What Is Missing in Contemporary Art in India Today? Nature Morte: A Model of Success Age of Aesthetics: Reimagining Art Into a New Existence
Namya Jain
Art Market Studies
About this Item
- Title
- What Is Missing in Contemporary Art in India Today? Nature Morte: A Model of Success Age of Aesthetics: Reimagining Art Into a New Existence
- Contributor Names
-
Jain, Namya (Author)
-
Fashion Institute of Technology, State University of New York. Art Market Studies (Degree granting institution)
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Degen, Natasha (Thesis advisor)
- Date
- 2025
- Degree Information
- MA Fashion Institute of Technology, State University of New York 2025
- Department: Art Market Studies
- Advisor: Natasha Degen
- Committee members: Paul Melton; Brooke Carlson
- Abstract
- The contemporary art market in India remains a niche field today. It is primarily dominated by UHNWI and HNWI collectors, whose financial capacity aligns with the prevailing pricing structures of the market, making it highly exclusive. Due to this, even though the country possesses a deep and diverse artistic lineage, two major gaps persist in the structure of its art market. First, new generations, such as Gen Z, remain distant from contemporary art of India due to lack of affordability and cultural familiarity. Second, emerging artists struggle to find platforms that allow genuine creative freedom. These structural barriers prevent broader engagement and restrict the development of an inclusive and diverse art ecosystem. To fulfil these gaps, this thesis first presents a case study on Nature Morte, examining it as a model of resilience and success in India's contemporary art sphere. Nature Morte is a gallery that introduced experimental, conceptual, and unconventional practices of art into the country at a time when no clear market for such work existed, and it continues to do so today. Through long-term consistency, curatorial risk-taking, and strategic adaptability, Nature Morte expanded the scope of contemporary art in India, and maintained a balance between cultural value and business viability. Its trajectory illustrates how an art initiative can thrive by shaping rather than following market expectations. Building upon these insights, the second part of this thesis proposes a business plan for a venture called "Age of Aesthetics," that acts as a solution to the current, identified gaps in the Indian art market. The model offers original graphic art prints inspired by iconic, Indian modern masters and reinterpreted through Gen Z aesthetics. In other words, the brand combines what is working well in the Indian market with what is missing in it. It does so by making contemporary art in India accessible, affordable, aspirational, and relatable to new audiences. By supporting emerging artists and appealing to emerging collectors through design-forward, digital storytelling, the plan aims to cultivate a new entry point into India's art ecosystem, with the creation of an alternative market for contemporary art in India that democratizes inclusivity. Together, the case study and business plan work in dialogue: the first analyzes how a gallery successfully expanded India's contemporary art discourse, and the other proposes how the next wave of participation – rooted in digital culture, affordability, and contemporary aesthetics, can widen that discourse even further. Ultimately, this thesis argues that what is missing in contemporary art in India today is not creativity, but accessibility and connection. It overcomes this challenge by strategizing to reconnect younger generations with their cultural roots, while opening gates to endless creative and commercial possibilities in the Indian art market.
- Keyword
- Art history
- Art entrepreneurship
- Art market accessibility
- Digital art
- Gen Z art consumption
- Contemporary art
- Rights
- In Copyright
- The copyright for this work is held by its author/creator(s). Usage of this material beyond what is permitted by copyright law must first be cleared with the rights-holder(s). This work has been made available online by the Fashion Institute of Technology Gladys Marcus Library strictly for research and educational purposes. If you are the copyright holder for this work and have any objections to this work being made available online, please notify us immediately at [email protected].
- This item must not be sold to any third party vendors.
- Creative Commons Attribution 4.0 International
- Identifier
- FIT Repository ID: etd_001044
- Submission ID: 10473
- URN: ISBN:9798273338357
- Related Materials
- Also available from ProQuest
- Source: Masters Abstracts International, Volume: 87-07
- Masters Abstracts International
- Language
- English
- Publisher
- Ann Arbor : ProQuest Dissertations & Theses,
Citation
Jain, N. (2025). What Is Missing in Contemporary Art in India Today? Nature Morte: A Model of Success Age of Aesthetics: Reimagining Art Into a New Existence [Master's thesis, Fashion Institute of Technology, State University of New York]. FIT Institutional Repository. https://institutionalrepository.fitnyc.edu/item/669382
Jain, Namya. What Is Missing in Contemporary Art in India Today? Nature Morte: A Model of Success Age of Aesthetics: Reimagining Art Into a New Existence. 2025. Fashion Institute of Technology, State University of New York, Master's thesis. FIT Digital Repository, https://institutionalrepository.fitnyc.edu/item/669382
Jain, Namya. "What Is Missing in Contemporary Art in India Today? Nature Morte: A Model of Success Age of Aesthetics: Reimagining Art Into a New Existence." Master's thesis, Fashion Institute of Technology, State University of New York, 2025. https://institutionalrepository.fitnyc.edu/item/669382