HANDICRAFT

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Enterprise Development Unit
© 2007 Ministry
Ministry of Economic
of Economic Development
Development and Trade
and Trade
Published by;
Ministry of Economic Development and Trade
Ghazee Building
Male'
Republic of Maldives
e-mail; contact@trademin.gov.mv
website: www.trademin.gov.mv
Compiled and edited by:
Mohamed Luveiz

Written by:
Ahmed Zakariyya, Mariyam Nisha, Aishath Rasha

Proof read by:

Hassan Nizam

Cover Design and Layout :

Abdulla Ziyath

Photography:
Abdulla Ziyath, Mohamed Nizal
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The Authors are grateful for the
cooperation and sharing of
knowledge extended by all those
consulted.

Special thanks to:

Ahmed Shafeeg for his invaluable

contribution made to the
handicraft and cottage industry
through his work on Dhivehi
Masakai therikan.

David Holbourne; Handicrafts and

cottage industry of Maldives. 1990.
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HANDICRAFT
 In the past Maldivian craftsmanship had a Traditionally handicraft in the Maldives
regional reputation of excellence reaching include mat weaving, embroidery (kasabu
as far as the Arab nations. However, with boavalhu libaas), coir making and lacquer
the quick progress of industrialization work. It is believed that each of these skills
followed by the opening of markets in the are confined to certain geographich
Maldives seeing a significant influx of regions, atolls or islands.
cheap, foreign-produced handicrafts, the
sector has fallen into obscurity. As studies The island of Gadhdhoo in Gaafu Dhaalu
have shown, some of the major reasons for Atoll for instance is renowned for its fine
this development involve comparative hand-woven mats made of dried hau
disadvantages of the Maldives (high (rushes) used for prayer mats and as a
transpor tation costs, fragmented decoration. The finest lacquer work is said
geography of an island state, scarcity of to be found on Thulaadhoo, in Baa Atoll.
raw materials, limited workforce), Wooden pots, boxes and vases of all
explosive growth of the tourism sector shapes and sizes display beautiful abstract
and the related construction industry, patterns in red, black and yellow.
which has absorbed all craftsmen Rin'budhoo in Dhaalu Atoll is famous for
available in the market, and availability of its goldsmiths while Hulhudeli in the same
cheap, imported handicraft products in Atoll is well known for its silversmiths.
the Maldives produced in other Asian
countries with comparative and
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competitive advantages.

1
However with cer tain initiatives inter views with Island Chiefs.
engineered by private sector individuals Furthermore, three retailers of handicrafts
there have been a number of changes in in Male' were interviewed. The official
the production aspects of these products. report of the Industrial Exhibition of 1996
More and more, shop owners are was also reviewed.
outsourcing the production of crafts to
nearby islands where their costs are lower.
Others simply buy products which
resemble the Asian culture and exhibit
them in their outlets for which there is a
high demand from unsuspecting tourists
as well as those who do not care as long as
the product is of an exotic nature.
Consequently we find that local
handicrafts are being replaced by the
influx of cheap imports from abroad, and
hitting local producers who are less
competitive in the market.

The research encompassed in the

compilation of the book involves both
primary and secondary data collection
which was exercised by a 6 personnel
team from the Enterprise Development
Unit of Ministry of Economic
Development and Trade. To this effect out
of the 200 inhabited islands in the
Maldives, 90% of the island offices were
inter viewed. The main source of
information was through telephone

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 According to literature review done in 8. Feyraanviyun - Textile
documents such as official report of the production
Maldives Industrial Exhibition organized 9. Gahanaa hedhun - Jewelry work
by the then Ministry of Trade and Including work of shell, pearls
Industries, the categories of handicraft 10. Naasheege masaiykaiy - crafting
items produced in the Maldives fall into of souvenirs such as necklaces,
the following categories. vases, dhoni from coconut
shells
1. Lacquer work 11. Embroidery work
2. Wood carving 12. Fabric Painting
3. Stone carving 13. Other forms of weaving
4. Dhigu haru liyun - Specialised - Rukufanun thakethi ufedhdhun
- Rukufanthi work
form of wood carving
15. Ilosheege masaiykaiy - eekle
5. Mat weaving
work
16. Blacksmith, Goldsmith and
silvermiths
17. Crafting dhoani
6. Roanuveshun - Coir rope work 18. household utensils including
including floor mats. spoons, fork, stirrer, lid and cutting mat.
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 19. Local broom
20. Raabadhi
21. Masgon’di
22. Kudhi dhoni
A survey of the atolls on individual 23. Traditional eekle broom
products crafted in the atolls, generated 24. Foiy gon’di
through telephone interviews with Island 25. Coconut scraper (Hunigondi
Chiefs in the atolls revealed that the and Thagari)
amount of craft items currently produced 26. Ulaa, Samusaa aai
have significantly reduced to 40 items un’dhulhi
which are presented below. 27. Diyahikkaa fai
28. Foah valhi
1. Fangi 29. Valhi, Kathivalhi, Furoa,
2. Kunaa (aadhaige) Odaa
3. Thun’du kunaa 30. Anchor
4. Saanthi 31. Fanaa
5. Sataa 32. Shell necklace
6. Floor mat 33. Traditional iron (aluminum)
7. Mulhoashi 34. Jewelry from pearland shell
8. Pot 35. Traditional hook
9. Goshi 36. Jewelry from coconut shell
10. Halani 37. Malaafaiy
11. Baiypolhi 38. Masdhan’di
12. Feyli 39. Gonu
13. Vashi 40. Dhaani un’bu
14. Coir rope
15. Libaahu hiru
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16. Pillow
17. Lacquer products
18. Fabric paints

4
 laa thelhun
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5
The lacquer is drawn and beaten in two
ways. One way is to heat the required
amount of lacquer in the fire, take it out
and put it on a piece of wood when its
melted and to smash it into small pieces
with a wooden baton before the hot
lacquer cools down. In this process, the
lacquer will keep on melting from the
heat.
Maldivian craftsmen have yet not defined
When the lacquer can be stretched like a the exact proportion of colours to be
thread, then colour is added (if required) mixed when colouring the lacquer. In the
and the lacquer is continually smashed so old days, three colours were always used
that the color gets through to all parts of to colour the lacquer. For a lighter colour,
the lacquer. yellow was used, and for a darker colour,
black was used. A Maldivian herbal
The other method of preparing the medicine in the name of Fashurisseu was
lacquer is to take a small piece of lacquer in used to bring out the light colours.
the hand and to heat it in the fire. When it A substance called Uguli was used to make
starts to melt, more lacquer is added to the red colour. The (lightness-darkness) of the
melting lacquer and is molded in to a colour depends on how much uguli is
shape by the hand. Colour can be added if used and fashurisseu can be used to make
required during this process. When the the colour lighter.
colour has been added, then the lacquer Black colour is brought by lighting an oil
can be sliced according to the shape and lantern to a piece of ceramic tile and
size required. (Thickness=1/8 inch, collecting the black tar (remains of smoke)
width=1/2 inch, length=3-4inch) collected on the tile. The most prominent
colour used in the coloring of lacquer is
The lacquer that is imported into the the black colour. However, in more recent
Maldives is divided into two types by the days, ready-made colour is used to design
Maldivian craftsmen. They are powdered the lacquer instead of making the colour
lacquer (locally called “kundi laa”) and by scratch. From these ready-made
lacquer bar (locally called “Fothi Laa” from colours, oil colour is known to be better
which lacquer bar is used mostly for the than other types. Gold and silver dust is
purpose of making handicraft items. also used to make the lacquer design look
more beautiful.
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6
 Laa fenkurun
faalees kurun

rankaru.

Laa hingun
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 aa jehun

dhigu haru bomakandhu

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8
 hangings. They are very popular as
Thun'du kunaa souvenirs to tourists too.

Kunaa weavers cultivate their own grass

and collect the leaves and roots which
are used for dyeing. The designs in these
kunaa are in four colors – natural, yellow,
brown and black. The bark of the 'uni'
tree is dried and powdered to prepare
ground dye. To make the black dye, the
brown-dyed grass is first soaked on a bed
of uni leaves until the water evaporates.
This grass is then boiled in a mixture of
coconut oil and water. The liquor is left to
cool till the water evaporates. This whole
process is repeated three times after
which the grass is washed in the sea and
dried in the shade. To prepare the yellow
dye pieces of root from the 'ahi' tree are
Thun'du kunaa or mat weaving is one of soaked, then boiled together with the
the most prominent, if not the most, of grass for about two hours. After which
Maldivian craftsmanship. These mats are the grass is boiled in liquor of fresh water,
used traditionally for sleeping, seating or sea water, and ground turmeric for about
praying. Only a knife (used for splitting an hour. To prepare natural color, the
screw-pine leaves) is used for making grass is bleached in the sun for a week.
kunaa besides the loom of wood with
the reed of split bamboo. At present, the These mats are woven to traditional
warp for the cheaper mats are made by patterns with small variations which are
unpicking plyproplyne sacks. usually introduced by individual weavers.
Sleeping mats, prayer mats, swing seat
Fine pattern grass kunaa from G.Dh. mats, etc each have specific patterns.
Gadhdhoo were used as royal gifts in the Each of these patterns have a name such
past when these mats were given as gifts as 'cutlines design', 'lockmat', 'large mat'
to the Dutch and British governors of 'dhigulu kunaa', 'gon'di kunaa' and
Ceylon from the Sultan of Maldives. 'namaadhu kunaa', etc.
These were sometimes trimmed with
gold lace work. At present grass mats are Beauty and complexity of the design
given to foreign dignitaries as gifts. usually determine the price of these
Designers of tourist resorts and hotels mats.
use kunaa as floor mats and wall
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 normally worn by men, and
Feyli viyun 3. Hatharufatheege Feyli – which was
normally worn by women as a wrap
around

Note: Bolu Feyli and Hatharufatheege

Feyli were designed separately for high
ranking officials and common people.

Another basis of categorization were

based on the names given to them for
official occasions, and they are as follows;

1. Unandhin Feyli or Unu Endhi

Feyli
2. Mathee Feyli
3. Bolu Feyli
4. Raiy Feyli (gus Feyli)
5. Bolu Feyli (Thuni Feyli)
6. Dholhi Feyli
7. Hikadhi Feyli

Apart from the use of feyli as a part of the

National Dress of women and for the
Traditionally, feyli has been a part of purpose of cultural events, feyli has not
Maldivian dress and has been a part of been worn in recent years. Feyli was
the Maldivian culture for a long time with mostly worn during the monarchy, more
records even as far as 1340s. Feyli was specifically up till 1932.
worn both by men and women in
Maldives during the monarchy. Men During the monarchy when the feyli was
wore the materials on formal occasions mostly used, it was generally worn by
while women wore it both formally and officials in the military, those in politics,
informally. sheikhs (religious leaders) and aristocrats.
When completing the official dress code,
feyli was worn around the head, waist
and hand accordingly.
Three different types of Feyli are found It was also worn by Maldivian delegates
categorized on the basis of their when representing Maldives in foreign
measurements and are as follows; countries. It was also used as a flag
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marking the tents of Maldivian pilgrims

1. Bolu Feyli - which was part of the during Hajj.
formal wear of both men and women.
2. Thinfatheege Feyli - which was

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 The main part of the feyli weaving process
is the viyaa haru, the machinery used for
weaving. Parts of the machinery and other
materials needed for weaving are listed
below.
1. Dhathi 11. Ven haru
2. Kaali (a type of 12. Firoashi
wooden frame) 13. Ulhadhathi
3. Saraka (wheel) 14. Ven
4. Kolhu mathee 15. Nolhi
5. Ulha dhathi 16. Theyri
6. Viyaa Nolhi 17. Loakashi
7. Obi 18. Thathun
8. Bonbi 19. Kani
9. Bamun 20. Mushigandu
10. Ulha haru

Those listed above are used in different

quantities for varying types of Feyli and
some other items not listed are also used
during the process.

Since the feyli is made from cotton or 'ui',

the first step in the weaving process is to
prepare the required amount of material
for the process. The masters of feyli
weavers use a combination of the most
fine material and cotton which is just a tad
bit thicker in a ratio of 4:3 respectively.
Also, since the feyli is made up of three
colors, the material has to be colored first.

The three colors used in the Feyli are

brown; black and white used in the ratio
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4:1 1/2:1 ½ respectively.

11
 amount of work done to make it shiny and
sparkling are now almost non-existent.

During the “golden days” of the feyli,

islands such as Dhevvadhu, Fodhdhu and
During the weaving process the different Kachcheymidhu were famous for its
parts of the machine is adjusted according colour combination and workings with
to the colors used in the feyli. kasabu. In recent time, Baa Atoll
Eydhafushi is well known for its feyli
The part of the Feyli that is the most weaving.
important and that shows off the creativity
of the weaver is the “kolhumathi”, the top On average, it takes about 30 minutes to
and the bottom of the feyli, which is weave a wrap around feyli. Apparently,
worked on with jewels according to a set with time allocations, one feyli gets woven
design. in 3 days time. It is impossible to learn to
weave by reading about it as it is to write
and tell all about it. It would take at least 6
months intense training to learn how to
weave the feyli.

The special feature of the bolu feyli and the

artistry of the weaver is shown by the
different designs made on the feyli with
kasabu (needlework using gold and silver
thread, the original of which is very
expensive and of very high quality).

The color, measurement and design of

different types of feyli described above are
based on the current trend of how feyli is
worn in the Maldives.

Many other types of Feyli, other than those

used as a wrap around, have a varying
number of colors. Information on how
these colors were combined and used are
very rare and in fact, in the case of the bolu
feyli (head scarf ) information on the
combination of colors, the intense
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 The outer fibre of coconuts and twine are
hand-twisted to produce coir rope which
Sataa and saanthi are crafted by has been commonly used in boats and
diagonally weaving screw pine leaves. the construction of ‘fungi’ houses or
The fundamental difference between the other similar uses of rope or twine.
two is that for the former, coarse strips
are applied in contrast to the fine strips Modern uses of coir are in the production
used in the production of saanthi. History of fungi in tourist resorts. The production
shows that these products are process is such husks are retted for a
embedded in the Maldivian culture period of a month after which they are
where these are used for sleeping and beaten with a club made from wood
seating purposes. which separates the fibre and the non-
usable material. After washing and
Overtime the craft have evolved and drying and rolling into slubs the fibre are
have been successfully adapted in tourist spun into coir on the thighs and they are
resorts where they are used for ceiling doubled by use of hand through the use
panels. of a forked stick.

Fungi are panels of plaited cadjan or

palm fronds, traditionally used for fences,
walls and roofing of houses in islands. At
present, fungi are mainly used for roofing
in resorts.

The hard portion of spine of palm frond

or the woody skeleton of the coconut
palms are used in various arts of basketry.
Like lacquer work, Baa Atoll is renowned
for the art. Historically household
products such as covers for food, sieves
and winnowers are forms of basketry.

Like sataa and saanthi, basketry has

developed to encompass products such
as waste baskets, shades for lamps,
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containers for fruits, etc.

13
In the ancient days, corals are used as a
material to build durables. Corals have
been used in construction of mosque,
walls and in mound. It is also used in the
making of tombstones.

Most commonly used tool in Maldivian

stone carving are furoa, odaa, drill,
hammer, wooden baton and rasp.

There are three ways of stone carving in

construction of a building or produce an
item. One way is by smoothing the
edges. Large coral piece could also be
put in the stand (dhiguharu) to produce
desired texture.

Corals are also carved with bomakandhu

haru (a stand). In all these carving
methods, raw corals are easier to work
with and most cases corals are left in the
sea and part by part are removed and
taken to work with.

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 Tools generally used by blacksmith are
listed below;
In Dhivehi language blacksmith is referred
as Kanburuverikan. Maldivian use metals a) Girunbaa
such as copper and aluminum to create b) Undhun
objects. c) Kirunu
d) Mushi (Hammer)
Blacksmith is one of the ancient craft e) Viruvaa unbu
works that reflects Maldivian heritage and f) Thaggandu
is carried out by many Maldivian artisans. g) Dhathi
h) Saw
i) Handas and Kakuni
j) Feeru
Tools used in fishery, agriculture, carpentry
and raaverikan, are products of Maldivian
blacksmiths. Blacksmiths create such Blacksmiths work by heating pieces of
products as light fixtures, tools, cooking wrought iron or steel in a forge until the
utensils, fishing hooks, iron anchor, nails, metal becomes soft enough to be shaped
kitchen and farm knives and axes. A skilled with tools such as a hammer. Heating is
blacksmith can, with minimal effort, make accomplished by the use of a forge fueled
a sophisticated product that looks good by coal, charcoal or coke. Colour is
and demonstrates ingenuity. important for indicating the temperature
and workability of the metal.
First coins used in Maldivian economy Sometimes the metals are heated,
were also made by local blacksmiths and liquefied and poured into desired pre-
this government trade mark was structured cast/swage/frame.
produced only by a government
authorized and appointed person.

With the introduction of electricity, this

work has seen a tremendous
development in the tools used as well as
the methods. How ever, blacksmiths in the
early days were carried in a very unsafe
manner, without taking any safety
precautions.

People from Addu atoll are famous for

their blacksmith.
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Welding is the joining of metals of the
same or similar kind such that there is no
visible joint. A mix of water, copper
powder, to a pre defined proportion is
poured into the joint and then the mix is
heated or burnt. Joints could also be
welded by using the mix of silica
(Fulhithoshi) and clay (eetu kundi).

Depending on the intended use and the

quality of the piece a blacksmith may
finish an item in a number of ways. Rasp
could be used to bring a simple finish
where as sand paper and other specialized
chemicals could be used to bring a shining
finish to the piece

Blacksmith used engraving to decorate

and inscribe metalwork. Most commonly
used tool in hand engraving is chisels.

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16
 Marketing Channels
4. Made to order,
5. Nearby islands,
6. Souvenir shops and
7. To the Maldives Industrial Exhibition
which is held by the then Ministry of Trade
and Industry.

Sales of products within the island and to

nearby islands represent those islands
which have a productive or brand image
and thus a competitive edge in a particular
type of craft such as Thulhaadhoo in Baa
Atoll.

Due to the geophysical nature of the

Maldives and the strong clustering of
resorts nearby Male' means that sales to
the capital represent a fair amount
whereby products are procured by
middlemen and channeled to souvenir
shops both in Male' and the resorts.

Marketing channels vary from one Direct sales to resort islands comprise of
geographical location to another. Islands key products such as sataa and basketry
such as Thulhaadhoo are blessed with whereby the production of such
resort islands nearby who takes up a handicrafts are organized through formal
reasonable proportion of the total mechanisms such as women's
production. Furthermore, an island which committees or island offices. Such
has resorts in close proximity has the handicrafts are largely used for decorative
opportunity to exhibit their artisanship to aspects such as 'fangi' for roofing and
tourists traveling on excursions to these basketry utilized in restaurants, etc.
islands. The survey findings on the subject
of channels of distribution of handicrafts As depicted in the graph below, direct sale
across the country revealed that there to souvenir shops ranked the lowest
were 7 major channels – together with products represented in the
industrial exhibition and sales to nearby
1. Male', islands following closely.
2. Resorts,
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3.Within the island,

17
Direct sales to tourist resorts and made to products sold within the island (which
order category ranked equally in the top comes to 14% of the total) includes those
with both the categories comprising 40% sold to tourists visiting the islands on
of the total sales. Sales to Male' followed excursions from near by resorts.
with 17% and yet lower percentage of
14% represented by the category of sales The chart below represents means by
within the island. which handicraft producers sell their
products.
It should be noted that the category of

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 As identified by Holbourne (1990) the Research shows that there are many
typical scenario in small islands is that with skilled craftsmen and women in the
the exception of those few who work for islands that have been studied. As argued
the government, most operate as self- by Mr. Mohamed Nizam, Island Chief of
employed. It is a common phenomenon GA. Gemanafushi, “We have significant
that a significant proportion of craftsmen number of handicraft producers who
and women have secondary sources of could use traditional skills and materials to
employment which they resort to produce handicraft. However the influx of
depending on the availability of time. cheap imports and the resultant
deterioration in their competitiveness in
Production of handicrafts in the Maldives the industry have led to these workers
is exercised heavily as family businesses. transforming to other types of professions
This is especially so in relation to products which are more favourable”.
such as lacquer ware in Baa Atoll where
most productions are based on family It is not only the case with Gemanafushi,
units with the exception of instances but a wide array of islands such as N.
whereby friends of family are sometimes M a r a d h o o, H a . I h av a n d h o o, Th .
brought into the circle in apprenticeship Hirilandhoo and the like, who have the
programmes. necessary skills, ability and resources to
produce traditional handicraft products.
Another key revelation is that certain
products are highly dominated by men
such as lacquer ware and blacksmithing
whilst others are heavily dominated by
women like making of rope, works of gold
lacing in traditional dresses known as
kasab, etc.

Profit-sharing operations are common too

especially in relation to building of boats
where these operations are fundamentally
operated on a temporary basis and
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seldom on a permanent means.

19
Like all open economies in the world, for the Maldivian handicraft industry to
Maldives too have had a share of effects gain a competitive advantage over other
from the global phenomena of nearby countries where more modern and
globalization. The demand for more upgraded technology are used.
modern products such as tailored
clothing, complex housing needs and the ?The local handicraf t items are
increase in the service industry in the considerably more expensive than those
Maldives has led to a decline in the imported. As a result, tourist shops in Male'
number of people producing traditional and those in the island have a higher
handicrafts in the country. demand for cheap imported handicraft
than those produced by local
Even though there is a market for these h a n d i c r a f t s m e n .
traditional handicrafts, with the increase in
the number of tourists visiting the country, ?Lack of raw materials needed in the
the labour force decline has impacted the production is also one of the main factors
handicraft industry immensely. Decreased affecting the industry today. For instance,
production led to the import of goods lacquer work is one of the areas in the
from nearby countries, which has yet handicraft industry that has the most
again created a subsequent problem by demand from the locals as well as the
being demanded more by the customers tourists. However, lacquer, being an
compared to the more expensive local imported product contributes to the high
products made from imported raw price demanded by craftsmen and in turn
materials with little labour. leads to decrease in popularity and the
switch to imported goods.
Some of the weaknesses and threats
facing the handicraft industry in Maldives ?Since the handicraft industry in the
include; Maldives currently lacks to produce a
stable source of income for the producers,
? Little product innovation – producers are they are unwilling to leave the jobs that
not completely aware of the tastes of the currently provide a steady flow of income
modern tourists and continue to use tools and switch to crafting.
and machinery that have been used since
the beginning that have become less
productive and hence, it has been difficult
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20
 According to a research done by the ADB product (e.g.: Sunhats made of palm
(2006), Maldivian handicrafts currently leaves, T-shirts with local print or painting,
have a local market share of less than 1 % blouse in traditional style, jewelry of black
according to wholesalers. Nevertheless, coral). Modern designs with an
local stakeholder working in the sector or “indigenous flair”
related sectors, see a significant potential
for locally produced handicrafts especially
in the demand from tourists. According to
the report which was based on interviews
with handicraft producers, wholesalers,
retailers and the Maldivian Association of
Tourism Industry (MATI) it was established
that the handicrafts sector has a potential
estimated volume of US$ 30million a year,
with the potential to grow up to US$ 50
million within the next five years.

These figures are based upon the

following calculation: 600,000 tourists
currently visit the Maldives annually
spending an estimated US$ 50 per person
for souvenirs/handicrafts. With more than
thirty new resorts under construction or in
planning conservative estimates of the
Tourism Industry predict 1,000,000 tourist
arrivals in 2010.

A snapshot query amongst tourists in two

resorts gave an indication of tourists'
preferences for souvenirs:

Should relate to the holiday destination

(produced in the Maldives or the region)
Form and function combined in one
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21
 (through focusing of production in
northern and southern development
nodes)
? employment generation
through the increase of market share
? creation of new Small and
Medium Enterprises (SMEs), growth of
existing SMEs
? creation of handicraft clusters
? income generation for poorer
segments of the population in the Atolls
? The Centre would be a Public-Private-
Partnership (PPP) measure, government
owned but managed by a private party.
This Centre is to have a long list of duties
and responsibilities in regard to
supporting Maldivian handicrafts. Duties
In the year 2006 Ministry of Economic for the NHC include:
Development and Trade (MEDT) has ? Removing price distortions by
developed the concept and working eliminating middlemen (e.g. tour guide
model for the National Handicraft Centre commissions);
to be established in Male' with the aim of ? Providing a stable market outlet
promoting local handicrafts. It is fo r p roducer.
envisioned that the two million Rufiyaa
project would remove current market ? Should the model of the NHC be
inefficiencies by acting as a purchaser and conducive to handicrafts development,
reseller of local handicrafts to give these MEDT would explore the possibility of two
products a better chance of competing “satellite”centres in the Atoll capitals of the
with imported goods. Northern and Southern Development
Region.
The handicraft sector has the potential for:

? local economic development

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22
 main success factors to support local
products in addition to the setting up of
the National Handicraft Center (NHC) . The
main goal of such a brand is to signal to
customers quality, local development and
cultural heritage. Initial interviews with
tourists show that there is a demand for
local products, however, that these are
often indistinguishable from cheap
imported goods due to lack of labeling
and the market domination of imports.
The purchase of a “100% Maldives”
The branding initiative – Authentic branded product would appeal to tourists
Maldivian Product – is a national so that they know they are supporting the
stamp/brand to be affixed on locally local economy.
produced handicrafts to facilitate product
promotion and marketing. The Maldives National Chamber of
Commerce and Industry, is to be given the
The establishment of national branding legal mandate for applying and enforcing
for handicrafts products, Authentic this stamp/brand.
Maldivian Product, and the promotion of
this brand is believed to be one of the
HANDICRAFT

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Enterprise Development Unit