Spanning an area of 15,000 square feet, the three-storey art hub, located in west Delhi’s Moti Nagar, may not boast of an arty neighbourhood but that doesn’t bother Jain. “This is where the moneyed (people) live,” he asserts. “Eventually, everyone wants reasonable art, and that is what I will provide.”

Jain, president of the Federation of All India Trader Association, may have been an avid art collector since long but he conceived the mall only last August, while organising an exhibition of daughter Pragya’s works. “I felt the need for a place that will act as platform for upcoming talent and affordable art.”

Soon, without wasting time, his ancestral property was redesigned to make space for art galleries and a panel of experts — comprising artists Vijendra Sharma, Ram V Suter, RK Bhatnagar, Prem Singh, RK Yadav, Nand Katyal and Harish Srivastava — was roped in to act as advisory board members. “They will scout for talent across the country,” Jain says. “Promising artists will not be charged for display, and a marginal commission will be taken only if they manage to sell any work.”

Though the curtains go up with the completion of phase one, with 10 galleries, phases two and three will witness an expansion up to 1,00,000 square feet. Space will be made for conference halls, artists’ studios, outlets selling art material, artefacts and designer products, and an art institute for specialised training.

“Various aspects related to art will be taken care of,” Jain promises. Harish Srivastava, the former deputy secretary of Lalit Kala Academy, chips in: “It will be a one-stop destination for those interested in art.”

Srivastava has joined the Art Mall initiative as a coordinator.

And as Jain hopes to finally go global with branches in London, New York and Bangalore, he has also floated several other art initiatives. While two students pursuing graduation in Fine Art from art colleges across the country will be given scholarship each year, one senior and one upcoming artist will receive the annual Bhiku Ram Jain Art and Culture Award.