Amidst the paddy fields of Elathoor, a little girl nurtured the wings of her love for terracotta. P. B. Bidula Baijunath, a renowned terracotta artist hailing from Kozhikode, has always been passionate about travelling around the world and studying various types of soils. She spent her childhood among potters, watching their techniques and often experimenting with the art herself. Bidula was just 16 years old when she carved her first successful portrait featuring her housemaid, Kalyani Amma, using the clay from the paddy field in front of her house. Let's see how the Responsible Tourism Mission of Kerala has helped her to fulfil her dream.

Located about 12 km from Kozhikode city, Elathoor village has been a centre for pottery making. The seeds of Bidula's pottery expertise were planted by Kunji Krishnan, a local potter, who imparted initial lessons alongside tales from his experience. After completing her B. Com. Course, she mastered the art of terracotta, and opened a clay studio adjacent to her house. Her enthusiasm for sourcing and researching top-quality clay has propelled her to triumph in the terracotta home décor realm for the past 13 years.

A Journey of Artistic Excellence

Bidula's terracotta creations stand out for their distinctive and recognisable style, achieved through a flawless fusion of clay varieties collected from across India. She travelled from Kashmir to Kanyakumari in search of clay, and acquired insights into the wide range of soil compositions that give the perfect blend of colour and texture to her artworks. From Rs 3 to 70, 0000, she crafts an array of products. Among the products, lampshades have the highest demand and stand out with their unique colours and patterns.

"In contrast to other artistic mediums, terracotta yields immediate results. Crafting artworks from a small lump of clay imparts a uniquely healing experience," said Bidula.

She consistently strived to bring innovation to her creations, branching out into a diverse array of clay products such as shelves, showcases, photo frames, mirror frames, stools, fridge magnets, mementos, badges, sculptures and numerous other items. Isn't it magical to create these daily items with clay, which is both sustainable and elegant?

The Art of Sculpting as a Healing Force

According to the artist, the entire procedure of terracotta crafting requires no more than 20 minutes. Notably, she was able to share her knowledge of pottery making with more than 1500 students across Kerala. Additionally, she has played a pivotal role in assisting individuals with disabilities to acquire skills in making terracotta home decor, offering them a sustainable means of livelihood. The process of blending clay with water and sculpting it into desired forms holds a profound magic, offering genuine therapeutic benefits to individuals with disabilities.

"Today, the market offers a plethora of products crafted from various raw materials. Plastics are often favoured due to their exceptional durability. It is possible to craft terracotta products as a substitute for almost all plastic products, including furniture and shelves. I also encourage tourists to consider purchasing terracotta souvenirs upon returning home, advocating environmentally friendly choices over potentially harmful materials," said the artist.

Usually, the clay she uses is sourced from Bangalore, Hyderabad, Chennai and Gujarat. The procedure involves combining clay, carving and drying. The products are then baked in a hearth for the final touch-up. Bidula's family includes her husband, a son and a daughter. Her husband's unwavering support has been instrumental in turning household adversities into opportunities, enabling her to pursue her passion and break free from traditional confines.

How has RT helped this Entrepreneur?

The door to Bidula's Clay Studio in Elathoor is always open for those who have a taste in terracotta. The Responsible Tourism initiatives have paved her way to the national spotlight by providing ample opportunities. A visit to this art paradise promises to leave you with memories for a lifetime. The guests can indulge in firsthand pottery making and take home their creations as a cherished memento of the experience.

For her, it is a pleasure and achievement to witness a smile on the visitor's face when the clay transforms into the desired form. Orders pour in from all corners of India, with a minimum requirement of 100 pieces per order. While she has created job opportunities for approximately 8 locals, she remains the sole artisan behind the crafting process. The majority of her clients include resorts, architects, interior designers and souvenir shops. Customisation is offered to all clients based on their preferences.

"Kerala is my home, and I am always grateful for it. The RT initiatives have played a vital role in helping me and other entrepreneurs build successful careers. My love for travel and soil studies has been unwavering. This initiative has provided me with the platform to explore both, enabling me to achieve my best results. RT State Co-ordinator Rupesh Kumar K. and RT District Co-ordinator Sreekala Lakshmi O. P. have always been supportive pillars for me," says Bidula.

Stepping Forward to New Horizons

Among the many products handcrafted by Bidula, the lampshades have attained the highest demand. Now, she has started to think about producing more varieties of home décor. When considering online sales, dealing with packaging and courier services can be difficult. However, she is optimistic about resolving these challenges and intends to launch online services promptly.

Achievements

In acknowledgment of her unwavering commitment to the art of clay, Bidula has recently been chosen with the Jwala Mukhi Award by the OISCA Women's Chapter. She was honoured at 'Samam', a cultural festival organised by the Department of Culture of Kerala, and received a 'Certificate of Appreciation' from the Department of Rural Development and Panchayathi Raj from the Government of Jammu and Kashmir. 

She has conducted about 300 exhibitions including the Surajkund International Mela 2023, International Tourism Summit 2023, Hgh India 2022, Malabar Craft Mela, Ente Keralam, and Sargaalya International Art and Craft Festival. Intending to bring more people to the world of pottery, she also conducted numerous workshops across Kerala.