Srinagar: In a vibrant celebration of Kashmir’s enduring artisanal heritage, the Department of Handicrafts and Handloom today unveiled the pioneering “Know Your Artisan” initiative at the scenic Jehlum Riverfront.
The unique event—inaugurated by Commissioner Secretary, Industries & Commerce Department, Vikramjit Singh—marks the launch of a series of immersive cultural programs to be held across Srinagar over the next two months. Mussarat Islam, Director, Handicrafts and Handloom, Kashmir, along with senior departmental officials, was also present on the occasion.
Highlighting the government’s commitment to preserving and promoting the Valley’s traditional crafts, an official spokesperson noted that Kashmir’s craft heritage represents more than mere artistry—it embodies centuries of cultural identity and economic resilience.
“In today’s fast-paced market, artisans often fade into the background, overshadowed by middlemen,” he observed.
To bridge this gap, the Directorate of Handicrafts & Handloom, Kashmir, under the flagship “Soulful Kashmir” campaign, has launched “Know Your Artisan” as a transformative platform aimed at reconnecting artisans directly with consumers. The initiative seeks to bring artisans into public spaces, allowing residents and tourists alike to experience firsthand the craftsmanship, stories, and heritage that define Kashmir’s creative spirit.
The program’s objectives include:
Providing artisans with a direct platform to demonstrate their skills and engage with audiences.
Showcasing authentic crafts under the Brand Soulful Kashmir to enhance recognition and authenticity.
Strengthening market linkages to help artisans secure direct orders.
Raising awareness among youth and visitors about the diversity of Kashmir’s crafts.
Enhancing artisan livelihoods through targeted promotion and sales opportunities.
The launch event featured live craft demonstrations, interactive sessions, and display-cum-sale stalls, alongside branding activities and cultural performances that brought a festive energy to the riverfront.
At the heart of the program were seven acclaimed artisans—each a master of Kashmir’s Geographical Indication (GI)-tagged crafts:
Mushtaq Ahmad, master of Pashmina Weaving
Maqbool Ahmad Jan, expert in Papier-Mâché
Farooq Ahmad Mir (Padma Shri Awardee), icon of Kani Shawl Weaving
Mehboob Ali Beigh, National Awardee in Sozni Embroidery
Shahnawaz Sofi, specialist in Hand-Knotted Carpets
Mohammad Yousuf Muran, award-winning Walnut Wood Carver
Ali Mohammad Giru, guardian of Khatambandh craftsmanship
In his address, Vikramjit Singh lauded the initiative as a milestone in sustainable development:
“This initiative serves as a beacon for our artisans, ensuring their stories and skills reach the world directly. By celebrating Soulful Kashmir, we are not only preserving our heritage but weaving it into the fabric of future economic empowerment.”
The “Know Your Artisan” series is expected to foster deeper public and tourist engagement with local crafts, boost marketing opportunities and sales for artisans, enhance visibility for Brand Soulful Kashmir across media platforms, and generate valuable documentation for continued promotion.
As the nodal agency, the Directorate of Handicrafts & Handloom, Kashmir will oversee the conceptualization, coordination, and execution of the program in collaboration with local stakeholders—ensuring a seamless rollout of these cultural showcases across Srinagar’s most iconic venues in the months ahead.
