What makes potters in Rajasthan sale their Diwali Diyas across India?

Madan Lal Prajapati, one such potter said, “This is the first time I am selling Diyas outside my village. This Diwali, our sale has shot up. Our Diyas are being sold throughout the country. This is fetching me good income.”

What makes potters in Rajasthan sale their Diwali Diyas across India?

Khadi’s online sale has brought good fortune for its potters this Diwali. Earthen lamps (Diya) made by these potters in the remote parts of Jaisalmer and Hanumangarh districts in Rajasthan are reaching every corner of the country, thanks to Khadi India’s e-portal.

Khadi and Village Industries Commission (KVIC), this year decided to sell Diyas to online and through stores and launched online sale of Diyas on October 8, 2020, and in less than a month, nearly 10,000 Diyas have already been sold online. Huge demand for Khadi’s clay Diyas was seen from the very first day of its launch and in less than 10 days, a majority of designer Diyas were completely sold out.

Following this, KVIC launched new sets of designer Diyas that are also in huge demand. The sale of Diyas is further rising with Diwali inching closer.

KVIC has launched eight types of designer Diyas that are priced nominally between Rs. 84 and Rs. 108 for a set of 12 pieces. KVIC is also offering a discount of 10 percent on these Diyas. KVIC potters have expressed happiness that they are earning Rs 2 to Rs 3 on sale of every Diya.

KVIC is also selling Diyas and other clay items such as Laxmi-Ganesh idols and other decoratives through its outlets in Delhi and other cities. These idols are being made by potters in Varanasi, Rajasthan, Haryana and other states and are fetching good income for the potters. Diyas, on the other hand, is being procured from KVIC units in Pokharan in Jaisalmer and Rawatsar in Hanumangarh district in Rajasthan. Over 10,000 Diyas have also been sold through various Khadi outlets.

Vinai Kumar Saxena, Chairman, KVIC said, “The online sale of clay items is empowerment of KVIC potters in real sense. Earlier, potters in a particular region would only sell their items locally but with the pan-India reach of Khadi’s e-portal, these products are being sold in every part of the country. Through KVIC e-portal, Diyas made in Rajasthan are being purchased in remote states like Arunachal Pradesh, J&K, Kerala, Assam, Maharashtra, Andaman & Nicobar Islands. This has prompted an increase in production and higher income of the potters.”

Madan Lal Prajapati, one such potter of PMEGP (Prime Minister Employment Generation Programme) unit in Pokharan, said this was the first time he was selling Diyas outside his village. “This Diwali our sale has shot up. We are supplying Diyas to Khadi Bhavan in Delhi and from there it is being sold throughout the country online. This is fetching me good income,” he said.

Notably, KVIC has trained these potters and provided them with electric potter wheels and other equipment under Kumhar Sashaktikaran Yojana that has increased their production and income by up to five times. So far, KVIC has distributed over 18,000 electric potter wheels benefitting over 80,000 people of the Kumhar community.

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