On the Record: The Future is Handmade
Why the 10-year-old Craftmark is more than a certification seal
A father and son Kani weaving in Kashmir.
Craft is known to be the second largest industry after agriculture in the country. Craftmark, the only national certification programme for genuine Indian handcrafted products, is the seal that helps craftspeople differentiate their businesses, in both the domestic and international markets. With 187 members, Craftmark has certified nearly 90 processes including handloom weaving, printing and dyeing, wood and metal work, and paper and stone crafts. Madhura Dutta, Executive Director, AIACA (All India Artisans and Craftworkers Welfare Association), discusses Craftmark’s journey over the last 10 years through its successes, struggles and strengths.
Why was Craftmark initiated?
Until 2006, there was no genuine, quality standard mark for handmade products in India, especially to compete in the international market. The other reason to have the Craftmark seal was because of the competition from fake and mechanised products, which were not made by craftspeople.
AIACA was started in 2004 as a membership-based apex body for those working in the handloom and handicraft sectors. Two years later, William Bissell (Managing Director, FabIndia), Laila Tyabji (Founder, Dastkar) and Adarsh Kumar (Founder, AIACA) pushed for Craftmark. Today, AIACA works to influence policy decisions.
How is it different from other certifications like Handloom Mark?
Besides inducting members and authenticating processes, Craftmark has an Enterprise Support Program (ESP) which helps craft groups grow into viable businesses. There are several activities to enhance the value chain, from developing new designs and helping with product diversification to getting them bank loans, we make them market ready. These are customised for members, and then we have the Cluster Development Programme in different states. While the membership is renewed every two years, there is rigorous research and documentation done. We have now become a single window clearance for many international buyers. Also, our jury members, who are experts in the field, provide market-oriented feedback, both technical and design led.
Are there examples?
Disha from Rajasthan, who are into tie and dye, is an example. When they first came to us, their dyeing techniques needed work. We held workshops for them, and also for marketing and product management. They have grown from a three lakh to 50 lakh business. Likewise, for Dastkar Ranthambore, a craft-led group started by Laila Tyabji, we conducted design workshops. They now run a successful enterprise. It’s interesting to see how small craftspeople begin to own the space, and the confidence they get when they take their own design, material and monetary decisions.
Has it made a difference to younger generations?
While we don’t have actual data, we have seen that many younger weavers are willing to stay with the family business. For instance, in Kashmir, there is a whole family in the business of Kani shawls. The person is a National Awardee, and his three sons, all graduates, are weaving with him. Likewise in Varanasi, weavers in their 30s and 40s have felt and seen that the Craftmark tag is a differentiator, and are actually staying back to build the business.
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