The Indian handicraft industry is the second largest income generator in the rural sector. But unfortunately, due to the advent of mechanized goods and industrialization, this sector faced many repercussions. This resulted in mass unemployment in the artisanal community of India, and also major loss in the tradition of Indian handicrafts. Therefore, to resolve this prevailing issue, their startup Country Clay came into existence to revive the dying art of ceramic pottery in India as their primary objective.

With the technological advancements and higher labor costs, it is rather sad to see the manual authentic art and culture being taken over by machinery, technology, and new industrial innovations.

On their visit to a village in Uttar Pradesh, one of the potters mentioned that it is unfortunate that this profession has now become a hand-to-mouth existence for them.

Their Ceramic Art range is made with Indian clay which masters the art of handmade imperfection. It has more than 140 SKUs and a wide range of kitchenware, tableware, bathware, home & living products. What differentiates them  from other ceramic players is their studio pottery collection which moves beyond the potter’s wheel to create design collections that suit modern design aesthetics. TheirCeramic artist’s team or ceramist (as they like to call themselves) have years of experience in hand-crafting myriad shapes and adding diverse design features. The collections at Country Clay are thus truly limitless.

The core ethos of the brand is to provide its customers with a “Signature Look” that gives them a clear distinction. This means customers can connect with their design team and custom create a line of products that blends with their personal/professional brand style.

Their Single-Glazed Line of Ceramic Products- Tableware, Drinkware, Serveware, Home and Garden Décor gives their customers the option to mix and match or add color accents where they are needed to create varied design themes suited for different occasions.

Their Double-Glazed Line of Ceramic Products helps you curate your own Signature Line suited to varied Design and Décor Themes as per the customer’s personal Brand Style.

The Melting Pot of varied Design Inspirations, their Hand Painted Line of Ceramic Products gives form to varied artistic expressions. The artisans are ours but the canvas is customers’.

Customers can get inspired by design artists and myriad cultures and decorate their own space.

And you must be wondering but why now? After further research and consumer analysis, they found that over the last decade consumer behavior has shifted from using natural and handcrafted products to their plastic alternatives.

India generates 9.46 million tonnes of plastic waste annually, of which 40 percent remains uncollected and ends up choking drains, rivers, piling up landfills, etc Hence, they decided to become a plastic positive brand and came up with product ranges that are completely natural and free of any chemicals/toxins. They are conscious of the externalities of plastic and the challenges it poses to the ecological balance and would like to make a small but tangible difference in the environment with Country Clay.

They also launched 2 side ranges namely bathing essentials and aromatherapy range:

Standing as a true loyalist of natural and organic ingredients, their bathing essentials range of handmade soaps, shower gel, body wash, face mask, body mask, and face scrub has more than 40 SKUs infused with natural essence from plants, herbs, clays, and natural mineral pigments that will convert your bath time into a luxurious spa experience every time you use them!

Their aromatherapy range of incense sticks, incense cones, essential oils, aroma candles, and wax tablets is made with every drop of pure floral extracts and delightfully intoxicating scents of nature’s most fragrant flora.