Cheli Aipan: A unique initiative to make traditional folk art lucrative

The idea is not only for them to make some extra money from a traditional skill, but to develop an understanding and appreciation of the art form itself

At a time when Indian contemporary art is expanding to global markets, a tiny organisation in Almora, Uttarakhand is trying to revive domestic interest in a traditional folk art through a unique initiative. Locals call it Aipan, the traditional terracotta and white motifs drawn on floors and walls on ceremonial occasions. Traditionally passed down from mother to daughter, aunt to niece, Aipan consists of rhythmic geometrical patterns on a terracotta painted base. “Every motif is a symbol, and especially the aipans painted for specific religious deities have such profound meanings,” says Namita Tiwari, the diminutive artist who has been at the forefront of Aipan’s revival.
 
She  founded the outfit Cheli Aipan in 2015, where young women aged between 22 and 35 learn to paint Aipans and market the products they make. The idea, Tiwari says, is not only for them to make some extra money from a traditional skill, but to develop an understanding and appreciation of the art form itself. Recently, Potli, the acclaimed DIY children’s craft kit maker, partnered with Cheli Aipan to create an Aipan kit for children, and introduce their traditional art to a larger audience.
 
It began when Tiwari, a prize-winning Aipan artist, decided to revive the folk art by training a group of thirty students. Funds from the local administration enabled Tiwari to set up a base in one of the oldest houses in Almora, where ceremonial Aipan paintings had been preserved lovingly. “I found most young people in the area knew little about its significance,” Tiwari says.

Photo Courtesy: Cheli Aipan

As the young artists explored the world of Aipan further, they started learning about their cultural tradition. “In order to broaden the market for Aipan, we started painting on a variety of products,” says she. “So we started painting Aipan motifs on paper, cloth, wood and even saris.”
 
Over time, Cheli Aipan has developed a niche market, selling about Rs 60,000 worth of products every month. “Of this, the artists get between Rs 50-1,000 per piece, depending on the size and intricacy of work,” she says.
 
Cheli Aipan participates in fairs and exhibitions across the country. At the recently concluded buyer-seller meet organised by District Industry Centre Almora, Tiwari and her cohorts at Cheli Aipan had showcased a range of products to buyers across the country. “The district administration regularly buys our products to gift to visitors,” she says. “More such regular orders will help us expand better.”
 
Tiwari aims to train more and more young women to keep Aipan alive. “The art their grandmothers and mothers practised, will give them a modest side income and keep their culture alive,” she says. This is significant, for Kumaon has some of the highest migration rates in the country and many have observed that its rich and varied art and craft tradition has been severely eclipsed by its lack of economic opportunities. In this context, Cheli Aipan is more than a mere livelihood generation program or a social business — it represents a highly replicable model for reviving folk arts as well as folk pride.
 
Meanwhile, Tiwari and her students are painting symbols representing the feet of the goddess of wealth, Lakshmi, on wall hangings for the upcoming Diwali festivities. She says, “our Aipans have already gone to US and Dubai — we hope they soon reach other parts of India as well.”
To learn more, follow Cheli Aipan on Facebook. For the DIY Aipan kit, contact Potli — A bag of wonders on Facebook