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SRINAGAR: Deputy Chief Minister Surinder Choudhary today launched the third edition of the ‘Know Your Artisan’ series under the acclaimed ‘Soulful Kashmir’ branding campaign at the historic Polo View Market.
Commissioner Secretary Industries and Commerce Vikramjit Singh, was also present in the event as Guest of Honour besides Director Handicrafts and Handloom Kashmir Mussarat Islam along with senior officials of the concerned department and artisans also attended the program.
The event, organized by the Department of Handicrafts and Handloom, Kashmir, transformed the colonial-era landmark—renowned for its polo heritage and scenic backdrop—into a dynamic celebration of the Valley’s artisanal prowess.
At the outset, the Deputy Chief Minister visited the stalls showcasing a spectrum of Kashmir’s handcrafted marvels—from opulent pashmina shawls and kani brocades to intricate papier-mâché artifacts and eco-friendly namda rugs.
While speaking on the occasion, the DyCM underscored the initiative’s broader significance and said that these events show the government’s unwavering commitment to showcase brand J&K at the global level, preserving our rich artisanal heritage while boosting economic empowerment for our skilled craftsmen. "By bringing these timeless traditions to the forefront, we not only honor our past but also weave a vibrant future for sustainable livelihoods," he added.
Praising the campaign, the DyCM acknowledged that the initiative addresses modern challenges like machine-made imitations, ensuring fair opportunities especially for women-led cooperatives and forging direct market linkages to empower maximum number of artisans across the region. He also appreciated the department for launching the event as a flagship program under the ‘Soulful Kashmir’ campaign to revive and commercialize Kashmir’s world-renowned handicrafts and handlooms.
Choudhary urged all the stakeholders to get united in their support for preserving and promoting Kashmir’s intangible cultural treasures. Echoing this vision, Commissioner Secretary emphasized on intergenerational continuity and called for a future where innovation meets heritage, ensuring our youth inherit and innovate upon this legacy of excellence.
Director H&H Kashmir, highlighted the importance of ‘Know Your Artisan’ campaign, saying the series not only combats counterfeit threats and promotes GI-tagged authenticity but also fosters co-existence and harmony through our composite cultural heritage, captivating audiences while driving ‘Vocal for Local’ growth.
The Director asserted that the event would provide direct sales at fair prices not only bridged the artisan-consumer divide but also promoted ethical consumption, with proceeds directly benefiting creators. Later, the Dy CM felicitated 11 Master Artisans, whose works embody Kashmir’s living legacy and are custodian of age-old techniques.
