Bagh Print for Gen Z: Cultural Storytelling through Print and Pattern

Abstract

Bagh print is a traditional hand-block printing art practiced in Bagh village of Madhya Pradesh. Known for natural dyes, geometric arrangements, and unique red–black color palette, this craft is a representation of cultural memory and artisanal knowledge passed across generations. However, modern consumer culture, fast fashion, and digital buying patterns have reduced public understanding of handmade textiles. On the other hand, Generation Z is emerging as a consumer group that values authenticity, sustainability, personal identity, and visual storytelling. This research explores how Bagh print can become a bridge between heritage and youth culture. It studies the complete printing process, analyses the challenges faced by artisans, and explains how storytelling, documentation, and modern design innovations can attract Gen Z. The research concludes that the survival of Bagh print depends on combining tradition with contemporary communication—especially digital media, designer collaborations, and transparency in production.

Introduction

Bagh print is a traditional hand-block textile craft from Madhya Pradesh, practiced mainly by the Khatri community. Its motifs—drawn from nature and architecture—are created using carved wooden blocks and natural dyes on fabrics like cotton, silk, and chiffon. Each step, from block carving to printing and finishing, involves skilled, labor-intensive, 100% handmade processes.

Challenges:
Despite its cultural and artistic value, Bagh print faces survival issues: low awareness among youth, competition from cheap machine-printed fabrics, economic instability for artisans, limited modern designs, lack of digital presence, and declining interest among younger generations of craftsmen.

Gen Z Market Potential:
Gen Z values unique, handmade, eco-friendly products with ethical production and meaningful stories. Bagh print aligns naturally with these preferences, offering opportunities for revival through modern applications like streetwear, home décor, limited-edition collaborations, and digital storytelling.

Revival Strategies:
Successful revival can involve:

• Storytelling that highlights motifs and artisan heritage

• Visual marketing through social media (Reels, Shorts, close-up videos)

• Influencer collaborations

• Workshops and educational engagement

• QR codes linking products to artisan stories

Cultural Significance:
Bagh print is more than fashion; it embodies history, craftsmanship, sustainability, and community memory. Engaging youth can ensure its preservation while making it relevant as a contemporary design language.

Conclusion

Bagh print is a living heritage that communicates culture through colors, blocks, motifs, and human effort. To reach Generation Z, it must be presented as: 1) sustainable fashion, 2) a form of identity expression, 3) and a meaningful story rather than just cloth. By combining tradition with technology—like social media, designer collaborations, QR storytelling, and modern silhouettes—the craft can renew its relevance and increase artisan income. If these steps are implemented, Bagh print can survive not only as a museum craft, but as a modern cultural symbol worn proudly by today’s youth.

References

[1] Government of India. “Handloom and Handicraft Census Report.” Ministry of Textiles, multiple editions. [2] UNESCO. “Handmade for the 21st Century: Craft Revival and Cultural Sustainability.” 2020. [3] Dastkar. “Indian Handloom and Artisan Livelihood Study.” 2022. [4] National Institute of Design (NID) craft documentation on Bagh Print. [5] National Institute of Fashion Technology (NIFT) research papers on block printing and natural dyes. [6] Craft Council of India reports on artisan clusters and cultural textile heritage. [7] Online marketplace case studies: Jaypore, Okhai, Gaatha – showcasing storytelling in crafts.

Copyright

Copyright © 2025 Shivani Singh Rajput . This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.