This is an article that explores how the indigenous art and craft of Alpana (this has variants like Rangoli and Aipan in other parts of the country) was reimagined as a community exercise to grow civic love and place-pride. This was part of a design-thinking exercise to explore how cultural traditions can be sensitively reformatted to become a sustained practice for growing place-love and a sense of community.
Places are all about people, their customs and their communities. As residents or working professionals we choose to stay and live in places where we have a sense of community, a sense of belonging. And what binds us and keeps us moored to the places we love are a mix of things. This includes tangibles, civic comforts as also valuable intangibles like relationships, sense of neighborhood, practices and "way of life" rituals. Can we reimagine and reinvent some of these rituals, customs and traditions in a way that not only helps make places better, communities stronger and thereby attract travelers and local investments? Arpito Gope, Founding Partner at NYUCT Design Labs, and Impact Lead at the Better Earth Coalition, decided to learn by doing. And the results were extremely positive. This design-thinking adventure took him to Putru Village, Jharkhand.
A Daily Dose of Art
If you happen to visit any Hindu Bengali home on the day of Sharad Purnima (the autumn full moon falling immediately after Durga Puja/Navratri), you will find a rich assortment of ornamental drawings on the floor. It is drawn to welcome and appease the goddess of wealth, Lakshmi, who is worshipped on this day. The floor art known as Alpana (or Alpona), is a ritualistic art of Bengal, Jharkhand and other states.
In other states like neighboring Odisha, this is called Jhoti or Chita or Muruja depending on variations. Other variants emerge in diverse places of India and would be familiar to you as Rangoli, Kolam, Aipan. The list is practically national. In every region, it is not just a decorative exercise; it has spiritual and cultural significance in certain cases.
Amongst practitioners and predominantly women of the household, this ritual art establishes a relationship between the mystical and the material. There is a rich tradition behind the design, the motifs and elements used. The designs are passed down through generations and hence are a living culture. Each new generation learns the art from the elders and thus a family keeps the community tradition alive.
In the tribal belt of Jharkhand, people in the villages not only draw Alpana at their doorstep but also adorn the walls of their house. Some make more than one artwork, one for each and every door in the house. Some make it at the center of their courtyard. It is believed that these designs help exude positivity and build a spiritual aura around the house. Some communities in other parts of India believe it acts as a labyrinth to keep negative energies trapped.
A Sustainable Practice
Another very interesting thing is that, rice flour is edible and ants and insects feed on the alpanas over time. In many modern cities nowadays people use toxic colours to use rangolis and this practice of alpana is a very nice way of bringing a sustainable practice back in vogue.
But this is largely a private affair, and dependent on the household and their practice. So is there an opportunity to make this ritual art of Alpana into a community design exercise with key civic engagement points? Read on..
Re-imagining Alpana as a civic participation, community design exercise. It started with what ifs.
What if the entire village and civic neighborhood was to be enthused with a Alpana-design exhibition and contest where every household gets to showcase their skill with the art. The programming will be as professional as the reverence for the art demands and will be done in a way that inspires creativity and enthused participation amongst the households. The jury that would decide the winners would base their judgement on the skill, creativity and imagination of the household artist. What if we could engage local businesses to participate and recognize this art as a way of making Putru Village known in the neighborhood?
Well, why not?
This is how Kalpana was envisioned.
"Kalpana' was conceived for households of Putru village and was held on the Sunday morning of February 4th, 2024. The program format was simple and yet had some rules to them. The contestants needed to prepare an Alpana in their house, or in front of their house which would be showcased to a panel of eminent local people. The panel of artists and special guests would go around the village scoring these art works and the three winners would be feted at an award ceremony. The size of the Alpana post discussions with people from the village was decided to be at least 3 feet X 3 feet inches in size.
Every branding exercise is a function of three things - whether it sits right by culture, the purpose and the community it seeks to represent. The name for this civic-program was aptly coined by Arpito's father, Kalpana. As venture designers and people from the space of branding and creativity, our view was unanimous. We couldn't have thought of a better name than Kalpana (which means imagination).
The alpanas were not only judged on the basis of creativity and design but also the surrounding cleanliness and presentation style. This was deliberately woven into the program so that there was equally a messaging around showcasing how it is equally an art of beautification and cleanliness. This was after all a program of Putru village and it had to show its best side.
Bringing the program alive by involving the community stakeholders
The thought behind the whole program and event was to reinforce the proud cultural tradition of the village and to grow the sense of pride amongst the villagers in their indigenous art and culture. Of course this was also a way where a conscious community practice of this art also makes the village tidier and more beautiful. It just helps add a dimension to it. Seeding the word about the program amongst key households was key. And the news in true grapevine style spread.
The village Pradhan, Mukhiya, Deputy Mukhiya, Panchayat representative and the Jal Sahiya were also invited and were an integral part of promoting the event in the village.
The program then needed a central address, a host that would help execute the event and raise funds from local businesses and donors.
Pallishree Kutir
This whole program was hosted by Pallishree Kutir which hosts cultural activities from time to time in Putru, like the Basant Utsav (the spring cultural festival). The owners of the property, 84 year old Bhushan Chandra Gope and his wife Niyati Gope executed the entire program and helped contribute and raise funds from local businesses and donors to make the event possible. And the idea and clear. Do it with local community resources only.
Much excitement preceded the event
The weekend started and there was a pervading buzz all over the village. The previous day and evening, one could spot villagers cleaning out their yards and the road in front of their houses so as to not lose points on grounds of cleanliness.
Women folk were seen putting a layer of cow dung mixed with soot (charcoal) to create a black base on which they would draw out the alpanas. The black colour helps bring out the stark whiteness of the design and makes it appear brighter.
Pallishri Kutir was also abuzz preparing to host the jury and guests. The entrance here was also decorated with an Alpana.
The Big day. Sunday 4th February 2024. Kalpana comes alive.
Women folk in the village were up at five in the morning and started preparing for their Alpanas. They had all soaked rice the previous night and they ground them to a paste. Each Alpana took anywhere between an hour to 4 hours depending on the size and complexity of design.
The judges gathered at Pallishri Kutir in the morning for the briefing by Arpito Gope who conceptualized the entire event and the idea of Kalpana. The jury composed of artists, musicians, teachers numbered six in all. They were grouped into two teams of three judges each so that it would be easier to cover the entire span of the village.
Once the briefing was over, the two teams of jury members went house to house inspecting the Alpanas. The ritual practice had been transformed into a conscious art form and the judges were awed by the effort that each household, each lady and her children had made. There were quite a few kids who had also participated and their art transgressed their age and experience.
For the special guests and invitees, it was like a living exhibition of local art and talent. There was a festive atmosphere in the village. Households welcomed the jury groups to their house and showcased their artworks. Some of the art works were right in front of the doors or gates.
The Prize Ceremony
Once all the contestants had been ranked, the jury returned to Pallishri Kutir and deliberated and agreed on the winning artworks. The prize ceremony followed with the local residents assembling in large numbers and cheering for the contestants.
The first prize winner, an unanimous choice, won a pedestal fan, second prize winner received a table fan and the third prize winner received an electric hot plate for the kitchen. Consolation prizes were also awarded to two of the contestants.
Local press coverage that brought Putru to news
Loal press covered the event and it was a moment of great pride for the winners to see their name in print the next day.
Connecting Local Business & Community is central for place-making
Local businesses and individuals pledged their support for this activity to help take care of the costs and the arrangements. Not only does this help local businesses ingrain themselves into community activities but also helps proliferate and influence local art & culture. The community also comes closer together with such platforms and programs. This also helped the residents of the village be more aware of cleanliness around their house and public spaces.
But the most gratifying part lay somewhere else
'Kalpana' has instilled a renewed sense of pride in the women who participated. This ritual art was no longer just a traditional chore but a unique form of design expression that now had the opportunity to be presented on their own merit.
Business owners who supported the initiative, included the local white-goods store, the local chemist, the local clinic. They not only participated whole heartedly but have already made their commitments for the next edition. Guests who attended Kalpana say it is one of the most unique experiences and wanted to contribute monetarily for the event.
Kalpana Second Edition 2025
Better and Bigger
The second edition saw Kalpana spread to two more neighbouring villages of Putru, Darisahi and Pairguri. A total of 110 households from the three villges participated in the contest and this time the designs were bigger and even more richer.
The enthusiasm and the participation seems to be growing and more villages want to be considered for this unique art+civic movement.
So what is the larger story here?
A community - be it a social group, a place, a city or neighborhood is all about a shared purpose and sense of belonging that collectively powers a mission. This community building and the design of such communities can be engineered through simple programs and exercises and which can yield tremendous social impact - collective action, expression of creativity, instilling civic pride, social messaging around health and hygiene, reinforcing confidence amongst local talents, sustaining hyperlocal culture - the list goes on.
This community building can be done in several innovative ways without spending crores or involving celebrities. Local arts and local traditions are great ways to connect with people and communities be it in urban or rural India. Initiative like Kalpana are also interesting social experiments and learn by doing design-thinking initiatives that businesses and governments should leverage to explore the power of delivering social impact and good.
Kalpana is a design thinking initiative of Better Earth Coalition. It is a civic participation, community design program amongst households in villages that helps showcase the creativity and the Alpana making traditions of India. Better Earth Coalition is the impact design arm of NYUCT Design Labs. It helps organizations, communities and foundations multiply impact with design thinking and innovation.
Credits:
Building community with art