Madhubani Art and Cultural Sustainability: From Folk Tradition to Global Marketplace

Abstract

Madhubani painting, also known as Mithila art, is one of the most distinctive folk art traditions of India. Originating in the Mithila region of present-day Bihar and parts of southern Nepal, the form has historically been practiced by women on the walls and floors of homes during weddings and religious occasions. Over the past five decades, Madhubani has undergone a remarkable transformation from a domestic ritual practice into a globally circulating commodity, gaining a Geographical Indication tag in 2007 and finding markets in galleries, craft fairs, and online platforms across the world. This article examines Madhubani art and the question of cultural sustainability through a visual arts and cultural studies perspective. Drawing on a critical literature review methodology, the study analyses peer-reviewed scholarship and policy documents published between 2010 and 2025. The analysis identifies four interlocking dimensions of contemporary Madhubani: the commodification and commercialization of the art form; the gendered economies of artistic production; the negotiation of authenticity, innovation, and tradition; and the digital and global circulation of Madhubani imagery. Findings indicate that Madhubani occupies a complex position between cultural preservation and market-driven transformation, with significant implications for women artists, regional development, and Indian cultural policy. The article concludes with implications for visual arts research, cultural sustainability, and the design of policy interventions that support both artistic livelihoods and the integrity of Mithila traditions.