Craftmark Certified Products launched on

With a vision to empower and encourage the growth of artisans and weavers its mission to bring all forms of Indian crafts online and expand the selection for customers, Amazon India today announced the launch of multiple sellers associated with All India Artisans and Craftworkers Welfare Association (AIACA). Through the launch of these sellers, Amazon India will have a significant impact on the lives of more than 5000 artisans associated with AIACA from over seven states across India. These sellers will benefit from SOA fee waiver as part of Amazon’s Stand for Handmade initiative.

The launch will help showcase over 550 products handcrafted by artisans, and sold by sellers on These products come with a Craftmark certification that AIACA licenses to its artisan organizations, craft-based businesses, cooperatives and NGOs for use on their products. With this launch, sellers will get an opportunity to showcase unique Craftmark certified products like handloom brocade weaving by weavers from Banaras, stone carving products from Agra from various artisans, among many more to millions of Amazon customers.

Amazon India recently introduced the ‘Stand for Handmade’ initiative to help over 10 lakh entrepreneurs including artisans, weavers and women entrepreneurs, rebound from the economic disruption caused by COVID-19. As part of the Stand for Handmade initiative, more than 8 lakh artisans and weavers from Amazon Karigar program and more than 2.8 lakh women entrepreneurs from Amazon Saheli program will benefit from SoA fee waiver. The fee waiver will also be available to the sellers launched in association with AIACA.

Pranav Bhasin, Head – MSME Empowerment & Seller Experience, Amazon India said: “We remain committed to help artisans embrace online selling and expand their business. It will help thousands of artisans to showcase their unique products to millions of Amazon customers.” Pranav further added, “This launch is an extension of our Stand for Handmade initiative which has already helped artisans, weavers and women entrepreneurs rebound from the economic disruption caused by COVID-19 with a 3X growth.”

“COVID has dealt a body blow to the livelihoods of the artisans and craft enterprises; many of whom were already on the margins of the development discourse in the country. What a full-fledged or partial recovery will entail goes beyond reliefs, sops and bailouts to a committed resilience building strategy that places the strategic needs of small artisans and enterprises up front and centre. This would include concerted efforts to provide differentiated and easy-to-access financing instruments to the sector, promote the reinventing of marketplaces through a digital up-skilling strategy and exploring means of repurposing business keeping in mind COVID realities. The collaboration between AIACA-Craftmark and Amazon is a first step towards the digital access to new/emerging markets for authentic handmade products by certified groups/artisans.” said Sreya Mozumdar, Executive Director, AIACA|Craftmark.

A dedicated Stand for Handmade storefront has been set up to help generate customer demand for the locally crafted, handmade products from Karigar and Saheli sellers. The storefront showcases traditional handicrafts & handlooms along with highlighting stories of craftsmen and their works, helping take their stories closer to consumers. Customers can discover and purchase products from artisans and women entrepreneurs from different parts of the country by visiting specific pages created for selections from North, South, East, West and Central India.

Customers can also discover unique products made by artisans and weavers on the Amazon Karigar storefront. Since launch in 2016, the Karigar program has made a difference in the lives of over 8 lakh individuals’ part of weaver communities from over 20 states and union territories. has also partnered with 22 Government Emporiums and 5 Government bodies to showcase authentic crafts to craft lovers and increase market connectivity. Today, Karigar showcases over 60,000 products, including 270+ unique arts and crafts from over 20 states.

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