The Struggle and Decline of a Traditional Craft
In life, circumstances sometimes force individuals to abandon their ancestral professions to survive. This is the inspiring journey of Devendra Kumar, a resident of Jharoda Panda village in the Saharanpur district of Uttar Pradesh. Coming from a family of traditional potters, Devendra grew up watching his father craft beautiful clay items on the potter's wheel. However, after an unfortunate accident befell his father, the responsibility of the family fell squarely on Devendra's shoulders. Although he tried keeping the ancestral trade alive, the advent of modern utensils and declining demand severely impacted his business.
Eventually, with unsold goods piling up and profits dwindling, Devendra was forced to shut down his pottery work. To feed his family, he took up pulling a horse carriage through the streets. Despite enduring harsh weather and grueling physical labor, the meager earnings were barely enough to make ends meet. Yet, deep inside, his passion for his family's traditional craft remained unextinguished.
Matiakala Rojgar Yojana: The Turning Point
Devendra's life took a positive turn in 2025 when he learned about the Uttar Pradesh government's Chief Minister Matiakala Rojgar Yojana. He immediately applied through the Khadi and Village Industries Department. After completing the necessary formalities, he received a loan of two lakh rupees. This financial backing proved to be a major turning point, giving him the much-needed confidence to restart his family business on a larger scale.
With funds in hand, Devendra modernized his product line to meet contemporary market demands. Instead of sticking solely to traditional earthen pots, he began crafting over two dozen varieties of decorative and utility items, including flower pots, fancy water campers, piggy banks, designer diyas, and various idols.
Expanding Reach and Empowering Others
Today, Devendra's clay creations are not restricted to his village alone. He receives bulk orders from Charthawal, Muzaffarnagar, and even neighboring Haryana's Karnal district. Recently, he received a major order for flower pots from Karnal, requiring an entire truckload of goods. His artistic temple model was even showcased and appreciated in Lucknow.
Beyond his personal success, Devendra has also become an employer. He currently provides livelihood opportunities to four other workers at his workshop, transforming a once-abandoned family trade into a thriving enterprise that supports multiple households.
