The APIC focuses on increasing the opportunities for artisans by creating clear and exciting marketing platforms that foster strong connections between artisans and buyers to make crafts more accessible to consumers. This provides the potential buyers the opportunity to appreciate and buy Bhutanese craft products. This means identifying high-profile events for rural artisans to showcase Bhutanese arts and craft products. Thus, showcasing at local, national and international levels have proved to be the most crucial for this sector since the producers get to interact and engage with prospective buyers and market their products directly.
Since its inception, APIC has co-sponsored about 251 artisans and craft dealers to participate in the fairs of which 173 participants are at the national and 78 of them are in international trade exhibitions.