When Suumit Arora set out to decorate his home, he turned to generative AI to create artwork that was personal and affordable. What began as a design experiment quickly revealed a larger gap: while digital and AI-generated art was growing, there were few accessible marketplaces connecting such work to buyers, especially people who couldn’t afford traditional, and expensive, art.
In 2025, that insight led to the creation of Artiure, a platform that transforms digital or generative artworks into physical products, ranging from wall decor to gift products.
“We built it around the artist ecosystem. The goal is to create a larger community of artists where the platform functions as a marketplace for B2C and B2B transactions,” says CEO Arora.
The Gurugram-based startup, run by a five-member team, has recently set up an office in Delaware as it looks to expand into the US market.
Creating business for artists
With artworks from five artists already on its website, converted to multiple product formats, Artiure has a pipeline of about 40 registered artists set to go live soon.
“About five artists go live each month. By the end of this year, we want to have at least 100 registered artists live on the platform. Our ecosystem is designed around transparency in contracts and pricing. We hold digital rights for all artworks, and enable artists to earn perpetual revenue through our model,” says Arora, who is also Co-founder and CEO of the IT consulting company K2S Consulting.
The platform currently hosts about 900 artworks across 1,200 products. To enhance discoverability, Artiure recently launched a 3D exhibition feature, which the founder says is already seeing positive traction.
“If you notice, there are no ads on our platforms. We are focusing on discoverability and word of mouth to build credibility and trust. After a year, we will explore more marketing opportunities,” he says.
The company is also scouting for a physical gallery. Products on the platform range from canvas prints priced above Rs 2 lakh to coasters costing around Rs 900. Revenue from each sale is split 70-30 between the artists and the company.
Beyond monetisation, Artiure is also addressing financial inclusion.
“Many artists, especially from remote areas, are non-bankable due to low and irregular income. We are working to change that by helping access loans, while our NGO wing helps them get life insurance for them and their family,” Arora says.
The artworks, ranging from digital art to handcrafted pieces, are printed at archival quality. The startup is also preparing to launch an art leasing feature, allowing customers to lease high-value artworks for six months at subsidised rates. It is also exploring partnerships with interior design companies as part of its post-sale services.
Artiure currently has about 1,500 registered B2C users, of which 100 are paying customers. It is also in discussions with real estate companies for bulk purchases of 3,000-5,000 artworks, translating to a potential deal size of Rs 5-7 crore.
One of its artists Suvvro P Basu says working with Artiure has made him retain his art’s authenticity.
“At Artiure, I don’t really start with an idea of making something ‘extraordinary.’ It comes from just noticing what’s already there. It’s not about beautifying the city. I’m more interested in keeping it as it is: slightly rough and imperfect. Working with Artiure has simply made it possible to share this as it is, without having to polish or change it for a wider audience.”
Funding and the future
In its early days, Artiure encountered resistance from consumers unfamiliar with digital art.
“Many were not keen on buying digital art. But we soon realised this was largely a local challenge; it doesn’t exist globally. Our goal is to bridge the gap between artists and buyers,” Arora says.
The founder has invested around Rs 1 crore in the venture, and describes it as pre-revenue. “Our current focus is on creating the ecosystem, which takes time. But our B2B network is strong, and we are targeting an ARR of about $1 million once it converts,” he adds.
For now, Arora is not looking to raise external funding, choosing to support Artiure through profits from K2S Consulting.
“We want to retain control over curation at this stage. External funding would mean letting go of that, but eventually that is in the pipeline. Over the next few years, we aim to reach 10,000 active B2C customers and build 100 successful B2B partnerships,” he concludes.