If you are a 90s kid, you have known the good old days, spending hours outdoors and watching Doordarshan’s iconic shows like Chitrahaar, Bioscope, and The Jungle Book. And now, when something reminds us of that time, nostalgia hits hard. Joyeeta is one such artist. Each of her illustrations is a visual treat that brings back the simplicity and innocence we often miss.

Joyeeta Connects So Deeply - The JOYeeta Effect

What drew me to Joyeeta is how she brings cultural heritage into her work, and how naturally it flows into every detail. Her art carries a kind of freedom that speaks to me as a writer. I hope to bring that same cultural depth into my writing someday. Each time I see her work, it brings me joy. That’s why, to me, she’s “JOY-eeta.” Today, I want to share her story, because her work doesn’t just decorate, it breathes. Each painting feels alive.

Watercolor collage of Indian characters in vintage and modern settings

Joyeeta's Himachali Man Illustration That Started It All

What made me write this was her recent Instagram post, a Himachali man illustration. Just the day before, while scrolling through her feed, I found myself wondering, “What would a Himachali look like in JOY’s art?”

And then, there it was. The next morning, she posted one. First, I was happy she was in Himachal. But the moment I saw the illustration, I just thought, damn. I smiled. That’s what Joyeeta does, her art connects, celebrates, and tells stories that feel strangely personal.

Himachali man drawn by Joyeeta, with mountains in the background

Joyeeta’s Artistic Journey: From Kolkata to Global Hearts

As I got more curious about her, I came across an interview published on March 11, 2022, by Rumela Basu. It introduced Joyeeta as a 28-year-old artist from Kolkata. Back then, her Instagram already had over 70K followers. Now, that number’s grown to 157K and counting.

She studied printmaking at Dum Dum’s Indian College of Arts and began her journey with art early on. Many saw it as a childhood phase, but she knew it was her path. Art brought her peace. It was always more than a hobby.

Joyeeta's Old-School Charm & Global Reach

Like many of us born in the 90s, she’s a little old-school. She was hesitant to share her work on social media. But thankfully, she did. It’s reached hearts across the globe. Her work speaks softly but powerfully, and that’s what makes it stay.

Joyeeta: Her Signature Style of Femininity, Strength, and Storytelling

Joyeeta is best known for her watercolor prints, bookmarks, murals, and more. Her portrayal of the feminine form pushes back against the tired old idea that women are “complicated.” Each piece shows the strength, beauty, and honesty of womanhood, on her own terms.

Three women in traditional attire depicted in expressive watercolor

Joyeeta and Coca-Cola: A Celebrated Cultural Collaboration

In 2023, Joyeeta collaborated with Coca-Cola for Durga Puja. The campaign, “Coke er Shaathe Roi, Pujo’r Mahabhoj”, featured her illustrations celebrating food, festivity, and family. It brought Joyeeta’s signature warmth to a national audience, proof that her work belongs everywhere.  Coca-Cola Durga Puja campaign artwork by Joyeeta, celebrating Bengali culture through bold, joyful illustration.

Why Joyeeta's Work Matters to Me

As I continue to find my voice through writing, Joyeeta’s work reminds me to stay rooted, to honour my stories, my culture, and where I come from. Her art carries that strength and honesty I hope to bring into my own work.

I have shared a few of my favorite pieces from her here, but honestly, they don’t cover the full range of what she creates. There’s so much more to her work, each piece is different, each one telling its own story.

She truly is an incredible artist.

If you would like to explore more of her work or bring one of her pieces into your own space, visit her website. And if you want to know more about her journey, I really recommend reading her full story, it’s as inspiring as her art.

If You Love This, You’ll Love This Too

And if you enjoy art that makes you pause and remember life before everything went online, you might also like this piece I wrote on The Bohra Sisters, which carries a similar warmth and nostalgia.

FAQs 

Who is Joyeeta?
Joyeeta is a Kolkata-based Indian watercolor artist known for her nostalgic, culturally rooted illustrations and feminine themes.

Where can I see her artwork?
You can explore her work on Instagram or her official website.

What makes Joyeeta’s art unique?
Her art celebrates Indian culture, daily life, and feminine strength through soft, expressive watercolors.