PRAYAGRAJ, July 27 -- Traditional pottery, once on the verge of decline as plastic products flooded the market, is witnessing a revival in Prayagraj as artisans embrace modern designs, improved technology and financial support, officials claim. According to officials, the chief minister's Matikala Scheme aims to promote eco-friendly clay products while generating sustainable livelihoods for traditional potters. District Khadi and village industries officer Jawahar Lal said on Sunday that artisans could avail themselves of loans of up to Rs.10 lakh with a 25% subsidy. "They are also provided with electric potter's wheels and pug mills free of cost to improve productivity," he said. "During the current financial year, the district has been allotted 45 electric wheels and three pug mills, with the selection process already completed. Since the scheme launched in 2019, a total of 463 electric wheels have been distributed free of cost in Prayagraj." Changing consumer preferences have also encouraged artisans to diversify their products. Manoj Kumar Prajapati, 49, of Giddhar village in Lalapur, whose family has been engaged in pottery for generations, noted that they previously made only earthen lamps, pitchers and traditional utensils. "Today, we produce designer kulhads, water jugs, cups and plates, pickle jars, toys, floor tiles, wash basins, flower pots, and decorative clay lamps, all of which enjoy strong market demand," he said. Prajapati added that financial assistance of Rs.5 lakh under the scheme enabled him to purchase an electric wheel, while a government-supported pug mill further expanded his production. The mechanization has reduced physical labor and significantly enhanced output, allowing artisans to increase their earnings. The initiative is helping preserve a traditional rural craft while discouraging migration by creating better local livelihood opportunities. Additionally, growing awareness of the health and environmental benefits of earthenware has boosted demand for terracotta and clay products across the region....