EFFORTS TO CONNECT BHOJPUR’S PIDIYA KALA TO THE MARKET

EFFORTS TO CONNECT BHOJPUR’S PIDIYA KALA TO THE MARKET

20-AUG-ENG 9

RAJIV NAYAN AGRAWAL

ARA--------------------------------An awareness program for artists associated with Bhojpur’s ‘Pidiya’ painting was organized at Sambhavna Residential High School, Ara, as part of the ‘Bhojpuri Kala Yatra’ (Bhojpuri Art Journey) initiative by Sarjana Trust. During the event, representatives from NABARD and RBI provided artists and participants with crucial information regarding the significance and benefits of the GI (Geographical Indication) tag, as well as financial inclusion and safe banking practices.

Surbhi, the District Development Manager (DDM) of NABARD, briefed the Pidiya artists in detail about the importance and practical advantages of the GI tag. She explained that the GI tag grants Bhojpur Pidiya painting a distinct geographical identity and authenticity. This enhances the potential to connect this traditional art form with larger markets, new buyers, and improved marketing opportunities.

Highlighting the importance of registering as ‘Authorised Users’ of the GI tag, she noted that such registration would help establish the identity of genuine artists and safeguard the traditional art form against those using the ‘Pidiya’ name fraudulently or without authorization.

Encouraging the artists, the NABARD DDM urged them not to view the GI tag merely as a certificate, but as a means to strengthen their art's identity, expand their market reach, and create new avenues for income.

She also discussed the preservation and promotion of Bhojpur Pidiya painting and the prospects of linking it to a wider market. He urged the artists to move towards the commercial expansion of their traditional art by evolving it to meet modern market demands.

Bhojpur Pidhiya painting is the first product from Bhojpur district to receive the GI (Geographical Indication) tag. This achievement was made possible through the sustained efforts and active collaboration of NABARD and the Sarjana Trust. NABARD, Bihar, has also been recognized as the 'Facilitating Agency' in the GI registration certificate.

In the second key session of the program, the Reserve Bank of India (RBI) raised awareness among participants regarding financial inclusion and safe banking practices. Information was provided on the secure use of banking services, savings, digital banking, and measures to prevent cyber fraud. Participants were urged not to share OTPs, PINs, passwords, or confidential banking information with strangers.

Thus, through the ‘Bhojpuri Kala Yatra’ (Bhojpuri Art Journey), a single platform was used to promote the preservation of Bhojpuri art and culture while simultaneously educating artists about their rights, the utility of the GI tag, market opportunities, and financial security.

The program aimed to empower artists by preserving and promoting the rich traditional art of Bhojpur Pidhiya painting and by facilitating GI recognition, authorized user registration, access to wider markets, and financial inclusion. Several artists and social activists, including Sarjana Trust Chairman Sanjeev Sinha, Rajiv Ranjan, Meera, Khushbu, Vishnu Shankar, and Sunita Singh, attended the event.