CULTURAL HERITAGE AND ECONOMIC SUSTAINABILITY: A BUSINESS FRAMEWORK FOR GONDI PAINTING ARTISANS OF PATANGARH, DINDORI, MADHYA PRADESH, INDIA

Authors

  • Devendra Singh Porte Department of Rural Technology and Social Development, Guru Ghasidas Vishwavidyalaya (A Central University), Bilaspur-495009, Chhattisgarh, India
  • Vikas Chandra Department of Biotechnology, Guru Ghasidas Vishwavidyalaya (A Central University), Bilaspur-495009, Chhattisgarh, India
  • Anamika Tiwari Department of Commerce, Guru Ghasidas Vishwavidyalaya (A Central University), Bilaspur-495009, Chhattisgarh, India
  • Pushpraj Singh Department of Rural Technology and Social Development, Guru Ghasidas Vishwavidyalaya (A Central University), Bilaspur-495009, Chhattisgarh, India
  • Rakesh Kumar Ghritlahare Department of Rural Technology and Social Development, Guru Ghasidas Vishwavidyalaya (A Central University), Bilaspur-495009, Chhattisgarh, India
  • Amita Paikra Department of Rural Technology and Social Development, Guru Ghasidas Vishwavidyalaya (A Central University), Bilaspur-495009, Chhattisgarh, India
  • Swati Sao Department of Rural Technology and Social Development, Guru Ghasidas Vishwavidyalaya (A Central University), Bilaspur-495009, Chhattisgarh, India
  • Shubham Verma Department of Rural Technology and Social Development, Guru Ghasidas Vishwavidyalaya (A Central University), Bilaspur-495009, Chhattisgarh, India
  • Khirsagar Patel Department of Rural Technology and Social Development, Guru Ghasidas Vishwavidyalaya (A Central University), Bilaspur-495009, Chhattisgarh, India
  • Rahul Kumar Patel Department of Rural Technology and Social Development, Guru Ghasidas Vishwavidyalaya (A Central University), Bilaspur-495009, Chhattisgarh, India
  • Aseena Ekka Department of Rural Technology and Social Development, Guru Ghasidas Vishwavidyalaya (A Central University), Bilaspur-495009, Chhattisgarh, India

DOI:

https://doi.org/10.29121/shodhshreejan.v2.i2.2025.46

Keywords:

Gond Painting, Economic Benefits, Livelihood, GI Tag, Tribal Artisans, Patangarh, Madhya Pradesh

Abstract [English]

Gond painting is a unique tribal art form of the Gond community, practiced for generations in Patangarh, Dindori district, Madhya Pradesh. Beyond its cultural significance, it has emerged as a critical source of livelihood for artisans. The conferment of the Geographical Indication (GI) tag has provided both protection and market leverage for this art form. This paper examines the economic benefits of Gond painting for artisans in Patangarh, exploring income generation, market access, product diversification, institutional support, and challenges to sustainable livelihoods. Recommendations are proposed for maximizing economic outcomes while preserving cultural authenticity.

References

Basu, A. (2022). Geographical Indications and Cultural Economies: Market Recognition and Artisan Livelihoods. Cultural Economics Review, 14(2), 112–130.

Dhamija, J. (2020). Crafts of India: Continuity and Change. Handicraft Studies Journal, 8(1), 45–63.

Free Press Journal. (2023, April 11). Madhya Pradesh’s Gond Painting Gets GI tag. Free Press Journal.

Hindustan Times. (2023, April 11). Gond Painting from Madhya Pradesh Receives GI Tag. Hindustan Times.

Jain, M., and Chatterjee, S. (2021). Empowering Traditional Artisans Through Cooperatives and Digital Platforms. Journal of Rural Development, 40(3), 367–382.

Knocksense. (2023, April 13). Traditional Gond Art of MP’s Dindori District Receives GI Tag Recognition. Knocksense.

Nair, R. (2019). Sustainability in Traditional Arts: The Role of Product Diversification and Market Adaptation. Creative Industries Quarterly, 5(4), 221–239.

Pratirodh. (2023). Tribal Artists: Converting Folklore to Fine Art. Pratirodh.

Press Institute. (2023). Of Bana Recitals and Gond Art: How Age-Old Folktales Still Come Alive in Patangarh, MP. Press Institute.

The Brighter World. (n.d.). Madhya Pradesh’s Timeless Art form, Gond Painting, Awarded GI Tag. The Brighter World.

Times of India. (2025). GI Tag for Madhya Pradesh’s Gond art is Laudable, But Authenticity Must Be Preserved. The Times of India.

UC Riverside. (2024). Agency, Authenticity, and Cultural Identity: The GI Tag and Gond Painting. eScholarship, University of California.

UNESCO. (2018). Creative Economy Report: Cultural Livelihoods and Sustainable Development. UNESCO Publishing.

Downloads

Published

2025-12-03

Issue

Vol. 2 No. 2 (2025): Volume 2 Issue 2 July- December- 2025

Section

Articles

License

Copyright (c) 2025 Devendra Singh Porte, Vikas Chandra, Anamika Tiwari, Pushpraj Singh, Rakesh Kumar Ghritlahare, Amita Paikra, Swati Sao, Shubham Verma, Khirsagar Patel, Rahul Kumar Patel, Aseena Ekka

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

With the licence CC-BY, authors retain the copyright, allowing anyone to download, reuse, re-print, modify, distribute, and/or copy their contribution. The work must be properly attributed to its author.

It is not necessary to ask for further permission from the author or journal board. 

This journal provides immediate open access to its content on the principle that making research freely available to the public supports a greater global exchange of knowledge.