The Phad painting tradition is deeply rooted in the cultural heritage of Rajasthan, a western state of India. It encompasses both tangible and intangible aspects of our heritage, reflecting the rich folk traditions of the region. Originally, Phad paintings were primarily religious in nature and rarely created for commercial purposes. However, due to the changing times, commercialization has become necessary for artists to sustain themselves, as relying solely on commissions for religious Phad paintings is no longer feasible.</p>
<p class="font_8">Despite its significance, there is little literary documentation of Phad in the historical records of Rajasthan's provincial courts. This is because Phad paintings were primarily created for religious purposes rather than for artistic appreciation. Phad paintings are among the most intricate and elaborate storytelling devices in India, traditionally used as scrolls to narrate the tales of local folk deities like Pabuji, Devnarayan, Ramdev pir, and Dharamraj. These deities, though distinct from each other, share a common theme of protecting cattle.</p>
<p class="font_8">The history of Phad paintings dates back approximately 700 years and is indigenous to the Indian subcontinent. The Chitera, or professional Phad painters, originated the art form in the district of Pur, near Bhilwara, Rajasthan. Over time, these traditional painters migrated to other regions, such as Shahpura in the 16th century and eventually to Bhilwara city in the 19th century.