A professionally trained art director Astha Bhatnagar initiated ‘Rang Sang’ to create a range of handcrafted and hand painted products.
From an art director to an interior accessories’ designer, how did this transition begin?
I wouldn’t call it a transition. Both are two sides of the same coin.
Being an art director was simply a result of me being an artist at heart since childhood. The symbols, logos, motifs, visuals, illustrations used to fascinate me. As a child, I loved painting and sketching and I used to give my own spin and rationale to popular symbols and logos. So being an art director came easy to me, but like I said art when applied commercially becomes defined and also governed by opinions.
Making ad campaigns and brand strategies is really exciting but as a designer creating a practical item, tool or experience is the top priority, meeting the end user’s need before my own ideas and vision is something that needs to be kept in mind, unlike an artist, wherein I had to put myself and my feelings afront.
I enjoyed my journey as an art director but it gave me no time to indulge in the sheer pleasure of something that’s handcrafted and hand painted. Now that I have started this journey the gratification it offers is also a bonus. Earlier I used to see my ad campaigns in print and feel joyous, now, I see my hand painted home accessories adorning people’s homes, it makes me proud.
From a well-established agency life which is ideally deemed to be financially rewarding to an accessory designer in the domain of interior design, did you ever feel like you are traversing a road less travelled?
I still continue to work for brands and design strategies, but at my own pace and terms. Yes, but being an accessory designer is a journey that was not planned or thought about before, but that’s the fun, the journey is immensely satisfying and so much to learn at every step. This may be less rewarding monetarily when compared to the advertising job but rewarding enough to satiate the artistic cravings and creative expressions!
You started Rang Sang in a timeline when many businesses were delaying their product launches and services, while many went on a Co-vid induced holiday. How easy or complex was this part of the job?
I started Rang Sang, just 2 months before the lockdown. Honestly, Covid did not really deter the operations, the only challenge was the timely procurement of the materials and shipping of the products, but I managed to paint more than 200 wall plates and other items like coasters and trays and ship them pan India and overseas when things eased up. Painting is a leisure activity and it actually helped not only me but also the people associated with me as they got to utilize the time they had in a constructive and creative way. I trained a few house maids who had no work due to Covid and that way they were able to help me and also earn while sitting at home. The world became one big online community, through the online art workshops which I conducted, I was able to connect with a large audience, train and teach them and also sell my products.
In a timeline when modern day interiors vie for accessories which evoke a contemporary design sense what kind of accessories does the new age Indian yearn for?
The new age Indian yearns for uniqueness and exclusivity. Statement pieces that shout for attention. Luxury is more a necessity and we see people investing a lot in art. Wall murals, wall art is trending and home accessories and accents are given equal importance as furniture and furnishings. Quirky, classy, stylish and innovative is what people go after these days. Things that are functional and that can be decorated or even gifted. Most of the contemporary homes in India have depictions of Ganesha and Buddha in various styles…these are traditional icons but are improvised and styled by artists as per their expression that appeal to both kinds of connoisseurs.
Some of your product designs reflect an attempt to merge the traditional art forms with a contemporary design sense, was it a conscious effort or did it come to you naturally given your expertise in various artforms?
Yes, my designs are an amalgamation of modernity and tradition. It was a natural process as I mentioned that I like to give my own spin and expression to my work. I do not take the authenticity away from the traditional art-form , but improvise on them, so that they can resonate with masses. I love the simplicity and the intricacy of our Indian art forms but being creative I also like to improvise through colors and mediums so that they look unique and exclusive.
What are the products you are offering currently ?
My product range includes hand painted Wall plates in different sizes, Coasters, Trays, Table and desk decor, Utility boxes, Theme based wall and table accents.
How has been the response to your products so far?
The products have been well appreciated, people really like the attention to detail and finishing on my products and the response is fairly good. Although hand painted items are in a constant comparison and competition with ready-made or machine-made products, which sometimes cost less.
What kind of strategies are you adapting to market your products?
I am currently marketing my product through my website and also through social channels like Facebook and Instagram. I also have my products listed on various online platforms that specialize in this field. Most of my work is also promoted through word of mouth. As things are opening up I am looking at participating in exhibitions and workshops.
Moving forward, what are the other products in the pipeline? What kind of products are you planning to design?
I am planning to create hand painted lamp shades. Hand painted jewelry, clutches are on the cards too! I am also planning to create a range of hand painted nesting tables, table tops and mirror frames.
Connect Online@ www.therangsang.com
