AIACA is working towards building the Craftmark into a strong brand through a national advertising campaign, in-store displays and posters and direct mailing to consumers. AIACA is also tying up with international craft support organizations to publicize the Craftmark in other countries.

AIACA has already signed up various market leaders and leading craft support organizations to carry the mark and to support the process of publicizing and raising consumer awareness. Organizations that are in the process of instituting the mark include Anokhi, Dastkar, Fabindia, Soma and Urmul. Promotional efforts include this website that consumers can use to look up information on retailers, craft producers and craft support organizations that carry the mark. The website will also give customers the ability to look up detailed information on the craft genres of products that are being sold carrying the Craftmark logo.