Digital Art Works Launched

After 2 months of tiresome work, we finally brought Digital Art Works into a proper shape. I am highly satisfied with the way the application turned out. Today we got the payment gateway access and integrated it to the Digital Art Works website. Now t is a fully functional website except for some data we have to enter from the back end. We will be launching it officially on March 10th with a  press conference in Hyderabad. Till then we will be testing the product and also will be fine tuning the supply chain, marketing and operations part of it.

About DAW (Digital Art Works):

For those who don't know about DAW, here is a brief write up about the product. Stating it all in one line - 'Digital Art Works is into affordable global art'. When someone mentions art, the first that comes to our minds is that it is an esoteric product which is very expensive and which is only for rich people. But should it be so? An experience i had at CEIBS when my friend gifted me a piece of art costing around 1000/- proved it otherwise. I liked the work a lot and started asking myself this question. And the end result is the metamorphisation of Haofresh into Digital Art Works and shift from selling t-shirts with designs into selling just art pieces at an affordable art. We use a concept called 'Digital Rights' and 'Digital Reproduction' to bring down the cost of artworks so that even middle class can also afford it.

The journey till date was extremely tough for the entire Kriya Media team. The art industry is a well established niche industry catering to the rich and elite. And now we are kind of challenging that and many are raising up their defences against us. There is a preconceived notion that artwork should be expensive. We found it so hard to convince the artists that they can earn more by selling at a lower cost. For an artist, lowering down the price is like losing his self esteem. AND IT IS TRUE. Many artists are ready to forego income but aren't ready to lower the prices. I at times find it absurd and irrational but that is how the industry works. It is always the question of scale or price.

But history is replete with examples like this wherein a niche product is commoditised with immense success..A classic one being Cars - Before Henry Ford started Ford Motor Company, automobiles were always for the rich and elite..But Ford changed the way industry functioned. And then computers. Before DELL started selling through his Direct to dell model, IBM was selling at a very high price. Even this space tourism, Richard Branson is trying to bring it with in the reach of common man. Having set our aspirations against these previous cases, we are embarking on this journey to commoditize art. Hope , with all the God's grace, this works out well.

Adios

Raja Sekhar

CEO, Kriya Media.