Preserving Traditional Art Through Social Business: A Case of Mithilasmita-Madhubani Paintings

Abstract

The paper explores how traditional art can be preserved through social business by studying the case of Mithilasmita. It is a small organisation working for preservation and promotion of traditional art of Mithila region - commonly known as Madhubani paintings. The case brings to the light the concept of governance (which envisages role of multiple actors) which is becoming more and more relevant. The government which framed rules and regulations for preservation of art was not successful in achieving outcomes alone. An entrepreneur shares the same concern and tries to address the need of society through a social business model. It may be a beginning for Mithilasmita, but the case provides learning for trying out similar model in different phenomenon. Through this conceptual paper we also present a framework of governance for improving implementation process and social well being.