About Us | Pichwai Tradition & Beyond | Traditional Indian art, Traditional Indian Paintings, Indian Folk Painting

Pichwai Paintings | Pichwai Tradition & Beyond

ABOUT US

Pichvai Traditional & Beyond - Pichwai Paintings

Pooja Singhal

Founder, Pichvai Tradition & Beyond and RUH

Pooja Singhal’s engagement with traditional arts has been profoundly shaped by her familial background, which has long been characterised by an appreciation for heritage and craftsmanship. Raised in an environment where artisans and craftsmen were a constant presence, she developed an intrinsic understanding of the artistic traditions that informed her cultural identity. Singhal’s mother, a highly respected figure within the artistic community, was a dedicated collector of traditional artworks, and this exposure played a formative role in fostering her commitment to the revival and preservation of these art forms.

Pooja Singhal holds a Bachelor's degree in Economics and an international Master’s degree in Business Administration from KATZ, University of Pittsburgh. Her academic background combines a deep understanding of economics and business strategy with her passion for art and cultural preservation.

Her professional trajectory has consistently reflected a dual identity, both as a cultural entrepreneur and as a member of a distinguished business family. She hails from a lineage of entrepreneurs, with her grandfather being a pioneering figure who established himself in the city and made a significant social impact. In recognition of his contributions, a road was named in his honour after his passing. Now in its fourth generation, the family business ranks among the top 100 businesses in India. While she remains a silent shareholder, her professional pursuits have diverged towards the cultural sphere, where she has established an independent legacy through the revitalisation of traditional arts.

An active member of the Delhi Crafts Council and the Sahachari Foundation (a charitable trust committed to fostering an inclusive society through education, culture, health, and community development), as well as a patron at FICA and the Collectors Programme at India Art Fair, she has leveraged her business acumen to create sustainable models for artistic revival. In 2018, she formalised her efforts by establishing the Tradition & Beyond Atelier, dedicated to promoting some of India’s ancient and finest traditional art forms, such as Pichwai and miniatures, amongst others.

Her predisposition toward philanthropy, particularly in the fields of art and culture, has enabled her to build an independent legacy, extending her impact across both handloom and visual arts.

Reimaginations of Pichwai Art by Pooja Singhal

Pooja Singhal’s work has extended beyond revival to a broader process of reimagining the art form. Given its inherently vibrant and traditional aesthetic, she sought to introduce new dimensions that would engage contemporary audiences.

A pivotal moment in this endeavour occurred when she discovered an old sketchbook belonging to an artist who had meticulously documented temple iconography. Inspired by this, she initiated a movement that positioned sketches and monochromatic representations as an integral aspect of the artistic tradition. This led to the development of the Greyscale series, in which artists were encouraged to reinterpret traditionally colourful artworks as monochrome compositions, akin to archival black-and-white photography. Further experimentation resulted in the fusion of geometric patterns in vivid hues with deconstructed elements of a traditional work, culminating in a distinctive visual language that redefined the artistic vocabulary of the paintings.

In her latest show at the India Art Fair, Pichwai art has been innovatively adapted within the jharokha framework (a window detail found in the temple of Shrinathji), integrating traditional motifs into architectural niches to create immersive, site-specific installations that blend heritage with contemporary spatial design.

Revival Process

Addressing the challenges posed by the decline of the Pichvai art form required more than preservation; it necessitated a fundamental rethinking of artistic production. At Atelier Tradition & Beyond, Pooja Singhal restructured the creative process, moving beyond the father-son model to a collaborative atelier system, introducing a model where young artists train under master artisans, and more than one artist contributes to each piece. This approach has ensured both skill preservation as well as artistic innovation.

COMMITMENT TO CULTURAL PRESERVATION

Pooja Singhal's enduring commitment to the revival and preservation of the Pichvai tradition extends beyond conservation to its modernisation and elevation within the contemporary art discourse, where she sought to modernise Pichwai through one-of-a-kind, large-scale shows

GUJRAL FOUNDATION, JORBAGH, DELHI 2015

The first large-scale exhibition commenced with a collaboration with the Gujral Foundation at a heritage bungalow in Lutyens' Delhi. This helped redefine the perception of Pichvai, transitioning it from temple settings to major urban centres. The Gujral Foundation is an established non-profit trust committed to nurturing the contemporary arts and culture ecosystem in India.

IAF DELHI 2016

A pivotal moment occurred with the inclusion of Pichvai Tradition & Beyond in the India Art Fair, the first and only instance of a traditional art form receiving such recognition. This milestone led to the fair's subsequent establishment of a dedicated section for traditional art, following the success of Pichvai Tradition & Beyond.

KOCHI BIENNALE 2016

With the large body of works showcased, over 200, this culminated in a collateral presentation at the Kochi Biennale, reinforcing Pichvai's cultural legitimacy and broadening its reach. Kochi-Muziris Biennale is Asia's largest contemporary art festival, held biennially in Kochi, India.

FAMOUS STUDIO, MUMBAI 2018

In Mumbai, she redefined its presentation at Famous Studios, curating the largest-ever Pichwai exhibition of 400 works in a contemporary industrial setting. Mumbai was a deliberate choice, given its cosmopolitan audience.

BIKANER HOUSE, DELHI 2019

Here, the exhibition transformed the presentation of Pichvais by integrating music, poetry, and storytelling. moving beyond visual art to a multisensory expression of worship. Sufi singer Sonam Kalra's performance highlighted the connection between Raag (music) and devotion, and guests were served the traditional Chhappan Bhog (56 food offerings).

SHOW WITH GALLERY SKE, BANGALORE 2019

A further show in collaboration with Gallery SKE in Bangalore, titled A Tale of Two Ateliers, focused on the revival and new direction of Pichvais under her atelier. The show highlighted breaking boundaries in the artform, focusing on doing away with colour, an integral part of Pichvai, and making them more secular.

SINGAPORE 2023

In Singapore, in collaboration with 7Stories, a platform that presents different stories of India through curated cultural events, she introduced cross-cultural influences by incorporating Japanese handmade paper into Pichvai compositions, exemplifying a continued commitment to innovating within traditional artistic forms.

Past Art Exhibition Participation

Pichvai Tradition & Beyond has showcased Pichvai art at leading exhibitions and cultural platforms, attracting both Indian and international audiences. Displayed in renowned galleries and art fairs, these exhibitions highlight the art form's evolution, preserving its cultural and spiritual essence while ensuring its global relevance.