestCo, and Amity Innovation Hub, with additional support from Tier One Capital. 

In preserving the rich heritage of Indian art, Bridge Bharat is making significant strides. By focusing on authenticity, empowering artists, and leveraging technology, the platform helps the legacy of Indian art to be preserved and also celebrated in homes and galleries around the world.