‘Know Your Artisan’ initiative launched at Jehlum Riverfront in Srinagar

The Department of Handicrafts and Handloom on Saturday launched the groundbreaking “Know Your Artisan” initiative at the picturesque Jehlum Riverfront in Srinagar.

As per a statement, this one-of-a-kind event, inaugurated by Commissioner Secretary, Industries and Commerce Department, Vikramjit Singh, marks the beginning of a series of immersive cultural programmes scheduled over the next two months. Mussarat Islam, Director, Handicrafts and Handloom, Kashmir, alongside other senior officials from the department were also present on the occasion.

An official spokesman of department stated that Kashmir’s craft legacy is more than mere products, as these embody centuries-old traditions that define the cultural identity and economic fabric of the Valley. “In today’s fast-paced market, skilled artisans often fade into the background, overshadowed by intermediaries,” he said.

Officials said the Directorate of Handicrafts and Handloom, Kashmir, under the flagship Soulful Kashmir campaign, has introduced “Know Your Artisan” as a transformative platform under the brand “Soulful Kashmir”.

By bringing artisans and consumers together in lively public spaces across Srinagar, the initiative spotlights the human stories, masterful techniques and deep heritage behind each craft, while forging direct market linkages to empower creators and captivate locals and tourists alike, they said.

“The event’s core objectives include providing artisans a direct stage to demonstrate their skills and engage with the public; elevating brand ‘Soulful Kashmir’ by showcasing authentic crafts and the talented hands that craft them; strengthening market connections to secure direct orders; raising awareness among youth and visitors about the rich diversity of Kashmir’s craft heritage; and bolstering artisan livelihoods through targeted promotional and sales avenues,” the spokesman said.

The spokesman said today’s launch featured captivating live demonstrations, intimate artisan interactions, and bustling display-cum-sale counters, complemented by branding exercises and cultural performances that infused the riverside venue with an air of festivity and authenticity. “At the heart of the programme were seven eminent artisans, each a custodian of Kashmir’s prestigious GI-registered crafts,” he said.

The “Know Your Artisan” series is poised to yield tangible impacts, including heightened engagement from the public and tourists with local crafts; greater recognition and marketing avenues for artisans; a surge in sales and orders both during and after events; amplified visibility for Brand Soulful Kashmir via social and print media; and the creation of valuable documented content for ongoing promotions.