The Craftmark initiative is an effort by the All India Artisans and Craftworkers Welfare Association (AIACA) to help denote genuine Indian handicrafts, develop sector-wide minimum standards and norms for labeling a product as a handicrafts product, and increase consumer awareness of distinct handicraft traditions. Under this initiative, AIACA will license the Craftmark logo for use by Craft-based businesses, cooperatives and NGOs for use on product tickets and labels.