In the absence of branded merchandise from ‘Incredible India’, international tourists have no option but to purchase souvenirs from overpriced stores.

The merchandise with illustrations inspired by the traditional folk arts of India are designed to be sold across airports and tourist destinations.
They were hand drawn, scanned and finally digitized. For this exercise three of the most popular arts were chosen — Gond, Madhubani and Kalamkari. The end result has more to say about India than the clichéd “Taj Mahal” or “elephant” marble miniatures.

This project was created during an internship at Ogilvy, Delhi.