Kohinoor 3.0 to Spotlight Odisha’s Ancient Pattachitra Art Tradition
Sudha Jain-led initiative aims to revive awareness around India’s disappearing artisan heritage
Sudha Jain - Ms India Asia Pacific, Model, Socialite, Entrepreneur - Dr Ajay Kumar, Joint Director & Legal Advisor to CID & Women Safety Wing, Telangana - Prof Dr Deepak Rout, Nerella Malyadri - retired district judge and Supreme Court advocate - and others at the event.
Hyderabad: Kohinoor 3.0, a new cultural and artistic initiative dedicated to showcasing Odisha’s centuries-old Pattachitra art tradition, is set to be unveiled by entrepreneur, socialite and Ms. India Asia Pacific First Runner-Up Sudha Jain.
The initiative follows the earlier editions of the Kohinoor series, with Kohinoor 1.0 celebrating the craftsmanship of Banaras weavers and Kohinoor 2.0 focusing on Telangana’s weaving heritage. The latest edition turns attention towards Odisha’s master artisans and painters preserving the traditional Pattachitra art form.
Known for its intricate detailing, mythological themes and hand-painted artistry on cloth and palm leaves, Pattachitra is regarded as one of India’s oldest surviving folk art traditions. The campaign seeks to create wider awareness about traditional Indian artisan practices while encouraging support for handmade cultural creations.
Speaking about the initiative, Sudha Jain said Kohinoor 3.0 is aimed at celebrating India’s artistic heritage and bringing greater visibility to skilled artisans whose crafts continue to survive despite changing cultural and commercial landscapes.
The campaign’s conceptual portraits and artistic visuals were photographed by Sham and Kiran Majmudar, while makeup artistry was handled by Mohsin. Sudha Jain features as the central face of the campaign, representing the continuity of Indian heritage and traditional craftsmanship.
As part of the broader vision linked to the initiative, an upcoming platform titled “Heritage Vastra” is also expected to be launched to make authentic Indian artisan products and heritage creations more accessible to people at affordable prices.
The unveiling event is expected to witness participation from several prominent personalities from Hyderabad representing different professional and cultural fields.
Sudha Jain also acknowledged the role of the media in supporting efforts aimed at preserving and promoting India’s traditional art and cultural legacy.
