SRINAGAR: Deputy Chief Minister Surinder Choudhary on Thursday launched the third edition of the ‘Know Your Artisan’ series under the acclaimed ‘Soulful Kashmir’ branding campaign at the historic Polo View Market, celebrating the Valley’s centuries-old craftsmanship and cultural heritage.
The event, organised by the Department of Handicrafts and Handloom, Kashmir, transformed the colonial-era Polo View—once a hub of polo and trade—into a vibrant showcase of Kashmir’s artisanal excellence. The ceremony was attended by Commissioner Secretary Industries and Commerce Vikramjit Singh, who was the Guest of Honour, along with Director Handicrafts and Handloom Kashmir Mussarat Islam, senior officials, and master artisans from across the Valley.
The Deputy Chief Minister inaugurated the event by visiting stalls displaying an array of Kashmir’s finest handcrafts, including pashmina shawls, kani brocades, papier-mâché artworks, and eco-friendly namda rugs.
Speaking on the occasion, Choudhary said the initiative reflects the government’s commitment to global promotion of “Brand JK”, while simultaneously preserving traditional crafts and uplifting local artisans. “By bringing these timeless traditions to the forefront, we not only honour our past but also weave a vibrant future for sustainable livelihoods,” he said.
He emphasised that the campaign addresses modern challenges such as machine-made imitations and strengthens women-led cooperatives by establishing direct market linkages, ensuring artisans receive fair opportunities and recognition.
Praising the Handicrafts and Handloom Department, Choudhary said the ‘Know Your Artisan’ series has become a flagship programme under the ‘Soulful Kashmir’ brand, aimed at reviving and commercialising the region’s globally acclaimed crafts. He called for collective efforts to preserve and promote Kashmir’s intangible cultural heritage.
Echoing this vision, Commissioner Secretary Vikramjit Singh highlighted the need for intergenerational continuity, urging that innovation should complement heritage to keep the craft traditions alive among the youth.
Director Mussarat Islam said the initiative not only promotes GI-tagged authenticity and combats counterfeit products but also fosters social harmony and ethical consumption, directly benefitting creators through fair, transparent sales.
The event concluded with the Deputy Chief Minister felicitating 11 Master Artisans, recognising their craftsmanship as custodians of Kashmir’s living legacy and contributors to its enduring artistic identity.
