As Nigeria grapples with its worst economic crisis in generations, the potential of the country’s long-neglected traditional craft industry offers an opportunity not only to preserve the country’s rich cultural heritage, but also to play a major role in reviving the economy while creating millions of jobs. After all, the traditional craft industry has made a significant contribution to the economic transformation of India and other countries in Asia. Why not in Africa?
The economic success of the craft industry in some Asian countries, such as India and Nepal, is evident not only in job creation but also in their contribution to GDP and export earnings. In India, for instance, a total of 2.18 million people were employed full-time in the craft sector in 1988. At the time, the sector contributed significantly to foreign exchange earnings, with handicrafts accounting for 16 per cent of India’s total exports and 13 per cent of Nepal’s total exports.
More recently, according to the International Market Analysis Research and Consulting Group (IMARC Group), India’s handicraft market reached $ 4,277.5 million in 2023 and is even projected to hit $7,817.8 million by 2032, with a compound annual growth rate (CAGR) of 6.9% during this period. India’s handicraft industry employs over 7 million people, many of whom come from rural areas where employment opportunities are limited. The industry generates approximately $3.5 billion in annual exports, illustrating the global demand for handcrafted goods.
Similarly, in Thailand, the craft sector contributes to tourism, with traditional Thai silk and ceramics being a major attraction for visitors. Government support through various initiatives, such as the One Tambon One Product (OTOP) programme, has enabled local artisans to market their products both domestically and internationally, creating jobs and reducing poverty in rural communities. Thailand’s OTOP programme has generated $8.6 billion in sales since 2019.
Further, in Vietnam, craft villages specialising in the production of items such as pottery, rattan, lacquer, mosaic and bamboo products have become important contributors to the economy. These villages have maintained traditional production methods while integrating modern design and marketing strategies, making Vietnamese crafts highly competitive in the global market. Vietnam’s handicraft exports are valued at more than $3.5 billion annually.
These figures underline the potential of the craft industry to drive economic growth, particularly in Nigeria and other African countries where these sectors remain underdeveloped. By investing in and revitalising the traditional craft industry, Nigeria could create millions of jobs, reduce poverty and diversify its economy away from oil.
Historically, Nigeria was a hub for various traditional crafts, including textiles, pottery, woodcarving and metalwork. During the pre-colonial era, indigenous technologies in pottery, leatherwork, textiles, handicrafts and ironwork flourished. They were of significant economic value and deeply embedded in the cultural and social fabric of the time. Europeans were avid collectors of Nigerian artworks, which were highly prized around the world.
The rich history of Benin bronzes, the exquisite Adire fabrics of the Yoruba and the intricate beadwork of the Igbos are just a few examples of Nigeria’s craft products. However, as oil became the dominant economic driver, this traditional industry suffered neglect, leading to a decline in both the production and global appreciation of Nigerian crafts. For decades, Nigeria’s economy has been heavily dependent on the oil sector, which accounts for around 91% of the country’s export earnings and over 60% of government revenue.
Drawing on lessons from India, Thailand and Vietnam, Nigeria needs to pay attention to specific factors that have helped boost the craft industry in these countries.
First, the government should implement policies that provide financial incentives to artisans and craft entrepreneurs. This could include tax breaks, grants and soft loans to support the production and marketing of crafts. In India, the government has established the National Handicrafts Development Programme, which provides financial assistance, training and marketing support to artisans.
Second, to compete globally, Nigerian artisans need training in modern design techniques, quality control and marketing. Establishing craft training centres across the country is one way to ensure that artisans are equipped with the necessary skills to innovate while preserving traditional methods.
The Nigerian government should also actively promote the country’s crafts both domestically and internationally to facilitate market access. This could include participating in international craft fairs, setting up online platforms like India’s for selling crafts, and creating craft clusters that serve as tourist attractions. Crafts are also intrinsically linked to cultural heritage. By promoting tourism, Nigeria can attract visitors interested in learning about and buying traditional crafts. Investment in craft villages, similar to those in Vietnam, could serve as both cultural preservation centres and tourist attractions, creating additional sources of income.
In short, the traditional craft industry holds immense potential for Nigeria as a major contributor to economic growth and job creation. The steps taken to support this industry could also serve as a blueprint for other African countries.
