Hyderabad: Geographical Indication (GI) tag to Kashmiri handicrafts, coupled with frequent exhibitions and growing tourism, has led to a sharp expansion of Kashmiri handicraft stores across India.
From Goa’s beaches to Kerala’s heritage towns and Hyderabad’s bustling markets, authentic Kashmiri products such as Pashmina shawls, papier-mâché items, and walnut wood carvings are finding wider acceptance, reversing years of stagnation caused by counterfeit goods.
At Agonda beach in South Goa, the transformation is striking. Just four years ago, the popular tourist stretch had barely five Kashmiri handicraft outlets. Today, the number has crossed 25.
“Our sales were dim earlier as fake products had engulfed the market and damaged the image of Kashmiri handicrafts,” said Muzaffar Bhat, a handicrafts dealer at Agonda. “Those who were serious about quality would buy directly from Kashmir. Now, the GI tag has enhanced our credibility. In the past four years, Kashmiri handicraft stores have mushroomed here.”
Dealers said Goa — one of India’s hottest foreign and domestic tourist destinations — has emerged as a key market, with beachside outlets attracting customers from Europe, Russia, and other parts of Asia.
A similar trend is visible in Kerala, where tourism has expanded steadily over the years. In Fort Kochi, Mattancherry, Munnar, and parts of Ernakulam, hundreds of Kashmiri handicraft stores have emerged, catering to both international tourists and domestic travellers.
“Our business has grown and so has our reputation after the GI tag,” said Mubashir Ahmad Dar, a store owner at Fort Kochi. “We sell Pashmina and authentic wooden handicrafts here, and customers now ask specifically about certification and origin.”
Traders said exhibitions organised across metros and tourist hubs have also played a crucial role by educating buyers about genuine Kashmiri products and distinguishing them from imitations.
Hyderabad, often referred to as India’s food capital, has also witnessed a surge in Kashmiri handicraft outlets in recent years, reflecting rising consumer awareness and demand for certified products.
“Known for its food tourism, Hyderabad is one of the key markets for Kashmiri handicrafts. People here prefer prized Pashmina, walnut wood carving, and even dry fruits. Because of people’s love for Biryani, the sales of saffron here are very high,” said Jan Mohammad Khan, a dealer.