‘Branding, packaging vital for expanding reach of Kashmir handicrafts’

Srinagar, Sep 16: The Directorate of Handicrafts and Handloom, Kashmir, organised a one-day capacity-building programme on branding and packaging of Kashmir’s handicrafts under the World Bank–aided Raising and Accelerating MSME Performance (RAMP) scheme.

The workshop, inaugurated by Director Handicrafts and Handloom Kashmir Mussarat Islam, aimed to equip artisans and weavers with practical strategies for effective product branding and modern packaging to enhance competitiveness in domestic and global markets.

Deputy Director Trainings Mirza Shahid Ali and senior faculty from the J&K Entrepreneurship Development Institute (JKEDI) were present. Experts from JKEDI conducted sessions featuring hands-on guidance, case studies and design approaches.

Over 100 artisans and producers, particularly those associated with G.I, ODOP and DEH products, participated. The programme introduced grassroots craft producers to evolving consumer preferences, branding tools and value-added packaging techniques.

A departmental spokesperson said the initiative is part of a wider series of capacity-building programmes designed to strengthen MSMEs and the artisan community by improving product positioning and market access.