Srinagar, Oct 14: With an aim to make further improvement in designs of Pashmina and Kani Shawl and to access bigger market through e-commerce, the PHDCCI-Kashmir, in association with Directorate of Handicrafts and Handloom Kashmir, and with the support of Department of Commerce-Ministry of Commerce & Industry, Government of India, held a capacity building program for the artisans of Pashmina and Kani Shawls on 12th -13th October at Conference Hall of Numaish (Kashmir Haat) Srinagar.
The programme was attended by more than 70 artisans of Pashmina and Kani Shawls from various areas and craft clusters of Srinagar District, a statement issued PHDCCI to Ziraat Times said. Riyaz Ahamd Kawoosa Assistant Director Publicity & Exhibitions and Zahoor Ahmad from Department of Handicrafts Kashmir also interacted with Artisans regarding marketing, exhibitions and explained to them various government benefits/ Schemes for artisans. The Chief Designer School of Designs Amina Asad along with her team of Master Weavers of Pashmina & Kani Shawls acquainted the local Artisans with the latest trends to put their creativity to productive use as per the market demands and they also highlighted on topics, importance of design in Pashmina and Kani creation of refined design for export quality, New & Innovative Design Development & Quality Improvement.
Dr Anisa Jan, Dean of Students IUST University Awantipora, in her interaction, said that the tradition of Pashmina Shawl weaving has been at the heart of J&K cultural heritage for the last so many decades.
From Pashmina shawls of Kashmir to Kani Shawls, the handloom sector in Kashmir links lakhs of households that are engaged in weaving and allied activities. Being the largest economic activity in Kashmir after agriculture, the sector has played an active role in the upliftment of rural and urban households engaged in this work. Craftsmen and artisans from the deepest corners of Kashmir are now finding it easier to access bigger markets, on both national and international fronts, with the advent of e-commerce technologies and increased internet penetration in India.
She spoke about the Amazon Karigar Project, which is in partnership with 13 government emporiums and 5 government bodies which are associated with a large network of artisans. She further highlighted that the handloom sector and the lakhs of people involved in it have kept J&K traditions alive. In an increasingly globalized world, it’s imperative that we remember our roots, empower local artisans and ensure that their art reaches all corners of the world.
“Many artisans and craftsmen from across India were earlier witnessing a decline in sales and income with the growth of the power loom (mechanized loom) sector. However, this trend was reversed by e-commerce. Not only has online retail given a new market to artisans, it has also benefited consumers by providing them a variety of products that encourage the growth of India’s traditional art and crafts forms at the right price. Kashmir Pashmina and Kani Shawl is an integral cog in maintaining our cultural pride. We must make the right use of our heritage and empower those who keep it alive. She told the artisans that the IUST will guide and provide insight to the artisans how to create their own social media platforms and to post the details of their products and their skills”, she said.
Dr Furqan from Entrepreneurship Development Institute Kashmir explained to the artisans’ concepts of packaging and its role in marketing, and he also in detail provided the insight of various schemes of government through Employment Exchange and Khadi Village Board and EDI.
The artisans of Pashmina were also made to visit the school of designs wherein they observed the New Design Pattern of Pashmina and Kani and also various designs that were prepared and designed by School of designs were shared with Artisans. It was told to the artisans to often visit the school of Designs for latest designs and quality improvement of your products.
While applauding the role of the Handicraft Department and PHDCCI for arranging such a wonderful awareness workshop, the Artisans of Pashmina and Kani said on the occasion that they had gained and enriched a lot through the two-day program and will adopt the techniques learnt in the packaging, designing and Marketing of their products. They also demanded that there should be dedicated National and International exhibition platforms for Pashmina and Kani Shawl Artisans and it should be ensured that only handcrafted authentic products are being displayed and sold in Handicraft Exhibitions and Expos, PHDCCI statement added.
