Pooja Singhal Revives Pichvai Art with ‘Tradition & Beyond’ Exhibition

Team L&M

Pichvai, the luxurious hand-painted textile traditionally hung behind the idol of Shrinathji, holds a special place in the heart of designer Pooja Singhal. Hailing from Udaipur, Rajasthan, Pooja’s passion for this centuries-old art form led her to launch the Pichvai Tradition & Beyond series, a platform dedicated to reviving, preserving, and sustaining Indian textile art.

This series, now in its third edition, opened in Mumbai on April 5 at Famous Studios, following its first exhibition in New Delhi in 2015 and a special presentation at the Kochi Muziris Biennale 2016-2017. The initiative brings together artisans to create Pichvai art in a contemporary context while maintaining traditional craftsmanship.

Pooja Singhal’s Journey with Pichvai

Growing up in a family deeply rooted in Udaipur’s industrial and cultural heritage, Pooja was exposed to Pichvai artists from a young age through her mother, a long-time patron of this art form. With a background in economics and an MBA from Katz Business School, Pittsburgh, Pooja combined her business acumen with a passion for Indian crafts.

She launched Ruh, a niche brand focusing on handloom and natural fabrics such as Khadi, Chanderi, and Maheshwari, before dedicating herself to the revival of Pichvai art. By working with older Pichvai artists and creating artist ateliers, she ensured sustainable livelihoods for craftsmen while introducing this art form to modern collectors.

Reviving a Legacy

Before Pooja’s intervention, Pichvai was in decline due to lack of patronage. Younger generations of artists found it difficult to sustain themselves, leading many to abandon the craft. Pooja’s approach included:

• Creating artist ateliers with regular salaries
• Hosting large-scale exhibitions showcasing Pichvai works
• Expanding awareness internationally

The response has been phenomenal, with collectors and art enthusiasts from India and abroad appreciating this revival.

The Future of Indian Art

Pooja believes the future of Indian art is a blend of traditional and contemporary styles. She sees exhibitions, art fairs, and social media as crucial platforms to bring art closer to the public. The growing trend of startups and businesses purchasing or subscribing to artworks has further expanded opportunities for artists.

Despite earlier market slowdowns caused by demonetisation and taxation, the Indian art market is thriving again, and Pichvai is gaining renewed recognition.

Preserving Pichvai for Generations

Through Pichvai Tradition & Beyond, Pooja Singhal is not only preserving a centuries-old craft but also ensuring its relevance for today’s generation. By combining commerce with cultural revival, she is creating a sustainable ecosystem for artists, collectors, and enthusiasts, keeping the vibrant legacy of Udaipur hand-painted textiles alive for the future.