Dec, 2020


  • The holy and sacred Cow, is traditionally known as 'Dhenu', contrary to the popular belief that it is referred to as Nandi (which means a bull). Dhenus play a significant role in the story of Lord Krishna and therefore form an integral part of Pichwai paintings. The impressions of hands on dhenus stand for blessings of Lord Krishna, His touch of love, protection and compassion towards cowherds and their cows.

  • Gopashtami is a festival that celebrates the day, young Lord Krishna was promoted to the rank of a full-fledged cowherd and got the title of Gopala – The Lord of Cows. The Gopashtami Pichwai generally showcases Shreenathji playing flute to enchant his dhenus. He is also shown either at the gates of the haveli or in his sanctum where He is surrounded by a number of dhenus – ardently there to seek the Lord.

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Dec, 2020


  • The Pichwais used to be made with natural colors extracted from flowers, leaves, coal, iron, indigo, saffron, zinc and other natural sources but since the makers of natural colours did not pass down the proper knowhow, they got lost in time and also due to budget and time constraints they got replaced with commercially available ones. Though pure gold and other precious metals continues to be used till day.

  • The old name of Nathdwara was 'Sinhaad'. It was when the Shreenathji's Haveli was built in 1672 that the village came to be known by its current name meaning 'Gateway of the Lord'. It is situated 48 Km from Udaipur on the banks of river Banas. Nathdwara is a significant Vashnavite Shrine pertaining to the Pushtimarg. Nathdwara town itself is popularly referred to as "Shreenath Ji" after presiding deity.

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Nov, 2020

DID YOU KNOW ? - Part 1

  • Shri Vallabhacharya, founder of Pushti Marg encountered the svarup of Shreenathji on mount Govardhan, Mathura, UP. Shreenathji is considered to be a living embodiment of 8 year old Lord Krishna shown as lifting mount Govardhan above his head with his left arm while holding his right hand by the waist. The deity was moved to present day location, Nathdwara, Rajasthan in 1670 & a shrine known as "Shreenathji ki Haveli" was built in 1672.

  • At Nathdwara, Shreenathji is treated as a child and all the activities of the shrine commonly known as 'Shreenathji ki Haveli', revolve around the activity of a 7-year-old child. He is given treatment like shringar or food in a way just like a mother would do to her child. The devotees worship Him with music, poetry, dance, drama & paintings. Shreenathji is muse in Pichwai paintings & is inspiration for Pichwai tradition & culture.

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Aug, 2020

Pichwai Paithani

We have celebrated our brand, Label Pratham as a heritage brand that takes pride in the country's unparalleled diversity. Through our journey in the world of textiles and Indian craft for more than a decade, we have discovered and interacted with various handloom traditions and textile heritages of the country.

In all these journeys, what appeared common was the deep relevance textiles still held in our living traditions - marriages, rituals, pujas, and other such ceremonies were incomplete without adorning traditional textile that communicates unwritten messages and codes of conduct of a particular community. It is a precious, intimate relationship people share with their regional handloom and textiles; nearly sacred, and an undeniably strong attachment with one’s identity amidst the bustling diversity of our country.

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Apr, 2020


In its entirety, the Universe exists in a harmonious rhythm, and so does nature. The elements, each with a unique characteristic and role to play, come together to create life and magic from opposite ends.As fire burns, water cools. As the sun rises, the moon goes down. For the earth below, there's a sky above. Yet, they all exist as one. One planet and one universe to contain our myriad hearts and souls.The ancient sages spoke of balance as the great equaliser. The art of recognising proportions. The intuition of realizing when to pursue beyond definitions.The wisdom of knowing when to stop. Since the beginning of time itself, therefore, humans have worshipped the earth and the forces of nature, the universe, the elements, the mystery of life and death.In multiple ways but as one spirit.

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Apr, 2020

Label Pratham ~ To Where It All Began

We are going through an unprecedented phase of change and societal upheaval. As we post this, we are writing from a period of quarantine put in place to fight Covid19. Suddenly, we as a collective are pushed into a slower pace of doing things, which takes us back to the beginning of our work, down the memory lanes, especially now that spring is round the corner– the season of rejuvenation, birth and creativity. Over a decade ago when we had started out as self-taught designers, we were drawn to the old world charm of Pichwai art of Nathdwara which stands behind the scenes, providing a backdrop to the looming presence of Sreenathji.This journey into an unexplored world of traditional art was a challenge of diving deep into the unknown. Yet, it was nothing less than a magical tale of serendipity and discovery.

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