India’s G20 Sherpa bats for branding, innovation to unlock J&K’s handicraft potential

Srinagar, May 21:  India’s G20 Sherpa and former CEO of NITI Aayog Amitabh Kant held a series of engagements with artisans and handicraft dealers in Srinagar on Tuesday, focused on branding and promoting the famed handicrafts of Jammu and Kashmir.

Kant, who is visiting J&K for a brainstorming session on ‘Rebranding of J&K Handicrafts’, shared his insights on driving growth and innovation in J&K’s handicraft and handloom sectors with local stakeholders.

Officials said that his visit to the Craft Safari organised by the Handicrafts Department was a major highlight.

Kant interacted with master artisans and gained firsthand experience of the exquisite craftsmanship behind Kashmir's globally renowned handicrafts.

He was all praises for the skills and dedication of the local artisan community.

An official said that Kant while interacting with artisans said that the handicrafts of Kashmir are a priceless heritage and a shining example of India’s cultural richness.

With their unparalleled artistry, these handicrafts have the potential to become powerful brand ambassadors for J&K and India on the global stage.

He stressed the need for strategic branding, quality control, and design innovations, and facilitated market access to unlock the true potential of J&K's handicraft exports.

Later, Kant visited the renowned Me & K Pashmina Center, where he witnessed the intricate processes involved in creating ultra-fine Pashmina fibre products that are a Kashmir speciality.

He keenly observed the spinning, weaving, and embroidery techniques, engaging with the skilled artisans to understand their commitment to preserving traditional methods.

“Pashmina is an iconic heritage product of Kashmir, and its popularity can be further enhanced through structured interventions in branding, quality assurance, and strategic marketing,” he said.

The former NITI Aayog CEO, known for spearheading transformative initiatives like the Aspirational Districts Programme, emphasised that the handicrafts sector can be a key driver of economic growth and employment generation in J&K.

Officials from the J&K government, Handicrafts Department, accompanied Kant during his interactions, underscoring the administration’s focus on developing the handicrafts industry as a pillar of J&K's economic rejuvenation.