Srinagar's Craft Legacy

Earlier this year, Srinagar earned the prestigious title of "World Craft City" by the World Crafts Council, following its 2021 designation as a UNESCO Creative City for Crafts and Folk Arts. These accolades highlight the talent of Srinagar's artisans and position the city on the global heritage tourism map. To capitalize on this recognition, collaboration among the government, private stakeholders, and community is essential to build sustainable policies and an ecosystem that maximizes these honors.

Empowering Srinagar's Artisans

One of the immediate benefits of the World Craft City designation is the increased visibility it brings to Srinagar's artisans on the international stage. To ensure long-term success, it is crucial to support artisans by preserving traditional skills while also providing access to modern techniques, materials, and markets. During my visits to the interiors of Kashmir, I have observed the resilience and skill of these artisans firsthand, and I believe that their potential can be amplified through continuous learning and strategic support. In today’s digital economy, having an online presence is vital. Enabling artisans to enter e-commerce platforms will open up new markets, allowing them to sell directly to consumers worldwide. Digital marketing strategies, such as using social media, participating in global craft fairs, and featuring on niche heritage product platforms, are key to promoting Srinagar's crafts.

Cultural Tourism as a Driver of Growth

Srinagar's craft heritage has the potential to be a major driver of tourism in Kashmir. The "World Craft City" recognition provides an opportunity to develop immersive tourist experiences that allow visitors to engage directly with local artisans and learn about their craft traditions. The Craft Safari, organized by the Handicrafts and Handloom Department, takes tourists through different artisan clusters in Srinagar's old city, and expanding these safaris can attract more tourists interested in cultural heritage.

Interactive workshops, where tourists can learn to weave Pashmina, create papier-mâché items, or participate in other traditional crafts, could become a hallmark of Srinagar's tourism. Hosting regular craft fairs, festivals, and exhibitions will help maintain Srinagar's prominence. These events should celebrate the cultural richness of Kashmir, integrating music, folk dance, and local cuisine to provide a holistic cultural experience.

Revitalizing Srinagar's Waterways

During my travels through the interiors of Kashmir, I was struck by the historic significance of the old city of Srinagar and the Jhelum River. These waterways are an intrinsic part of the city's cultural heritage, providing a unique glimpse into the life of Srinagar. Revitalizing Jhelum cruises that highlight the history of downtown Srinagar, paired with visits to historic landmarks and artisan workshops, could attract both domestic and international tourists.

Heritage destinations such as Khanqah-e-Moula, Maharaj Gung, and the shrine of Hazrat Bulbul Shah can be showcased along these routes, which should be carefully mapped to attract niche tourists. Developing amenities like cafés and washrooms near these sites will further enhance the tourist experience.

Ensuring Equitable Benefits for All

As the craft sector grows, it is vital that the benefits of this recognition are distributed equitably among all stakeholders, including artisans, traders, and the local community. During my interactions in the remote areas of Kashmir, I witnessed how essential it is for these groups to experience tangible improvements in their livelihoods. To achieve this, systems need to be in place for transparent pricing, fair wages, and effective business education programs—including pricing strategies, contract negotiations, and financial literacy—to prevent exploitation by middlemen. Encouraging youth involvement through scholarships, apprenticeships, and start-up funds is also key to preserving and revitalizing Kashmir's craft heritage, ensuring that these age-old traditions continue to thrive for future generations.

Promoting Kashmiri Crafts Internationally

To promote Srinagar's crafts internationally, collaboration between the government and private enterprises is essential to create impactful marketing campaigns that highlight the uniqueness of Kashmiri crafts. Participation in global trade fairs, establishing dedicated trade centers, and partnerships with international retailers are crucial steps.

While preserving traditional designs, aligning products with contemporary consumer preferences can open new opportunities. Encouraging artisans to experiment with new designs, materials, and applications can broaden the appeal of their crafts, such as using Pashmina for modern fashion accessories or adapting papier-mâché designs for international home décor markets.

A Comprehensive Promotional Strategy

To fully capitalize on Srinagar's recent recognitions, a well-structured promotional plan for heritage and craft tourism is essential. Craft cities like Srinagar have the potential to attract tourists from around the globe who are keen to explore unique cultural traditions and artisanal skills. This strategy should include participation in international tourism fairs, craft expos, and cultural festivals, along with digital marketing campaigns, promotional videos, and collaborations with global travel agencies to elevate Srinagar's profile as a premier heritage tourism destination. Targeted advertising in key international markets—including Europe, North America, and the Middle East—will ensure a steady influx of culturally curious travelers seeking authentic craft and cultural experiences.

A Vision for the Future

During my travels across Kashmir, I have had the privilege of meeting numerous artisans and witnessing firsthand the depth of skill and tradition that exists here. These interactions have inspired me to work toward a future where every artisan has the opportunity to showcase their craft to the world. By nurturing and promoting Srinagar's rich craft heritage, we can ensure that the legacy of this beautiful city's artisans continues to flourish for generations to come.

Arhan Bagati is a distinguished Kashmiri Pandit and a prominent figure in social work and public policy, focusing on the development of Jammu & Kashmir. Arhan’s leadership extends beyond academia, particularly through his role as the Awareness and Impact Ambassador for the Paralympic Committee of India, and as the founder of KYARI, which addresses critical issues in Kashmir, from education to sustainable development​.