bg_image

Mati Mela Yojna

Mati Mela Yojna

 

Scheme Name: To Provide a Marketing Platform for the Promotion and Sale of Clay Craft Products.

 

A significant number of artisans in the state are engaged in various clay craft related activities. To enhance their artistic skills and resolve the technical issues they face in their daily work, the Institute implements various schemes to promote pottery production. The main schemes include: 75% subsidy assistance for tools such as electric pug mills and electric potter’s wheels, providing one energy-efficient kiln for every two artisan families, and free skill-development training programs such as pottery skill-building workshops, clay toy/kulhad making, mud-work training, and training for terracotta ornaments and other clay articles.

 

To ensure better market promotion for the products of pottery artisans across the state, Industries and Mines Department, Government of Gujarat has approved a new scheme “To Provide a Marketing Platform for the Promotion and Sale of Clay Craft Products.” vide GR No. IMD/MRT/e-file/9/2026/1825/KH1 Dated: 20-08-2026

 
Objective of the Scheme:
 

Pottery artisans in the state possess rich traditional skills and craftsmanship. However, their clay craft products—such as decorative Clay craft items, clay toys, kulhads, diyas, mud-work items, terracotta ornaments, and other clay articles—do not receive adequate market access. Since most artisans work in rural or semi-urban areas, their products often do not reach consumers directly. Due to lack of proper market arrangements, dependence on middlemen, and limited modern marketing knowledge, artisans do not receive fair value for their work.

 

In the current scenario, aligned with the national initiative “Har Ghar Swadeshi – Ghar Ghar Swadeshi,” the government is giving special attention to promoting indigenous products and strengthening local handicraft industries. Encouraging the use of local, traditional products has become essential. Therefore, organizing clay craft sales fairs is necessary to fulfill the vision of “Har Ghar Swadeshi – Ghar Ghar Swadeshi” and to directly link the products of local artisans with consumers across the state.

 

Considering these factors, the new Scheme “To Provide a Marketing Platform for the Promotion and Sale of Clay Craft Products” is approved and launched in the Budget for the year 2026-27.

 

The primary objective of the proposed scheme is to ensure that clay craft products created by artisans reach the market. For this purpose, the Institute will organize sales fairs and provide artisans with free stalls to encourage sales. Implementation of this scheme will offer the following benefits:

 
  1. Promotion of Local Products: A platform for the exhibition and sale of indigenous clay craft products made by artisans.
  2. Customer Feedback & New Design Insights: Through customer interactions at the fairs, artisans will gain guidance to improve their products based on market demand.
  3. Market Linkage & Brand Recognition: The fairs will enable artisans to connect with traders, wholesalers, and sales organizations, giving their products wider recognition.
  4. Preservation of Traditional Art: The fairs will raise awareness of Clay craft and help sustain traditional craftsmanship.
  5. Economic Self-Reliance & Self-Employment: With sales platforms available, self-employment opportunities will increase, empowering artisans financially.
  6. Boost to "Vocal for Local" in the State: Exhibition and sale of local artisans' clay craft products will give strong momentum to indigenous goods.
 
Eligibility Criteria for Artisans:
 
  • The artisan must be engaged in the production of decorative pottery items, diyas (clay lamps), kullhads (clay cups), mud work items, clay jewelry, clay articles, etc.
  • Only one person per artisan family can avail the benefits of this scheme.
  • Artisans must possess an Artisan Identity Card issued by the Government of Gujarat / Government of India / any State or Central Government Board, Corporation, Institution, or any authorized agency. Alternatively, if the Artisan Identity Card is not available, the artisan must submit a certificate issued by the Talati-cum-Mantri of the respective village (as per the prescribed format) certifying that the artisan is engaged in the pottery profession.
  • The artisan must be a resident of Gujarat State.
  • The applicant artisan must be 18 years of age or older.
 
Benefits:
 
  • Artisans participating in the fair who remain present and sell pottery/clay items will be eligible for a fair assistance allowance of ₹1,000/- per day for the days present during the fair period. This assistance also includes a lump-sum freight allowance for transporting goods to and from the fair venue.
  • Eligible artisans will be allotted a stall free of cost at the sales fair.
 
   Click here to download Application form 
 

Schemes GRs

SR No. Schemes GR No. GR Date Download
1 Mati Mela Yojna IMD/MRT/e-file/9/2026/1825/KH1 20-08-2026 PDF