Kerala to lead sales of Indian handicrafts abroad

Kairali, the public sector Handicrafts Development Corporation of Kerala, has been entrusted with the task of finding overseas partners for the sale of Indian handicrafts abroad. The move originated at a meeting of representatives of handicrafts corporations of various States of India and will be carried out using the service of hypermarket chains.

Kairali managing director Karimpuzha Raman told the media that Kairali would identify and promote abroad, especially in Europe and Gulf countries, handicrafts from all States. This is expected to generate Rs.300 crore a year, he added. “This is a challenge and responsibility for us. But the potential is huge,” Mr. Raman said. Tamil Nadu Handicrafts Corporation managing director Santhosh Babu and Andhra Pradesh Handicrafts managing director Shailaja Ramaiyer will assist Kairali in selection and marketing.

The Kairali MD added that Kerala handicrafts would be made available globally through online marketing companies soon. The process is in its final phase. Over 10,000 traditional handicrafts of Kerala, including the Aranmula mirror, Nettur jewel box, Thrissur wood elephant, and wooden boats of Kozhikode, can soon be purchased through online marketing companies.
Mr. Raman told media that lack of proper marketing was a major hindrance to the expansion of Indian handicrafts, though their demand worldwide has remained steady. “Across the globe, there are people who are fond of Indian culture and its handicrafts. But there is a huge disconnect between manufacturers and potential buyers owing to lack of proper trade connectivity,” he said.