Haldwani: In the past, when families traveled to their villages for holidays, it was usually for a wedding or a festival. During these visits, they would engage in activities that have since become rare. One such tradition was coating the floor with cow dung, akin to cementing it. Another was creating Aipan designs using a bowl of white and red colors and a string. This art form is not just a craft but a symbol of reverence to the gods during auspicious events.
Aipan faded from memory as store-bought stickers became popular during Diwali. However, traditions have a way of returning. The Aipan art has made a comeback, and many are striving to promote and recognize this cultural heritage, gaining both fame and income.
Today, we bring you the story of a woman who has turned her traditional Aipan art into a successful startup. Abhilasha Paliwal from Haldwani learned Aipan from her grandmother and mother. She has now made it her identity by incorporating Aipan designs into various products. Her business, Parvatjan Art, specializes in Aipan-inspired items, transforming her love for the art into entrepreneurship.
How It All Started
Abhilasha learned Aipan from her mother and grandmother during her childhood. Art has always been popular among girls, and Abhilasha was no exception. What she inherited from her elders became her career, a path she never anticipated. After finishing school, she pursued fashion design in Dehradun and worked in an export house in Delhi for four years. After her marriage in 2017, she combined her fashion knowledge with Aipan art, starting with paintings that received positive feedback, leading her to establish her company, Parvatjan Art.
Her creations, including Aipan nameplates, door hangings, silk sarees, cotton bags, bookmarks, posters, and diaries, began to gain recognition. Recently, she launched Aipan-designed Diwali lamps.
Going Global
Abhilasha’s work is renowned not only in India but also internationally. A silk saree featuring Aipan design drew attention from New York. After sharing the saree’s picture on Instagram, she received an order from Madhavi, an Indian-origin resident of New York. Abhilasha believes Aipan is more than art; it’s a symbol of Uttarakhand’s identity, connecting people with their roots. She sees it as an excellent way for modern youth to reconnect with their heritage.
Abhilasha Paliwal’s Perspective
Abhilasha has been creating Aipan since sixth grade. Turning a hobby into a livelihood was unexpected but rewarding. She stays true to her craft, which has brought her success. Despite the challenges, she feels fulfilled by her journey. The growing interest among young people in this field is encouraging, helping understand customer needs. Online sales of Aipan products are thriving. To advance Aipan, she believes in introducing new trends and engaging people.
Abhilasha was the first in Uttarakhand to introduce Aipan door hangings to the market, inspired by Tibetan door hangings. She finds it gratifying when orders come from outside the region. Many are doing commendable work in this field, and it’s crucial to support such individuals and women. Abhilasha credits her success to the support she received and the recognition of Aipan’s significance, expressing her gratitude to all.
