For Devendra Kumar, a resident of Jaroda Panda village in Saharanpur, clay has always been more than just raw material; it has been the foundation of his life and livelihood. His family craft of making clay pottery and other items, which he practiced since childhood, eventually declined, forcing him to close the business. To support his family, he started working as a horse cart driver, but this also became a heavy burden on the family.
The situation changed in 2025 when Devendra learned about the Uttar Pradesh state government's program—the 'Matikala Rojgaar Yojana' (Matikala Employment Program). He applied to the Hadi Handicrafts Department and, under this program, received a loan of two lakh rupees. After receiving the credit, Devendra decided to resume his traditional craft on a larger scale.
With the funding, working with clay returned to his home. He now produces not only traditional pottery but also various items according to market demand. Among his products are flower pots, planters, decorative water containers, glass items, piggy banks, lamps, and various figurines. According to Devendra, he makes over two dozen types of clay products.
The most significant changes have occurred in sales. Previously, buyers came from the village only occasionally, often leaving finished products unsold, and the low price did not allow for sufficient profit, which ultimately led to the gradual closure of the business. However, the situation is different now.
Thanks to the government program, Devendra receives orders not only from Saharanpur but also from cities such as Chartawal, Muzaffarnagar, Karnal, and other settlements. He notes that he is now paid good money for the finished products, and demand is constantly growing. Thus, the very clay business he had to give up has once again become a significant source of income for his family. Devendra emphasizes that he produces goods according to incoming demand. Demand for lamps and other clay items also increases during Diwali. For example, he received a large order to produce carts of pots from Karnal.
The Matikala program provided Devendra with another opportunity: he was invited to Lucknow to showcase his clay products. He sent several attractive items there and also prepared and sent a model of a temple. This model was approved and subsequently taken to Lucknow. For Devendra, this was the first time his craft reached such a level. Devendra believes that his story is not just one of restarting a business; thanks to the income from this venture, he was able to hold his children's wedding and provide for his family. His two sons work, and other family members also assist in the work. His wife and children are also involved in this business.
Today, Devendra works with four other people. That is, a business that was once closed due to decline and low sales has now become a source of employment for others. Devendra says that the family works constantly, and four other people work for him. He notes that the received loan helped restore the business. Nevertheless, he believes that if he had received a larger loan, he could have built a larger factory and increased production. He has both labor and demand, but large-scale production requires additional resources.
The clay business was connected to Devendra's life since childhood; his father also engaged in this on a large scale. After an accident involving his father, the responsibility fell on Devendra. He took over management, but the business was not thriving then. Over time, when the work slowed down, he closed it. Now, after many years, this family craft has returned with new methods and markets. Devendra points out that previously he worried about selling finished products, but now demand comes from various places. During festivals like Diwali, the demand for items such as lamps increases, while at other times pots, flower pots, figurines, and other items are produced.
The loan of two lakh rupees, obtained under the Matikala Employment Program, gave Devendra a chance to revive his closed business. Today, his clay products leave the village and reach other cities. The family supports its needs through this business, and four other people find employment alongside it. For Devendra, this family craft has once again become the foundation of his family and employment.
