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Kauthuk: Exploring the Enthralling Aura of Traditional Paintings & Artwork

Kauthuk: Exploring the Enthralling Aura of Traditional Paintings & Artwork

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Athma Devan, CEOThe alluring hues of divinity tinted on the canvas in Tanjore, the mythological eras colored on the murals of temples in Kerala, and the viaduct to future through contemporary marvels, India chants a time-worn tale of its magnificent arts & paintings. Unlike olden times when these artistic excellence were a luxury meant for the rich & rank alone, the new gens online heritage store Kauthuk is setting a new wave of art lovers exploring and relishing art in its true essence. The Kochi-based store churned up the concept of displaying, promoting, and selling authentic traditional paintings and artwork in line with its mission to popularize the highly diverse traditional arts & crafts, places and heritage experiences of India to the global audience. Kauthuk incorporates heritage artifacts, handicrafts, destination, art forms, events, and ethnic lifestyle products as well. Celebrating the spirit of established artists and artisans, it also acts as a platform where they can share and display details of their creations for an enhanced outreach to the audience.

Juxtaposing Authenticity & Quality
“We attract the internet
population using unique marketing methods such as integrating ancient traditions to modern needs,” informs Athma Devan, CEO, Kauthuk, elucidating how Kauthuk indulges in constant research and encourages the customized development of an artistic creation to match the latest needs. A major concern that hits the customers is the authenticity and quality of the artwork; ruling out this worry Kauthuk verifies every artwork displayed with the credibility of the artists or artisan who created it. Moreover, it owns an expert panel that filters and regulates the displayed products on the website for promotion. An underpinning factor that qualifies a product to be displayed on Kauthuk’s portal is that it should relate to some culture and heritage of a particular place or a specific community of people.

A major concern that hits the customers is the authenticity and quality of the artwork; ruling out this worry Kauthuk verifies every artwork displayed with the credibility of the artists or artisan who created it


Abiding its mission, Kauthuk boosts the sales of traditional produces of India and proudly collaborates with reputed and credible artists, artisans, and cottage industry promotion boards to procure and display authentic products. Further, company devises an online system for them to add their
products and services. Since going live in 2017, Kauthuk.com has till date has generated revenues amounting to Rs.10 lakh through online sales conversion.

With an estimated market size of $5 billion in India, the market for traditional Art and Crafts is colossal, which leaves unprecedented avenues for the art makers and providers to conquer. Hence, Kauthuk is blessed with abundant opportunities. A perfect icing on the cake is the fact that the company’s clientele involves an array of art lovers and traditional crafts enthusiasts cheering it up to soar high. With a benedictory start selling its painting to the CEO of a large multinational firm, the company has accomplished 30 plus products sale and is set to sign a contract for the development of a four sized Kerala mural painting based on the ‘Life of Jesus’ for a U.S. citizen based in Bangalore.

With a system developed to deliver to a global customer base, Kauthuk aims to attain more international deliveries in coming years by adding more variety of products related to art & painting such as a training kit for each traditional art gallery and customizing the communication to match major local and international languages. “Our list of plans also include advertising approved training centers for heritage arts & crafts training and a rapid leap towards a target growth of Rs.100 lakh in the coming years,” concludes Athma.