Artistic Folklore: A global Instagram hub that helps people connect, learn and create folk art
Together they created Artistic Folklore (@artisticfolklore), an Instagram hub, where folk art challenges run quietly, yet persistently, week-after-week. Their experiment soon needed an extra pair of hands and that is when Jyoti Navin Sharma joined in. What began as individual pursuits soon evolved into a shared space where artists and enthusiasts explored themes, learnt new techniques and celebrated together India's artistic heritage.
Indian folk art carries centuries of tradition, deeply rooted in regional customs, storytelling and religious symbolism. In today's rapidly evolving artistic landscape, folk art is finding a new momentum through online platforms, spearheaded by passionate artists, who seek to reconnect with their heritage.
Virtual handlers
The three founders come from varied backgrounds — Aishwarya, originally from Tiruchi in Tamil Nadu is a fashion designer with a degree in Costume Technology, now lives in the U.K.; Lakshmi, a medical data scientist from Kerala, grew up in Chennai and now lives in the U.S., while Jyoti Navin Sharma, from Mumbai, has a Masters in Biochemistry. Similarly, the trio also had artistic leanings, as in, Aishwarya, works as a freelance artist educator in London, conducting workshops for children and adults on mental wellbeing using art. Besides this, her personal works have been displayed at the Rugby Art Gallery and Museum, U.K.
Lakshmi leaned towards Kerala aural art and Thanjavur art and delved deep into the folk arts during the Pandemic. Jyoti comes backed with a business in the textile industry. When her daughter joined the business, Jyoti returned to her long-desired passion and learnt various artforms from reputed artists such as Alok Ranjan Sahoo (Pattachitra), Mohan Prajapati and Dhani Ram (Kangra miniature), and Ajit Dilipbhai Chitara (Mata ni Pachedi).
The trio are undeterred by the different continents they live in and the different time zones, but found a way to collaborate virtually to plan strategies and workflows.
Rooted in tradition
Historically, folk art was a community-driven practice — be it murals on temple walls, intricate storytelling through scroll paintings or ritualistic symbols adorning homes. Today, in a world dominated by contemporary art and digital illustration, traditional folk art is finding new relevance. Online collaborations allow artists to engage in cross-regional interactions and explore styles beyond native traditions.
Through these collaborations, many were introduced to lesser-known forms. While Madhubani remains familiar to most, the group's initiatives have inspired artists to explore lesser-known traditions such as Mata ni Pachedi (Gujarat) and Bhil tribal art (Madhya Pradesh).
Bridging the old and the new
An interesting part is the modern touch artists lend to these art forms. While some recreate them as digital paintings, others take up contemporary topics. For instance, 'Phad on Wheels,' a recent theme saw artists paint people on bicycles, buses, even skateboards using Rajasthan's Phad style.
Lakshmi says, 'Over time, the collaborations have not only expanded the artistic awareness, but led to significant improvement in technique and execution.'
Breaking barriers 'n' boundaries
The initiative has drawn participants from all walks of life — homemakers, students, working professionals and senior citizens. They find this platform as a way to create and connect with others. Aishwarya, who works with people with dementia, believes, folk art, with repetitive patterns, is calming.
Anukrati Chauhan, a data engineer from Noida, describes the experience as therapeutic and credits the initiative for broadening her artistic horizons. She also finds the mentoring very unique in this group.
For Sonam Bansal, a software professional from Indore, the platform was all about rediscovering folk art and allowing her to reconnect with India's cultural roots.
Similarly, Chennai-based homemaker Shyamala Devi ventured into the initiative with Kolam (rangoli), an intricate ground art drawn in front of homes.
The collective has also attracted artists from across the globe. Deepti Chinni, a doctor based in the U.S., creates different art and craft works. 'When I participate in a theme, I know I am creating art alongside a group, and not in isolation.'
The initiative remains non-commercial, as in, no entry fee is collected, but all one needs to do is pin a schedule and tag #artisticfolklore, say the founders.
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