The World Crafts Council’s recent event brought together global delegates and local artisans to celebrate Kashmir’s craftsmanship while addressing the challenges faced by traditional crafts in an era of rapid modernisation Syed Shadab Ali Gillani reports
Five months after Srinagar was declared a World Craft City, the region hosted a major World Crafts Council (WCC) event, bringing together delegates from 15 countries, including the council’s interim president. The gathering showcased the diversity of Kashmir’s arts and crafts while addressing the challenges artisans face in the 21st century. Though the event is unlikely to yield immediate benefits, stakeholders said it has opened avenues for long-term collaboration and innovation.
In June, Srinagar became the fourth Indian city to earn the WCC’s World Craft City title, three years after being designated part of UNESCO’s Creative Cities Network for crafts and folk arts. The recent WCC event marked the council’s 60th anniversary and brought representatives from Kuwait, Australia, France, the UK, Ireland, Central Asia, and beyond, alongside artisans from across the globe, to celebrate craftsmanship.
Vision for a Global Craft Hub
At the inauguration ceremony at the Sher-e-Kashmir International Conference Centre (SKICC), Jammu and Kashmir Lt Governor Manoj Sinha highlighted efforts to integrate local crafts with tourism. He framed the region as a cultural hub capable of attracting international visitors and boosting the local economy.
Sinha praised the collaboration of government ministries and stakeholders in promoting handicrafts and handloom traditions. He outlined initiatives to enhance the global appeal of Made in Jammu and Kashmir products and noted measures to improve employment opportunities and increase exports in the crafts sector.
“The government is committed to supporting artisans at the grassroots level to achieve self-reliance,” Sinha said. He also pledged to address their concerns through targeted policies. The governor paid tribute to Kamaladevi Chattopadhyay, a trailblazer in India’s crafts revival, and honoured several outstanding artisans during the event.
Jammu and Kashmir Chief Minister Omar Abdullah underscored plans to collaborate with the World Crafts Council (WCC) to establish a world craft hub and an international crafts museum in Srinagar. The initiative aims to position the region as a global centre for artisanal excellence.
“Jammu and Kashmir takes pride in its rich cultural heritage, deeply rooted in traditional craftsmanship,” Abdullah said. He described the handicrafts and handloom sectors as “vital pillars” of this heritage, highlighting their potential for economic growth and social upliftment, particularly in rural areas. These crafts, he added, not only preserve the region’s cultural identity but also sustain livelihoods for countless artisans.
He expressed optimism about the role of organisations like the WCC in supporting the sector’s long-term sustainability. “Such organisations could help Jammu and Kashmir unlock its full potential in handicrafts and ensure its sustainability in the years to come,” Abdullah said.
Insiders said the event was planned months ahead of the assembly elections and Chief Secretary Atul Dulloo was personally involved in making it happen.
A Responsive Chief Minister
As part of the WCC’s 60th anniversary celebrations, themed “Craft, Creativity, and Compassion,” Abdullah hosted a dinner for visiting delegates, before taking off for Umrah, along with his father and other party leaders.
Speaking to Kashmir Life, WCC President Saad Al-Qaddumi highlighted the unique value of handmade crafts, stating that machines cannot replicate their emotional and cultural significance. “An artisan’s work is a legacy,” he said. “It is passed down through generations and tells a story. This emotional connection is irreplaceable.”
Al-Qaddumi acknowledged the challenges posed by advancing technology but suggested its potential as a complementary tool for artisans. Innovations such as e-commerce platforms and virtual workshops, he noted, are creating new opportunities for craftsmen to connect with global markets. “A Japanese artisan can now sell directly to a buyer in Paris,” he said, emphasising the bridging of cultural and geographic divides.
He also observed that the pandemic had unexpectedly revived interest in handmade products. As people spent more time at home, demand for authentic, handcrafted items grew, aided by online platforms that made these products more accessible.
WCC’s Global Vision
The World Crafts Council (WCC) seeks to build a global community of craftspeople, fostering collaboration across its 67 designated World Craft Cities. By encouraging the exchange of techniques, stories, and cultural traditions, the Council aims to address common challenges such as mass production, imitation, common facilities, branding and intellectual property theft.
A central initiative of the WCC is the creation of a World Craft Museum, which will celebrate the diversity of global craftsmanship. The museum will feature Srinagar’s renowned pashmina shawls, papier-mâché, and intricate woodcarving alongside crafts from Asia, Europe, and Latin America. The project aspires to position Srinagar as a centre for craft tourism, blending local heritage with a global narrative. Insiders said the proposal has moved and will take a fortnight before the spade work for the museum starts.
Combatting Counterfeits
One of the most pressing issues for the handicraft sector is the proliferation of counterfeit products. For example, mass-produced pashmina shawls are often sold at a fraction of the cost of authentic ones, undermining the livelihoods of Kashmiri artisans. This problem is not confined to Kashmir; imitation goods have flooded international markets, diminishing the value of genuine handmade products worldwide.
In response, the WCC is collaborating with governments to introduce a Seal of Authenticity. Similar to a Geographical Indication (GI) tag, this certification would verify a product’s origin and authenticity, while also highlighting the artisan’s story. The initiative aims to protect both craftspeople and consumers by ensuring fair pricing and fostering trust in the market.
Branding Gap
Artisans face significant challenges in branding and marketing their crafts, often relying on intermediaries who claim much of the profit. Qaddumi highlighted the need to connect artisans directly with buyers, ensuring fairer earnings for creators.
The WCC is addressing this issue through craft fairs, festivals, and online platforms that link artisans with global markets. A forthcoming e-commerce platform on the WCC website will allow craftspeople to showcase and sell their work directly, fostering transparency and celebrating the uniqueness of handmade creations.
Educating consumers is another priority for the WCC. Saad stressed the importance of raising awareness about the time, skill, and cultural heritage behind handmade crafts.
“People do not haggle in luxury brand stores,” he observed, “but they negotiate with artisans who spend months creating a single piece. Changing this mindset is crucial.”
A Path Forward
Crafts have long been central to Kashmir’s cultural and economic fabric, sustaining artisans since the 16th century. Today, declining demand and inadequate support threaten their survival, with many artisans describing their trade as being in “downfall.”
The challenges faced by woodcarvers like Mehraj reflect broader struggles across the sector, underscoring the urgent need to preserve these traditions. As WCC marks 60 years, its efforts to protect and promote global crafts remain crucial. Initiatives such as certification systems and international collaborations aim to integrate artisans into a thriving global network.
Despite the challenges, Srinagar’s designation as a World Craft City offers hope. By blending tradition with modern innovation, the region can revitalise its crafts. Saad, a WCC representative, stressed the collective responsibility: “Together, we can not only protect crafts but also ensure their revival and growth.”
Encouragingly, Kashmiri handicraft exports surged to Rs 1116.37 crore in 2023, reflecting strong demand in European and Gulf markets. Salim Beg, INTACH Kashmir’s convenor, highlighted the role of craft-focused events in providing artisans with exposure and networking opportunities. Aziz Murtaza, President of the Asia-Pacific WCC, echoed this sentiment, emphasising cross-border collaboration.
A delegate noted that recognition through global networks fosters business exchanges and inspires Kashmiris to reimagine their crafts. Srinagar’s journey as a World Craft City is a testament to resilience and innovation, where tradition and opportunity converge.
The Future of Kashmiri Handicrafts
Efforts to preserve Kashmiri handicrafts face ongoing challenges. While policies like GI tagging, QR coding and authenticity seals seek to protect the craft’s legacy, many artisans still lack basic support.
A delegate at a recent crafts event highlighted the need to engage younger generations in traditional crafts, emphasising that GI tagging fosters pride and a sense of belonging among artisans.
However, in Khanyar, Srinagar, the reality is stark. Inside a mud-and-wood cottage, Mehrajuddin Sheikh, a third-generation woodcarver, faces the decline of his craft. “This work is dying,” he said, noting that demand has dwindled and his children have chosen different careers.
With his income barely sustaining his family, Mehraj’s story highlights the urgent need for meaningful support to revitalize Kashmiri craftsmanship and inspire future generations.
A Perpetual Struggle
The decline of Kashmiri woodcarving reflects broader challenges facing the region’s traditional crafts. Artisans like Mehraj attribute the downturn to limited earnings and competition from machine-made products imported from outside Kashmir. “This work does not fetch enough money, which makes it difficult to continue,” Mehraj said, adding that machines have displaced much of the demand for handcrafted pieces.
Seated by his workbench, Mehraj carved a mor (peacock) design into walnut wood, the light from a nearby window illuminating his face. “I have to keep doing this. I cannot quit,” he murmured. “I do not know anything else besides woodcarving.”
For Mehraj and many others, the lack of basic facilities compounds their struggles. Yet, they remain tied to their craft, with few alternatives available.
Kashmiri handicrafts have long been integral to the region’s culture. Artisans across Central Kashmir’s Srinagar, Ganderbal, and Budgam districts have sustained these traditions for centuries, producing a diverse range of handmade goods. From intricate textiles, carpets, and crewel embroidery to copperware, silverware, papier-mâché, and woodcarving, these crafts are deeply embedded in Kashmir’s heritage.
