What the product actually is

• Not stage props: In traditional Kathakali, performers use elaborate facial make-up (vesham) and headgear—not masks. Masks sold in markets are decorative crafts inspired by the make-up types (Pacha, Kathi, Kari, Thadi, Minukku).
  
• Typical materials: Kerala Tourism and state-run/endorsed shopping guides describe souvenir Kathakali masks as made primarily from papier-mâché or wood, then hand-painted and finished for wall décor.
  

Why it’s specific to India (Kerala)

• Design language is regional: The color codes and facial designs map to Kathakali character archetypes (e.g., Pacha/green for nobles; Kathi/red-patterned for anti-heroes), which are unique to Kerala’s classical dance tradition—hence the instantly recognizable “Kerala” look.
• Live craft ecosystem: Kerala sustains the form through institutions and craft hubs (e.g., Sargaalaya Crafts Village and state handicraft emporia), which train and showcase artisans producing these painted crafts for tourism and export.
  

Export picture

Because these are handicrafts, the HS line depends on material and intended use:

• Wooden wall masks/plaques (ornamental) → HS 4420.10 “Statuettes and other ornaments, of wood.”
  • India’s 2023 exports under 4420.10 were US$4.60 million (743,222 kg).
  
• Papier-mâché masks/plaques (ornamental) → HS 4823.90; India’s national sub-line 4823.90.20 (“Articles of papier-mâché”) is often used by exporters. (Note: global data are usually at HS-6; national 8-digit shown here for classification guidance.)
  • At HS-6 level (4823.90 “Paper & paperboard, cut to size; other articles”), India exported ~US$474 million in 2023—this is a broad basket that includes papier-mâché articles as a small subset.
  
• Masks for carnival/entertainment use (i.e., worn at festivities, not décor) → HS 9505.90 (“Festive, carnival or other entertainment articles”). The heading expressly includes masks (per customs rulings/explanatory text); do not use this when the item’s primary use is decorative wall art.
  
• Sector context: India’s total handicrafts exports were ~US$3.8 bn in FY24 (EPCH/IBEF), with woodware and paper-based artware as established sub-sectors—useful for sizing the opportunity beyond the narrow HS line.
  

Takeaway for trade classification:
• Wall décor masks → classify by material (4420.10 wood; 4823.90/4823.90.20 papier-mâché).
• Wearable festive masks → 9505.90. Document the intended use in invoices to avoid misclassification disputes.

Quality spec & strengths

A. Materials & build

• Papier-mâché: layered paper pulp/cloth, smooth gesso/putty priming, acrylic or natural pigments, clear lacquer/varnish; sturdy hanging loop/backplate. (Kerala Tourism cites papier-mâché as a standard material for these masks.)
  
• Wood: light, workable species (e.g., jackfruit/alstonia are common in Kerala crafts for mask/face décor), clean carving, sealed/painted finish. (Kerala mask-dance traditions use similar woods for painted masks and headgear in related folk forms.)
  

B. Paint & finish

• Color fidelity to vesham archetypes (Pacha green; Kathi red motifs; Kari black; Thadi white/red beards; Minukku warm glow) to preserve cultural accuracy.
  
• Gloss/UV resistance: durable clear coat to reduce fading in hospitality/retail installs.
  

C. Workmanship checks

• Even surfaces (no pinholes), crisp line work around eyes/eyebrows, secure bonding of hair tassels/fringes where used, concealed mounts, and protective felt pads for wall contact—these are expected of Kerala state emporium-grade pieces. (Kerala Tourism’s official shopping pages promote these as high-finish showpieces.)
  

D. Packaging for export

• Corner/crest protection for the tall crown, polybag + bubble wrap, inner corrugated tray, outer double-walled carton with “This Side Up / Fragile—Hand-Painted” marks; include material declaration (wood or papier-mâché) to align with HS classification.
  

Compliance notes

• USA (all consumer products with surface coatings): Lead in paint ≤90 ppm (0.009% by weight) under 16 CFR Part 1303; use certified low-lead paints and keep test reports.
  
• EU: If marketed as toys/wearable masks for children, comply with Toy Safety Directive—notably EN 71-3 migration of certain elements; for adult wall décor, this typically doesn’t apply, but many buyers still request EN 71-3 or equivalent heavy-metals testing for finishes.
  

Sourcing & clusters in Kerala

• Kerala Tourism–endorsed outlets & craft hubs (e.g., Sargaalaya Crafts Village) provide visibility on authentic styles and training; these are good starting points for supplier discovery and provenance.
  
• State shopping guides explicitly list Kathakali masks among recommended mementos (papier-mâché/wood), aligning the product with Kerala’s cultural branding for tourism/exports.
  

Strengths in international markets

• Instant recognizability of the Kerala/Kathakali aesthetic (powerful visual storytelling; compelling for hospitality and gifting).
  
• Material versatility & price tiers (papier-mâché for lighter, lower-priced SKUs; wood for premium décor) under established HS routes (4420/4823).
  
• Fits within India’s proven handicrafts export machinery (EPCH–supported category; buyers are familiar with documentation/testing expectations).
  

Quick spec template

• Model: Kathakali Wall Mask – Pacha/Kathi/Kari/Thadi/Minukku
  
• Material: (A) Papier-mâché (4823.90/4823.90.20) or (B) Carved wood (4420.10)
  
• Finish: Acrylic hand-paint; clear lacquer (gloss)
  
• Mounting: Backplate + loop; ready to hang
  
• Dimensions/Weight: e.g., 30–45 cm tall; ≤1 kg (papier-mâché) / ≤2 kg (wood)
  
• Testing: Lead in paint ≤90 ppm (16 CFR 1303) certificate; provide lab report copy for EU buyers if requested (EN 71-3 when applicable)
  
• Labelling: “Decorative wall art—not a toy/not for wearing” (to avoid toy classification when sold as décor)
  
• HS note on invoice: “Decorative wall ornament of [wood/papier-mâché] for wall mounting (non-wearable).”