The document summarizes information about Warli paintings, an art form of the Warli tribe in Maharashtra, India, and presents a business plan to popularize Warli art. The business plan aims to empower Warli artists through workshops that teach their traditional painting style, retail sales of paintings, and wall painting services. This would create a sustainable market for Warli art by exposing more people to the art form and providing Warli artists a reliable source of income. Financial projections estimate the business will see stable growth in net profits over 6-7 years. The valuation of the business is projected to be around 100 lakhs Indian rupees after accounting for risk.

1. The Indian WarliPresented By:Amit Kumar Sikdar (1011300)Ankit Goel (1011008)Sangeetha K (1011349)Saurabh Natu (1011056)Shubhangi Satpute (1011357)

2. What is Warli Painting?An Indian tribe from central Maharashtra who have inherited a painting tradition stretching back to 3000 BC.Warli Art was first discovered in the early 70’sDespite being in close proximity to Mumbai, the Warli tribesmen shun all influences of modern urbanizationJivya Soma Mashe - awarded PadmaShri ’11

3. Some Warli Paintings and Earthenware

4. Business ProfileMission:To popularize Warli art through workshops, retail sale and wall-painting services, thereby creating a market for tribal paintingTo empower Tribal artists with a permanent source of income through the market for Tribal paintings

5. Business Model

6. Market analysisIndia:$2-3 billion – Global Indian art market (4-5% of Global art market)This small contribution is rapidly changing due to :booming economy

7. increasing numbers of newly-rich

8. consideration of Indian art as good investment, as most of these are four to five times under-Valued when compared to their western (and even Chinese) counterpartsOne of the strong indicators of this change is the increasing average auction value fetched by Indian artistsIndian Tribal & Folk Art:Miniscule contribution to the existing value of Indian art marketGood market potential given the large untapped latent demandReasons: Lack of market knowledge and Intellectual Property Rights

9. Lack of proper marketing, hence severely under-valued

10. Lack of proper sales and distribution system as these artists have access to very limited help From Government and few NGOsGlobally:$60 billion – Global art market in 2010US – 34%, China – 23%, UK – 22%

11. Business StrategyTribal Artists in VillagesProvide employment in citiesWeekend WorkshopsAmateur PaintingsRetail sale of paintingsTrain city artists to expertiseWeekdays Wall painting servicesPaintings by expert artistsExhibitions and sale

12. Logistics

13. Marketing

14. E-MarketingInitially we plan to use existing web-based market platforms (in addition to the traditional ones) like e-bay to showcase and sell Later, we plan to set-up a dedicated website for online sellingWebsite will feature the best artists and their works in a dedicated section with various sub-sections for different artistsWebsite may also facilitate commissioning these artists for personal workWebsite could also be used to order online an artwork with tailored theme chosen using various options provided to the customer in terms of themes, characters, representation, etc.Social Media:Social media platforms will be appropriately leveraged to promote the art formFacebookA brand page could be set-up with artist-specific sections disseminating Information - this could also be used to facilitate direct interaction between the artists (with help) and the art collectors/loversYouTubeVideos depicting the actual process of creating these paintings

15. Short video tutorials on different aspects of this art form to stir interestTest Pilot of The Indian WarliFailures: Roping in Schools: Lemon’s PrincipleChange of Plans: Crazy Quilt Principle- Roping in Hostel Cleaning staffPreparation for WorkshopTrainingCollection of paintingsGoodwill

16. Amateur Artists and their paintings

17. Proforma Financials - Workshop

18. Proforma Financials – Wall Painting

19. Proforma Financials – Copyright

20. Proforma Financials - SummaryThe business is expected to offer a stable growth in Net profits during the horizon period of 6-7%. At a required rate of return of 15%, the Horizon value is ~INR 160 lakhs as at FY 15. At FY11 the value shall stand at ~INR 200lakhs. Applying a certainity equivalent of 50% the valuation should stand at INR 100lakhs.