Diwali Diyas: Artisans Earn Meager Wages Despite Surging Demand

As of October 15, 2025, the bustling lanes of Kumhar Gram (potters' village) in West Delhi's Bindapur are abuzz with activity in the run-up to Diwali. 54-year-old Yaad Ram and his family of 10 are working tirelessly to meet the surging demand for diyas, matkas, and decorative trays. However, despite the festival rush, Yaad Ram's face betrays a tinge of gloom.

The potters of Kumhar Gram have been at the heart of Delhi's festive economy for decades, sending their wares to various parts of the country and even overseas. Yet, they claim that little of the money trickles down to them. A major reason, they say, is the exploitative practices of online platforms that buy their products in bulk but pay meager rates. These platforms then resell the items at significantly higher prices, leaving the artisans with a mere 5% profit margin.

The struggle is not limited to the online space. Even in the city's bustling Diwali bazaars, the potters find themselves haggling with buyers over prices, barely able to recover their basic costs. Many younger artisans, witnessing this ongoing challenge, have chosen to distance themselves from the craft, seeking more lucrative opportunities.

Some families in Kumhar Gram have begun blending tradition with practicality, with the younger generation taking up jobs as pottery teachers to supplement the household income. Others, like Rajesh Kumar, have turned to small-scale trading, buying diyas and lamps from other potters, redecorating them, and selling them in the open market - a strategy that costs much less than baking the diyas themselves.

Despite the festival's significance and the surging demand, the potters of Kumhar Gram continue to face an uphill battle, with their meager earnings barely lasting them a few months. As the Diwali season approaches, the artisans hope that their efforts will be recognized and that they will receive a fair share of the profits generated by their creations.