Product Diversification for Sustainability of Pithora Painting of Gujarat

India is a country with diverse culture and traditions which are rooted in it's history. One such art form is the Pithora paintings of the Rathawa community of Chhota Udepur, Gujarat. Pithora paintings are traditional wall painting where tribal Gods known locally as Pithora Dev are painted and worshipped as a form of thanksgiving. The purpose of this study was to document the art of Pithora painting in detail and use the motifs on home decor products and corporate gifts. The designing of products was done using two different techniques, traditional and contemporary painting on products. The constructed products were subjected to the evaluation. From the study, it was concluded that product diversification of traditional Pithora painting besides adding a variety to the existing scenario would boost the artisans to adhere to the traditional style of painting and contemporary style of painting by giving them larger market and improving their economic condition.