It is often said that so much of our future lies in preserving our past and one person who truly lives by this philosophy is Rachita Choudhary who is the founder of brand ‘RACH’ रच. A multifaceted personality in the true sense of the term, Rachita wears many hats including that of an artist, interior designer, entrepreneur, budding author, art collector and art connoisseur. An ardent art lover she is passionate about the cause of conserving, preserving and sustaining traditional Indian art.
Eclectic Early Life
Born in Mumbai and raised in Ahmedabad (in the state of Gujarat), Rachita is a qualified interior designer from the M.M.S.I.D School of Design, Pune. “At the age of 19 along with my studies, I did a few apprenticeship programs with notable architects and also dabbled in various art forms such as weaving, calligraphy, visual merchandising and music. I also designed an exhibition display for the prestigious publishing house, Society Magazine” says Rachita.
Rachita went on to pursue her masters in Interior Architecture from the University of Berkeley (USA). “Limn is an established design firm in SanFrancisco and this was my first international job. Here I got tremendous exposure in not only designing and but also in design styles like Art deco, Bauhaus, Renaissance etc. which motivated me to study art history in depth. This confluence of the east and west was a turning point in my life and added a lot of gravitas to my education” says Rachita.
Rachita has also worked with her husband’s family business of textile exports as a creative director and has also built a children’s fashion brand from scratch all while hustling continents until she moved back to India in 2022.
Journey into Heritage Conservancy
Rachita’s journey from interior design to art specifically started in 2015 when she was a volunteer for Art Basel in Miami and a member of the ASID art forum in Florida. “India is rich in indigenous art and hence I did not have to look far for motivation. I soon realized that we do not do much to encourage or support our local art forms. This was when I decided to start RACH studio which has been built on the pillars of art and emotion. ‘RACH – रच‘, (a name stemming from the Sanskrit word “Rachayita” which means creator) is a studio and an indigenous atelier that has been formed to conserve, preserve and sustain traditional Indian art. We also offer services to curate and choose art that reflects your personal story, by restoring heirloom pieces and blending cultural art” says Chennai based Rachita.
Passion for Pichwai
Rachita considers herself a storyteller as much as a heritage conservator, and her most important ‘story’ is about the discovery and appreciation of the magic of exhibiting indigenous, traditional art in contemporary spaces. Rachita’s deep-rooted connection to Shekhawati, her ancestral homeland in Mawar fuels her mission to revive and preserve the sacred art of Pichwai. Pichwai is an art form that finds its roots in the 15th century when the deity Shrinathji was moved from Vrindavan to Nathdwara as protection against Mughal invasions. These intricately hand-painted pieces of art commemorate the various facets of Lord Krishna’s Leela. They are created on a piece of hand-spun cotton with artisans making the first sketch of the outline of the composition with charcoal. Then, he/she meticulously fills in details using vibrant colors made from vegetable dyes and natural brushes. At times, paintings are enhanced using gems and crystals. The application of gold and silver leaf, that gives the painting its signature radiance is done with great care and is the most intricate part of the process.
What sets ‘RACH’ apart is not just its exquisite collection of Pichwai art but its dedication to authenticity and deeper appreciation for India’s cultural heritage. “I noticed that art forms like Spanish art, Moroccan tiles, and African art forms were widely used internationally and even in India. However, traditional Indian art forms did not enjoy the same popularity. Resurgence and harmonizing traditional art within a contemporary setting is not just about aesthetics; it’s about creating a narrative that reflects the collective memory and the evolving culture of a space” says Rachita
According to Rachita, by integrating traditional art forms into contemporary spaces we not only preserve these rare art forms but also make them relevant to today’s audience. It is important to create an ecosystem where artisans can thrive, be financially stable and sustain their craft. ‘RACH – रच’ offers a tantalizing range of carefully curated works of ‘objets d’art, created by skilled artisans or discovered in old collections. “Our audience includes international clients, art enthusiasts, and anyone looking to add an eclectic touch to their decor. The response has been overwhelmingly positive, with people appreciating the blend of traditional and modern design elements. We upgrade ourselves creatively with new themes in Pichwai. At our atelier, we aim to create a demand through these timeless pieces. Apart from supporting artists, we also encourage and promote teaching techniques to students” says Rachita.Balancing the integrity of traditional Pichwai art with contemporary appeal involves staying true to the roots of the art form and ‘RACH – रच’constantly keeps evolving with colors and patterns. It is Rachita’s firm belief that while shifting artistic trends often fade into oblivion, heritage pieces are powerful representations of a rich tradition and have an appeal that transcends time.
