Bhutan’s cherished handicraft industry is confronting a surge of imported products, a development that local artisans claim has eroded their market share. Yet government officials insist that Bhutanese craftsmanship remains vibrant and competitive, underscoring the need for a coordinated push to support local artisans.
Local sculptor Dawa Tshering expressed his frustration at trade fairs where his carefully crafted pieces often take a backseat to imported alternatives. “It is difficult to sell our work because similar products are also imported. Additionally, when we participate in trade fairs, we do not attract many customers, as they tend to choose imported products instead,” Tshering lamented. His sentiment is echoed by Dorji Wangdi, a skilled gold and silversmith, who noted that consumers still sometimes perceive imported statues—especially those from Nepal—as being of superior quality. “Over time, things have changed compared to the past. Now, artisans have become more skilled, and the quality has improved, which some people have also acknowledged,” said Wangdi.
The handicraft community points to a range of challenges that extend beyond consumer preference. High production costs have driven up the price of locally made goods, largely because raw materials are imported. This cost factor, coupled with the inherent difficulties of scaling up production to meet modern demand, has rendered Bhutanese crafts less competitive against mass-produced items from abroad. Moreover, the entrance of foreign craftsmen into the local market has further intensified the competition, especially for delicate products such as clay statues, which, while popular with tourists, are prone to breakage.
In response to these concerns, the Handicrafts Association of Bhutan is calling for an overhaul of the industry’s value chain—from the sourcing of raw materials to the final marketing of products. “Until that is done, I do not think our local crafts are able to sell well in the market. So, we have to make sure that the government, the civil society organizations, or the associations serving the craft industry, as well as the private sector, come together to ensure that our value chain for the craft industry is well organised,” stated Khampa, a Project Management Specialist with the association.
Government representatives are not turning a blind eye to the issues. Home Affairs Minister Tshering outlined a robust strategy aimed at safeguarding and promoting local arts and crafts. “My ministry, along with the Ministry of Industry, Commerce and Employment and the Handicrafts Association of Bhutan, are working on how to certify Bhutanese crafts and distinguish them from imported ones,” he remarked during a recent Meet the Press session. Tshering also noted that while the market still sees an influx of statues from Nepal, imports from India have considerably decreased, according to market studies.
Furthermore, Industry, Commerce and Employment Minister Namgyal Dorji highlighted additional measures to boost the local handicraft sector. “If we look at the Thimphu craft market, they sell only Bhutanese-made arts and crafts. Likewise, craft markets that are being constructed in Trashigang, Monggar, Pema Gatshel, and Punakha are only allowed to sell authentic Bhutanese products,” Dorji affirmed.
The Ministry of Home Affairs is actively collaborating with the Handicrafts Association of Bhutan to introduce new policies designed to shield local artisans from the competitive pressures of imported goods. This multifaceted approach aims not only to protect but also to enhance the reputation of Bhutanese handmade products both at home and abroad.
As Bhutan navigates the challenges of globalization in the handicraft sector, local artisans remain hopeful that these initiatives will pave the way for their work to be celebrated as both a cultural treasure and a viable economic enterprise.
Denki Tshering
