Craft is primarily a cultural identity of the people but it also signifies an exchange of products and services. Many communities in the Reserve face the issue of meeting the demands of the market without compromising on the cultural symbolism of their craft. The Toda community, for example, found it difficult to adapt to the changes required for bringing their products to the market. In 2008 the work to getting the Toda embroidery under Geographic Indication (GI) was undertaken with the help of Winlexis from Bangalore and 2013 Keystone finally successfully advocated for getting the GI mark for Toda Embroidery.

A geographical indication (GI) is a name or sign used on certain products which correspond to a specific geographical location or origin (e.g. a town, region, or a country). The use of GI may act as a certification that the product possesses certain qualities, is made according to traditional methods or enjoys a certain reputation, due to its geographical origin. Keystone is now in the process of obtaining Craft Mark for all the community crafts.