100 Pichavai artists of Nathdwara in Rajasthan have been commissioned by Reliance Foundation to make 700 paintings.
Reliance Foundation Chairperson Nita Ambani today made the announcement here calling it "an endeavour to keep alive the dying art form".
Ambani interacted with some of the Pichavai artists and said that all these paintings will be used as corporate gifts from Reliance during Diwali.
"Pichavai is the world's oldest practicing art form. These paintings are made by artists living in and around Nathdwara. Since this art form is struggling to keep itself alive, Reliance Foundation has commissioned 100 such artists to make about 700 Pichavai paintings," said Ambani.
"Once they are ready, we will use these paintings as Reliance corporate gifts during Diwali. I also want to commission them to make Pichavai paintings for the new convention centre coming up at Reliance Headquarters in Mumbai. In future, we will also commission them to make all the Reliance corporate gifts," said Ambani.
A Pichavai artist from Nathdwara, Mohanlal Sharma, who along with some other artists, was here to meet Ambani, said this initiative by Ambani's foundation will help more than 100 families of Pichavai artists in Nathdwara, famous for the Lord Shrinathji temple.
"Each standard size painting is sold for around Rs 7,000 to Rs 9,000 in market. There are around 100 families in Nathdwara associated with this art for more than 300 to 400 years. The initiative by Reliance Foundation would help us in keeping this art alive, as the sale in open market has declined in recent times," said Sharma.
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