Riverside rendezvous with heritage: 'Know Your artisan’ Spotlights Kashmir’s unsung masters at Jehlum riverside

SRINAGAR: In a vibrant celebration of Kashmir’s timeless artisanal legacy, the Department of Handicrafts and Handloom today launched the groundbreaking “Know Your Artisan” initiative at the picturesque Jehlum River Front. This one-of-a-kind event, inaugurated by Commissioner= Secretary, Industries & Commerce Department, Vikramjit Singh, marks the beginning of a series of immersive cultural programs scheduled over the next two months.

Mussarat Islam, Director, Handicrafts and Handloom, Kashmir, alongside other senior officials from the department were also present on the occasion. Underscoring the Government’s commitment to preserving and promoting the region’s rich craft traditions, an official spokesman of thr Department stated that Kashmir's craft legacy Is more than mere products, as these embody centuries-old traditions that define the cultural identity and economic fabric of the Valley.

"In today’s fast-paced market, skilled artisans often fade into the background, overshadowed by intermediaries," he added. To address this, the Directorate of Handicrafts & Handloom, Kashmir, under the flagship Soulful Kashmir campaign, has introduced “Know Your Artisan” as a transformative platform under the brand "Soulful Kashmir". By bringing artisans and consumers together in lively public spaces across Srinagar, the initiative spotlights the human stories, masterful techniques, and deep heritage behind each craft, while forging direct market linkages to empower creators and captivate locals and tourists alike.

The event’s core objectives include providing artisans a direct stage to demonstrate their skills and engage with the public; elevating Brand Soulful Kashmir by showcasing authentic crafts and the talented hands that craft them; strengthening market connections to secure direct orders; raising awareness among youth and visitors about the rich diversity of Kashmir’s craft heritage; and bolstering artisan livelihoods through targeted promotional and sales avenues.

The spokesman said today’s launch featured captivating live demonstrations, intimate artisan interactions, and bustling display-cum-sale counters, complemented by branding exercises and cultural performances that infused the riverside venue with an air of festivity and authenticity. "At the heart of the program were seven eminent artisans, each a custodian of Kashmir’s prestigious GI-registered crafts who include

Mushtaq Ahmad,  Master of Pashmina Weaving; Maqbool Ahmad Jan,  Virtuoso in Papier-Mâché; Farooq Ahmad Mir (Padma Shri Awardee), an icon of Kani Shawl Weaving; Mehboob Ali Beigh, National awardee in Sozni Embroidery; Shahnawaz Sofi,  specialist in Kashmir Hand-Knotted Carpets; Mohammad Yousuf Muran, awardee artisan of Walnut Wood Carving and Ali Mohammad Giru, guardian of Khatambandh craftsmanship

Vikramjit Singh, while inaugurating the event, emphasized its role in sustainable development: “This initiative is a beacon for our artisans, ensuring their voices and visions reach the world directly. By celebrating Soulful Kashmir, we not only preserve our heritage but also weave it into the future of economic empowerment, he stated,

The “Know Your Artisan” series is poised to yield tangible impacts, including heightened engagement from the public and tourists with local crafts; greater recognition and marketing avenues for artisans; a surge in sales and orders both during and after events; amplified visibility for Brand Soulful Kashmir via social and print media; and the creation of valuable documented content for ongoing promotions.

As the nodal agency, the Directorate of Handicrafts & Handloom, Kashmir, will spearhead the conceptualization, coordination, and execution of this initiative in partnership with local stakeholders, ensuring seamless rollout across Srinagar’s iconic locales over the coming months.