Like many parts of India, the ancient art of creating poetry from clay has returned to Chhattisgarh and its popularity has also increased. Unfortunately, Chhattisgarh Government has failed to create a market for the earthen pots and cookware so that it can be taken to maximum number of people in the state. How serious the State Government has been towards its promotion can be gauged from the fact that there is only one factory ‘Ceramic Mati Sale Glazing Unit’ set up in Mahasamund district. The unit is managed by Matikala Board (Clay Sculpture Board) of Gramodyog Department. Since the inception of production in the factory in 2014-15 to date, business of pottery has been meagre and it can be gauged from the fact that the sale of pottery from April to October 2019 was only Rs 4 lakh, even as people taking care of marketing claimed a satisfactory growth in the business.

 

The Hitavada talked to one of the marketing officials of Matikala Board, I A Khan, at Rajyotsav venue on Friday, he said that the growth of the business of earthen cookware has been constantly increasing. When asked about the availability of products, he said that products can be bought from the gramodyog shops. When asked about the plan of selling the product through utensil shops and other mediums, he said that there is no such plan in place right now. About publicity, Khan said that such type of exhibitions help more in publicizing the products. “In a recently held exhibition from September 20 to October 26, we did a business of Rs 1,89,847,” Khan said. He reluctantly admitted to the fact that an aggressive marketing strategy can boost the business manifold within no time as people nowadays are more inclined towards natural and healthy things.

 

The benefits of earthen cookware include the ability of vessels to absorb moisture due to their porous nature, letting heat circulate slowly through the food being cooked, making it aromatic and retaining the nutrition, providing required minerals that include calcium, magnesium, iron and phosphorus, he said.

 

Two more units are proposed in Surguja and Kurud block of Dhamtari, but it is not possible to say when they would start production, he said.

 

He said that the making of terracotta pottery is no ordinary process. It needs skill and takes a lot of time.

“Despite these facts, range of products available with us costs between Rs 25 to Rs 500. People from all walks of life can buy and use it,” he said.