A photo taken by But Natural Photography’s Sujata Setia. Photo courtesy of Sujata Setia. With the onset of e-commerce platforms, new avenues have opened up for the average Indian consumer to simplify buying photography equipment – something that wasn’t possible for many ten years ago. As demand spikes, does this make now the time for entrepreneurs to cash in on the new phenomenon of the photography business? Six years ago Indian papers were reporting on the sudden rise in popularity of photography as art, something art-loving Indians had never before considered as an alternative to the country’s well-established love of paintings, and indeed it was the talk of the galleries: were photographs the new thing in high-value works of art? Today, the market has moved beyond being a simple buyer’s market for finished works. People want to learn how to take their own photos. And they’re willing to pay. “The European market started to saturate,” says But Natural Photography’s Sujat
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