By Sheetal Jhaveri
From time immemorial art has been a form of expression. It has always held the power to transform spaces, inspire minds, and shape cultural identity. Yet, unfortunately for many, the world of art remains intimidating, expensive, or inaccessible. Recognizing this gap, interior designer-turned-entrepreneur Geeta Nallani envisioned a platform that would democratize art, making it an integral part of everyday life. In 2021, she co-founded You.Art—a tech-enabled, interactive marketplace that connects artists, buyers, and financial experts, reshaping how art is consumed and appreciated.
From Interiors to Innovation
Geeta’s journey began in the world of luxury interiors, where she witnessed firsthand how art could elevate a space. However, she also noticed a common trend—art was often an afterthought, added at the end of a project rather than being central to the design vision. Many potential buyers were also deterred by high prices and the perceived complexity of purchasing authentic art.
Determined to bridge this gap, she partnered with finance expert Sudha Gattu to launch You.Art. Their goal was to create a platform that not only made art accessible but also empowered artists with greater visibility and financial security.
Curated for Impact
Unlike conventional online art platforms that act as mere listing sites, You.Art takes a hands-on, curated approach. The platform introduces fresh collections every 100 days, featuring a diverse mix of styles, formats, and price ranges to cater to both seasoned collectors and first-time buyers.
“We want to be the ‘dot’ that connects people to art,” says Geeta, explaining why they chose the ‘.art’ domain. Their curation process is rigorous—each week, they receive 40-50 applications from artists across India, evaluating not just artistic technique but also originality, ethos, and sustainability. Artists are encouraged to use eco-friendly materials, ensuring their work aligns with global trends in conscious consumption.
Today, You.Art has onboarded over 100 contemporary Indian artists, launched eight online collections, and hosted physical exhibitions to complement its digital presence.
Merging Art with Technology
The experience of buying art has traditionally been sensory—walking through a gallery, observing the textures, and feeling the presence of the artist’s vision. Yet, the digital world presents an opportunity to enhance this process in ways never imagined before. Geeta and Sudha were acutely aware that for many buyers, purchasing art online felt unfamiliar, even risky. Could technology bridge this gap, making art discovery and ownership as immersive and reassuring as a visit to a physical gallery?
They set out to integrate cutting-edge features that would revolutionize the way people interact with art online. The platform’s intuitive search function enables users to discover pieces that resonate with their aesthetics, filtering by style, medium, and even mood. The virtual gallery mimics the intimacy of a real exhibition space, guiding visitors through curated collections with the ease of a swipe, allowing them to pause, reflect, and explore without pressure.
One of the most transformative aspects of You.Art is its Augmented Reality (AR) feature. This innovation allows potential buyers to visualize an artwork within their own space before making a purchase. With a simple tap on their phone, they can see how a painting complements their living room or office, eliminating uncertainty and making art acquisition a more confident, personal decision.
Ensuring authenticity and security, You.Art has integrated blockchain technology and issues a Tagsmart provenance certificate for any artwork priced above ₹50,000. This digital certification is automatically updated whenever the artwork changes hands, meticulously documenting its journey from one collector to the next. Not only does this enhance trust and transparency, but it also benefits artists by providing a verifiable record of their work’s provenance, allowing them to track their career growth. Additionally, You.Art has implemented a streamlined process that ensures efficiency from the moment of purchase to the final delivery, making art ownership as seamless and secure as possible.
But what truly distinguishes You.Art is its emphasis on storytelling. Each piece on the platform is accompanied by an immersive narrative—a window into the artist’s world. Buyers don’t just purchase a painting; they gain insight into the inspiration, struggles, and triumphs that shaped it. This deeper connection transforms art from a mere commodity into a living, breathing extension of an artist’s soul, fostering a richer appreciation for its significance.
Expanding the Horizon
For a bootstrapped startup, gaining traction in the competitive art market is no easy feat. However, You.Art is focused on scaling its offerings, aiming to feature thousands of artworks while expanding into sculptures, installations, and collectibles.
Recognizing the importance of physical art experiences, the platform plans to establish offline spaces for exhibitions and collaborations with luxury brands, hotels, and real estate developers. These partnerships will integrate curated art into premium spaces, further solidifying You.Art’s mission to make art a seamless part of everyday environments.
Beyond selling art, the platform also seeks to build a community of enthusiasts, collectors, and professionals through appreciation workshops, educational sessions, and interactive events.
Carrying Forward a Legacy
India’s art landscape is evolving, driven by a new generation of collectors inspired by social media and a growing appreciation for contemporary work. Just as the masterpieces of M.F. Husain and S.H. Raza were championed by previous generations, today’s artists need platforms like You.Art to bring their work to the forefront.
At its core, You.Art is more than a marketplace—it is a movement dedicated to reshaping how art is valued, experienced, and preserved for future generations. By leveraging technology, curation, and a commitment to artistic integrity, the platform is paving the way for a more inclusive and dynamic art ecosystem.
Sheetal Jhaveri is a Partner at The Write Place and a Project Consultant at Podium Pro, working on editing and writing projects to fulfill marketing, branding, and educational requirements for clients across sectors such as fashion, retail, travel, education, training, hospitality, agriculture, finance, technology, and more.
With previous experience as a Financial Writer and Editor at ICICI Bank, Outlook Money, and Rediff, she has honed her skills as a research-based content strategist. Her passion for writing continues to drive her journey, combining strategic insights with creative storytelling across diverse industries.
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