With temperatures touching 43 degrees Celsius in Ludhiana, residents are increasingly turning to traditional earthen pots, or matkas, to keep drinking water naturally cool. This trend, largely driven by Instagram reels and WhatsApp forwards promoting the health benefits of clay utensils, has seen customers queueing up at pottery stalls despite having refrigerators at home.

Shopkeepers say the trend has particularly picked up among well-off urban families seeking a "back to basics" lifestyle during the scorching summer. One buyer, Asha Bhandari, visited a local market to purchase a clay pot for her son, who wanted to try fermented rice stored in a clay pot after watching videos on Instagram and YouTube claiming it improves gut health and helps reduce body heat.

Pottery sellers across the city said demand for matkas and other clay utensils has surged sharply over the past few weeks. Another buyer, Amita Sharma, said she saw the benefits of drinking water from matkas on an Instagram reel and decided to buy one, adding that elders in the family do suggest drinking matka water to stay hydrated and maintain gut health.

Rekha, who runs an earthenware shop in the city, said clay pots sell in large numbers every summer. "Prices start from ₹100 and increase according to size and design. Customers especially prefer matkas fitted with taps. Some customers prefer painted matkas," she said. She added that people are now becoming more conscious about the health benefits of traditional products.

"Many customers believe water stored in clay pots tastes better and remains naturally cool without refrigeration," Rekha said. Another seller, Lucky, said his family has been associated with the pottery business for three generations. "We prepare simple clay pots ourselves using natural soil, while decorative and painted pots are sourced from outside," he said.

According to shopkeepers, growing awareness about sustainable living and health concerns has encouraged many residents to switch back to traditional clay utensils. They also credited social media platforms for popularising the use of matkas among younger consumers. The trend reflects a broader shift toward traditional wisdom as people seek natural, chemical-free alternatives for everyday living.

The matka revival is not just about nostalgia. Clay pots naturally cool water through evaporation, keeping it at a pleasant temperature without electricity. The porous nature of clay allows water to breathe, and many believe it adds essential minerals to the drinking water. As temperatures continue to rise across India, this simple, sustainable solution is gaining traction in cities and towns alike, proving that sometimes the oldest answers are the best ones.