Legacy in Every Thread: Mir Brothers Turn Cultural Preservation into Global Enterprise

Srinagar, Apr 5: In Kashmir, where political turbulence once threatened centuries-old traditions, a remarkable business success story has emerged through sheer determination and cultural pride. Miras Carpet Industries, founded by brothers Mir Nawaz and Mir Waseem, has transformed from a modest shop in Hampi, Karnataka to a thriving enterprise that has revitalised Kashmir's celebrated craftsmanship traditions.

"When we started in 2005 with just ₹50,000, many thought preserving these dying arts was impossible," recalls Mir Nawaz. "But we named our company 'Miras,' meaning 'legacy,' because we knew these traditions were too precious to lose."

The brothers, raised in a middle-class family in Srinagar where their father worked as a junior engineer in the power department, witnessed the decline of traditional carpet weaving and pashmina production during the tumultuous 1990s. What began as a mission to preserve cultural heritage has blossomed into a globally recognised brand with an impressive portfolio.

The 1990s represented a particularly dark period for Kashmir's traditional handicrafts. As the region faced political instability, many skilled artisans abandoned their ancestral crafts, unable to sustain their livelihoods. The brothers saw opportunity where others saw only decline.

"We recognised that these weren't just crafts—they were the cultural identity of Kashmir," explains Mir Waseem. "When artisans began leaving the profession, we knew we had to create sustainable economic opportunities that would honour their skills."

Their breakthrough came when they opened their first store amid the historic ruins of Hampi in Karnataka, strategically positioning themselves to introduce Kashmiri craftsmanship to tourists visiting the UNESCO World Heritage site. This unconventional location choice proved pivotal for their early growth.

Miras has distinguished itself through extraordinary attention to detail and quality.

"Each carpet requires months of painstaking work. Some of our most intricate silk-on-silk pieces take up to a year to complete, but when you see the finished product, you understand why these techniques have been treasured for centuries."

The company specialises in three distinct carpet categories: wool, silk-on-wool, and the premium silk-on-silk varieties. Their pashmina collection includes the highly sought-after Kani and Sozni shawls, which have earned official Geographical Indication (GI) Tags certifying their authenticity.

What started as a small shop has expanded to nine retail locations across South India, with impressive growth in international markets. Currently, 80% of their business is export-oriented, with products finding homes in high-end establishments across the USA, Europe, and the Middle East.

"Our carpets now adorn luxury hotels like the Taj Palace in Delhi, VVIP lounges at multiple international airports, and countless heritage mansions worldwide," says Mir Nawaz. "Each piece carries Kashmir's artistic heritage to new corners of the globe."

Recognising the changing retail landscape, the company launched dual digital platforms—www.mirascrafts.in serving Indian customers and www.mirascrafts.com catering to international buyers. This digital transformation has allowed them to showcase their collections to a global audience while maintaining the personal touch that defines their brand.

Beyond commercial success, Miras has created significant social impact in Kashmir. The company employs over 250 skilled weavers across 20 carpet factories and operates 36 pashmina looms, providing sustainable livelihoods in a region where employment opportunities remain limited.

"We've implemented several skill development programmes for unemployed youth," explains Mir Waseem. "Many of our current artisans started with no prior experience but now produce world-class pieces. This transfer of knowledge ensures these traditions continue for generations."

The company's ambitious 65,000-square-meter headquarters in Gulmarg represents their commitment to Kashmir's future. The facility will feature live demonstrations of carpet weaving, allowing visitors to witness the intricate process firsthand.

"This isn't just a manufacturing facility—it's a living museum of Kashmiri craftsmanship," says Mir Nawaz. "We want visitors to understand the skill, patience, and cultural significance behind each piece."

Their expansion plans include ten new stores across major Indian cities including Delhi, Mumbai, Kolkata, Hyderabad, Chennai, Pune, and Gujarat. Strategic partnerships with banks offer exclusive discounts to customers at flagship locations, making these luxury items more accessible.

As global interest in authentic, handcrafted items continues to grow, Miras Carpet Industries stands as a testament to how cultural preservation and commercial success can be beautifully interwoven.

"Every thread in our carpets and shawls carries the story of Kashmir's resilience," concludes Mir Nawaz. "We're not just building a business—we're ensuring that the artistic soul of our homeland continues to inspire the world."

For the brothers who transformed despair into opportunity, the journey continues with an unwavering commitment to quality, tradition, and the communities that make their success possible.