From Patangarh to global markets: Madhya Pradesh’s digital push puts Gond art, tribal livelihoods in focus

BHOPAL: In a governance-led effort to preserve tribal heritage while expanding livelihood opportunities, Madhya Pradesh has launched a digital market access initiative for Gond artists in Dindori district, aiming to connect one of India’s most celebrated indigenous art traditions with national and international buyers.The initiative, launched in Patangarh village, widely regarded as the cradle of contemporary Gond art, seeks to combine cultural preservation with income generation by helping tribal artists sell directly through digital platforms.For generations, Gond artists in Patangarh have used intricate paintings to document forests, wildlife, folklore and everyday life, say officials. Their work, rooted in oral traditions and ecological storytelling, has earned recognition in galleries and museums in India and abroad. Yet many artists, particularly women, continued to face irregular incomes and limited market access.Officials said the latest intervention seeks to bridge this gap by linking artists to structured markets, reducing dependence on intermediaries and enabling better price realisation.The programme is being implemented in collaboration with Dots and Dashes, an initiative promoted by Uttrakhand based Parth Pathak, in partnership with local village institutions and self-help groups (SHGs). Under a memorandum of understanding (MoU), the major share of revenues generated through the business will remain with SHGs and artist collectives, ensuring that economic benefits stay within the community.District collector Anju Pawan Bhadouria said the initiative is aimed at making traditional art economically viable. “Traditional art can survive only when artists are able to sustain livelihoods through it. The effort is to connect heritage with economic opportunity,” she said.District panchayat CEO Divyanshu Choudhary said the programme aligns with efforts to strengthen rural livelihoods through local skills. “We are trying to ensure tribal communities get better value for their traditional knowledge and artistic skills while preserving their identity,” he said.Parth Pathak, associated with the initiative, said the idea was to ensure that artists remain central to the value chain. “The objective is not just market access, but to create a system where artists and women-led SHGs retain the largest share of benefits while taking Gond art to wider audiences,” he said.More than 150 artists, including over 85 women associated with SHGs, are expected to benefit. The initiative includes support for digital cataloguing, product development, quality assurance and market visibility for hand-painted products ranging from apparel and stationery to home décor and souvenirs.Officials said the long-term aim is to build sustainable global demand for Gond art while ensuring ownership, storytelling and economic gains remain rooted in Patangarh’s tribal communities.