Promoting Art.

BMW India Foundation’s vision is to support and upskill traditional artists to preserve the authenticity of art and connect them to new markets to enhance their upward social mobility.

Implemented with the Craft and Community Development Foundation (CCDF), Project Chitravan focuses on empowering tribal artisans from central India—Madhya Pradesh, Rajasthan, Jharkhand and Maharashtra—practicing Gond, Warli, Bhil, Baiga, Sohrai and Kohvar art forms. The project engages artists selected for their craftsmanship, talent and economic need,  Chitravan nurtures indigenous art traditions while equipping artists with contemporary skills that enhance creativity and livelihood opportunities.

The project celebrates the intersection of traditional art and modern aesthetics, showcasing stories, rituals and cultural legacies passed down through generations. Artists are encouraged to explore new compositions and colour palettes. The project also endeavours to provide a platform for artists to showcase their work and cultural narratives, addressing long-standing challenges such as limited access to market demand. Structured mentorship is provided to tribal artists to evolve their styles. Through guided design inputs and modern techniques, we are helping clusters of artists create contemporary interpretations of their traditional art.

Chitravan strengthens cultural heritage while opening new pathways for economic empowerment and artistic growth.

Implemented in partnership with the Delhi Crafts Council, this initiative focuses on strengthening and modernizing the traditional craft of Phulkari embroidery in Punjab. The project works closely with artisan clusters to enhance their skills, revive authentic techniques, and introduce eco-friendly processes such as natural dyes and sustainable material practices.

Through collaborations with leading textile designers, artisans will co-create contemporary product lines—stoles, apparel accents, home décor items, and accessories—that blend Phulkari’s cultural richness with modern design sensibilities. Training modules also include digital literacy and market readiness, helping artisans engage with buyers, showcase their work online, and participate confidently in emerging market platforms.

The project further promotes visibility for handcrafted Phulkari through curated showcases, brand partnerships, and storytelling campaigns that highlight artisan craftsmanship and regional heritage. By elevating skills, improving product design, and creating direct market linkages, the initiative aims to secure better livelihoods for artisans while preserving a centuries-old craft tradition. It ensures Phulkari remains relevant, sustainable, and valued in contemporary markets—supporting both cultural continuity and economic empowerment.

The BMW India Foundation, in partnership with Routes 2 Roots, is enabling one of India’s most far-reaching cultural education initiatives—bringing digital learning of performing arts, heritage and modern K–12 content to schools across the country. This project aims to ensure that students gain access to quality education, cultural knowledge, through digital intervention, thereby providing holistic development in remote areas also.

Routes 2 Roots, India’s leading cultural education NGO, has been digitizing classrooms since 2016 through its Digital Learning of Performing Arts programme. With the support of the BMW India Foundation, the programme expanded in FY 2024–25, providing Smart Interactive Flat Panels, K–12 content, digital classrooms, and daily online art & cultural lessons to 10 schools in the states of Jammu & Kashmir, Delhi NCR, Bihar, Jharkhand, and Tamil Nadu. The supported schools also host physical art and cultural workshops, enabling students to learn directly from artists.