Pooja Singhal, founder of Pichvai Tradition & Beyond has a degree from the London School of Economics. Pooja brings a global outlook to her work in India, where she is leading a movement to reinterpret traditional Indian art for contemporary audiences. A cultural entrepreneur and heritage revivalist, Pooja launched Pichvai Tradition & Beyond to preserve and reimagine the intricate devotional art form of Nathdwara Pichwais.
This July (2–6), she will mark a significant milestone with the initiative’s debut international exhibition in London at Mall Galleries, titled Feast, Melody & Adornment, celebrating a decade of Pichvai Tradition & Beyond.
Over the years, her work has found resonance with collectors, curators and institutions across the world. Rooted in her upbringing in Udaipur, her initiative blends the rigour of traditional craftsmanship with clean, modern aesthetics, making the art relevant to global collectors and design audiences alike. Feast, Melody & Adornment aims to introduce Pichwai to a broader international audience, positioning it within the global conversation around craft, culture and contemporary art.
Her work with Pichwai art grew out of a personal connection and a sense of urgency. Having grown up around these paintings in Udaipur, she returned to them years later only to find the tradition in decline, with its techniques diluted and its artistry underappreciated.
*Raag (melody), Bhog (food offering), and Shringar (adornment) form the triad of devotional expression in Pushtimarg tradition, integral to the daily worship of Shrinathji, which is where her show derives its name from.
Global exposure influence
While undertaking my degree in Finance, it opened my eyes to new perspectives on entrepreneurship, design, and cultural exchange. It made me appreciate how traditional crafts could be positioned within a contemporary global art discourse, rather than being relegated solely to regional or religious contexts. Traveling and exhibiting domestically and internationally, whether at the Kochi-Muziris Biennale, the India Art Fair, at Singapore in 2023, and now at the Mall Galleries in London, has reinforced the universality and timelessness of themes in the artwork. Experiencing diverse cultures has deepened my belief that heritage art forms can transcend geographical boundaries if presented thoughtfully. This exposure has inspired me to innovate while respecting tradition, creating a dialogue between the past and the present, and ensuring that works resonate to today’s global audience.
Future plans
Looking ahead, my focus is on deepening and expanding the global presence of Pichwai art. While we have made strides with upcoming exhibitions like the one at Mall Galleries; this is just the beginning of our international foray. I plan to grow my atelier further, bringing more young artists into the fold and nurturing intergenerational dialogue. I am also exploring participation in prominent international art fairs to further position Pichwai within global contemporary narratives. On the academic front, I hope to contribute editorials to document and contextualise this journey, bridging practice with research. Creatively, I remain committed to pushing the boundaries of the artform through new innovations, visually, materially, and conceptually while yet remaining rooted in its sacred origins.
Read the full story that first appeared in Global Indian here:
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