Production 16th - 19th Century In 1672CE when the Shrinathji temple was established, Vitthalnath the chief priest and son of the Pushitmarg sect founder Vallabhachrya, employed artisans under the temple administration to create pichhwais. These were traditionally made by the artisans only on commission by the chief priest for religious worship and ceremonies. However in the coming centuries, as the sect grew to various part of India such as Gujarat and Mathura, the art styles reached those places as well. Pichhwais were made to be taken by pilgrims from Shrinathji temple but were also commissioned by wealthy families. The heavy and intricate nature of this art also led to its favour by theatre companies, with production companies commissioning as backdrops for productions. 19th Century The start of the century had westernised art school painting forms gaining more preferability to the Indian business and upper classes compared to traditional styles such as pichhwai. To increase pichhwai demand, artisans started to make slight shifts in their painting techniques. pichwais were made both in the traditional style, but also started to incorporate western influences such as using oil paints and using realism rather than the traditional stylistic approach. One example is that the feet drawn in these paintings, particularity that of Shrinathji, were drawn with the western art technique of Foreshortening rather than the traditional portrayal of feet being sideways. However, this time period also had heavy influence from political movements such as the Swadeshi movement, where traditional Indian art, cultures and music was encouraged to be support. This, alongside the religious nature of the art form led artists to favour the traditional art styles and most artisans stayed with using traditional techniques in their own style. Modern Day Production Pichhwai have become the main export of Nathdwara and are in much demand among foreign visitors. The artists live mostly in Chitron ki gali (Street of paintings) and Chitrakaron ka mohallah (colony of painters) and are a close community with constant interaction. Often a pichhwai painting is a group effort, where several skilful painters work together under the supervision of a master artist. There has also been a push by other artists and designers to preserve and showcase this art form to a wider, international audience. Designers have utilised the traditional colours, printing techniques and pattern styles associated pichhwai, in clothing attires and showcase them on international platforms such as Lakmé Fashion Week.