How Local Kashmiri Artisans Are Leveraging Ecommerce Platforms To Build Their Brands

Kashmir is home to some of the most exquisite handicraft and handloom products found across the globe. Kashmiri carpets are renowned for their one-of-a-kind patterns and the painstaking craftsmanship that goes into making them. The conventional patterns are derived from natural world observations and include paisley, floral, geometric, and folklore themes. These carpets are made of high-quality wool, which makes them a prized possession. 

Another popular Kashmiri handicraft is Pashmina, which has become synonymous with Kashmir itself. These shawls are known for their soft, luxurious feel and are often worn as a fashion accessory. Shawls are made from the finest wool and pashmina, meticulously embroidered with exquisite motifs and worn as wraps around the shoulders.

Traditional needlework known as ‘crewelwork’ is an embroidery technique that employs the use of a single thread to create complex designs. Paper, glue, and paint are the three primary components of the craft of papier mache, which has been performed in Kashmir for hundreds of years and is used to make a wide range of items. Collectors from all over the globe place a high value on Kashmiri handicrafts because they symbolise the region’s illustrious history and tradition and their exquisite craftsmanship.

Walnut wood, Aaari and Sozni embroidery, Namda and Gabba rugs are some of the many other items that are produced by Kashmiri handicrafts and handlooms. 

Intervention By Ecommerce Platforms

However, until relatively recently, there were only two major touch points for the craftsmen to sell their products. Either they had to sell it through a middleman, who would eat out a major share of the profits, or they had to go to the market and set up a showroom, a cost-intensive endeavour that was most of the time beyond the economical capabilities of the artisan and sell it there.

But now, because of the proliferation of the internet and ecommerce, these artisans have access to new markets where they can sell their products. They are now able to communicate with a greater number of people by using channels such as ecommerce, social media, and other digital platforms. This has enabled them to expand their customer base and increase their revenue. 

Moreover, these craftsmen no longer have to depend on middlemen or go to the market to sell their products. They can now directly reach out to their customers, which helps them to get better prices for their products. This has been a great boon for the craftsmen and has enabled them to earn more and sustain their livelihood better.

Ecommerce platforms are supporting artisans, weavers, and craftsmen by providing them with a marketplace to sell their products online. This allows them to reach a global customer base and sell their products without the need for a physical store. Many ecommerce platforms, such as Etsy, Amazon Handmade, and Handicraft Mall, are specifically designed for artisans and craftsmen, and provide features that are tailored to their needs, such as customisable storefronts, easy product listing and management tools, and secure payment processing. These platforms also provide artisans with access to analytics and customer data, which can help them better understand their customers and improve their marketing efforts.

Ecommerce Platforms

However, the most significant success stories in promoting handicraft and handloom produce have come from startups based in Kashmir.  A few such startups are Kashmir Box and Kashmir Origin. They bring the exquisite and labour-intensive work of Kashmiri craftsmen to the attention of clients who value aesthetic value and high-quality craftsmanship and contribute to the creation of sustainable livelihoods for the craftspeople in Kashmir by facilitating connections between buyers and artists. 

This helps the artisans to be recognised for the quality of their work and makes it easier for them to sell their items. 

Leveraging Social Media

Besides the dedicated website and portals selling handicraft and handloom products from Kashmir, there are numerous pages on Instagram and Facebook, that sell these products through the medium.

Geographical Indications

The Government of Jammu and Kashmir, through its Handicraft and Handloom department, has also initiated the process of bringing various crafts under the Geographical Indications Act. This is being done to prevent low-quality and machine-made products from damaging the genuine Kashmir handicraft brand, which is a part of Kashmir’s heritage that dates back hundreds of years. The Act has already been granted for Pashmina, Kani, Sozni, Hand-Knotted Carpets, Paper Machie, Khatamband, Walnut Wood Carving. There are around seven more crafts for which the documentation has already been submitted. 

Today, the Department of Handicraft and Handloom Kashmir issues QR code-based labels for authentic Pashmina and Carpets, and they are deploying the same system for other handicraft products from Kashmir. It has been possible to re-establish customer trust by guaranteeing the buyer the genuineness of the goods, which has resulted in the certification and labelling of more than 20K carpets and shawls up to this point. This has been an enormous success. It also gives the local artisans a sense of pride in their work and helps to ensure that they get a fair price for their products.

Conclusion

It is essential that efforts be made to build a closer relationship between the craftsmen and the consumers for the industry in J&K, which is currently worth more than INR 3,000 Cr and aspires to become worth INR 10,000 Cr, to reach its full potential. 

This would not only be beneficial to the economy, but it will also have a positive impact on the lives and means of subsistence of the craftsmen who are spread throughout Jammu and Kashmir. This will contribute to the growth of trust and convey a more powerful message to future generations, encouraging future generations to continue practising the crafts and encouraging those who are already practising the crafts to continue doing so. 

The story of the artisan’s journey of creating the product, the techniques and materials used, the cultural references that are reflected in the product and the personal connection the artisan has with it, are the essence of the story behind each piece of handcrafted art and artisanal goods. This story is often an important part of the product’s appeal and adds a unique aspect to the product.