Pisarto: Pinaki Gupta on Bringing Art to the Digital Age
The art world has long been seen as an exclusive, physical-first industry where technology rarely penetrates. Pinaki Gupta, the Founder of Pisarto, is on a mission to change that BUYING behavior. After a distinguished 22-year corporate career with giants like the Tata Group, Pinaki hung up his corporate boots to build a tech-enabled, pure-play online art gallery. His vision is simple yet profound: bring global art to your doorstep while providing a platform for emerging talent from the smallest corners of India.
Pinaki’s journey into the art world began not as a seller, but as a passionate collector. "I bought my first piece of art in 2011, and it took me three years to finally take the plunge because I wasn't sure about the pricing or the quality," he recalls. This personal friction point—the lack of transparency and accessibility—stayed with him. By 2019, the restlessness of stagnation in his corporate role led him to launch Pisarto, focusing on the "middle segment" of art lovers who want something more unique than a store-bought print but aren't yet in the auction-house investor class.
The Tech Innovation: Art on Your Wall
One of Pisarto's key differentiators is the 'Art on the Wall' feature. "We are trying to make the virtual world a reality," Pinaki explains. "Our platform allows customers to upload a photo of their own wall and virtually drag and drop a painting to see how it fits with their decor and wall color before they buy. It brings a level of confidence to online art buying that was previously missing."
Democratizing Global and Local Art
Pisarto serves two core purposes. First, it brings global art to Indian art lovers without them needing to travel. "People are traveling more and appreciating global aesthetics," Pinaki notes. Currently, Pisarto features curated works from artists in Thailand, Indonesia, the Philippines, and of course, India. Second, it provides a vital platform for emerging artists from Tier 2 and Tier 3 cities who were previously at the mercy of localized, physical galleries and exploiting middlemen.
"In physical galleries, you only reach the people in that specific city," Pinaki says. "On our platform, an artist in Bhubaneswar or a small village can reach a buyer in Mumbai or Bangalore instantly. We don't take a listing fee because we know these artists are in dire need of reach. We only make money when they make money."
Transparency in Pricing
One of the biggest hurdles in the art industry is the subjective and often inflated pricing. Pisarto takes a transparent approach, guiding artists toward a fair market price. "Artists are emotional and creative; commercial sense isn't always their strength," Pinaki observes. "We generally work on a transparent 25% margin. We compare their work with similar pieces on our platform to find a 'fair price' that ensures the artist gets paid and the customer feels they've made a good investment."
The pandemic, surprisingly, proved to be a boon for the business. As people spent more time at home, they began noticing their empty walls. "We did more sales in four months of the pandemic than in the previous eight months," Pinaki shares. "People wanted a nice background for their Zoom and Webex calls—something cheerful and professional."
Pinaki's Roadmap for Late-Career Entrepreneurs
- Passion with Purpose: Don't just follow a hobby. Have a vision and a purpose that keeps you grounded when the corporate safety net is gone.
- Build an Ecosystem of Believers: Entrepreneurship is a lonely journey. Surround yourself with positive people who are invested in your success, even if they have no financial stake in the company.
- Don't Chase Funding Early: Pinaki advises against the "valuation game" from Day 1. "Bootstrap your business until your model is proven. If you just want to chase money, stay in the corporate world."
- Be Ready for a Marathon: It's not a 100-meter race. You will wear the hats of HR, Finance, and Sales all in one morning. If you're not ready for that juggle, think twice.
The Vision for Pisarto
Looking ahead, Pinaki aims to bring over 500-600 artists onto the Pisarto platform within the next three years. For him, the focus is not just on sales value, but on the social impact of providing a livelihood to talented individuals who the traditional art world ignored. For Pinaki, Pisarto is not just a gallery; it's a tech-driven revolution in how we appreciate and own beauty.
Pisarto at a Glance
- Platform: Pure-play tech-enabled online art gallery.
- Global Reach: Curated art from India, Thailand, Indonesia, and Philippines.
- Innovation: 'Art on the Wall' virtual visualization tool.
About the Guest
Pinaki Gupta is the Founder and Director of Pisarto. A graduate of the Xavier Institute of Management, Bhubaneswar, Pinaki spent over two decades in leadership roles in the corporate sector before turning entrepreneur. He is a passionate art collector and a vocal advocate for using technology to create social impact. Pinaki is dedicated to supporting the next generation of creative talent and is frequently involved in mentoring emerging artists and startup founders in India.
Pisarto is an online art gallery that offers a curated selection of hand-painted artworks from around the world. By combining high-quality curation with innovative technology like virtual wall visualization, Pisarto makes buying art a transparent, trustworthy, and accessible experience for everyone.