Traditional clay-based industries continue to play an important role in sustaining rural livelihoods in India, despite increasing industrialization and competition from modern materials. The present study investigates the demand patterns and market structure of clay industry products in Unjha Taluka, situated in Mehsana district of Gujarat state. The research is based on primary data collected from 60 respondents, including consumers, artisans, and local traders. The study examines key aspects such as consumer behaviour, seasonal demand variations, pricing mechanisms, distribution systems, and challenges faced by producers. The findings suggest that although clay products maintain cultural relevance and environmental advantages, their demand is gradually declining due to the growing availability of alternative materials like plastic and metal. However, demand remains strong during specific seasons and festivals. The study highlights the need for innovation, improved marketing, and institutional support to sustain the clay industry.