The Phad painting tradition of Rajasthan is more than 700 years old, and it originated in Bhilwara, Rajasthan. The painting style depicts legends of Rajasthani folk deities like Pabuji and Devnarayan, worshipped by the nomadic Rabari tribe. This craft is also closely linked to an elaborate music-and-dance tradition, by balladeers known as the Bhopas.

Traditionally, folk singers carry painted phads and an indigenous musical instrument, the ravan hattha. They travel from village to village narrating stories from the Ramayana, Hanuman Chalisa, and other mythological tales. The phads of Pabuji are normally about 15-feet (4.6mt) in length, while the phads of Devnarayan are normally about 30 feet long. This traditional art form was practised only by the artists of Joshi communities, until about 50 years ago.

In 1960, renowned artist Shree Lal Joshi opened a school called Joshi Kala Kendra to teach this distinct style of painting to keen learners. Now, the school is called Chitrashala, and is located in the city of Bhilwara in Rajasthan.