Subject category:
Strategy and General Management
Published by:
Ivey Publishing
Version: 2014-11-28
Length: 11 pages
Data source: Field research
Share a link:
https://casecent.re/p/125313
Write a review
|
No reviews for this item
This product has not been used yet
Abstract
On a visit to her ancestral village in India, an entrepreneur found that maintaining the sanctity of traditional Madhubani paintings was no longer something that artists considered worthwhile. In the name of contemporary art, the traditional style of this world-famous Indian art was being distorted. However, artists were willing to switch back to traditional techniques of creating art as long as their livelihood needs were met. In late 2010, Mithilasmita was set up as a folk art gallery from where artists' works could be marketed and they could earn decent money. In 2012, the organization registered as a private limited firm. This was a start, but a question remained: How could Mithilasmita capitalize on the pro-artisan initiative of the All India Handicrafts Board and geographical indication rights of Madhubani paintings in building up a sustainable business, preserving traditional art and achieving social objectives?
Location:
Size:
Small
Other setting(s):
2012
About
Abstract
On a visit to her ancestral village in India, an entrepreneur found that maintaining the sanctity of traditional Madhubani paintings was no longer something that artists considered worthwhile. In the name of contemporary art, the traditional style of this world-famous Indian art was being distorted. However, artists were willing to switch back to traditional techniques of creating art as long as their livelihood needs were met. In late 2010, Mithilasmita was set up as a folk art gallery from where artists' works could be marketed and they could earn decent money. In 2012, the organization registered as a private limited firm. This was a start, but a question remained: How could Mithilasmita capitalize on the pro-artisan initiative of the All India Handicrafts Board and geographical indication rights of Madhubani paintings in building up a sustainable business, preserving traditional art and achieving social objectives?
Settings
Location:
Size:
Small
Other setting(s):
2012