In Gujarat, the government has made significant strides in promoting eco-friendly practices through the Earth Idol Fairs. Under the leadership of Chief Minister Bhupendra Patel, these fairs have been held annually over the past five years, aiming to reduce environmental damage caused by traditional plaster of Paris (PoP) idols. Instead, the fairs encourage the use of clay idols, which are more friendly to the environment.
The Earth Idol Fairs, held mainly during the Ganesh Festival, have seen remarkable success. In the last five years, over 1,702 artisans have sold clay idols worth ₹15.51 crores. The state government has supported these events with more than ₹1.51 crores. This initiative not only promotes eco-friendly practices but also provides financial assistance to local artisans.
In 2025, the fairs are set to take place from August 21 to 27 in major cities like Ahmedabad, Vadodara, and Surat. The Gujarat Institute of Clay Art and Rural Technology will organise these events, offering free stalls to registered artisans. Additionally, artisans will receive daily assistance of ₹1,000 during the fairs. So far this year, approximately 231 tons of ‘ready-to-use’ clay have been distributed to around 390 artisans in the state.
The artisans benefit from a 50% subsidy on the cost of this clay, allowing them to produce more idols. The government has implemented various campaigns to raise awareness about the use of clay idols among citizens. These campaigns include hoardings, TV ads, radio jingles, and digital media, all aimed at spreading the message of eco-friendly practices. Schools are also involved in promoting awareness by providing live demonstrations to the youth, fostering a sense of environmental responsibility.
Historically, until 2014-15, the use of PoP idols was prevalent during festivals. However, these idols pose a serious environmental threat, as their components, like gypsum and sulphur, take a long time to dissolve in water and can contaminate water sources. The presence of harmful chemicals in the paints used for these idols, such as mercury and lead, also exacerbates the problem. Recognising these issues, the state government has been proactively implementing support schemes for clay artisans since 2015-16.
Artisans interested in obtaining stalls at the fairs must apply through the e-Kutir portal (https://e-kutir.gujarat.gov.in/). For more details, they can contact the Gujarat Institute of Clay Art and Rural Technology at 079-23251681-57. This initiative not only supports local artisans but also fosters a greener environment, making it a win-win for the community and the planet.