Opinion| Promoting Ethnic Art Will Boost the Economy: A Case for Madhubani Painting 

Art serves a vital role not only in cultural expression but also in economic development. Research consistently shows that art contributes to asset building, wealth creation, and acts as a reliable store of wealth. According to the Knight Frank/Citibank Wealth Report (2012), 59 per cent of the world’s high-net-worth individuals invest in art, with nearly 10 per cent of their wealth allocated to "Treasury assets." In the U.S., the integration of arts, creativity, and cultural production is considered a pivotal driver of urban development, with cities like New York leveraging artists as "inventors" to enhance their global reputation (Hutton, 2008; Munn, 2002). 

In India, the art market is gradually evolving. The top 25 painters alone generate over $75 million annually through auctions. The IIM Ahmedabad-AuraArt Indian Art Index (IAIAI) indicates that art prices in India have grown at a Compound Annual Growth Rate (CAGR) of 9 per cent over the last 20 years, with even higher growth rates (16-33 per cent) in recent years. In 2023 alone, nearly 4,000 artworks worth $144.3 million were sold, alongside a burgeoning, albeit undocumented, informal market. The number of new art buyers in India is rising, with millennials accounting for 31 per cent of this demographic (Christie’s, 2023). 

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However, as E.B. Havell noted in 1910, Western commercialism often views art merely as a vehicle for wealth, luxury, and intellectual recreation, overlooking its religious and cultural significance in India. Besides, the rise of artificially constructed "Creative Districts" in American cities has led to gentrification, displacing modest-income communities in favor of commercial interests (Indergaard, 2009). 

Ethnic art, particularly in India, presents a solution. Traditional art forms like Madhubani Painting from Bihar, Kalamkari from Andhra Pradesh, Sohrai from Jharkhand, Gond from Central India, Phad from Rajasthan, and Warli from Maharashtra have deep cultural roots. These forms, nurtured by their communities, offer a unique blend of cultural utility and aesthetic value. Cities serve merely as consumers. The preservation and (commercial) consumption of these art forms occur in different spheres. 

Madhubani paintings, for instance, have gained international recognition, particularly in Japan, Germany, France, and the USA. The Mithila Museum in Tokamachi, Japan, founded by Madhubani art enthusiast Hasegawa, houses around 1,000 paintings from the region. In 2007, the Mithila region earned a Geographic Indication (GI) tag for Madhubani Painting, with 42 artists authorised to use this label. 

Despite these achievements, the commercialisation of Mithila Art still has a long way to go. The rising demand for these paintings has led to mass-produced versions that often lack the cultural depth and artistic integrity of traditional works, distorting their perceived value. The prices at which these artworks are sold frequently fail to reflect the skill, time, and cultural significance involved in their creation. To capitalise on this cultural asset, the following steps are crucial: 

1. Expand GI Ownership: The current GI tag awarded to Madhubani Painting covers only one district, raising concerns about fairness across the broader Mithila region, which includes other districts in Bihar and parts of Nepal. A more inclusive "Mithila Art" GI tag could address this issue. 

2. Build Formal Institutions: While GI tags are essential for cultural preservation, they can create monopolies, restricting production to a limited group. Institutions should be established with the mandate to preserve the authenticity of traditional art, encourage global adaptation and innovation, and build a sustainable market. 

3. Enable Fair Price Discovery: The art market must facilitate fair transactions and accurate price discovery. Currently, the market for Mithila Art is largely undocumented, with inefficient pricing mechanisms. Centralised marketplaces should implement dynamic bidding systems, and academic research could help develop models to predict fair market values. 

4. Nurture a Community of Scholars and Researchers: Despite growing interest in Mithila Art, scholarly documentation remains limited. More accessible and accurate literature is needed to educate the public and preserve the cultural significance of this art form. 

India's vast pool of ethnic artists represents a significant opportunity not only for preserving cultural heritage but also for driving economic growth. By supporting and commercialising traditional art forms like Mithila Art, we can create substantial employment opportunities for these artists, enabling them to sustain their livelihoods. This, in turn, can spur broader economic development by tapping into global markets and attracting investments in creative industries. With the right infrastructure, fair market practices, and inclusive policies, this vibrant community of artists has the potential to become a catalyst for economic growth while maintaining the cultural integrity of their work.