SRINAGAR: More than 1,000 artisans, weavers and members of cooperative societies and Self-Help Groups have benefited from 10 capacity-building programmes organised by the Directorate of Handicrafts and Handloom, Kashmir, to improve the branding, packaging and marketability of traditional craft products.
The programmes were conducted at the National Institute of Fashion Technology (NIFT), Srinagar, under the Raising and Accelerating MSME Performance (RAMP) initiative, a flagship programme of the Union Ministry of Micro, Small and Medium Enterprises (MSME).
According to a departmental press statement, the workshops focused on the importance of branding, appropriate packaging and Geographical Indication (GI) labelling in making high-value handmade products more competitive in specialised markets.
The participating artisans and weavers represented a range of traditional crafts, including Sozni, Crewel and Ari embroidery, walnut wood carving, papier-mâché, Pashmina and tweed and pattoo weaving.
Faculty members from NIFT and domain experts conducted interactive and practical sessions on product identity, brand development, visual presentation and customised packaging.
Participants were also informed about how suitable packaging can protect products, facilitate transportation and help communicate their distinctive features and value to consumers.
The programmes also highlighted the role of branding and packaging in product development, market positioning and enterprise growth, with a focus on promoting GI-registered crafts, One District One Product (ODOP) items and other distinctive traditional crafts.
The initiative aims to combine Kashmir’s traditional craftsmanship and cultural identity with contemporary branding and packaging practices to improve the visibility and market reach of its handmade products, the department said.
