Excelsior Correspondent
JAMMU, Dec 8: The Indian Institute of Management Jammu inaugurated a landmark initiative celebrating India’s artistic heritage with the launch of its first-ever Basohli Painting workshop, bringing the living legacy of this 300-year-old Pahari miniature tradition to the Jagti campus.
The workshop is an initiative of Anandam: The Centre for Happiness and the Painting Club, IIM Jammu, in collaboration with the Indira Gandhi National Centre for the Arts (IGNCA), Regional Centre Jammu. The week-long engagement offers students a rare opportunity to learn directly from GI-tag certified Basohli women artists, custodians of traditional techniques involving natural pigments, handmade paper, sacred iconographic conventions, and intricate linework.
Prof B S Sahay, Director, IIM Jammu, presided over the inaugural ceremony. In his inaugural remarks, he emphasized that while GI tagging is an important milestone, a more strategic approach to branding, marketing, and global positioning is essential for the sustained recognition of Basohli painting. He encouraged marketing scholars and faculty to collaborate with artist groups to enhance outreach and visibility for this heritage art form.
Shruti Awasthi, Regional Director, IGNCA Jammu, described art as a connective force linking communities and generations. She underscored the need for robust ecosystems that support both tangible and intangible heritage.
Sohan Singh Billawria, distinguished Basohli artist and internationally recognised custodian of the tradition, offered participants a deep insight into the meticulous techniques of Pahari miniature painting.
Prof Jabir Ali, Dean Faculty & Research, drew attention to the pedagogic value of art in management education, particularly in cultivating creativity, observational acuity, and aesthetic sensitivity.
Prof Nitin Upadhyay, Dean Academics, framed Basohli art as a visual archive of regional history, spirituality, and cultural memory, highlighting its relevance for holistic and interdisciplinary learning.
Prof Shyam Narayan Lal, Chairperson, Anandam, encouraged students and faculty to engage mindfully with India’s artistic traditions, noting Basohli painting’s narrative richness and chromatic vibrancy.
Brigadier (Retd) Neeraj Soni urged participants to view traditional arts as pathways to connect with India’s deeper cultural identity.
The workshop will immerse participants in the full creative process: pigment preparation, foundational sketching, stylisation, border motifs, divine iconography, and final detailing. Instruction is led by the Basohli Painting Artists’ Ensemble, including: Sohan Singh Billawria, Rajni Bala, Sonam Jamwal, Aastha Billowaria, Shivakshi Sharma, Nitika Mehra, Simran, Ranjali, Rekha and Kanchan.
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