Why Some Artforms Thrive While Others Fade — And How Conscious Patronage Shapes Their Future

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By Vanirathi Nathani

7 min read

  • Folk Art
  • Craft
  • India
  • Culture

    • Table of Contents

    1. Introduction
    2. The Myth of the ‘Dying Artform’
    3. Cultural Continuity as a Survival Force
    4. Adaptation Without Losing Soul
    5. The Power of Market Access
    6. Institutional Ecosystems and Policy Support
    7. Digital Storytelling and Cultural Discovery
    8. Why Some Artforms Still Struggle
    9. The Impact of Conscious Patronage
    10. How MeMeraki Shapes Craft Futures
    11. The Future of Artforms: A Shared Commitment
    12. Conclusion: Art Lives When We Choose to See It

    Introduction

    India’s artistic landscape is vast, layered, and constantly in motion. It functions like a living heritage ecosystem where traditions breathe, pause, transform, and re-emerge. Yet within this complexity lies a striking paradox: certain artforms bloom across generations, finding new audiences and renewed relevance, while others slowly recede into the margins. This contrast often tempts people to declare some crafts as “dying,” but the truth is far more nuanced. Art doesn’t vanish easily. It withdraws only when the ecosystem around it fractures — when recognition shrinks, when markets collapse, when the custodians of the craft lose the support they deserve. The real question, therefore, is not why crafts disappear, but why we fail to see them. And this is where committed cultural platforms like Me Meraki become catalysts rather than mere observers.

    The Myth of the ‘Dying Artform’

    The idea that traditional crafts simply perish over time oversimplifies centuries of cultural resilience. Artforms rarely vanish; they enter quieter cycles when social, economic, or technological shifts disrupt their surroundings. Industrial products replace handmade ones, younger generations migrate to cities seeking stable incomes, and rituals that once required handcrafted objects lose their centrality in modern life. But the craft itself lingers — sometimes in memory, sometimes in sporadic practice — waiting for conditions that allow it to bloom again. Many traditions that are labeled “dying” are, in reality, paused. They reawaken the moment respect, visibility, and opportunity return. The decline is not natural; it is environmental. And this means revival is always possible.

    Buddha with Vajra in Thangka paintings by Gyaltsen Zimba

    Cultural Continuity as a Survival Force

    An artform thrives when it remains inseparable from the identity of the community that nurtures it. Crafts rooted in collective memory, ritual significance, and generational pride possess an internal resilience that markets alone cannot shake. Gond painting is an example of this cultural continuity. Even as mediums shifted from mud walls to paper and canvas, the spirit of the craft remained intact because it held the stories, myths, and cosmologies of the Gond community. It survived not because it was visually appealing, but because it carried the emotional weight of ancestry. Art embedded in identity rarely disappears; it simply transforms to suit its time.

    Radha and Krishna's Eternal Embrace in Kishangarh Paintings by Shehzaad Ali Sherani

    Adaptation Without Losing Soul

    Flourishing artforms are often the ones that embrace evolution. Adaptation is not abandonment of heritage; it is an act of preservation. Channapatna toys flourish today because artisans and designers worked together to reinterpret traditional techniques into modern aesthetics without compromising the soul of the craft. Pochampally Ikat continues to thrive because it reinvents patterns, colour palettes, and applications while keeping its mathematical rigour and precision untouched. When a craft welcomes contemporary relevance on its own terms, it becomes both timeless and timely. This balance between tradition and innovation is what ensures longevity.

    The Grand Parade: Phad Painting's Pageantry of the King by Kalyan Joshi

    The Power of Market Access

    A craft’s survival is deeply tied to the economic ecosystem around it. When artisans receive fair wages, consistent demand, and transparent market channels, they are motivated to continue their practice and pass it forward. Madhubani painting soared not solely because of its artistic strength, but because women-led cooperatives, exhibitions, and global interest created a sustainable market for the art. When buyers value authenticity over convenience and handmade over machine-made, the craft transforms from a nostalgic act into a viable profession. Market access is not a threat to tradition; it is its anchor.

    Institutional Ecosystems and Policy Support

    Institutions—design schools, museums, cultural bodies, and government organisations—quietly shape the trajectories of traditional artforms. A GI tag, a craft cluster, a museum exhibition, or a documentation initiative can change the destiny of an entire community. Pochampally’s global stature today is the outcome of decades of structured institutional support that preserved not only technique but also artisan dignity. These interventions provide legitimacy, academic visibility, and protective frameworks that help artforms resist decline. Without institutional scaffolding, many crafts remain unseen and undervalued despite their brilliance.

    Digital Storytelling and Cultural Discovery

    In today’s world, the digital stage has become one of the most powerful catalysts for craft revival. A single video of an artisan weaving, carving, or painting can accumulate millions of views and spark renewed curiosity around an artform that once lived quietly in a small village. Digital platforms democratise visibility, making it possible for artisans to share their skills directly with audiences worldwide. For many crafts, this digital moment marks their first real opportunity to reclaim attention and relevance. It is not merely visibility; it is cultural empowerment.

    Mystical Artistry -Divine Entities of Madhubani Paintings by Ambika Devi

    Why Some Artforms Still Struggle

    Even with all these positive forces, certain artforms remain fragile because their ecosystems are fractured. Toda embroidery, practiced by a small pastoral community, struggles because limited market access restricts its reach. Rogan art, despite its global fascination, is practised by very few because of its labour-intensive nature and the absence of strong commercial pathways. These artforms are not disappearing; they are simply waiting for targeted attention. The moment a platform, a designer, or a cultural organisation invests in them, their trajectory shifts dramatically. Their fragility is not permanent—it is a reminder that heritage needs champions.

    The Impact of Conscious Patronage

    Ultimately, the determinants of artistic survival lie in collective responsibility. When consumers choose handmade products with intention, when designers collaborate respectfully instead of appropriating, when researchers and writers document narratives with care, and when platforms present artisans with dignity, the craft gains new life. Conscious patronage is a form of cultural activism. It transforms artisans from anonymous labourers into cultural custodians. Every purchase, every story, every post, every exhibition becomes a small but powerful act of preservation.

    Nature's Harmony in Mughal Miniature by Mohan Prajapati

    How MeMeraki Shapes Craft Futures

    Platforms like MeMeraki play a pivotal role in this landscape. They are not mere promoters; they are ecosystem-builders who actively shape the cultural arc of traditional art. By documenting stories, spotlighting artisans, curating knowledge, and creating ethical visibility, MeMeraki ensures that artforms are not only seen but also understood. The platform bridges the gap between tradition and contemporary audiences, helping readers appreciate the heritage, labour, and symbolism behind every craft. Through responsible storytelling, MeMeraki empowers artisans, builds cultural awareness, and strengthens the social and economic foundations that crafts need to survive. In doing so, it ensures that heritage does not remain frozen in nostalgia but continues to evolve with relevance and respect.

    The Future of Artforms: A Shared Commitment

    The next decade will belong to artforms that combine authenticity with adaptability. Revival will be driven by digital access, cross-disciplinary collaborations, design interventions, archiving efforts, and stronger artisan collectives. But more than anything, it will be driven by people and platforms willing to step into the role of cultural custodians. Artforms do not need saving; they need partnership. They need audiences who recognise their worth and storytellers who honour their depth.

    The Royal Escort in Miniature Painting by Mohan Prajapati

    Conclusion: Art Lives When We Choose to See It

    No artform fades by destiny. It fades when we stop looking. And it thrives the moment we choose to recognise its story. The difference between a flourishing craft and a struggling one is rarely talent or history; it is visibility, respect, and the ecosystem of care built around it. When platforms like MeMeraki commit to the long-term dignity of artisans and the cultural intelligence of their audiences, they become stewards of heritage rather than spectators. Art survives through attention, collaboration, and conscious engagement. And when that happens, no craft is ever truly at risk — it simply waits for the right moment to shine again.

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