“AI can grab eyeballs, but can’t match the emotions artistes bring to art.” – Shruti Pathak

Gujarat is a state known for its rich culture, heritage and traditions. How creative the people of Gujarat are is also visible in their art and artists. Whether it is folk music or Garba, Patola sarees or Bandhani, all are gifts of Gujarat.

Gujarati artists, through social media, have not only taken Gujarat’s art far, but because of them, Gujarat’s culture has gained a new identity in India and abroad. They use social media not only to promote their art, but also to teach it, tell stories about it, and create businesses.

In this way, calling them Gujarat’s emerging entrepreneurs would not be an exaggeration. That is why today we will tell you how local artists from Gujarat are showcasing their culture worldwide.

How Local Artists Are Using Social Media to Showcase Gujarat’s Culture

First, we will talk about how local artists are using social media to reach people with their art. For this, they are using not one but many platforms. Here are some selected platforms.

Instagram Reels

Today’s youth use Instagram a lot, and their day does not pass without Instagram. Since TikTok was banned in India, all the youth turned to Instagram Reels. Gujarati artists understood this trend among young people and reached people through reels.

YouTube Channels

Although reels are popular among youth, the fame that YouTube gives cannot be matched by any other channel. That is why YouTube celebrities are considered the biggest celebrities, because they are entertaining as well as professional. Many Gujarati artists have a good number of subscribers on their YouTube channels.

Online Shops

Today platforms like Amazon, Flipkart, Myntra etc., and even many small selling websites allow anyone to open an online shop. Local artists understood this and started selling their handmade items there. Through these platforms, anyone in the country can place an order.

Apart from these, there are many techniques by which they promote themselves on social media, such as creating Facebook pages or groups, doing podcasts, etc.

How Local Artists are showcasing Gujarat’s rich culture

Now we will talk about the fields in which local artists are promoting Gujarat’s rich culture. We will tell you about some selected major areas.

Folk music and literature

“Folk instruments tell stories of traditions from across centuries.” — Aditya Gadhvi

You must have heard many Gujarati folk songs, from Falguni Pathak’s Vasaldi to Khalasi, and you have probably danced to them. Local artists have worked to promote Gujarati folk music and literature through channels like Spotify and YouTube.

Fashion and lifestyle

From Bandhani to Patola and Ajrakh – all these fashions are Gujarati. In a way, they have created a stir in the Gujarati textile industry since local artists have given them a new identity on the global stage.

Food and beverages

Fafda, thepla, dhokla, chevda, gathiya, khaman, handvo, undhiyu – all these things probably make your mouth water just by reading their names. A few years ago, you might not have heard these names, or you might have heard some but not tried them. But today you can find them almost everywhere and you have probably tasted them. All this has been made possible by local food bloggers and vloggers.

Painting and Embroidery

Whether it is Rogan Art or Kutch Embroidery, Mata Ni Pachedi or Mandana / Pithora – it is the work of local artists that through social media have not only given these art forms a new identity but also taught many others about them.

Some mind-blowing local Gujarat artists

Since we have told you so much about how Gujarati artists are working, it’s important to mention some of the prominent ones:

• Falguni Pathak: Everyone probably knows Falguni ji, who became famous across India with “Maine Payal Hai Chhankai” and “Meri Chunar Udd Udd Jaye”. You should know that she is a famous Dandiya Queen who created popular albums like Vasaldi and Jode Rejo Raaj.
• Kinjal Dave: She has sung many Garba songs, which is why she is also called the Garba Queen. Some of her famous Garba songs are “Odhani Mari”, “Kun Kun Chadave Neja Neja”, “Rude Garbe Rame Chhe Devi Ambika” and “Mathura Ma Vagi Morli”. Her reels and posts often go viral on social media, and she is often invited to Garba festivals.

• Shrujan: They run an online shop in the field of Kutch embroidery and also post on Instagram from time to time. You can find different types of bags, home furnishings and other accessories there.

• Salvi family: This family runs the Patan Patola heritage museum where Ikat work is displayed.
• Khamir: To promote artists from the Kutch region of Gujarat, Khamir has started a new museum. In this way they document the stories of various artists and show them online and via social media.

Conclusion

Through Gujpreneur, we have shown you the journey of Gujarat’s local artists using social media to become entrepreneurs. This is not only giving Gujarat’s culture a global identity but also giving local artists a new business opportunity.

After all, business runs in the veins of Gujaratis. So when they combine their art talent with creative use of social media, it is no surprise that they move forward successfully.