International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Volume 8 Issue 5
September-October 2026

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Contemporary Men’s Fashion As a Tool to Revive Jharkhand’s Soharai and Khovar paintings

Author(s) Mr. ASHISH KUMAR
Country India
Abstract Traditional art forms are the repository of the cultural memory, ecological knowledge, and social identity of indigenous communities. However, many craft traditions are faced with challenges of limited market visibility, declining transmission and lack of adequate economic opportunities for artisan communities. The integration of indigenous art practices into apparel design has become a potential strategy for cultural preservation, sustainable design development and community empowerment in the contemporary fashion industry. The Sohrai and Khovar paintings of Jharkhand, India are important examples of indigenous mural traditions, which reflect ecological narratives, symbolic motifs and community-based artistic knowledge. Despite their cultural significance, their use in modern fashion remains relatively underexplored.
This study aims to explore the possibilities of incorporating Sohrai and Khovar paintings into modern men’s fashion by examining consumer awareness, design preferences, acceptance levels, sustainability perception, and willingness to support artisan communities. The study is exploratory descriptive research using a pilot questionnaire survey among about 50 respondents comprising 15 craft and industry experts and 35 consumers from Ranchi, Jamshedpur and Hazaribagh districts of Jharkhand. Consumer responses about awareness, product preferences, design adaptation and support to artisans were interpreted using percentage analysis.
The study contributes to the address of indigenous craft revival by suggesting fashion as a medium of cultural continuousness, sustainable practice and artisan livelihood enhancement. The research provides insights for designers, craft organisations and sustainable fashion enterprises looking to develop culturally meaningful products.
Keywords sohrai Painting, Khovar Painting, Indigenous Craft, Sustainable Fashion, Men’s Apparel, Cultural Preservation, Artisan Empowerment
Field Arts > Fashion
Published In Volume 8, Issue 5, September-October 2026
Published On 2026-09-08
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E-ISSN 2582-2160
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CrossRef DOI prefix of IJFMR is 10.36948/ijfmr

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