Handicraft Tourism to Become AP’s New Cultural Showcase

Seeking to transform traditional crafts into a major cultural and economic asset, Andhra Pradesh Deputy Chief Minister Pawan Kalyan on Tuesday unveiled an ambitious vision to develop “Handicraft Tourism” across the state. Drawing parallels with the success of eco-tourism and temple tourism, he said Andhra Pradesh would leverage its rich artistic traditions to attract visitors while creating sustainable livelihoods for thousands of artisans.

Speaking at the inauguration of the Andhra Pradesh Handicrafts Festival 2026 , organized by the Andhra Pradesh Handicrafts Development Corporation (Lepakshi) at Dr. B.R. Ambedkar Kala Vedika in Vijayawada, the Deputy Chief Minister reiterated the coalition government's commitment to preserving traditional art forms and improving the welfare of artisan communities.

In a significant step toward modernizing the sector, Pawan Kalyan directed officials to introduce QR-code-based digital identity tags for handicraft products. The initiative will enable buyers to access details about the artisan, the craft’s origin, and the story behind its creation by simply scanning the code. He said such measures would not only promote authenticity but also help Andhra Pradesh’s artisans gain wider recognition in domestic and international markets.

The Deputy Chief Minister also proposed the creation of video documentaries showcasing the skills, traditions, and cultural significance of various art forms. Officials believe the move could strengthen the global branding of Andhra Pradesh’s renowned crafts, including Kondapalli Toys, Kalamkari, Uppada Jamdani, Narasapur Lace, Etikoppaka toys, Bobbili Veena , and Tholu Bommalata .

Highlighting the challenges faced by artisan communities, Pawan Kalyan expressed concern over occupational health issues that often go unnoticed. He directed authorities to organize regular medical camps in handicraft clusters , noting that Narasapur lace artisans frequently suffer from vision-related ailments, while handloom and Kalamkari workers are vulnerable to musculoskeletal and respiratory disorders caused by long hours of intricate manual work.

To strengthen market access for artisans, the Deputy Chief Minister launched the Lepakshi E-Commerce App , which will be available on both Google Play Store and Apple App Store platforms. The digital marketplace is expected to connect local artisans directly with customers across India and overseas, reducing dependence on intermediaries and expanding income opportunities.

As part of efforts to formalize and strengthen the handicrafts ecosystem, the government also launched 100 Udyam Workshops across various craft clusters and inaugurated Common Facility Centres under the VBRJ scheme , with a target of bringing nearly 2,000 artisans into the formal industrial framework .

During his visit to the festival, Pawan Kalyan personally interacted with artisans and toured the exhibition stalls. He praised a Ramayana-themed “Ravana Vadha” leather puppet display presented by artisans from Kakinada and announced that Tholu Bommalata performances would be given special prominence during the upcoming Godavari Pushkaralu .

The Deputy Chief Minister purchased Uppada Jamdani silk sarees , an eco-friendly handbag made from banana fibre, and a wooden idol of Lord Venkateswara , underscoring his support for locally crafted products. He also suggested introducing battery-free scientific wooden toys in schools and encouraged artists to blend tribal Savara art traditions with epic and folklore narratives to appeal to younger generations.

Experts say Andhra Pradesh’s focus on handicraft tourism could open a new chapter for the sector by combining culture, tourism, technology, and entrepreneurship . With growing global demand for authentic handmade products and experiential travel, the state hopes to position its centuries-old crafts not only as cultural treasures but also as engines of rural employment and economic growth.

The event was attended by Textiles Minister S. Savitha , MP Kesineni Sivanath (Chinni) , Lepakshi Chairman Dr. Pasupuleti Hariprasad , Handlooms Department Advisor Suchitra Ella , and other senior officials.