VIMONISHA ART GALLERY

What does it take to run a successful gallery that displays not only art, but also anything from kerchiefs to computers?

Vimal Shivdasani of Vimonisha Art and Commercial Gallery provides the answer.  It is a combination of sound business sense and focused customer orientation. She should know, as she runs the most sought-after, high profile exhibition centre in Chennai.

According to Vimal, 'Vimonisha' gained popularity by introducing a new concept in galleries -that of displaying a variety of products rather than just art.  But talk to her for a few minutes and you realise that it is the personal interest that she takes in setting up exhibitions for her customers that has put her on top.

Also using sensible business judgement, she has perfected the art of running exhibitions and the gallery to incorporate all her customer's requirements.  Vimal is assisted by two caretakers, who are courteous and totally attuned to the needs of Vimonisha's customers.

Vimal's task begins with contact from the customer, who informs her of tentative dates for a show or asks her to block certain dates.  She herself painstakingly follows up on all enquiries, being especially careful when dates for two shows clash.  She finds out details from both parties and guides them towards convenient dates for both, ensuring that each gets the most out of their shows.  She allows a great deal of flexibility in the arrangements to satisfy the individual needs of her clients.

She makes it a point to ask clients about the type of product they want to display and gives them her advice for maximising the benefit they get from the show.  With many years of market experience behind her, she talks knowledgeably about products and trends; about customers and the right season for each product.

For instance, Vimal says, 'I advise against holding two shows for the same product within a short period.  Likewise, a designer wear exhibition a day or two before a festival is not likely to be a success because people have finished most of their shopping, many might go out of town or are busy with other last-minute preparations'.

Once the customer has confirmed the dates, she ensures that he has enough time to unload and arrange his display.  The rent is Rs 5,000 per day (rates are revised every September); a 50% advance is collected after the dates are booked.

From the moment the customer arrives with his wares, to the time he packs up after the exhibition, her caretakers go that extra mile to make it a smooth show.  They help in displaying the products and in adjusting the gallery ambience to suit his or her product. In case of garments, they order hangers and stands; they run errands for the client, if he or she is tied up at the gallery, and so on.

Even the VG Paneerdas (VGP) chain, which has many a showroom in the city, chose the gallery to hold a mela (exhibition-cum-sale) of microwave ovens, with excellent results.  When Gurjari first arrived in the city, it did not have its own showroom and booked Vimonisha for an unprecedented 15 days to hold its first show.

Vimal also has the credit of getting corporate clients like Wipro, HCL, ICIM and Modi to hold shows at her gallery.  Vimonisha has created a niche for itself in the gallery business, what with the best names from within the city and outside choosing to display their wares here. 

Not stopping at providing full assistance at the gallery, Vimal also makes arrangements for travel, airport pick-ups, hotel bookings and offers advertising services, as about 50% of her clients are from outside the city.  She has put together an exhaustive mailing list of potential customers for different products, which is also available for her clients.

Vimal has built up an impressive network of clients who keep coming back to Vimonisha for their shows and refer her to others, which forms a major mode of publicity for her.  About 60% of her clients are repeat customers, while new customers are added to her list everyday.

Vimonisha has held a variety of exhibitions, from furniture, pottery, handicrafts, linen, jewellery, computers, household goods to artificial plants, designer wear being the one held most often.  Apart from these, there have also been demos, product launches and seminars.

Vimonisha Art and Commercial Gallery, centrally located in Nungambakkam, on Khader Nawaz Khan Road, was started in 1989.  It was only fitting that Thota Tharani, the acclaimed art director, inaugurated it with his exhibition 'Saptamatrikas' (the seven goddesses).

By the way, if you are wondering about the unusual name, Vimonisha is derived from a combination of Vimal's name, her husband's name, Moti, and their daughter's name, Monisha.

Apart from its location, there are several other factors that make Vimonisha an excellent choice to exhibit wares.  The layout is simple and designed to hold all types of shows, from demos to seminars, to product launches, presentations and exclusive exhibitions.

Vimonisha has a total floor space of 1,500 - 2,000 sq ft in the ground floor, which is the main gallery hall, with a huge glass panelled frontage overlooking the main road.  Extra space is available on the mezzanine, spread out over 500 sq ft that overlooks the ground floor.

There are no pillars, so visibility of exhibits is ensured from every angle and corner.  Air-conditioning, modern lighting arrangements and flexible display systems, of course, come with the package.  The 18 ft high ceiling provides a huge wall area for display panels and banners.  Both floors have toilets; the ground floor has a small kitchenette and a storeroom that acts as the trial room when clothes are being displayed in the centre.

And the greatest relief of all, there is plenty of free parking space on both sides of the road outside the centre.

Address:  Vimonisha Art and Commercial Gallery, 12, Khader Nawaz Khan Road, Nungambakkam, Chennai – 600 006.
Telephone: 2827 9815, 2827 8911

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