Overseas markets, especially US and Europe has growing demands for Indian handicrafts like metal wares, wood wares, hand-printed textiles, embroidered and ‘zari’ goods, imitation jewelry and carpets. These products are getting more popular in last few years and expected growth in demand in coming future.
Though overseas markets have huge demand, buyers sometimes deter due to the quality issue.
Government is working to tag some traditional handicrafts such as Brassware from Muradabad and Chikankari from Lucknow as 'Indian Handicraft' as a method of assurance of quality and genuineness. Under ODOP (One District One Product) scheme, Government is taking serious steps on India handicraft brand and working on standardization in the processes involved in the making of these products to make sure quality of the raw materials and process followed in its making is of international standard.
Prime Minister Mr. Narendra Modi-led NDA government understands the importance of Indian handicrafts. Handloom and handicrafts have been identified as areas of an impulse to generate employment, and the exercise of brand development is seen as a movement that can help the sector take a leap.
Five handicraft products have been identified for initial phase which is geographically limited to one region.
It is often difficult for buyers to distinguish between handmade and machine-made products. But once the handmade products are certified as 'Indian Handicrafts', the branding will help overseas market to pay a premium for such products. Since handmade products are unique and same design can never be repeated, it will overall provide a boost to craftsman creativity and its financials.