What challenges do the Kumhar Gram potters face during the Diwali season?

The Kumhar Gram potters face significant challenges during the Diwali season, earning only a 5% profit margin despite the surging demand for their products. They struggle to recover their basic costs due to exploitation by online platforms and local markets.

How are the younger artisans in Kumhar Gram responding to the low profitability of the pottery craft?

Many younger artisans in Kumhar Gram are distancing themselves from the pottery craft, as they witness the ongoing struggle of their elders to make ends meet. Some have taken up jobs as pottery teachers in reputed schools to supplement the household income.

What innovative strategies have some Kumhar Gram families adopted to sustain their businesses?

Some Kumhar Gram families have begun blending tradition with practicality, with the younger generation taking up jobs as pottery teachers. 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.

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Diwali Diyas: Artisans Earn Meager Wages Despite Surging Demand

15 Oct

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Summary

Potters in Delhi's Kumhar Gram earn only 5% profit despite Diwali rush
Online platforms buy products in bulk but pay artisans very low rates
Younger potters distance themselves from the craft due to low profitability

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.