The public sector Handicrafts Development Corporation of Kerala, better known as Kairali, will take the lead in selling Indian handicrafts abroad using the services of hypermarket chains.
A meeting of representatives of handicrafts corporations of various States, held in New Delhi recently, decided to entrust Kairali with the task of finding overseas partners for sale. The move is expected to generate Rs.300 crore a year. The decision was taken at a meeting convened by Samir Kumar Biswas, Development Commissioner (Handicrafts), under the Union Ministry of Textiles.Kairali managing director Karimpuzha Raman told The Hindu that Kairali would identify and promote abroad, especially in Europe and Gulf countries, handicrafts from all States. “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.
Online marketing
Mr. Raman Kerala handicrafts would be made available globally through online marketing companies soon. The process was 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 said 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.
