It is recorded that to avoid the oppression of the iconoclast Mughal emperor Aurangzeb, the image of Shrinathji, a child manifestation of Krishna was installed in Nathdwara in 1670 by Goswami priests from Mathura.
After this, many artists, including the famous Acharya Gopinathji, motivated by religious fervor came and created paintings of Srinathji.
These artists mostly live in Chitron ki gali (Street of paintings) and Chitrakaron ka mohallah (colony of painters) and make a close community with constant interaction.
Most works produced in this style revolve around the figure of Shrinathji as a manifestation of Krishna and refer to the incident of him holding the Govardhan hill on his last finger.
Each pichwai painting is considered a seva or an offering to the deity and hence personifies Shrinathji as a prince with jewels and luxuries, surrounded by the milkmaids, gopis.