“Clay speaks when shaped by Dadoos.”

The description fits Dadoos, a maker of elegant ceramic products in Khurja. This town in Uttar Pradesh, India, often called the “ceramics city”, was on the brink of collapse.  In the 1980s, units faced closure because of acute power shortage, polluting processes and high costs. The government withdrew support and traditional artisans were out on the streets. Dadoos was one such unit but it came under CRC’s fold.

CRC intervention meant developing designs and products, keeping ethnicity and environment in mind. It worked on markets that supported sustainable initiatives and managed Dadoos’ communications and packaging too. Today, Dadoos has its own design centre, making customised products. It is the recipient of three National Awards from the President of India for its ceramics that literally speak for themselves.