Solid acids have become increasingly important for many liquid-phase industrial reactions these days. Montmorillonite clays (2:1 clay mineral) have been used as efficient solid acid catalysts for a number of organic and liquid phase reactions and offer several advantages over classic acids. Tailor made catalysts can be prepared from clays by suitably adjusting their acidity and surface area by acid activation. In the present work, preparation, characterization and performance of Pt (II) clays, Cu (II) clays, acid clay, and sol-gel hybrids of Cu (II) clays as solid catalysts in a test Friedel-Craft alkylation reaction of benzyl chloride with toluene using differential scanning calorimeter (DSC) are reported. Product formation has been analysed by FTIR spectroscopy. The main objective of this work is to show how clay as a solid catalyst affects reaction rates and activation energies. Acidity and dispersion of solid catalysts are two main factors which govern a catalysis reaction. Kinetic parameter analysis and XRD studies confirm that acid Pt (II) clay and Pt (II) clay dispersed by natural dispersants are more effective catalysts. In contrast to the reactions using AlCl3, the experimental conditions are non-polluting and the final work up does not require any aqueous treatment. © Indian Academy of Sciences.