The Craftmark initiative helps denote genuine
Indian handicrafts, develop sector-wide minimum
standards and norms for labeling a product as a
handicrafts product, and increase consumer awareness of
distinct handicraft traditions. Under this initiative,
AIACA will license the Craftmark logo for use by
Craft-based businesses, cooperatives and NGOs for use on
product tickets and labels.
Why support Craftmark?
With over 23 million craftspeople, the crafts sector
is the second largest employer in India. Many
communities in India depend on their craft skills as a
source of income. The craft sector keeps rural
communities alive, sustains families, and allows
children to gain education. Supporting the craft sector
breaths life into a heritage that is over 4,000 years
old! It maintains the transfer of valuable traditional
knowledge from elders to youths and master craftspeople
to students. Buying hand-made products delivers a
livelihood to millions of skilled craftspeople that
proudly create unique, high-quality products by hand.
Above all, in an evolving global village where
homogenous products dominate our lifestyles, craft
products stand apart in their distinctiveness and
cultural reference. Thus, purchase of craft products not
only allows consumers to buy quality products but also
maintain a connection with their culture.
In order to be competitive in the marketplace these talented craftspeople
need assistance in developing their enterprises and skills in a manner that
allows them to compete in efficient modern markets by evolving innovative
marketing and design possibilities. By creating consumer and market awareness of
the key elements of craft –distinctiveness, uniqueness, focus on livelihood,
sustainability and environment, we need to collectively usher in an era of
ethical and sustainable consumerism. Craftmark guides Indian crafts into the
modern world - training craftspeople across India to become competitive
professionals, helping communities and families to live, encouraging craft
processes to blossom and creating awareness in modern consumer markets.
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