Artisans Sidelined by Machines: Govt to launch drive against mislabelled handicrafts
Srinagar, Jul 29: Cracking the whip on rampant misbranding and counterfeit sales, the J&K government has launched an aggressive inspection drive across all registered handicraft showrooms to weed out machine-made products fraudulently sold as handmade Kashmiri crafts.
The Directorate of Handicrafts & Handloom, Kashmir, in an order issued on Tuesday, directed its district officers to coordinate with the Quality Control Division to enforce immediate compliance. The move comes as pressure mounts to protect the region’s centuries-old handicraft tradition and the livelihoods of over 4.5 lakh artisans who form the backbone of this multibillion-rupee industry.
Order No. DHHK/QCD/2996.59, dated July 29, 2025, mandates district-level inspections to ensure that only genuine handmade Kashmiri items—such as Pashmina, Sozni embroidery, Kani shawls, and walnut wood carvings—are displayed and sold at government-registered outlets. The crackdown also targets dealers misusing fake QR codes and passing off factory-made goods as artisan-made, a practice that officials say is “deeply damaging the credibility” of Kashmir’s globally renowned craft heritage.
The timing is critical. With Kashmir’s crafts earning over Rs 733 crore in foreign exchange annually, the industry is facing a credibility crisis triggered by unchecked imitation products. “This is not just about commerce—it’s about identity, culture, and survival,” said an official familiar with the enforcement plan.
The directive, circulated to all Assistant Directors and senior officials, comes days after a high-profile case in which a tourist was duped into buying a machine-made carpet for Rs 2.5 lakh, falsely labelled as handmade and backed by a fake QR sticker. The offending showroom has been blacklisted and deregistered.
“All registered dealers have been given seven days to ensure compliance or face strict legal action, including deregistration and possible criminal charges under the GI Act and Tourist Trade laws,” the circular warns.
Dealers have also been instructed to update signage clearly declaring that only handmade Kashmiri handicrafts are sold on their premises, and to visibly display valid Geographical Indication (GI) certificates—now mandatory for registered crafts including papier-mâché, Khatamband, and Kashmiri carpets.
The crackdown is being hailed as a long-overdue corrective measure to safeguard Kashmir’s artisan economy, which has been steadily undermined by low-cost, mass-produced imports and unregulated hawkers. Many artisans, especially in rural areas, struggle with job insecurity, lack of access to markets, and low wages, factors worsened by fake competition.
Officials say this initiative goes beyond regulatory policing. It aims to revive artisan cooperatives, identify sectoral challenges, and build direct market linkages for genuine products. “What’s at stake isn’t just a product—it’s a legacy,” the official added.
Whether this crackdown marks a turning point or yet another fleeting bureaucratic action will depend on how aggressively the department follows through. But for Kashmir’s artisan community, battered by years of neglect and market manipulation, it offers a flicker of hope—and a chance to reclaim what’s rightfully theirs.
