At a time when mass-produced décor dominates the lifestyle market, Posh Pitara stands apart as a brand that weaves heritage into contemporary living. Founded by Vipul Khanna and Dimple Motwani, the brand collaborates with artisans to curate bespoke lifestyle products, with a special focus on hand-painted Pichwai paintings. Rooted in tradition yet tailored for modern homes, Posh Pitara’s creations carry stories that last generations. In this conversation with Realty+ Senior Correspondent Asma Rafat, co-founder Vipul Khanna talks about the brand’s philosophy, the challenges of reviving a 400-year-old art form, and how Posh Pitara envisions its future.
Q: Each piece at Posh Pitara feels like it carries a story. How does an idea evolve into a finished creation at your studio?
The process always begins with listening. Most people who come to us already have a vision, they want something that belongs to their home, not something bought off a catalogue. But often, they struggle with finding the right fit, standard sizes don’t align with their walls, the colors clash with their interiors, or the motifs don’t speak to their sensibilities. That’s where we come in.
At Posh Pitara, every artwork is custom-built to echo the client’s space and energy. If someone wants a Tree of Life, we ask: should it be adorned with cows, symbolising nurturing energy, or peacocks, which represent beauty and prosperity in Vastu? Do they want earthy tones that blend with wood interiors, or jewel tones that stand out as a focal point? These conversations guide the design.
Once the idea is finalised, our artisans begin the meticulous hand-painting process, often taking weeks or months, depending on size and detailing. Each brushstroke is deliberate, layered with tradition but moulded by the client’s individuality. What emerges is not just an artwork but a story—one that belongs as much to the buyer as to the artist.
Q: Pichwai is a centuries-old art form. How do you preserve its essence while ensuring it resonates with modern buyers?
Pichwai has a 400-year-old history, originating in Nathdwara, Rajasthan and it was traditionally painted as temple backdrops for Shrinathji. But over centuries, its schools across Nagpura, Srinagar, and Bihar have thinned out, leaving fewer masters to carry forward the grammar of the art. That fragility makes preservation a responsibility for us.
When we work with generational artists, we are clear about one thing: the heart of Pichwai cannot be tampered with. The way lotuses are shaded, how cows are drawn in procession, or how the leaves merge into the background, these are non-negotiables. They hold the identity of the art. But preservation alone isn’t enough. For Pichwai to live, it has to adapt.
That’s why we allow room for customisation. A client today may want a neutral palette instead of the vibrant reds and blues of tradition. Another might want motifs rearranged to align with their home’s architecture. We honour these requests while keeping the artwork’s soul intact. Unlike clothing or furniture, art isn’t disposable, it’s something you live with for decades, and sometimes pass on to the next generation. Our role is to ensure that when people look at these pieces, they see both continuity of history and relevance to their present lives.
Q: Your work blends Indian heritage with contemporary design. How do you navigate this balance between old and new?
I think of it less as a balance and more as a conversation. For too long, Indian heritage has been kept in a frame of nostalgia—as though it belongs only in temples, museums, or cultural exhibitions. But art is alive when it speaks to the present.
At Posh Pitara, we’ve started experimenting with cross-cultural design influences. Imagine Pichwai lotuses rendered with European minimalism, or Indian motifs meeting the earthy geometry of African art. We collaborate with illustrators who push these concepts, and then our artisans translate them into hand-painted canvases. The result is something familiar yet new—it allows someone in Paris or New York to resonate with Indian art because it carries a universal language.
This doesn’t mean we dilute heritage. Rather, we give it wings. By letting Pichwai evolve beyond its traditional borders, we ensure it isn’t confined to being “heritage décor.” It becomes part of a larger global design conversation, while still carrying its roots.
Q: Among your many creations, which one is closest to your heart?
For me, the Tree of Life is everything. On the surface, it’s visually stunning, a composition of lotuses, deer, cows, and peacocks, painted in vibrant detail. But beyond its aesthetic, it carries symbolism. In Vastu, the tree is seen as a source of prosperity, balance, and positivity. It’s a reminder of rootedness and growth at the same time.
Personally, it resonates because it captures the essence of what we’re trying to do at Posh Pitara. It embodies beauty and spirituality in equal measure. Clients often tell us that when they hang the Tree of Life in their home, it changes the energy of the room—it feels more alive, more grounded. To me, that’s the highest validation of our work: art that doesn’t just decorate a space but transforms it.
Q: Where do you see Posh Pitara in the next five years?
We want to move beyond being a brand that sells artworks, we want to create experiences. Our vision is to open experience centres in major metro cities, beginning with Gurgaon.
These won’t just be galleries to buy from but immersive spaces where people can see the process, interact with artisans, and feel the energy of Pichwai in a contemporary setting.
From Gurgaon, we want to expand to Mumbai, Delhi, and eventually other cultural hubs. These centres will showcase not just Pichwai but curated lifestyle products that merge craft with utility. For us, the long-term dream is to create a design ecosystem where heritage is not a niche choice but part of mainstream living. We see Posh Pitara as a bridge which connects the past with the future, the artisan with the urban home, and India with the world.
Q: What message would you like to give to Indian households?
My message is simple: support Indian art. And I don’t mean only Posh Pitara, support any artisan, any craftsperson, any traditional form that speaks to you. Many of these art forms are on the brink of extinction because younger generations don’t see them as viable careers. If there’s no demand, there’s no livelihood, and if there’s no livelihood, the tradition dies.
By choosing to bring these artworks into your home, you’re doing more than decorating, you are sustaining a lineage, you are validating the skill of an artisan, and you are ensuring a tradition survives another generation. In today’s global world, where mass-produced décor dominates, choosing handmade Indian art is an act of cultural responsibility. It’s about giving back to the heritage that has shaped us.
