Indigenous Tourism in India: Evaluating the Strengths of Mithila Painting Art and Heritage and Suggesting Integrated Marketing Development Approach for Sustainable Promoti

  • Abinash Kumar Jha
  • Jitendra Mohan Mishra
  • R C Anu Chandran



Since many generations, the folks of Mithilaecifically, the womenfolk have been creating a vigorous and distinct style of painting, known for its free hand skating and use of natural colures, carry forwarded from one to another generation through ‘mother’s-to-daughters’ tradition.

Author Biographies

Abinash Kumar Jha

Pondicherry University, Puducherry, India; 


Jitendra Mohan Mishra

Indira Gandhi National Tribal University, Amarkantak, India

R C Anu Chandran

Pondicherry University, India; Puducherry