Digital markets widen Gond painting’s reach—but not equally for all artists

A study of Gond artists in Central India finds that online platforms create new opportunities while leaving women and less-literate artists at a disadvantage.

Editorial illustration — not from the study.

The study examines how technology is changing the work, income and identities of Gond artists in Patangarh Mal village and Bhopal. Researchers report that new markets, collaborations and design changes have expanded livelihood opportunities and helped Gond painting gain recognition in national and global cultural spaces.

At the same time, access to digital tools and resources is uneven. The study finds that these inequalities particularly affect women and artists with less literacy, showing that wider circulation does not automatically produce equal participation or benefits.

How technology changed Gond art

The researchers identified three linked changes in Gond painting. First, technology has opened new livelihood opportunities through digital and other markets, collaborations and design innovations. Second, wider circulation has strengthened artists’ identity and the symbolic value of Gond painting in national and global cultural spaces. Third, unequal access to digital resources continues to reproduce inequalities, disproportionately affecting women and less-literate artists. The study therefore presents technology as both a way to circulate art and a force that changes power, inclusion and cultural value within the community.

Why equal access matters

The findings show that bringing indigenous art into wider markets can create income and recognition while also changing who is able to participate fully. For Gond painting, the benefits of digital circulation depend partly on access to the skills and resources needed to use these platforms. The study places questions of gender, literacy and power alongside the economic and cultural opportunities created by technology.

Evidence and limits

The study is based on 96 interviews and qualitative fieldwork in Patangarh Mal village and Bhopal, interpreted through anthropological theories of cultural exchange, art and human capabilities. This evidence provides detailed accounts of how artists experience technological change, but the abstract does not report a representative survey, measured income changes or comparisons with artists outside these locations. The findings therefore describe patterns and experiences in the study settings rather than establishing how common they are among all Gond artists.

// Source

International Journal of Anthropology and Ethnology · 2026 · DOI: 10.1186/s41257-026-00161-1

View paper (DOI)Open access versionPublished 2026-08-17

Authors: Usha Rana

Institutions: Indira Gandhi National Open University

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