Sluggish Navratri sales worry Vilacheri doll makers

Low awareness hits sales despite GI tag; exports steady at ₹75 lakh-₹1 crore but tariff hike may affect future orders

- M S THANARAJ @Madurai

AHEAD of Navratri, doll makers of Vilacheri in Madurai say the sales have been sluggish. Despite the Geographical Indication (GI) tag granted to Vilacheri clay dolls in March 2025, artisans say limited public awareness about the uniqueness of the dolls is hampering sales.

For generations, nearly 300 families have been engaged in idol-making, supplying dolls and figurines for religious and cultural festivals. The state government had declared Vilacheri a toy-making micro cluster in 2022, recognising its traditional craft. However, artisans lament that the GI recognition has not translated into greater visibility or higher sales.