‘Made in India’ is indeed a prestigious label to market handicraft products in  the export markets. However, for artisans, it is their daily bread and butter,  who get recognition for their skills only if they get remunerative prices. Hence a brand name becomes crucial in marketing their products. Fighting  against the odds, the first brand of Andhra Pradesh Handicrafts Development  Corporation Ltd (APHDCL) to get a geographical indicator (GI) status is brand  ‘Lepakshi’. Lepakshi is named after a temple town in Andhra Pradesh which is known for  its sculpture heritage during Vizianagaram dynasty. Incidentally, Andhra  Pradesh’s Pochampally textile design was the first product to get the GI status  in  the country from the Controller of Designs , Copyrights and Patents office. As per available statistics,  brand Lepakshi ranks the top in the hierarchy of  other handicraft brands like Cauvery or Kairal ior PoomPuhar, etc. According to APHDCL vice-chairman and managing director Venkatramaiah the brand’s  status will help in assisting about two lakh artisans of the state to market  their products overseas. This brand has in itself nine products with GI status  under its umbrella and another 10 more are in the pipeline. APHDC was incorporated in  1982 with the state and Centre contributing Rs 1.5 crore and Rs 50 lakhs respectively  for the Rs 2 crore share capital of the corporation. Equipped with this brand, the corporation is  planning to open franchisees in the overseas markets. To this effect, the board has  approved the terms and regulations to open franchisees in the US market.  “Despite the lull period, the corporation is seeing a lot of demand for Lepaksh ibrand  and is making efforts by conducting exhibitions in Chile and Hong Kong as demand  for red sanders products are in great demand for its auspiciousness in these  countries,’’ he said. Not to leave behind the domestic market, the corporation  will soon set up stores in the premises of importan ttemples located in the country. Further, as part of its handholding exercise with  the artisans, it is helping in providing unique and  exquisite designs.The rich heritage of the state is being revived through its  promotional and marketing activities with newer and modern designs being drawn from  the Indian Institute of Crafts and Designs, Jaipur. To facilitate the artisans, who are facing the pinch of soaring raw material  (wood) prices, the corporation has set up a`raw material bank’.The government of India  has allocated about Rs 1 crore as a grant for setting up the bank which has  the capacity to store about 50 tonnes of teakwood and red sanders wood. These are being  procured by the state forest department, to be made  available to the artisans, at concessional rates. The corporation has clocked revenues worth about Rs 55 crore across 18  showrooms in the country. This constitutes Rs 20 crore from exhibitions conducted in  the country and is targeting about Rs 65 crore for this fiscal. Meanwhile, it is adding another feather to its  cap. It is the first handicraft corporation to introduce the sale of pure gold coins in lieu ofAkshaya  Tritiya, falling on Monday, considered to be the  most auspicious day for purchase of gold or silver in any form. The corporation is now  an authorised franchisee of MMTC for selling gold coins which is made available  in its branded Lepakshi showrooms and sold at prescribed rates of the  government of India.``This is part of the diversification agenda in the business.The cost of labour  and raw materials has gone up steeply in wood and other products. We see  business opportunities through this sale too,’’ he said adding that Lepakshi  showrooms would soon house silver jewellery too.