India’s TRUCK ART

All India Permit founder Farid Bawa talks about his efforts to preserve this cultural heritage

My family is deeply rooted in the truck business, so I grew up watching truck artists work their magic, transforming steel behemoths into brightly colored masterpieces-on-wheels.

Anecdotally, it’s said that long-distance trucks appeared on India’s roads after the Second World War, still wearing somewhat frightening wartime camouflage. But since drivers spend up to 60% of their lives on the road, they wanted imagery that reflected their emotions, aspirations, faiths, and cultural roots. And so “truck art” was born. 

Alongside brightly hued flora and fauna, gods, and demons, catchphrases like “Horn OK Please,” and “Use Dipper at Night” (“Dim Your Headlights”) joined the decorative canon.

Today, however, these artists’ livelihoods—and the existence of a unique visual tradition—are seriously threatened by the availability of pre-painted trucks and easily applied phosphorescent stickers. 

Addressing this dilemma, All India Permit (AIP) was launched in 2017 with a two-fold mission: to revive and preserve truck art, and to provide these talented artists with global recognition. To do this, we provide artists with cold-rolled steel sheets, the same material used to make truck panels. Once painted, their artwork is available for sale on our digital platform (www.allindiapermit.com).  

Our activities have recently expanded to include workshops where individuals can try their hand at this art form, and innovative corporate partnerships. Although many truck artists encourage their kids to pursue other careers, our hope is that AIP’s efforts will inspire a new generation of artists to reinterpret this unique art practice.