For generations, the people of Patangarh village in Madhya Pradesh’s Dindori district have spoken a unique language—not through words, but through colours, intricate lines and stories painted on canvas.
Patangarh is globally recognised as the birthplace of contemporary Gond art and enjoys the distinction of a Geographical Indication (GI) tag. Almost every household in the village has artists whose skills have been passed down through generations. Yet despite international recognition, many of these artists continued to struggle financially. Their paintings often reached buyers only after passing through multiple middlemen, leaving the creators with only a fraction of their actual value.
IAS officer Divyanshu Choudhary (2021 batch, Madhya Pradesh cadre), currently serving as Chief Executive Officer, Zila Panchayat, Dindori, saw this gap during his visit to the village. Instead of introducing another government scheme, he focused on solving the biggest problem—market access.
Today, through a partnership with a local enterprise called Dots and Dashes and Amazon’s Karigar initiative, Gond artists from Patangarh are selling their creations online directly to customers across India.
A Village Full of Artists, But Limited Earnings
When Divyanshu Choudhary first visited Patangarh, he noticed that almost every family practiced Gond painting. It was not merely an occupation but a cultural inheritance.
However, despite possessing internationally appreciated artistic skills, many painters were earning very little.
He observed that a few traders purchased paintings from artists at low prices and later sold them in cities like Bhopal for many times their original value.
“When I visited that village, I saw they were not really getting the worth of their paintings,” Divyanshu Choudhary told Indian Masterminds.
This imbalance convinced him that the artists needed direct access to buyers rather than another intermediary.
The Amazon Karigar Connection
The idea emerged unexpectedly.
A friend working with Amazon visited Patangarh looking for handmade gifts. After watching the artists paint, he introduced Divyanshu to Amazon Karigar, an initiative that enables artisans and tribal communities to sell handcrafted products online.
The concept appeared ideal.
“I thought we needed to eliminate this middleman culture and give artists the real worth of their work,” recalls Divyanshu.
However, implementing the idea was not straightforward.
Amazon required products to be listed under a GST-registered brand. Individual artists also lacked experience in managing online orders, packaging, branding, and customer service.
Simply uploading products would not solve the larger challenge.
Finding the Missing Piece: Dots and Dashes
While searching for a solution, Divyanshu came across Parth Pathak, a former NGO professional who had established a local brand called Dots and Dashes.
The enterprise already worked with Gond artists by sourcing plain products such as T-shirts, diaries, wall plates, fridge magnets, and other merchandise. Artists transformed these everyday products using traditional Gond paintings, after which the finished items were marketed.
The model existed, but the partnership with artists remained informal.
Choudhary decided to institutionalise it.
Instead of individual arrangements, a formal Memorandum of Understanding (MoU) was signed between Dots and Dashes and nine Self-Help Groups (SHGs) organised under a Village Organisation.
The agreement clearly defined revenue sharing, responsibilities and long-term collaboration.
A Revenue Model That Prioritises Artists
The initiative ensures that artists remain the biggest beneficiaries.
According to the agreed structure:
- 60% of the profits go directly to the artisans.
- 20% covers marketplace-related costs.
- 20% goes to the brand for procurement, logistics, packaging and operations.
The structured model brings transparency while ensuring that artists receive a significantly larger share than before.
Traditional Art Finds a Digital Marketplace
The products were officially launched on Amazon on 5 June. For the first time, Gond art from Patangarh became available through an organised online marketplace.
Rather than selling only paintings, artists now create designs on:
- Hand-painted diaries
- T-shirts
- Wall plates
- Fridge magnets
- Decorative products
This diversification allows artists to reach customers looking for functional products featuring authentic tribal art.
The response has been encouraging. Since its launch, the initiative has received more than 20 orders, with customers purchasing products directly from the online platform.
Although modest, the early response demonstrated that there is demand when authentic tribal products reach consumers directly.
New Opportunities Beyond Amazon
The initiative is already expanding beyond online retail.
Samples of Gond-designed diaries and T-shirts have been submitted to the Madhya Pradesh Tourism Department for the upcoming BRICS-related events in Bhopal. If approved, the artists could receive their first major institutional order.
Simultaneously, discussions are underway with several institutions, including:
- IIM Bangalore
- IIT Delhi
- LBSNAA
- State Administrative Training Academies
- TRIFED’s Tribes India outlets
Bulk institutional purchases could provide artists with steady demand rather than depending solely on individual online buyers.
The Biggest Challenge is Visibility
While creating the online store was a major achievement, attracting customers remains the next hurdle.
Without marketing, even the best products can remain unnoticed.
“Listing on Amazon is only the first step. People also need to know that the brand exists,” says IAS officer Divyanshu Choudhary shared with Indian Masterminds.
The team now plans to invest in branding, advertising, social media promotion and a dedicated website to build regular customer traffic.
During the conversation, Divyanshu also appealed for wider public support.
“Our major aim is that more people discover these artists. Even sharing the QR code can help generate orders through word of mouth.”
Why Preserving Traditional Art Also Means Supporting Livelihoods
For many tribal families in Dindori, daily wage labour under schemes such as MGNREGA remains the primary source of income.
Divyanshu Choudhary believes traditional art can significantly improve earnings.
“Even a single artwork can earn an artist ₹1,500 to ₹2,500.”
He argues that the demand for authentic tribal products is steadily increasing as more consumers seek handmade, culturally rooted products.
Rather than leaving traditional art behind, younger artists should see it as both a cultural asset and a sustainable livelihood.
Building a Sustainable Market for Gond Art
The Dindori initiative goes beyond selling paintings online.
It demonstrates how district administrations can connect local skills with national markets by combining government support, community organisations, private enterprises and digital platforms.
Today, 157 artists from nine self-help groups are part of this growing network. With a transparent revenue-sharing model, an online marketplace, institutional collaborations and a target of generating ₹6 lakh in business over the coming year, the initiative is laying the foundation for a stronger market for Gond art.
For Patangarh’s Gond artists, the canvas remains the same. What has changed is the marketplace.
Instead of depending solely on intermediaries, their work is now reaching customers directly, allowing artists to earn more from the talent that has been preserved in their families for generations.
If the partnerships with institutions, tourism agencies and retail platforms continue to grow, this model could become a blueprint for promoting traditional crafts across India while ensuring that the creators receive the recognition—and income—they deserve.
Dots and Dashes Instagram –
https://www.instagram.com/handpainted_by_dotsndashes?igsh=aDk5NWtlamc1aGw0
