New Delhi (NVI): Through Project Virasat, the students of Shri Ram College of Commerce (SRCC) are committed to revive a 17th century art form of Pichvai paintings of Nathdwara, Rajasthan.
‘Project Virasat’ under Enactus SRCC, is being run by a community of students committed to using the power of entrepreneurial action to transform lives, in a bid to sustain local art forms.
This time, these group of students intervened in Nathdwara, Rajasthan, which revolves around Pichvai paintings.
Pichvai is one of the most spectacular and ancient artforms. A 400-year old artform, this is created depicting the beautiful life of Lord Krishna. It originated as wall hangings behind the main deity in the Krishna temples of Nathdwara.
The cultural heritage of India is embodied in its handicrafts and preserved over centuries by artisans. However, with the introduction of mass production methods and lack of financial incentives for craftsmen, several forms of art and craft are facing the danger of extinction in the country.
The Pichvai artists face severe problems in capturing the market and these problems have only intensified in the view of the ongoing pandemic.
As their designs are copied and being sold at very cheap prices as compared to the original painting price, they face severe exploitation by middlemen, as well as there is no sign of authenticity which differentiates their paintings from other duplicate productions.
Through Project Virasat, students are committed towards providing these artists with a platform through the Artists of Nathdwara website.
-CHK
