Handicrafts have a traditional value in a nation’s culture and heritage. With increasing globalization and rising demand for home accessory products, the global handicrafts market is expanding. Handicrafts are identified as a key income generator in many countries as their consumption patterns represent both local and international taste. The key to success remains in catering to the demands of global consumers and remaining updated as an industry. This study aimed to understand the impact of fusion branded crafts and the tourism sector on the handicraft industry in Sri Lanka. Although Sri Lanka has strong cultural roots embedded in society to develop traditional industries such as the handicraft sector, the industry as a whole is struggling to maintain its position to attract consumers. This is one of the key reasons why the study aims to identify fusion branded crafts as the key solution to revive the industry. The study identifies the theory of planned behaviour as well as branding in order to analyze the feasibility of developing fusion branded crafts in Sri Lanka. The research was conducted using a questionnaire, and the data collected comprised of quantitative data. Primary data were collected from over 100 respondents, and the data were used to prove the research hypotheses. It was found that there is a strong preference for fusion and branded crafts. Therefore, for future research, it is suggested to explore handicraft promotion strategies in terms of a rising tourism market.
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