Revitalizing Mithila painting for sustainable development: A case study of indigenous communities in the Madhubani region, Bihar, India

Abstract

India's cultural diversity, evident in its rich history of art and crafts, is rooted in social and religious customs. Indigenous art-forms were created by people using natural resources, forming distinct identity. Aesthetics have influenced people's lives, evident in their surroundings and cultural expression. Mithila painting of Mithila region is a sustainable development model driven by women, preserving cultural heritage, and attracting economic participation. However, preserving the cultural essence of Madhubani art amid socio-economic changes poses challenges due to reduced patronage, lack of innovation, and commercialization, while balancing tradition with modern demands. While marketing and tourism support sustain the art-form, rapid modernization in India's rural population threatens traditional crafts and knowledge. The objectives of this research are to investigate Mithila Paintings as Bihar's heritage art-form and analyze the impact of commercialization, examine the living conditions of artisans in Mithila Region, and explore the impact on Mithila painting due to globalization and changing consumer demands. This research was carried out through literature review, field visit and questionnaire survey. The research highlights the importance of safeguarding and restoring lost knowledge for societal sustainability and economic development, emphasizes the importance of enhancing artisans' skills and promoting the art-form, and to promote the villages of Madhubani District as a tourist destination. It further highlights the need to transform the physical environment of the villages through sustainable economic development and incorporating tradition with aesthetics