Rang rage: Hand-painted lifestyle

Abstract

This case study showcases the interesting entrepreneurial journey of Gagan Jain and Neeti Jain in setting up Rang Rage, a startup focused on art-based products. The case provides an in-depth view of a family startup that creates value by linking artists in small towns who need an outlet for their artwork with customers who want art-based products and are willing to pay. The gap that the firm fills is the difficulty both sides have in locating each other – artists in small towns find it difficult to locate customers willing to pay well for art products and such customers find it difficult to locate good artists and their fine art-based products. Some of the main challenges of the startup are (a) to find enough customers willing to pay premium for art-based products, (b) to identify products and product categories which will appeal to customers willing to pay premium for art-based products, (c) to manage costs of recruiting artists and costs of merchandizing the art-based products so that the business is viable while paying adequate amounts to artists to retain them in an activity whose demand is seen as declining.