2 mins read

Rebranding Handicrafts

May 23, 2024

Kashmir handicrafts are known for their exquisite craftsmanship and intricate designs. However, in recent times, the industry has faced challenges in terms of branding, marketing and quality assurance. To address these issues and unlock the full potential of Kashmir handicrafts, a rebranding effort is necessary. Rebranding Kashmir handicrafts is essential for economic growth. The industry has immense potential for generating employment opportunities and driving economic growth in Jammu and Kashmir. By developing a strong brand identity, Kashmir handicrafts can increase their global visibility, attract more customers, and compete with other handicraft industries worldwide. During his J&K visit on Tuesday, Amitabh Kant, India’s G20 Sherpa and former CEO of NITI Aayog, emphasized that the handicrafts sector can be a key driver of economic growth and employment generation in J&K. Moreover, rebranding Kashmir handicrafts is vital for cultural preservation. The traditional methods of spinning, weaving, and embroidery are essential to producing these luxurious textiles. However, these techniques are at risk of being lost due to the lack of documentation and promotion. By rebranding Kashmir handicrafts, we can preserve these traditional methods and promote the region’s rich cultural heritage. As Kant observed during his visit to the Me & K Pashmina Centre, the artisans’ dedication and expertise in creating luxurious textiles like pashmina are a testament to the region’s cultural legacy. Also, rebranding Kashmir handicrafts can promote the region’s rich heritage. Kashmir handicrafts are not just products but also a reflection of the region’s history, culture, and traditions. By promoting these handicrafts, we can share the story of Kashmir’s cultural heritage with the world. Kant further emphasized that pashmina is an iconic heritage product of Kashmir, and its popularity can be further enhanced through structured interventions in branding, quality assurance, and strategic marketing. To rebrand Kashmir handicrafts, it is essential to focus on the following key areas: branding, quality assurance, strategic marketing, skill development, infrastructure development, and collaboration. By developing a strong brand identity, ensuring quality control, leveraging digital platforms, providing training and workshops, upgrading infrastructure, and fostering partnerships, we can promote Kashmir handicrafts globally and preserve the region’s cultural heritage. Therefore, a multipronged brand strategy is vital to promote Kashmir crafts and differentiate them from counterfeit products. This strategy should include an ideal market mix of authenticity, testing, and G.I. tagging of various crafts. Authenticity is the backbone of Kashmir crafts, and ensuring that products are genuine and of high quality is essential. Testing and G.I. tagging will help to verify the authenticity of products and prevent fake products from entering the market. Moreover, this strategy will help to build trust among customers and increase the demand for Kashmir crafts. Secondly, a brand building exercise is necessary to promote Kashmir crafts and create awareness about their authenticity and quality. This exercise should involve a comprehensive marketing campaign that highlights the unique features and benefits of Kashmir crafts. The campaign should also educate customers about the importance of buying authentic products and the consequences of buying counterfeit products.

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