Call it a story written in clay, a tale of revival and reinvention. Aruvacode, the potter's village in Malappuram, once had the best potters in the region. About 100 families engaged in traditional pottery followed their trade of making pots, household utensils and other objects. The scarcity of clay, firewood and other raw materials, and the advent of steel, aluminum and plastic took the sheen away from their earthen products. By 1993, survival had hit rock bottom. It led to the intervention of NGOs committed to reviving the languishing craft. That is when educationist-activist-designer KB Jinan launched the Kumbham Handicraft Project with the help of the potters of the village.
The potters reinvented what they knew best, the art of working with clay. They developed the concept of terracotta, introducing new products in the market such as fancy tiles, dinner sets, candle stands and other lifestyle products which soon made their way into the high-end market. The products, eco-friendly and affordably-priced, have caught the imagination of new-generation architects and interior designers. Today Aruvacode's products have become sought-after artistic pieces.