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A good Pichwai can take the artists three to nine months, or even a year, to complete and comes at a price of Rs 50,000 or more. The older ones, which are part of private collections, are rarely available for sale and could cost a few lakh rupees. The buyers of original Pichwais are just a few big business houses, mostly from Gujarat and Maharashtra, or art collectors who sell the paintings in the international art market.

64-66 Pichwai paintings - SlideShare

Shrinathji Temple, Nathdwara - Passion Traveller
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Large Vintage Indian Nathdwara Style Painting of Two …

Nowadays, artists like Parmanand fall back heavily on the legacy handed down to them. The old scrapbooks also have photographs of highpriests and affluent pilgrims to Nathdwara who commissioned them to paint their portraits. None of these artists can sustain themselves by painting Pichwais alone.

A large vintage Indian Nathdwara style painting of two women

The newer embossed art is what the younger generation of artists, like Parmanand's son Neelesh, have taken to for survival. Neelesh whose skill in Pichwais is limited says, "It's difficult to make Pichwais, the work is very intricate and time-consuming. And even after all that effort there are hardly any takers for it since it comes at a price not many want to pay. Whereas, embossed paintings are in demand and sell like hot cakes."

He does implement new themes in Pichwai paintings itself.
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Nathdwara – Travel guide at Wikivoyage

Shrinathji Temple is a hindu temple dedicated to Shrinathji in Nathdwara. It is considered an important pilgrimage centre by Vaishnavs. The idol of Shrinathji is said to be self-manifested. The idol of the Lord Krishna was being transferred to a safer place from Vrindaban to protect it from the anti-Hindu, iconoclastic and barbarian destruction of the Mughal ruler Aurangzeb by a Goswami priest. When the idol reached the spot at village Sihad or Sinhad, the wheels of bullock cart in which the idol was being transported sank axle-deep in mud and could not be moved any farther. The accompanying priests realised that the particular place was the Lord’s chosen spot and accordingly, a temple was built there under the rule and protection of the then Maharana Raj Singh of Mewar. Shrinathji Temple is also known as ‘Haveli of Shrinathji’ (mansion). The temple was built by Goswami priests in 1672.

Nathdwara is well known for its Temple of Krishna, Eklingji Temple and also has many other marvelous places of sightseeing. The artists of Nathdwara are widely known for impressive Rajasthani-style paintings, called as "Pichwai Paintings…

There are only ten to twelve original Pichwai artists in Nathdwara now, all of whom also paint the newer forms which are in demand. Even with the few artists who continue to keep it alive, much has changed in how Pichwai is made. The natural colours used earlier have been replaced with commercially available ones. Since the makers of the natural colours did not pass down the knowhow, they have been lost in time.

Pichwai painting is an art form that has its roots in Rajasthan and more precisely in Nathdwara. Pichwai means 'at the back' so these paintings are basically used as decorative curtain/backdrop in Shrinath ji temples and Krishna temples in Rajasthan.

In a tiny room on the third floor, Parmanand S Sharma and his brothers, Dev Krishna and Kanhaiya Lal, effortlessly render strokes on a Pichwai being made to a customer's order. The shelves behind them are stacked with rough sketches, the sketchbooks of their father and grandfather, rolled paintings and old photographs. Pichwais essentially depict the Lord in various 'leelas' with the moon, lotus blooms, peacocks, parrots or cows; and are set in the lush vegetation the artists find aplenty in their surroundings.