Encouraged after its first venture into marketing with the Matikala Mela- the Diwali Exhibition at Lucknow's Khadi Bhawan, the Matikal Board is all set to open its permanent outlet for the sale of its products in the state capital. This store in Lucknow will be the people's one-stop store for a range of items like crockery, vessels and those of home decor, all round the year.

Lucknow's 'Made in UP' Matikala Store

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The Matikala Festival in Lucknow was organised by the Mati Kala Board with the aim of promoting clay artisans of the state ahead of the occasion of Diwali. The artisans and workers were allotted stalls to sell their products that ranged from Ganesh-Lakshmi idols to diyas, pots, terracotta and decorative items. The exhibition booked an overwhelming sale of ₹50 lakh in 10 days at the venue and this helped the Board achieve its goal.

"We received a huge response. Now, there would be a permanent outlet selling clay products round the year in Lucknow," said an official spokesman. This outlet will sell handmade products, further promoting the art of clayware and 'Made-in-UP' products. Other products under the ODOP (One District One Product) scheme would be added on. More details would be known once a budget is allocated for it, according to the sources.

The Mati Kala Board was established by the Uttar Pradesh Government in July 2018. Artisans making clay products for generations were given standardised dyes to make idols this time. The dyes were designed by empanelled artists. Besides ensuring the supply of clay to artisans, the board also provided training by empanelled sculptors so that artisans can use the dyes better.

Additional chief secretary MSME, also stated that more work will be done on status improvement and branding so that artisans can develop their own market. The efforts of the board are directed towards making the market competitive for artisans which will not only improve the quality of products but also get them a better price, making them self-reliant.

-With inputs from IANS