Presently consumers are witnessing a third wave of craft in the world. It seems that this time handmade is their favourite cue. Present study argues that exaggeration of handmade in context of craft may led to consumer behaviour that buying handmade contributes in authentic or sustainable consumption. We conducted a review of literature of Indian craft from production and consumption perspective. Present study helps to understand the debate of handmade versus machine-made in context of Indian craft.

KEYWORDS: handmade, craft, punchline, consumers, Indian crafts