India’s heritage is a veritable treasure trove of crafts and design. Graphic design in India goes far beyond a visually aesthetic experience. It embraces not just universal concepts, but also accords great importance to the cultural and historical context in which the art tradition emanates from. Each element in ethnic art has a designated place arising from a plethora of customs and rituals. The meanings arise out of deep philosophical roots within communities. In fact, it is a part of the artists’ and craftspersons’ very identity.
This publication seeks to provide a wider context and inspiration to design professionals and artists anywhere in the world to understand the significance and ancient values behind India’s design elements. It relocates and aligns the history of design as seen through the domain of Indian crafts with modern concepts of graphic design.

Jaya Jaitly is an eminent expert in the traditional arts and crafts of India, prolific writer, social and political activist. Having worked closely with craftspeople since 1965 to sustain traditional livelihoods and preserve India’s crafts heritage, she founded the Dastkari Haat Samiti, conceptualised Dilli Haat, served on advisory bodies related to crafts, culture, livelihoods and other public causes, and deployed innovative strategies in the design and marketing of weaves and handicrafts.

Dimple Bahl is a practising graphic designer with a focus on visual brand strategy, publication design, and a special interest in traditional Indian folk media. She serves as an associate professor at National Institute of Fashion Technology, New Delhi.