Handicrafts are unique cultural expressions made using local materials and craftsmanship. While traditionally isolated, handicrafts are now part of the global home accessory market influenced by fashion trends. Indian handicrafts have evolved from Mughal era through periods of princely rule, imperialism, independence movements, and today. Major handicraft categories include wood, metal, pottery works. The government promotes handicraft exports through emporiums and initiatives to support artisans and develop new designs. Top export markets for Indian handicrafts are the US, UK, UAE, Germany and France.

1. WHAT IS HANDICRAFT?
• Handicrafts are unique expressions of a
particular culture or community through local
craftsmanship and materials.
• It is no longer possible to look at traditional
artisan communities and their products in
isolation from global market trends and
competition.
• Handicrafts are part of a much larger home
accessory market, which includes handcrafted,
semi handcrafted, and machine-made goods.
The home accessory market is strongly
influenced by fashion trends, consumer
purchasing patterns, and economic conditions
in end markets

2. EVOLUTION OF CRAFTS IN INDIA
 Mughal era
 smaller Princely states
 Imperialism
 Swadeshi Movement
 After Independendence

3. TYPES OF HANDICRAFTS IN
INDIA
 Stone work
 Metal work
 Pottery
 Wood craft
 Gems and Jewellery
 Paintings
 Textiles
 Leather works
 Carpet Weaving
 Bamboo Craft

4. KEY MARKETS AND EXPORT
DESTINATIONS
• Handicraft exports from India
increased by 13.5%.
• Total export of handicrafts from India
is expected to grow by 10% to US$3.5
billion in FY 2016-17.
• Indian handicrafts are exported across
geographies with the top 10
destination being the US, the UK, the
UAE, Germany, France, Italy, etc.

5. GROWTH
 In April-September2016 the export of
various segments registered positive
growth
o Art metalware -28.23%
o Wood wares-9.52%
o Hand printed textiles & scarves-8.54%
o Embroidered & crochetted goods-11%
o Shawles & Artware-4.76%
o Imitation jewellery-15.9%

6. Marketing Practices in
Handicrafts:
 Marketing touches everyone's life.
 Marketing involves a large number of
activities, including Marketing research,
Product development, Distribution, Pricing,
Advertising, and Personal selling, Sales
promotion, Packaging and Branding.
 Marketing combines several activities
designed to sense, serve and satisfy
consumer needs while meeting the goals of
the organization

7. GOVERNMENT EMPORIUM
STATE NAME OF EMPORIUM ITEMS AVAILABLE
 Madhya
pradesh
Mrignayani Crepe Silk, Chanderi
Sarees,Handicrafts
 Uttar Pradesh Gangotri Metal &Wood crafts,
Chikankari,Zardozi
 Kashmir Zoon Shawls, Carpets etc
 West Bengal Manjusha Silk&CottonSarees,
Brass items,
Darjeeling tea.
Tripura Purbasha Bamboo & cane made
items
 Bihar Amrapali Madhubani painting &
Gems
 Tamil Nadu Poompuhar Bronze stuff, Tanjore
Arts, Silk

8.  Andhara Pradesh Lepakshi Handicrafts
 Gujarat Gurjari Printed cotton,
miniature paintings&
jewellary
 Rajasthan Rajasthali Brassware, Marble
ware, paintings
 Maharastra Trimourti Pottery, glass & lac
made items , Gems
 Karnataka Cauvery Bronze items,
Teracotta arts,
Sandle wood crafts
Assam Pragjyotika Wooden items,
Handloom sarees
 Himachal Pradesh Himachal Wooden products,
shawls, Handlooms

9. MAJOR PLAYERS
 ART METAL WARE- Aligarh , Jaipur , Jodhpur ,Delhi, kerala,
Jaiselmer, Madras
 WOODEN CRAFTS- Srinagar,Jaipur , Jodhpur ,Jagdalpur,
Bangalore,Mysore Madras
 EMBROIDERED GOODS – Gujarat, Jodhpur, Lucknow,
Agra,Amritsar, Kullu
 MARBLE & SOFT STONE CRAFTS - Agra, Madras
,Jodhpur, Jabalpur ,Jaipur
 IMITATION JEWELLARY- Delhi, Moradabad, Jaipur

10. INITIATIVES TAKEN BY
GOVERNMENT OF INDIA
 In India, the Ministry Of Textile is responsible for the
formulation of policy, planning,development, export promotion
and regulation of the Handicraft Industry.
 Some policies & rules are as follows:
 1.There are no restrictions regarding location for establishing
manufacturing units
 2. All producers of handicrafts are exempt from obtaining
Industrial License to manufacture.
 3.The delicenced undertakings, however, are required to file
an Industrial Entrepreneur Memoranda (IEM) in Part A with
the Secretariat of Industrial Assistance (SIA), and obtain an
acknowledgment.

11.  5000 Carpet artisans shall be formally
trained in hand knotted and hand tufted
carpet weaving
 Distribution of Improved Tools to the
Artisans of Pottery/Terracotta and Wooden
Craft
 5 months Integrated Design Project for
wooden toys of Varanasi
 Design workshop for Soapstone Craft
 Souvenir Development Project
 Enrollment of 30 New Handicraft Exporters
of Varanasi
 Textiles minister distributes PAHCHAN
identity cards to artisans of Gujarat