MP’s digital push takes Gond art global

Bhopal: Madhya Pradesh has launched a digital market access initiative for Gond artists in Dindori district, aiming to connect one of India’s most celebrated tribal art forms with buyers across India and overseas while strengthening livelihoods in local communities.The initiative was launched in Patangarh village, widely regarded as the birthplace of contemporary Gond art. It seeks to preserve the region’s cultural heritage while enabling artists to sell directly through digital platforms.Known for their intricate depictions of forests, wildlife, folklore and everyday life, Gond artists from Patangarh have earned national and international recognition. However, many artists, especially women, have continued to face irregular incomes and limited access to markets.Officials said the initiative will help bridge this gap by connecting artists with structured markets, reducing reliance on intermediaries and ensuring better returns for their work.The programme is being implemented in partnership with Dots and Dashes, an initiative promoted by Uttarakhand-based Parth Pathak, along with local village institutions and self-help groups (SHGs). Under a memorandum of understanding (MoU), the majority of revenues generated through the venture will remain with SHGs and artist collectives, ensuring benefits stay within the community.District collector Anju Pawan Bhadouria said the initiative is aimed at making traditional art economically sustainable. “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 supports 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 said the initiative is designed to keep artists at the centre of 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 programme will provide support for digital cataloguing, product development, quality assurance and market visibility for hand-painted products such as apparel, stationery, home décor items and souvenirs.Officials said the long-term goal is to create sustainable global demand for Gond art while ensuring that ownership, storytelling and economic gains remain rooted in Patangarh’s tribal communities.