The dying art of ceramic pottery in India due to change in Consumer Behaviour which primarily prefers plastic products over natural products

The Indian handicraft industry is the second largest income generator in the rural sector. But unfortunately, due to the advent of mechanized goods and industrialization, this sector faced many repercussions. This resulted in mass unemployment in the artisanal community of India, and also major loss in the tradition of Indian handicrafts. Therefore, to resolve this prevailing issue, our startup Country Clay came into existence to revive the dying art of ceramic pottery in India as our primary objective.

With the technological advancements and higher labor costs, it is rather sad to see the manual authentic art and culture being taken over by machinery, technology, and new industrial innovations. 

On our visit to a village in Uttar Pradesh, one of the potters mentioned that it is unfortunate that this profession has now become a hand-to-mouth existence for us.

And you must be wondering but why now? After further research and consumer analysis, we found that over the last decade consumer behaviour has shifted from using natural and handcrafted products to their plastic alternatives. India generates 9.46 million tonnes of plastic waste annually, of which 40 percent remains uncollected and ends up choking drains, rivers, piling up landfills, etc.

Hence, we decided to become a plastic positive brand and came up with product ranges which are completely natural and free of any chemicals/toxins. We are conscious of the externalities of plastic and the challenges it poses to the ecological balance and would like to make a small but tangible difference on the environment with Country Clay. We reduce what we need, reuse as much as we can, send little to be recycled, and compost what we cannot. Our products are created by conscious decisions based on the true wellness and oneness for our planet and our consumer without being heavy on the pocket of the customer.