The Uttar Pradesh Mati Kala Board has created history by recording sales exceeding ₹4.20 crore during 2025-26, marking a remarkable 27.7% growth year-over-year despite operating fewer stalls than the previous year. This impressive performance underscores the state government's success in reviving traditional pottery and connecting artisans directly with consumers.
Record-Breaking Performance Across Three-Tier Fair System
The achievement showcases the effectiveness of a three-tiered fair structure designed to maximize market reach and consumer engagement. The flagship 10-day Mati Kala Mahotsav at Khadi Bhavan in Lucknow, held from October 10-19, emerged as the standout performer, generating ₹1.22 crore through 56 artisan stalls. This single venue's success demonstrates the appetite for authentic pottery products in urban markets.
Regional fairs organized simultaneously in Gorakhpur, Agra, Kanpur Dehat, and Moradabad during October 13-19 mobilized 126 stalls that collectively achieved ₹78.84 lakh in sales. Meanwhile, district-level fairs spanning 70 districts across the state (October 17-19) proved to be the initiative's backbone, with 509 stalls generating ₹2.19 crore—₹91 lakh higher than the previous year's district-level sales.
Efficiency Gains Over Volume Growth
What makes this year's performance particularly significant is that it was achieved with considerably fewer total stalls compared to 2024-25. Last year, 878 stalls generated ₹3.29 crore in sales. This year, despite reduced stall numbers, the higher revenue demonstrates improved product quality, enhanced fair management practices, and strengthened market linkages between artisans and buyers.
Buyers enthusiastically embraced local crafts and traditional products during the fairs, stated the CEO of Khadi and Village Industries and General Manager of the Mati Kala Board. This consumer enthusiasm has directly translated into significantly higher incomes for artisans and growing brand recognition for Mati Kala products in both domestic and international markets.
Government's Strategic Support Driving Success
Chief Minister Yogi Adityanath's vision to uplift traditional artisans and promote indigenous handicrafts has been instrumental in this success story. The state government's concentrated efforts in marketing, branding, and skills training have enabled pottery products from Uttar Pradesh to penetrate national and international markets effectively.
A landmark policy decision—allowing members of the Prajapati community to extract clay free of cost from village ponds—has substantially reduced production costs and ensured uninterrupted manufacturing capacity. This initiative reflects the government's commitment to protecting traditional crafts while simultaneously enabling artisans to remain economically competitive.
Expansion and Future Roadmap
The Uttar Pradesh Mati Kala Board, established specifically to protect and promote traditional crafts while strengthening artisans' economic security, has already transformed thousands of families into self-reliant entrepreneurs. The Board plans to expand fairs to additional districts in the coming years, aspiring to provide Uttar Pradesh's pottery products with an even stronger presence in global markets.
Through advanced training programs, design development initiatives, exhibition management, and comprehensive branding strategies, the Board is ensuring long-term economic sustainability for pottery artisans. The direct consumer connection model pioneered through these fairs is proving to be a transformative approach that preserves heritage while building modern market opportunities.
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