Earlier in Gujarat, an estimated 90% of the idols immersed during Ganesh Utsav were made of Plaster of Paris (POP), which contains gypsum, sulfur, phosphorus, and magnesium—materials that dissolve slowly and pollute water bodies. Additionally, the chemical colors used for decoration often contain mercury, lead, cadmium, and carbon, further harming natural water sources.

Following a suggestion by the then Chief Minister of Gujarat, the Institute launched an incentive scheme for clay idol makers in 2015–16 to promote the use of eco-friendly clay idols and reduce the environmental impact of POP idols. The scheme has been successfully implemented for the past nine years.

Under this scheme, registered artisans receive ready-to-use clay for idol making and marketing at a 50% subsidy. They are also provided with free stalls at clay idol fairs and receive ₹1000 per day as fair assistance.

To raise public awareness about the benefits of clay idols, the Institute conducts annual promotional campaigns through hoardings, television, radio jingles, digital media, and live demonstrations in schools. As a result of these efforts, public acceptance of clay idols has significantly increased. While 90% of idols immersed in the state were once POP-based, this figure has now dropped to less than 30%, leading to a substantial reduction in environmental pollution.

1. Registered artisans are provided ready-to-use clay at 50% subsidy.
2. Free stalls in clay idol fairs, and ₹1000 per day as fair assistance.