About Us Copy

Heart for Art provides artisans a platform to showcase their skills and market them to discerning people like you

Heart for Art is a Public Charitable Trust that promotes the traditional Arts + Crafts of India.

We at Heart for Art, work towards bringing you products from the best artisans of India, who passionately create them! We create partnerships to find space for art and craft in private and public spaces and help craftsmen get back their pride and improve their living conditions. Our endeavor is to provide these products in the best traditions of artisanal masterpieces, yet adapted to contemporary lifestyles and sensibilities.

Heart for Art products represent some of the best traditions of Kashmiri, Bidriware, Dhokra, Kottan, Channapatna, Navalgund, Longpi, Jaipur and many other Indian arts and crafts.

Padmaja Jalihal

Padmaja is the founder of Heart for Art. She spent many years in the financial services industry in Mumbai and Bengaluru. An MBA in Finance, she earlier worked with CRB Capital Markets and was part of the team at Sivan Securities that launched the initial Café Coffee Day outlets in Bengaluru. She has been involved in a number of social initiatives in Bengaluru and Pune in the areas of organic food, eco-friendly products and waste management.

Padmaja loves the arts + crafts and has been a collector of artefacts from around India and the world. She drives the overall vision and mission of Heart for Art.

Meghadipa Roy Chowdhury

Meghadipa has a passion to make a difference to the art and craft scenario in the country! She has been working in the field of handicrafts, community development and program management since her graduation. Meghadipa studied B. Sc., Geography from Calcutta University and Tourism Management from Brisbane, Australia. She has earlier worked as a Program Officer in Weavers Studio Centre for Arts (WSCA), Kolkata and as a project coordinator for Kadam India, a Arts + Crafts NGO.

She is responsible for managing our online store and to expand the arts and crafts that can be brought onto the Heart for Art platform.

Sunil Jalihal

Sunil is a technocrat, serial and social entrepreneur and has been a part of public, private and social organizations. He was part of the IT sector for many years – working with CMC, Wipro, Siemens and Hewlett Packard before co-founding companies in the technology sector.

He pioneered technology product startups in the telecom and mobile software space attracting venture funds from JP Morgan Chase, Intel Capital and the Reuters Greenhouse Fund.

He has been involved in a number of social projects including creating a framework with the Lake Development Authority of Karnataka for Residents Associations to Adopt Lakes. He worked with SWACH, a NGO that works with rag pickers in Pune.

He has authored a coffee table heritage book - Romancing the Chilli – highlighting India’s agricultural, cultural and culinary heritage around the Chilli. The book went on to win 3 awards at the World Gourmand Awards at the Louvre in Paris.


Our goal is to revive the Arts & Crafts of India with increasing artisanal livelihoods by creating opportunities for sales of Rural Art & Craft through multiple retail formats.

Activities & Impact

We are FOCUSSED on providing linkages to modern MARKETPLACES through following various verticals.

1. Online store – All India Delivery

We are delighted to announce that we have launched our artisans’ handmade products on Amazon.in. We have tried to diversify the selling streams of our brand and launching on Amazon.in, BetterIndia (Karnival) and IndiaMart will significantly expand the distribution and availability of the Heart for Art Trust brand in India, building on the success of our recent launch on Amazon.in with more than 350 products under a single hub.

2. Exhibitions & Sales in multiple cities

In promoting rural arts and crafts, we have found that participation in popular shopping fests where urban consumers shop is an important source of creating sales opportunities for artisans’ products. These exhibitions give these arts and crafts confidence and exposure to face other contemporary products in the market and stand up to the modern retail world. These events will also create opportunities of interaction with trade representatives and buyers for topics like improvements in the products, policies and designs. We take products into Exhibitions and Shopping Fests of various hues – where discerning consumers buy products –handicraft exhibitions, art and craft shows, farmers markets, wine and cheese shows, shopping fests, school PTA Meets, etc.

We have so far participated in the following melas

– Hat Project - EXHIBITION & SALE of Traditional & Contemporary Hats, Caps, Picnic Basket, Picnic Mats and colourful Holiday clothes from artisans across India at Gyan Adab, Pune

– The Mask Project' was held in Pune in association with Indranil Garai & Associates and The Monalisa Kalagram. It was largest group show in Pune with more than 50 eminent Pune contemporary artists and traditional artists from various states of India, who displayed art works on the theme of mask. Our mask artisans conducted a series of workshops during the event.

– Tamboo Markets (7), Pune

– Exhibition by Isha Foundation, Coimbatore

– Kalagram, Indradhanush, Pune

– Business Bay, Yeravada, Conrad Hotel, Pune

– Yellow Ribbon NGO Fair, Pune

– Bandra Gymkhana, Tamboo Markets, Mumbai

– Rewabe Hand-in-Hand Flea Market at Milton Park, Bangalore

– SKS SPRING FESTIVE BAZAAR at Conrad Hilton, Pune

– Zapalooza

– WhatsApp Flea

– Othe Flea Markets

3. Retail locations

Selling through lifestyle stores (Eitheror, Sanskriti lifestyle, House of MG, The Urban Ensemble)

4. Artisans Workshops with consumers – multiple cities

We keep holding various craft workshops by master artisans at different locations of Pune, Mumbai, Goa, Hyderabad Ahmedabad & Bangalore including schools+colleges and public places which have been well received and appreciated by people. We have conducted the following workshops

– Gond Art , Madhubani Paintings , Bengal Pattachitra , Odisha Palm Pattachitra, Phad Art, Warli painting workshops in Mumbai, Pune, Bangalore, Hyderabad, Ahmedabad

– Khavda Pottery of Bhuj, Longpi pottery from Manipur workshops at various locations

– ChauMask Making and Cherial Mask Making workshops

– Ecofriendly Ganesh Idols Making & Ganapati Decoration With Sholapith workshops

– Bidri metalcraft, Lippan kam workshop in Pune

5. Commissioned Projects

– Madhubani Wall Art project at Kaveri International School, Pune and in HNI customer’s place in Mumbai

– MAKING OF THE BUDDHA- Our Pallava Stonecraft artisans from Tamilnadu, led by master artisan Prof. Bhaskaran, recently sculpted a 48" h, Buddha for a patron in Pune - The Buddha got its place at Parmar house on Estreet in Pune

– Symbiosis International University - in giving the VIP Guest House rooms at the beautiful Symbiosis International University Campus at Lavale, Pune a new look of the different states of India. Each room was decorated with the arts and crafts from a particular state - with durries, paintings, textiles, masks, trays, bedside lamps, artefacts and even a dustbin!

– A Pet Store – By our Bidri metal craft artisans of Karnataka

– Sublime Galleria, Prestige Group- Room decoration done by our Bidri metal craft artisans of Karnataka

6. Art & Craft Festivals in INDIA & ABROAD

Sponsoring artisans for Art & Craft Festivals

7. Corporate Gifting Opportunities

Gifting to employees, partners, customers for Diwali, New Year, Project Milestones, etc.

– Handcrafted Gifts done by our artisans for SBI, Zinnov Consulting, Agni Solar, a few Pharmaceutical companies, etc.

– Corporate Bulk order for Indore Marriot Hotel and Leatherwood International- We got Sabaii Grass weaving artisans of West Bengal corporate bulk order of roti basket s made from Sabaii Grass. They were delivered in a very short time for presenting Gourmet Breads for Diners at the Indore Marriot Hotel.

– Being the Official Speaker Gift Sponsors at NASSCOM's first Women in Technology event

8. Corporate Events

These events facilitate and help market Exhibition & Sale of the Arts & Crafts through a mela at corporate premises

9. Art & Craft Tours

We have conducted Art and craft tours with the help of our partners.


Heart for Art is working for setting up of an Off Farm Producer Organization (OFPO) in Sindhudurg district to increase the livelihoods of the Viswakarma Sutar community in the region. The Kudal block region of Sindhudurg district of Maharashtra has been known for its amazing work in wooden artefacts craft. The skillsets and products have lagged behind the market opportunities and need to be upgraded to match market opportunities. The Lupin Foundation and Heart for Art Trust are working to create marketing and revenue opportunities for the products.

11. Crowd funding Program

– Helped Khavda pottery artist Abdul Inbrahim through Impact Guru and raised a fund to meet their infrastructure needs., We also got a portable potters wheel which would help them during workshops.

– Helped cyclone affected Odisha Patachitra artist family Pramod & Prakash Kumar Maharana through Impact Guru and raised a fund to rebuilding their lives

Our reach & work

No. of Crafts onboard 65+

No. of Craft Clusters 120

No. of artisans 400+

Families impacted 300+

No. of Employees & on Contract 7

Planned Increase in 2020-21 +5

REVENUES ( increased artisan earnings)

2014-15 (partial) ₹ 1.84 L

2015-16 ₹ 9.50 L

2016-17 ₹ 25.86 L

2017-18 ₹ 48.0 L

2018-19 ₹ 32.0 L

2019-20 (projected) ₹ 52.0 L


Some recognition of our efforts to increase Rural Livelihoods

– Award for Heart for Art's work at the Yellow Ribbon NGO Fair - at the hands of Celebrity Actor, Tabu!


– Heart for Art Trust's work and impact got recognised at the World CSR Day Awards - "Purposeful Purpose" - award being received by Trustee Padmaja Bendigiri Jalihal at the Taj Lands End on 18th Feb. Award presented by Babatomiwa Adesida - Pvt. Sector & Philanthropy Engagement Consultant, Sustainable Development Goals Fund, United Nations