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P a g e | 14CRAFTMARK / MARKETINGThe Craftmark initiative helps denote genuine <strong>India</strong>n h<strong>and</strong>icrafts, develop sector-wide minimumst<strong>and</strong>ards <strong>and</strong> norms for labelling a product as a h<strong>and</strong>icrafts product <strong>and</strong> increase consumerawareness of distinct h<strong>and</strong>icraft traditions <strong>and</strong> tractability of the products from manufacturer toend consumer. Under this initiative, AIACA provides license to use the Craftmark logo on producttickets <strong>and</strong> labels of Craft-based businesses, cooperatives <strong>and</strong> NGOs to help them access thenational <strong>and</strong> international market. In 2011-2012, the following were the main activities that werecarried out:Trade Fair Participation: Zurich Fair: Participation by 26 Groups. <strong>India</strong> International Gift & H<strong>and</strong>icraft Fair: Craftmarkparticipated in the <strong>India</strong> International Gift Fair underCOHANDS during 17th -20th February 201 showcasing 10new groups. UK Birmigham Fair: Participation by 26 Groups Milton Keynes Fair: Participation by 26 Groups The Green Elephant Fair (California Gift Fair):Participation by 15 groupsCraftmark remain the sole certification system for genuine h<strong>and</strong>icrafts &the certification process,gives buyers a perceived assurance of ethical sourcing, which is a major selling point.Craftmark Commercial Product Catalogue2012 Catalogue: The2012 Catalogue featuredproducts from ESAF,Grameen Vikas,Gramshree Trust,Incredible KashmiriCrafts, INTACH J&K,Miri, Orissa <strong>Artisans</strong>, RBFabrics, Shree Krishna,<strong>and</strong> UP artisansSutradhar. The theme ofthe catalogue was “Ideasfor Better Living” <strong>and</strong> arange of home products was presented encompassing morethan 200 products across 20 crafts including panjaweaving, felting, cutwork, appliqué, jamdaani <strong>and</strong> aariembroidery.Sales GrowthDirect Sales: AIACA registereddirect sales of INR 37, 13, 221for the year 2011-2012. Thisfigure does not capture salesfacilitated through Craftmarkmarketing activities thatresulted in buyers importingdirectly from craft groups.Indirect Sales: The indirectsales resulting from directlinkages of buyers to theproducer groups has growthfrom INR 3,25,00,000 (2010) toINR 15,25,00,000.ANNUAL REPORT 2011 - 12
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