From Loom to Label: Kashmiri women artisans learn branding tricks

Srinagar, June 26: In a major push to empower women artisans and boost the market potential of traditional crafts, the Department of Handicrafts & Handloom, Kashmir, on Wednesday held a one-day capacity-building workshop under the Raising and Accelerating MSME Performance (RAMP) initiative.

The workshop, focused on modern branding and sustainable packaging, brought together around 100 women artisans from Srinagar district, including members of the Meeras Carpet Weavers Industrial Co-operative Limited—the registered proprietor of Carpet GI.

Expert sessions were conducted by faculty from the National Institute of Fashion Technology (NIFT) Srinagar—Dr. Yasir, Syed Azhar, and Shashi Ranjan—who shared hands-on techniques in design innovation, branding strategy, and eco-friendly packaging. The training aimed to equip artisans with tools to enhance the appeal and market value of their products, particularly those covered under GI (Geographical Indication), ODOP (One District One Product), and DEH (District Export Hub) schemes.

Speaking on the occasion, Shahid Ali, Deputy Director, Handicrafts, underscored the importance of aligning traditional crafts with modern market demands. He stressed that branding and packaging are critical not only for reaching broader markets but also for preserving the cultural identity of Kashmiri handicrafts. He reaffirmed the government’s continued support under the RAMP programme to promote capacity-building initiatives across Jammu & Kashmir.

Participants responded enthusiastically to the workshop, praising the interactive format and practical relevance of the sessions. Many expressed interest in further training and collaborations.

The Department of Handicrafts & Handloom reiterated its commitment to holding more such programmes across the region, aimed at fostering inclusive, long-term growth for the artisan community, especially women engaged in heritage crafts.