It Matters

Auroville Today: Can we start from the very beginning, at the inception of It Matters? How did the idea first come to each of you?

Sandra: While working with the Art Service, I saw the need to promote Auroville’s artists more actively. Nicole from the Visitors Centre had long suggested using an upstairs space for art, but no one had taken the lead. Then I met Bhakti, who was developing an artist residency, and we realised Auroville needed a curated platform to represent its artists beyond the community.

Bhakti: With the residency, I wanted to create a space where visiting artists could engage with Auroville through their work. When Nicole suggested I take on her long-standing idea, it felt bigger than anything I had imagined, but I was open to it – to doing it with the right people. That is when I met Sandra and we decided to take on this new adventure together.

We began as an online gallery and shop before securing a physical space, refining our concept by visiting artists’ studios. Launching just before COVID, it took two years to shape our vision: not just supporting artists financially but energising Auroville’s art scene and creating real connections with the outside world. Unlike existing galleries and art spaces, we aimed to curate and showcase selected artists while staying true to Auroville’s values. To expand our reach, we started attending art fairs across India, starting with the India Art Fair in Delhi. That fair is highly commercial, but it was a valuable experience because we met so many people – artists, curators, gallery owners, and collectors.

We also attended the Kochi Biennale, which is much less commercial and more deeply connected to India’s artistic soul, with involvement from art schools and experimental projects. That was a fantastic experience. And then there was the Madras Art Weekend as well.

Sandra: The first time we attended the India Art Fair in Delhi, we weren’t sure how to introduce ourselves, as we hadn’t officially launched our project yet. But I was amazed to discover how many people had already heard of Auroville, wanted to visit, or had been here before. That was my first big surprise – it reassured us that we had a place within this niche.

We don’t want to create just another “white cube” gallery. Our vision is something with a sense of humour, something unconventional – yet still deeply rooted in Auroville’s values. In many ways, this approach is counterproductive within the commercial art market, but because it’s so niche, it’s not about being a small fish in a big pond – it’s about being in a completely different pond altogether.

And from our conversations in Delhi, we realised that not trying to replicate the existing market was actually a strength.

How did it all come together?

Bhakti: After two years of COVID and developing our project, we finally launched it within Auroville at the Botanical Garden. We had conceived an interactive installation in the large maze, which became the setting for our debut.

That marked the beginning of a series of exhibitions we curated in collaboration with different spaces, since we still didn’t have a place of our own. We started online, but then gradually moved into physical exhibitions – one at the Alliance Francaise in Pondicherry, another at Centre d’Art, and our launch at the Botanical Garden. That was 2023.

By the end of that year, we realised that having our own space was essential. It wasn’t just about convenience – it made collaborations much easier. And thanks to our networking efforts, we got some collaboration opportunities, but without a dedicated space or budget, there were limitations. That’s when we decided to look for a place of our own. And, in many ways, 2024 became the year of opening our space.

Sandra: Yes, and for more than six months, we put enormous effort into making that happen. First, we had to find a space to rent, then prepare it, and finally, bring it to completion. When we first took it on, it was just an open structure – there weren’t even doors. Everything had to be done from scratch.

In March 2024, we presented the space to the community during a pre-launch event. The idea was to showcase the empty walls, full of potential, before anything was installed. It was a sort of “mystery opening”. Then, our official launch happened in mid-January this year.

A question we get asked a lot, since we now have a space in Kuilaypalayam is, “Why not in Auroville?” Our original plan was absolutely to be inside Auroville, but we never found a suitable space. Initially, we had our sights set on a space at the Visitors’ Centre, but that fell through due to management shifts and changes in their intentions for the area. We explored several other options, but nothing materialised. Meanwhile, we had projects that couldn’t move forward due to the lack of a venue for exhibitions and collaborations, so we felt the calling to open something.

Bhakti: Another factor was accessibility. Since Auroville has access restrictions for certain vehicles, it poses challenges for visibility and engagement. That led us to consider a location along the Auroville main road – where there’s a natural flow of people – while still being surrounded by other Auroville-based initiatives.

Sandra: When we started looking, we found this large space – much bigger than what we had originally envisioned. At first, we imagined something small and intimate, but this forced us to expand our mindset. Instead of scaling back, we decided to grow into the space, finding new ways to use it.

We split it into two floors: the ground floor would be the gallery and a small boutique, while the first floor needed something more. After a lot of brainstorming, we came up with creative ways to utilise it, including cultural and art-related activities that would also help sustain the cost of such a large venue.

Would you say that has been a success, given the wide variety of activities now taking place?

Bhakti: Absolutely. We’ve hosted everything from painting classes and expressive therapy to Tai Chi, voice healing, research talks, sound baths, dance-related activities, cacao ceremonies, and even laughter yoga. Over the past year, we’ve explored so many different topics.

In the beginning, we had to actively seek out facilitators, but soon people started approaching us, wanting to offer something. This space naturally evolved into more than just an art gallery – it became a platform for people to share and connect through culture.

The feedback we have been getting has been really encouraging.

As Sandra mentioned, our vision expanded beyond just an art gallery. We now have a shop, workshops, activities, and we’re in the process of opening a small café. We’re also considering a co-working space, and we offer a photo studio for shoots.

What started as a simple gallery has grown into something much larger – something truly dynamic and evolving.

So far, what have been the positive things, and what have been the challenges?

Bhakti: I would say the positive is that we’ve managed to set up a place, build up a team, and propose activities. That in itself is a huge success – to have manifested it all, while also adapting and evolving the purpose, vision, and scope of the place as we go.

The challenges would be that there’s not yet enough traction – enough people walking in. We don’t have the visibility or the steady flow of visitors that would make the space feel bustling and viable. But then again, we just opened. The urgent challenge is that we have high monthly expenses, and sustaining the space is difficult right now, as we self-funded the major part. We did receive a small grant from the FWE (Foundation for World Education), which was a big help, but it’s not enough to secure long-term sustainability.

Sandra: Another challenge we face is our status as a commercial unit. While our way of operating is clearly non-profit in spirit, it’s difficult to qualify for funding because we are technically categorised as a commercial project. And yet, we do need support. That has been a tricky space to navigate.

We would also need to hire people dedicated to marketing and communication, but at this stage, we don’t have the budget. We keep exploring ideas, trying different things, but so far, nothing has consistently generated the revenue we need. We haven’t yet found the key to financial sustainability – how to cover our basic expenses so we can fully focus on our core intention: curating exhibitions and setting up a structured annual programme.

We would love to be able to send Auroville artists to other galleries across India, where we’ve already built relationships and have partners eager to collaborate. Right now, the gallery features a curated selection of artworks, but before we can think about expanding outward, we need to stabilize our own monthly costs.

So you would need external support to take it to the next level?

Bhakti: I think, like with any project, we need a few years to find our rhythm and adapt to become self-sustaining. But as of now, we only have the budget to keep running things until the end of this financial year, in March.

What would really help is knowing that we can cover our running costs for the next two years. That would require about one lakh per month, meaning we’d need around 20 lakhs in total to secure the project’s foundation.

Are you fundraising for that?

Bhakti: Yes, and there are different ways to support us. One way is to buy the art we have on offer from Auroville artists. These pieces are available at It Matters, online through our website, or on our Instagram page, where people can contact us directly if they’re looking for something specific. By purchasing these artworks, people are not just supporting us but also the artists themselves.

The other way, of course, is through donations.

What has been the motivation that has kept you going through all these years?

Sandra: Everything we’ve done so far has been out of dedication – it’s something we’ve done from the heart.

Bhakti: Yes, for me, it’s the idea that this could really support so many people in Auroville. There are many talented artists here who need help and a platform. But right now, in order to help them, we need help ourselves.

Sandra: Artists often struggle to make a living from their art. My motivation is to promote and develop the arts in Auroville, to spread joy and a love for art, and to foster collaboration – both within Auroville and with the wider world. When we first started speaking to artists, I was surprised by the fact that some artists did not know each other, even within the same community. Networking itself is a key need.

Bhakti: Amid Auroville’s uncertainty, launching this project has been seen as something uplifting, and we’ve poured our energy, time, and personal resources into making it happen. Now, we need a boost to organise our first full exhibition cycle and establish our calendar programme. In some places, cultural initiatives like this receive funding and support, and projects that uplift an entire community of artists deserve the same – Auroville included. What many don’t realise is that we’re doing this entirely on our own. We planned one year of financial backing but didn’t secure the two to three years a project would usually need, which, in a sense, is our weakness but also our strength because otherwise we would have never started. This platform isn’t for us; it’s for the artists, and with the right support – through donations, art purchases, spreading the word, or simply visiting our website – it can truly take off.

For more information visit https://itmatters.auroville.org or https://www.instagram.com/auroville.curated