massArt

What massArt does

massArt is a non-profit cultural organisation founded in June 2022 and registered under the West Bengal Societies Registration Act 1961, headquartered at 32 Hazra Road, Kolkata, India. Its core product is the Preview Show of Durga Puja Art (PSDP A), positioned as the world's first guided public art show at night, which curates Kolkata's Durga Puja installations for national and international visitors using cutting-edge audio-visual techniques to produce immersive experiences. massArt has completed four editions (2022-2025) and announced a fifth for October 7-11, 2026, while expanding its programme to include the Autumn Art Fair (2025), a Photography Contest, the Festival for All (accessibility initiative), and the Hand in Hand artisan training program.

The organisation serves a mixed audience of domestic cultural tourists, international visitors and diplomatic delegations — including ambassadors from Germany, Brazil, and the United States, the British Council Director, and the UN ESCAP Deputy Executive Secretary — alongside institutional partners such as UNESCO, UNESCAP, IIT Kharagpur, and the Government of West Bengal. Its business model is multi-stream: tiered preview passes (general, student, donor), guided art tours distributed through the Spectra travel partner, and CSR/corporate partnerships. massArt monetises both consumer transactions (passes, tours) and institutional support (CSR, multilateral partnerships), with the underlying addressable industry cited as a ₹80,000+ crore seasonal cultural economy supported by 2 lac+ artisans across 2,300+ installations and 25 million+ cumulative visitors.

Commercially and operationally, massArt combines event curation (PSDP A), ancillary programming (Autumn Art Fair, contests, accessibility programme), and capacity-building (Hand in Hand artisan training) under a single non-profit vehicle. Revenue mechanics are event-cycle dependent, with most monetisation concentrated in the Durga Puja window; the Spectra partnership and CSR channel are the principal vehicles for diversifying income, while roadmap items (food, culture, heritage, merchandise) point to further surface expansion.

Name

massArt

Legal name

massArt

Website

https://massart.in

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

11–50 employees

Short description

massArt is a Kolkata-based non-profit that organises the Preview Show of Durga Puja Art (PSDP A), a guided, audio-visual night art show of Kolkata's Durga Puja installations, serving domestic visitors, international tourists, and diplomatic audiences via passes, guided tours, and CSR partnerships.

Ownership category

akta.pro rank

Product category

Cultural Festival Promotion and Experiential Heritage Tourism

NAICS

Museums, Historical Sites, and Similar Institutions (712)

akta.pro primary industry

Arts, Crafts & Maker Fairs (MPAGAFAJ)

akta.pro secondary industries

Art Galleries & Exhibition Spaces (Commercial & Nonprofit) (THAJADAH), Art, Street Art & Creative Scene Tours (THAJAAAE)

Keywords

• Cultural festival promotion
• Guided art tours
• Heritage conservation
• Artisan livelihood support
• Experiential cultural tourism

Headquarters

HQ city

Kolkata

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Preview Passes and Tickets: Revenue from sale of preview passes for exclusive viewing of Durga Puja Art installations, including general passes, student passes, and donor passes.
2. Guided Art Tours: Package tours offering guided Art tours at night, including accommodation options (1N/2D, 2N/3D, 3N/4D itineraries), in partnership with travel partner Spectra.
3. CSR Partnerships: Corporate Social Responsibility initiatives supporting unorganized artisans engaged in Durga Puja, with CSR contact at [email protected] and dedicated phone line.
4. Donor Passes: Support passes that extend generosity to support unorganized artisans engaged in Durga Puja while enjoying exclusive preview access.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

massArt organizes the Preview Show of Durga Puja Art (PSDPA), the world's first guided public art show at night, showcasing curated Durga Puja installations to national and international visitors through exclusive pre-festival viewings. Complementary offerings include Guided Art Tours (1N/2D, 2N/3D, 3N/4D itineraries via Spectra), Preview/Student/Donor Passes, the Autumn Art Fair at Alipore Museum, and a CSR initiative supporting unorganized artisans engaged in Durga Puja.

Product overview

massArt is a non-profit cultural organization conceived in June 2022 and registered under the West Bengal Societies Registration Act 1961, with the objective of promoting Bengal's art, culture, and heritage globally. The organization operates as a platform rather than a traditional software product. Its core offering is the Preview Show of Durga Puja Art (PSDP A) — the world's first guided public art show at night — which showcases curated durga puja installations to national and international visitors through exclusive pre-festival viewing. The product portfolio includes complementary services: Guided Art Tours (offering 1N/2D, 2N/3D, 3N/4D itineraries with access to meet artists), Preview Passes and Student Passes for exclusive entry, Donor Passes supporting artisans, the Hand in Hand Program for industry participation, the Autumn Art Fair exhibition at Alipore Museum, Photography Contest, and Festival for All (inclusive accessibility initiatives with SOPs developed by IIT Kharagpur). Supporting content sections cover Heritage, Culture, Art, and Food of Bengal. The organization has completed four successful editions of the Preview Show (2022-2025) with UNESCO partnership, and is organizing the 5th edition in October 2026. Statistical highlights include 25+ million visitors annually, 2,300+ site-specific art installations, 80,000+ crore industry, and 2 lakhs+ artisans engaged.

Differentiator

Problem solved

Functional benefit

Products and services

• Preview Show of Durga Puja Art (PSDPA) massArt's flagship signature initiative showcasing the best of Kolkata Durga Puja art to national and international visitors through exclusive pre-festival viewings. The world's first guided public art show at night, featuring curated selections of durga puja art installations before the festival opens to the public, limited to hours after sundown to capture full impact of illumination.
• Guided Art Tours Package tours offering rare access to meet artists and artisans, with green channel tours to witness all art installations before the festival opens to the public. Offered in 1N/2D, 2N/3D, and 3N/4D itinerary options including accommodation and professional Art mediators, delivered via travel partner Spectra.
• Preview Passes Invitation passes for art enthusiasts, diplomats, bureaucrats, and cultural delegates to attend the exclusive preview viewing of durga puja art installations before the general public.
• Student Passes Special entry passes requiring valid student ID card to encourage youth to engage with art segments of the world's biggest public art festival.
• Donor Passes Passes that extend generosity to support unorganized artisans engaged in Durga Puja while providing exclusive preview access. Contact: +91 8420460550.
• Autumn Art Fair An exhibition introduced as a new dimension of the Preview Show, creating a platform for Bengal's artisans to display their art in a celebratory market-style setting. Held at Alipore Museum alongside the preview show, featuring displayed handicrafts, art pieces, cultural performances, and culinary delights.
• Hand in Hand Program Participation program inviting artists, art organisations, curators, researchers, students, hospitality, tourism, IT and AI professionals, cultural artists, and tour guides to work with massArt in the Durga Puja Art show.
• Festival for All (Inclusive Events) Inclusive celebration focused on enhancing accessibility during Durga Puja Art, making it accessible for persons with disabilities, senior citizens, differently-abled children, elderly communities, and orphans. Standard operating procedures for accessibility were prepared by IIT Kharagpur and monitored with support from United Nations, UNESCO, and Government of West Bengal.
• CSR Initiative Corporate Social Responsibility initiative dedicated to promoting Bengal's art, culture and heritage while uplifting the unorganised community of artisans who preserve these traditions. Focuses on recognising craftsmanship, enhancing visibility, and strengthening livelihoods. CSR contact: [email protected], +91-92303-54100.

Quantifiable outcome

• 25+ million annual visitors to Durga Puja in Kolkata
• +3 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Five partnerships are on record, tiered core.

• UNESCOcoreStrategic or Co-development Partner · 1 January 2022massArt's signature initiative Preview Show of Durga Puja Art (psdpa) has completed four acclaimed editions in partnership with UNESCO. The UNESCO inscription of Kolkata Durga Puja in December 2021 brought immense national and international attention to the festival and massArt's work in promoting Bengal's art and culture.
• SpectracoreChannel Partner/ Reseller/ DistributorOfficial Travel Partner for massArt, offering guided Art tours at night during the Preview Show. Spectra provides package tour options including 1N/2D, 2N/3D, and 3N/4D itineraries with accommodation and professional Art mediators. Contact: +91-84207-97474, [email protected]
• IIT KharagpurcoreStrategic or Co-development PartnerPrepared standard operating procedures (SOPs) for accessibility during Durga Puja Art venues. massArt implements and monitors these inclusive accessibility measures across selected Durga Puja Art venues participating in the Preview Show.
• United Nations (UNESCAP)coreStrategic or Co-development PartnerSupported monitoring of accessibility measures at Durga Puja Art venues. massArt organizes inclusive events with assisted entry and accessible support for differently abled children, elderly communities, and orphans, supported by the UN.
• Government of West BengalcoreStrategic or Co-development PartnerSupported monitoring of accessibility measures at Durga Puja Art venues. massArt works with the state government for promoting Bengal's art, culture, and heritage.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Others

• British Council India: The cultural arm of the UK government operating in India, promoting arts, education, and cultural exchange — and an actual partner/visitor of massArt (Director Arts India testified). Adjacent rather than competitive; functions as a peer in the international cultural-relations ecosystem that enables cross-border art programming.
• Saffronart: One of India's leading online art auction houses and platforms for buying/selling Indian and South Asian art. Adjacent to massArt as an enabler in the Indian art ecosystem but operates in a commercial auction model rather than curated exhibitions or cultural tourism.

Direct peers

• Kochi-Muziris Biennale: India's largest contemporary art biennale, presenting curated exhibitions of international and Indian contemporary art across venues in Kochi. Comparable to massArt as a curated, time-bound art event that positions itself as a cultural destination experience with institutional backing.
• Serendipity Arts Festival: A multi-disciplinary arts festival held annually in Goa, featuring visual arts, performing arts, and culinary programming across curated venues. Closely comparable to massArt's multi-format cultural-event approach combining installations, performances, and ancillary programming.
• India Art Fair: India's leading contemporary art fair held annually in New Delhi, showcasing modern and contemporary artworks to domestic and international collectors. Directly comparable to massArt as a curated art exhibition targeting cultural enthusiasts and global visitors, but operates in a commercial fine-art context rather than a folk/festival tradition.
• Kolkata Centre for Creativity: A non-profit arts and cultural center based in Kolkata, hosting exhibitions, residencies, performances, and educational programming. Directly comparable as a Kolkata-based non-profit cultural operator with a similar mission of promoting art and culture in Bengal, though operating year-round rather than around a single festival.
• Kala Ghoda Arts Festival: A two-week annual arts festival in Mumbai's Kala Ghoda art district featuring installations, exhibitions, music, dance, food, and literature. Highly comparable to massArt as a city-anchored, free-and-ticketed cultural festival that curates multi-venue art experiences around a specific cultural calendar moment.

Broad incumbents

• Chhatrapati Shivaji Maharaj Vastu Sangrahalaya (CSMVS): One of India's premier art and history museums located in Mumbai, hosting large-scale exhibitions and educational programming. Comparable as an established Indian museum operator running temporary curated exhibitions and cultural programming for diverse audiences.
• Victoria Memorial Hall: A major museum and cultural venue in Kolkata housed in a colonial-era monument, hosting permanent collections and temporary exhibitions. Comparable to massArt as a Kolkata-anchored cultural institution that attracts both local and international visitors seeking curated art and heritage experiences.
• National Gallery of Modern Art (NGMA): India's premier modern art museum operating galleries in New Delhi, Mumbai, and Bengaluru under the Government of India. Comparable as an established, government-affiliated art institution curating exhibitions for public viewing, though focused on permanent collection display rather than time-bound curated festivals.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC6juIMK3-WVjIAljEmTw8eA
• Facebookfacebook.com/durgapujamassart
• Instagraminstagram.com/durgapuja_massart?igsh=OWV5N3oxbzNhdXdw
• LinkedInlinkedin.com/company/durgapujamassart

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about massArt