--- title: "Desi Art Mag case study · Anirudh Goel" description: "Desi Art Mag. 2 issues a year. 17 countries. Subscription commerce for a print magazine built on Shopify." canonical: https://anirudhgoel.xyz/projects/desi-art-mag updated: 2026-10-31 site: "Anirudh Goel" language: en --- # Desi Art Mag 2 issues a year. 17 countries. Subscription commerce for a print magazine built on Shopify. [See it live ↗](https://desiartmag.com/) - Industry Digital Publishing - Year 2024 - Role Design and build - Built with Shopify Custom BuildHorizon ThemeKlaviyo ![Desi Art Mag's homepage on a laptop: the burgundy announcement bar, the wordmark, and South Asian Contemporary Art. In Print. Made for All of Us. over a photograph of the magazine, with Subscribe Now.](https://anirudhgoel.xyz/_astro/home-desktop.GflYx4O__Z1Sj4I6.webp) ![The product page on a phone: a hand holding the magazine, the gallery's thumbnails of its pages, and the product's name and price.](https://anirudhgoel.xyz/_astro/pdp-phone.DkTYclg2_Zowdtj.webp) Desi Art Mag is a print magazine dedicated to South Asian contemporary art. Published twice a year, each issue profiles artists, collectors, and cultural figures shaping the scene. No jargon. No gatekeeping. Issue #2, ‘Gatekeepers and Open Doors,’ ships to readers across 17 countries. ## Desi Art Mag, in numbers. ### Two storefronts, seventeen countries 1. Issues a year**2** 2. Countries shipped to, Issue #2**17** 3. Storefronts: India in INR, and global**2** One dot for each country Issue #2 ships to. **₹250**less than the single-issue price, on subscription **6 months**between charges: the app bills and ships each new issue **Dec 2024**launched with one active SKU **:root**CSS variables carry the brand’s colours and type, no Liquid file touched **Subscription**beside one-time purchase, where Shopify’s checkout sells one-time only ## The brief Shivansh Wadhwa needed a store that could sell the magazine as both a one-time purchase and a recurring subscription. Shopify’s native checkout handles one-time orders only, so a subscription app was integrated to auto-charge every 6 months at Rs. 250 less than the single-issue price. The store runs on Shopify’s Horizon theme, with all brand colors and typography applied through :root CSS variables without touching any Liquid files. Two separate storefronts handle the global split: desiartmag.com for India (INR) and global.desiartmag.com for international readers. The store launched in December 2024 with one active SKU and a subscription model that charges and ships automatically with each new issue. ## Three pages, on a phone. ### The homepage sells the issue The hero, why the magazine exists, then the issue itself with its buy box, readers’ words and the newsletter. Live store, October 2026 ### One-time or subscription Tap Subscription and its terms open under the price; How subscription works lays the year out step by step. Live store, October 2026 ![An article on a phone: Building a Museum Without a Blueprint, its date, a standfirst on a museum in Colombo, the writer's byline and a photograph of a gallery.](https://anirudhgoel.xyz/_astro/article-phone.B8BY1jCm_NP4WT.webp) ### An article, on a phone Each piece opens on its title and date, a line on what it is about and the writer’s byline, then the pictures. Live store, October 2026 ## Screens ### Two ways to buy one issue The product page as it sold Issue #2: One-Time Purchase or Subscription, the subscription’s ₹250 off in a green badge, and How subscription works under the choice. ![The product page for Issue #2: Gatekeepers and Open Doors on a laptop: a hand holding the magazine, Add to cart, then One-Time Purchase or Subscription with a ₹250 Off badge, How subscription works and Buy it now.](https://anirudhgoel.xyz/_astro/dam-product-page.C3hlPGuW_Z24nIPP.webp) Product page, Issue #2 on its own ### The issue, on the homepage The homepage carries the buy box itself on the brand’s burgundy: the issue, its quantity, Add to cart and the same one-time or subscription choice, so a reader can buy without leaving the page. ![The homepage's product block on burgundy: the Issue #2 and Issue #3 annual subscription beside a photograph of the magazine, with its quantity, Add to cart, One-Time Purchase and Subscription, and How subscription works.](https://anirudhgoel.xyz/_astro/featured-crop.DtO7CLaj_Z2vQVB.webp) Homepage, October 2026 ### Why Desi Art Mag Exists The magazine’s voice on the homepage, an italic serif heading over plain short lines: no gatekeeping, no jargon, no art degree required. ![Why Desi Art Mag Exists on the homepage: the art world can feel coded, Desi Art Mag exists to open that door, no gatekeeping, no jargon, no art-degree required, and Issue #2 is out now.](https://anirudhgoel.xyz/_astro/mission-desktop.Crdqqw8k_Z2g83Yx.webp) ### The second storefront global.desiartmag.com, for readers outside India: its own announcement bar on paying from abroad, Issue #2 Out Now! in the hero, and a currency picker in the header. ![The global storefront on a laptop: an announcement bar for international customers, the wordmark with a USD currency picker, and South Asian art, made for all of us over a photograph of the magazine, with Issue #2 Out Now!](https://anirudhgoel.xyz/_astro/global-desktop.pNODw-Xq_1UDAzX.webp) Global store, October 2026 ### The journal Desi Art Mag Articles: pieces in Sinhala, Tamil, Hindi and English, each a card with its title and opening lines, under the same header as the shop. ![Desi Art Mag Articles on a laptop: cards for articles in Sinhala, Tamil and Hindi, and Building a Museum Without a Blueprint in English, each with its opening lines.](https://anirudhgoel.xyz/_astro/blog-desktop.DFCA53Lj_Z1R7pmP.webp) ### Issue #2, in the gallery The product page’s gallery opens on the issue’s cover and then its pages, so a reader sees the art before the price. A few of those pages follow. ![The cover of Desi Art Mag Issue 2: the wordmark over a yellow and gold robot sculpture.](https://anirudhgoel.xyz/_astro/issue-cover.BeZYwdtz_UXs7K.webp) ![A page from Issue 2: The Cosmic Play of Gods and Robots in green type over two grids of photographed sculptures, by Mariyam Begum.](https://anirudhgoel.xyz/_astro/art-cosmic.BWFFU3Q1_ZQn7D6.webp) ### The Cosmic Play of Gods and Robots Mariyam Begum’s feature, its title in green over a grid of sculptures. ![A page from Issue 2: Building a Museum Without a Blueprint in white type over two visitors looking at framed drawings on a green wall, by Namrata Dewanjee.](https://anirudhgoel.xyz/_astro/art-museum.Chl3DLQh_EYbFP.webp) ### Building a Museum Without a Blueprint Namrata Dewanjee on a museum in Colombo, the piece that also runs in the journal. ![A spread from Issue 2: The art of living in white script across a painting of a row of figures, with a text panel in green, on Priyanca Vaishnav.](https://anirudhgoel.xyz/_astro/art-living.oW-Mbh_N_zkUW9.webp) ### The art of living A spread on Priyanca Vaishnav’s work, the title set across the painting. ![A spread from Issue 2: Art for All in yellow on blue beside a black and white photograph of visitors in a gallery, by Esha Aphale.](https://anirudhgoel.xyz/_astro/art-for-all.BLYNjnIn_1aiS2g.webp) ### Art for All Esha Aphale’s spread, yellow type on blue beside a photograph of a gallery. ![Our Story on a laptop: the title over a close photograph of the magazine’s pages, then How It All Started on burgundy.](https://anirudhgoel.xyz/_astro/about-desktop.Dkopf7FE_1lD4vu.webp) ### Our Story The About page opens on the magazine itself, then How It All Started on the burgundy. ## Testimonial > “Working with Anirudh was just a breeze. The highlight was **how communicative he was and how smoothly we carried out the project.** Would definitely recommend.” > > Shivansh Wadhwa, Founder, Desi Art Mag What I would do differently One thing I’d do differently: build both storefronts as a single international store using Shopify Markets. A shared catalog and email list would have simplified post-purchase flows considerably. ## More work. [Every case study →](https://anirudhgoel.xyz/projects) [**Bombay Fromagerie**Client · Artisanal Retail2024 ](https://anirudhgoel.xyz/projects/bombay-fromagerie)[**Sago Hospitality**Client · Hospitality2025 ](https://anirudhgoel.xyz/projects/sago-hospitality)[**Fan Park**Build · Football2026](https://anirudhgoel.xyz/projects/fan-park) ## Have a build in mind? Say hi. [Book a 30-minute call ↗](https://cal.com/anirudh.goel/consultation?utm_source=portfolio\&utm_medium=site\&utm_campaign=study-desi-art-mag\&utm_content=closing) [WhatsApp me ↗](https://wa.me/917814769892?text=Hi%20Anirudh%2C%20I%27m%20on%20your%20Desi%20Art%20Mag%20case%20study%20and%20want%20to%20talk%20about%20a%20project.) [More work →](https://anirudhgoel.xyz/projects) I reply the same working day. --- Site index for AI assistants: https://anirudhgoel.xyz/llms.txt Every page as one file: https://anirudhgoel.xyz/llms-full.txt