Kashmiri Handicraft
Kashmir: Tariq's Pashmkaar crafts success story
Srinagar/IBNS: The traditional handicrafts of Kashmir have been manufactured, promoted, and sold traditionally for generations.
Like any other craft, Kashmir’s crafts are encountering new ideas where innovative minds are using contemporary tactics to give the art and craft a new life.
Over the years, the brand consciousness mindset of customers has pushed manufacturers to work hard and create local brands that can be recognised the world over.
The world of Kashmir handicrafts is also meeting such people who want to turn the centuries-old handicrafts into a global brand.
Tariq Ahmad Dar, a Srinagar-based handicraft manufacturer, and seller is one such name who is working hard to turn the Kashmir handicrafts into a global brand.
Dar's brand ‘Pashmkaar’ is a step toward giving Kashmir its brand of Kashmir handicrafts.
He said that his concept started from a question of Kashmir is the hub of handmade crafts for centuries, why hasn’t it been able to create a brand that will be recognised like any other multinational brand ?
He believes that doing the same will add an international customer base, and a new life to challenge Kashmir's handicraft scene.
“Kashmiri handicrafts have been sold and promoted traditionally for a long. We have lacked the creation of a global brand that will become the identity of every Kashmiri. There are global brands like tech and others, these brands have become the identity of a country. Why can’t we do the same to promote our Kashmiri handicrafts which are a wonderful piece of art,” he added.
The handicraft manufacturer who comes from a family of artisans said he wanted to take Kashmir handicraft products to a new level by giving them a global brand value and that is why he opened his showrooms here and abroad by the brand name ‘Pashmkaar’.
“Our elders and their forefathers have given their lives to this handcraft, be it Pashmina, Sozni, Ari-work or others. With the changing world and customers, we have to do our bit and give it a new life by using modern business techniques.
"Through my brand, I want to use all these things while keeping the product 100 percent original,” he further said.
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