Reimagining Contexts: Art, Authenticity, and Identity Among Female Artisans in India

Abstract

This article focuses on the efforts of three NGOs in the Indian states of Rajasthan and Gujarat working with female artisans in the region. In the process of empowering women both financially and socially through the marketing and modification of their products for the upscale Indian and global consumer, adjustments to the traditional value, meaning, and use of these products bring into question the “authenticity” of the art in the “reimagined contexts” of the marketplace. The authors argue that the most successful NGOs working in this capacity are those that allow women the greatest opportunities for authority over their art in an expanded commercial environment.

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