Author(s): Simerjeet Kaur, Priya Yadav and Niketika Attri

Abstract:
The present article intends to discover the cultural richness of the Pithora Paintings of Gujarat state of India, which is on the edge of losing its existence in the art, craft and design industry. Understanding the limitations and needs for revival of the craft, various designer products are formulated and concepts are presented, which directly or indirectly adapt to the Pithora style of art. These products are ensured to blend into contemporary trends of handicrafts and home décor industry. Materials, methodology and promotional strategies are discussed which intend to bring this beautiful craft into the existence once again and create a business opportunity for the native artisans as well as support the government economy in terms of handicraft market. Punjab state is divided into three major regions, Majha, Malwa, & Doaba. The Punjab is basically divided due to the river Satluj & Beas flowing through district namely Jalandhar, Hoshaipur, Kapurthala, Nawashar & Phagwara. All the ten design of Pithora painting & Banjara Embroidery are designed on the table of aesthetic evaluation. Black and White were Printed on an A4 size paper. Panels of 30 respondents were asked to give ranks in order according their preference of each designs and then on top 5 selected Designs Placement of Pithora Painting & Banjara Embroidery Motifs Done for one piece dress and once again survey is conducted in which 10 or 5 different placements of motifs for pithora painting & banjara embroidery on each one piece dress is done. Colourful prints of A4 size sheet is displayed on table and again respondents were asked to give Ranks in order according to their preference of each design. The cost of one- piece dress were calculated by adding price of one-piece of dress, embellishment material, tools, & labour cost. Profit margin of 25% was then added the cost price to calculate the selling price.

DOI: https://doi.org/10.22271/23957476.2025.v11.i2k.1953