Impact of Globalisation on Indigenous Indian Art Forms

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By Anushka Roy Bardhan

  • Art
  • India
  • Craft

    • Table of Content

    Indian indigenous art forms, including paintings, sculptures, and handicrafts, have a rich cultural and historical legacy. These art forms, passed down through generations, reflect India's diverse traditions, beliefs, and stories. However, in the modern era, globalisation has significantly influenced these traditional art forms, bringing both opportunities and challenges.

    Globalisation refers to the increasing interconnectedness of the world through trade, technology, and cultural exchange. While it has helped Indian art reach international markets and gain recognition, it has also introduced mass production, commercialisation, and cultural dilution. This article explores the multifaceted impact of globalisation on India’s indigenous art, highlighting both its positive and negative consequences.

    Understanding Indigenous Indian Art Forms

    India’s artistic heritage is not just a collection of paintings, sculptures, and crafts. It is the soul of a civilization, woven with stories, devotion, and generations of mastery. 

    The vivid strokes of Madhubani paintings, the simplicity of Warli art, the timeless scrolls of Pattachitra, the powerful strokes of Gond art, the regal Tanjore paintings, or the expressive Kalighat paintings; all remind us that art is not just an aesthetic but a force of storytelling.

    Madhubani painting of Delicate Beauty by Priti Karn

     

    Divine Tapestry: Sri Chaitanya's Life Unfolded in Pattachitra by Purusottam Swain

    Beyond the canvas, India’s sculptural traditions carry their own legacy. The Chola bronzes, the mesmerising stone carvings of Khajuraho, the earthy charm of terracotta sculptures, they are shaped with love and folklore, reminding us that art breathes in the hands of its people.

    Artistry in India is not confined to just paintings and sculptures. It is also woven into beautiful fabric. The royal Banarasi and Kanjeevaram silks or Pashmina, reflect the skill of our Indian artisans. 

    These are not just art forms but India’s living treasures. In an age of rapid modernisation, preserving and celebrating them is not just a responsibility, but an honour, because to lose them would be to lose the stories, the hands, and the heartbeat of India itself.

    Globalisation and Its Influence on Indian Art

    Increased Exposure to International Markets

    Globalisation has enabled Indian indigenous art to gain global recognition. Traditional artisans now showcase their work in international exhibitions, museums, and online platforms, reaching a wider audience than ever before.

     

    Cheriyal Scroll Painting: Learn from some of the best folk artists on MeMeraki

    Digital Platforms and E-Commerce

    The rise of digital platforms has transformed how traditional art is sold and marketed. Websites and indigenous e-stores have provided artisans with direct access to buyers worldwide.

    Fusion of Indigenous and Global Styles

    Many Indian artists have incorporated global artistic influences into their work, blending traditional techniques with modern themes. While this evolution has led to innovation, it also poses the risk of diluting the authenticity of indigenous styles.

     

    Cows in Pichwai Painting by Dinesh Soni

    Positive Impacts of Globalisation on Indian Art

    Economic Growth & Wider Audience

    • International appreciation has increased the demand for Indian art, leading to better financial opportunities for artisans.
    • Online marketplaces allow artisans to sell their creations directly, bypassing middlemen.
    • Global tourism and exhibitions have created a thriving market for traditional Indian artwork.

    Technological Advancement & Skill Development

    • Digital tools help preserve and document traditional art techniques.
    • Artists use new materials and techniques to enhance durability and appeal.

    Revival and Recognition

    • Several indigenous art forms, once on the brink of extinction, have been revived due to global interest.
    • Government initiatives such as Geographical Indication (GI) tags and art promotion schemes have helped protect and promote traditional crafts.
    • Online platforms like MeMeraki play a crucial role in preserving and promoting indigenous Indian art.

    Challenges Faced

    Mass Production & Commercialisation

    • The rise of cheap, machine-made replicas threatens the survival of authentic handcrafted art.
    • Mass-produced versions often lack the depth, technique, and cultural significance of the originals.

    Cultural Dilution & Loss of Authenticity

    • The fusion of indigenous styles with modern themes sometimes leads to the loss of their traditional essence.
    • Western influences have altered the thematic and stylistic elements of many traditional Indian artworks.

    A Few Real-Life Examples

    Madhubani’s Transition from Village Murals to Global Canvases

    Originally painted on walls during festivities, Madhubani art has now found its way onto canvas, apparel, and home decor. While this has increased its market value, it has also led to standardisation, affecting its organic evolution.

    Kalamkari and Pichwai in International Art Markets

    Kalamkari (hand-painted textiles) and Pichwai (intricate paintings of Lord Krishna) have gained global recognition, creating new opportunities for artisans and reviving traditional crafts. Globalisation has also expanded their reach ensuring these timeless art forms continue to thrive on the world stage.

    The Rise of Warli and Gond Paintings in Urban Decor

    Urban designers are using Warli and Gond art, incorporating them into contemporary interiors and fashion making them commercially viable. 

    The Way Forward

    • Sustainable and Ethical Trade Practices: To ensure the preservation of traditional arts, ethical trade practices must be promoted. Direct-to-consumer sales through artisan cooperatives can help ensure fair earnings.
    • Role of Social Media and Government Policies: Social media platforms can be powerful tools for artists to promote and sell their work. Additionally, government policies supporting art education, financial aid, and GI tagging can help sustain indigenous art forms.
    • Encouraging Art Education and Digital Literacy: Introducing art education in schools and training artisans in digital marketing and e-commerce can create more opportunities for them to thrive in the modern market.
    • Strengthening Artisan Cooperatives: Forming cooperatives and self-help groups can help artisans collectively market their work, negotiate better prices, and retain their art’s authenticity.

    MeMeraki: A Cultural Tech Platform Revolutionising Indigenous Indian Artforms

    Globalisation has played a crucial role in bringing Indian folk art to the global stage. The ease of communication and transportation has made it possible for Indian artisans to reach audiences beyond their local markets. E-commerce websites, art fairs, and international exhibitions have provided a stage for these artists to showcase their work to a global audience.

    One of such pioneering platforms is MeMeraki, dedicated to preserving and promoting traditional Indian folk art by connecting artisans with global audiences. By leveraging digital platforms and social media, MeMeraki showcases the richness of India's artistic heritage, making it accessible to art enthusiasts worldwide.​


    India holds a rich heritage of several artforms like paintings, classical dances and music that survived for generations.

     

    The platform exemplifies global integration by offering a curated collection of artworks that blend traditional techniques with contemporary designs, catering to modern tastes while preserving the essence of the original art forms. This approach not only sustains traditional practices but also ensures their relevance in today's globalised world.​

     

    Yosha Gupta (L), Founder of MeMeraki, with Apindra Swain, a Pattachitra artist

    Through such initiatives, Indian art forms are experiencing a renaissance, gaining recognition and appreciation globally, and contributing to a more diverse and enriched art scene.​

    Conclusion

    Globalisation has had a profound impact on indigenous Indian art forms, bringing both benefits and challenges. While it has provided artisans with international recognition and economic opportunities, it has also led to mass production, cultural dilution, and financial struggles for many traditional artists.

    Preserving the authenticity of Indian indigenous art requires conscious efforts from buyers, policymakers, and artists themselves. By supporting local artisans, promoting ethical consumption, and spreading awareness, we can ensure that India's artistic heritage continues to evolve and prosper.

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