Indian Handicrafts…Present and the Future…!!!
By Rachita Malik
India is known for its rich heritage of art and culture. Within a few kilometers, with the change in the regions, comes a unique different craft, very specific to those regions. Such a varied and diverse pool of rich human creativity leaves everyone awe-struck.
Special retail formats, like those of State and Centre emporiums backs and supports this diversified industry. Such formats not only market the handicrafts but also help the artisans for a living. The Handicraft Industry stands at a whopping 100 Billion worldwide and India being a 1.2% share of the total. Cheap Labor rates, a low capital investment and a very large potential market (domestic and international) has encouraged this industry to grow.
In spite of the large demand, there is a dismal supply. This feeble situation is because of the lack of knowledge of current market trends, lack of skilled labor and the required technology. Also, the crafts are confined to particular communities in the rural areas, the cities are still untapped. More-over the industry lacks proper promotion of the hand crafted products. If such factors are controlled, there are more opportunities for the market to grow, as there is a demand of the Indian crafted products in countries like US, Canada, Britain, France, Germany and Italy.
There is a big transformation where the demand is concerned. The demand has shifted from decoratives to a more utility category. Gone are the days when handicrafts were only for the premiere segment, they are now positioned in a more contemporary and a utility category. This change can definitely bring a new perception and help in the development of fashion and lifestyle industry.
Clearly there is scope and an opportunity for growth and the right kind of marketing approach can flourish the Indian Handicraft industry further globally.
