What is 50?
50 is a point of view shaped by experience, expressed through curation.
A curated platform for contemporary Indian art, 50 is guided by a thoughtful approach to curation, a deep respect for artistic practice, and a considered approach to pricing that makes meaningful collecting feel more open and approachable.
Every artist we present is chosen with intention. We begin with the work itself, its honesty, its strength, and the way it stays with us. If a piece moves us, makes us pause, or sparks curiosity, we pay attention.
This philosophy is reflected in how we curate. At any given time, we work with a deliberately limited selection of no more than 50 artists, creating space for each practice to be seen with clarity and care.
We are drawn to artists from diverse backgrounds, working across regions of India, each bringing their own perspective, techniques, and ways of seeing. Together, their practices reflect the richness and complexity of contemporary art today.
What matters to us is not a single style or trend, but the intent behind the work—the stories, motivations, and ways of making that shape each practice. Some artists are rooted in tradition, others are experimental and evolving. Each voice adds to a larger, ongoing conversation.
Our intention is to help these voices travel further—creating space, visibility, and context for their work, while connecting them with audiences who will see, value, and live with their art.
We believe collecting original art should feel personal, thoughtful, and welcoming to both new and experienced collectors.
A Note from the Founders
50 began as a shared instinct.
Both of us have spent years working in creative fields — shaping ideas, building brands, and telling stories. Over time, we found ourselves drawn more deeply to art, not just as viewers, but as collectors, observers, and participants in the journeys of artists.
What stayed with us was the experience of discovery. The moment when a work holds your attention — when it lingers quietly, long after you’ve seen it.
We wanted to create a space that could hold that feeling, while also making the experience of discovering and collecting original art feel more open, approachable, and connected to a wider range of collectors.
50 brings together what we value most — the depth of curation, the importance of storytelling, a consciously considered range of affordable price points, and a close, thoughtful relationship with artists, alongside the ease and reach of an online platform.
At any given time, we work with a deliberately limited group of artists. Not to restrict, but to focus. To give each practice the space it deserves, and to create an experience that feels clear, intentional, personal, and welcoming — whether you are beginning your journey with art or have collected for years.
For us, 50 is both a number and a perspective — one shaped by experience, and one that continues to evolve.
Tarini + Masumé
About the Founders
Tarini Mohindar
Entrepreneur and creative curator with experience across advertising, wellness, and hospitality. She founded Cafe Zoe, a landmark Mumbai restaurant that brought together food, design, and community. Her practice is shaped by an instinct for identifying gaps and creating ventures grounded in connection bringing a layered, intuitive perspective to curation at 50.
Masumé Alikhan
Creative & Brand Consultant with over three decades of experience across advertising and design in Mumbai, New York, Melbourne, and Atlanta. Former National Creative Director at a leading network agency, her work is rooted in empathy, storytelling, and a deep understanding of people shaping both her creative practice and her approach to curation at 50.
