JVF focuses on the large number of people in rural Rajasthan and its urban settlements who have traditional values, arts, crafts and knowledge and struggle for life security and dignity in today's fast changing world. It addresses issues of poverty and marginalization.
It uses creativity and skills to generate new opportunities for livelihood and creates demand for inherited skills and traditional knowledge. It generates pride in 'virasat', reversing the rapid loss of evidences (written, recorded, practiced and built) of the past. It uses knowledge and values of the people 'virasat' to promote social harmony, tolerance and understanding among the many castes and communities of Rajasthan. It projects a vision of a new and unique Rajasthan where 'progress' and 'virasat' support each other.
It presents a replicable model for inclusive growth based in traditional knowledge and values that lie with the majority of the people.