MITTI KI KHUSHBU’ CAMPAIGN COMPLETES 5 YEARS

OVER 2,500 POTTER FAMILIES GAIN RECOGNITION, EMPLOYMENT, AND GLOBAL IDENTITY

Suraj Rohilla/Gurugram

The “Mitti Ki Khushbu” (Fragrance of the Soil) campaign, run by the A Foundation Trust, Gurugram (Haryana), has successfully completed five years (June 18, 2021 – June 18, 2026). During this period, the campaign has achieved remarkable success in economically empowering over 2,500 potter families across the country, securing social respect for them, and connecting their products to national and international markets.

Heera Amit Rohilla, the founder of the campaign, stated that traditional pottery craftsmanship has been given a new identity through modern marketing, digital platforms, exhibitions, and innovations.

The A Foundation Trust team has consistently set new benchmarks; consequently, they were honored with the National BMO Award in 2026 for outstanding work in the MSME sector. This honor was conferred by Member of Parliament Manoj Tiwari at a ceremony held in the national capital.

A significant surge in the demand for terracotta products is observed during the summer season. Sales are particularly high for items such as earthen pots (*matkas*), long-necked water vessels (*surahis*), clay cups (*kulhads*), earthen glasses, cooking pots (*handis*), and other cooling products. Earthen pots alone account for approximately 80 percent of total terracotta sales during the summer, as they are considered the most effective and healthy means of keeping water naturally cool without electricity.

Demand for terracotta products remains highest during summer in states such as Uttar Pradesh, Bihar, Rajasthan, Haryana, Delhi-NCR, Madhya Pradesh, Gujarat, Karnataka, Kerala, and Odisha. Due to growing awareness, people in urban areas are also increasingly opting for earthen pots and *surahis* over refrigerated water.

Experiences shared by the potter families associated with the campaign indicate that the four-month period from March to June constitutes the most crucial season for their annual income.

An ordinary potter’s family earns a good income during the summer months by manufacturing and selling products such as earthen pots (*matkas*), long-necked water vessels (*surahis*), and small clay cups (*kulhads*). Meanwhile, designer and decorative terracotta products have also played a significant role in boosting the artisans’ earnings.
Hira Amit Rohilla stated that “Mitti Ki Khushbu” (The Fragrance of Earth) has evolved beyond a mere campaign into a mass movement dedicated to empowering Indian artisans, strengthening the rural economy, and realizing the vision of an *Atmanirbhar Bharat* (Self-Reliant India). The initiative aims to bring thousands more potter families into its fold in the coming years, thereby passing on the tradition of clay craftsmanship to the next generation.

He emphasized that earthen products are vital for environmental conservation, health promotion, and the creation of rural employment. If society prioritizes products made by local artisans, the livelihoods of millions of families could be strengthened.

In conclusion, he conveyed this message: “If we build, a great India will rise.” Vande Mataram.  – Hira Amit Rohilla
Founder, A Foundation Trust, Gurugram (Haryana)