Rustic Himachal, is determined effort to reconnect to, REINVIGORATE and unravel our INTANGIBLE cultural heritage, which developed over the centuries with painstaking efforts of our forebears, and provided us with an evolving yet cohesive identity, however, is on verge of extinction due to the pressures of modernity.
Rustic Himachal started way back in 2013, as a small workshop in village close to Dharamsala where we experimented with Kangra painting and recycled paper; and since then we have been developing on this concept, identifying masterpieces, engaging its artisan communities and exhibiting at various platforms, giving a hope to the artisans in despair to reinvest time and effort in their traditional art and craft.

Rustic Himachal, objectives are to:

-To safeguard the Himachal's intangible cultural heritage; to identify and protect our cultural practices, tools, techniques; expression of art and the artisan communities which are in despair due to lack of conducive environment.
-To raise awareness at the local, national and international levels of the importance of the intangible cultural heritage; create opportunities to showcase the artforms via various marketing channels.
-To engage the artists and artisan communities who have so far preserved and protected the art-form; ensure that they are the primary beneficiaries.
to provide financial sustainability and due recognition to artisan's communities, their traditions, and know-how that reflect our cultural diversity.
-To use latest technologies to meet our objectives; study, research, document the practices, tools, and techniques, demonstrate their efficacy and benefits.
-To become a strong enabling platform for the artists and artisans of Himachal, and share their stories of how they surmounted challenges faced in the safeguarding and transmission of their living heritage, its practice, and knowledge to the future generation.
-To identify and mitigate the threats to our cultural heritage including the decontextualization, commodification and misrepresentation.