Sluggish Navratri sales despite GI tag, lament Vilacheri doll makers

AHEAD of Navratri, doll makers of Vilacheri in Madurai say the sales have been sluggish.

- M S THANARAJ @ Madurai

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.