As the 10th edition of the India Art fair kicked off in New Delhi this Friday, Fortune India spoke to it’s new director Jagdip Jagpal. Jagpal took over the reins from Neha Kirpal, the founding director, last year. Her debut edition of the fair is focussed on vernacular and tribal art forms, moving image work and using digital to keep the fair alive beyond it’s stipulated time.

Here are edited excerpts from the interview:

What is new and special about this year’s fair, what should we look forward to?

We are far more focussed on Indian and South Asian Art galleries, and on the modern art masters, and contemporary work. This edition, we are promoting vernacular and tribal art forms in our platform section and are dedicating an entire new space for Art Projects. As part of our programme - we have a moving image works by leading international artists like Nikhil Chopra and Hetain Patel as well as an interesting sound project by Amol K. Patil. Overall, it will be a good mix along with panel discussions, artist presentations, screenings, children's workshops and curated walks. We have some interactive performances that will take place inside the actual sales tent. I am really excited to build more on all these aspects.

What is your view on the art market right now?

Since the crash in 2009, it has been built with a more solid foundation. There are far more patrons of art, artist residencies and collectives, events and exhibitions that are happening. There is more stability. I think we should think about collaborations and partnerships, instead of competing or working in silos. The audience should have more choice.

Secondary art markets are pretty solid, but the art fair is one of the factors in creating a very strong primary art market. That is something that the art fair should be doing and as it is important for people to come and see the contemporary artwork. They should get an opportunity to come and see the contemporary artists and talk about their work.

What role has the art fair played in bringing prospective buyers and sellers together in the primary market?

It has given both contemporary and modern artwork a significant foundational exposure not only in the international community but also across India. There are a number of activities at the Art Fair, which is an opportunity to attract the younger audiences, potential future patrons, and collectors.

How do you plan to engage the younger audience?

For the younger audiences, we have got the moving image work as they are powerful. We have some interactive installations as well. Talks and presentations are done in a way that does not require sector knowledge because that is the assumption that is sometimes made. In terms of children - we are working with Penguin Random House, we are going to have an open-air library and then throughout the year, we are going to work with them for a children's art program.

Can we say that you want to create a generation of future patrons of art?

It's a long game, you have to start at some point and also it’s a great activity as well in this age group. It cannot just be about people who come and collect art or people involved in the art sector. It is important that people see it as a cultural sector, as a career.

We are using the digital side to create the fair alive beyond the four days, and we are going to come up with a program so the fair doesn't really end and activities build it next year. We are trying to engage both the global and local audience digitally.

Where does this art fair stand in comparison to art fairs around the world?

India Art fair has got its own unique identity and it’s not competing with major international art fairs. We are very much committed to the galleries system here and 70% of these are Indian and South Asian galleries and 30% international. So, it's about making your own identity and making sure that people understand what it is - a one shop stop to come to purchase and view the best work of galleries in India, what they have to offer and the best art available.

Has the footfall increased progressively over the years?

To me the footfall is irrelevant. The galleries here have to sell art, and make the artist and their work known. It's more about the quality of artwork, and telling the artist’s story. Also making sure that students are able to come and see it. It is also about letting people engage, people who wouldn't necessarily go to galleries or contemporary art shows. It's not about number but about the quality of experience for the visitors.

What are the challenges that you see in the art market?

There are challenges in any country, different things around shipping, around taxes but nevertheless there is an art market here.The level of production continues whether or not somebody buys art or not, art is being created.

Jagdip Jagpal

‘India Art Fair has its own unique identity’