In an effort to bring the business of weavers, craftsmen, Artisans and designers to the mainstream through Capacity Building and awareness in design and Marketing Skills of Artisans, the PHDCCI-Kashmir in association with Directorate of Handicrafts and Handloom Kashmir and with the support of Department of Commerce-Ministry of Commerce & Industry Government of India in a series of programmes conducted the Second Capacity Building programme for the Artisans of Crewel Embroidery on 12th -13 th September at Conference Hall of Numaish (Kashmir Haat) Srinagar. The Workshop was inaugurated by Mr Mehmood Ahmad Shah (JKAS) Director Handicrafts and Handloom Kashmir.
Though the Handicraft industry is the second largest industry after agriculture, it does not get the attention it deserves. Foreigners consider woven and Handmade items art, but for us, just because they are our own, they don’t seem to hold the same value,” Mehmood Shah, Director Handicrafts and Handloom Kashmir, said. These types of workshops are a platform to bring together the Artisans, craftsmen and designers, give them an opportunity to interact with each other and come up with new ideas for the evolving demands of customers. Mr Mehmood Shah Interacted with artisans of Crewel and Chain stitch and issued on spot directions for registration of artisans and providing them a marketing platform. Director Handicrafts emphasized on the Artisans to incorporate the latest technological trends and innovations as per present market trends to explore various other non-conventional marketing methods and proper e-marketing of the products, so that the ambit of marketing of handicraft and handloom products is broadened.
The programme was attended by 49-Artisans of Crewel Embroidery Work from various areas and craft clusters of Srinagar District. Mr Riyaz Ahmed Kawoosa Assistant Director Publicity and Exhibitions Department and Handicrafts and Handloom Kashmir was also present on the occasion. The resource person Mr Mushtaq Ahamd , Designer School of Designs highlighted on topics, importance of design in crafts, creation of refined design for export quality, New & Innovative Design Development & Quality Improvement. Dr Asif Naqeshbandi Assistant professor Department of Management Studies IUST University explained to the artisans that technology has proved to be a strong enabler in most sectors – the Indian handicraft industry too needs to embrace technology across the value chain – from production to the final sale of goods. However, this needs to be coupled with education at the grassroots level on the use of technology, whether it is to increase production yield or provide artisans with access to direct digital markets. New age consumers are increasingly opting to shop through virtual markets – providing Indian artisans a stronger presence here is essential for the long-term survival and growth of the industry. Dr Mohd Sayyed Bhat from Institute of Chemical Technology -Mumbai explained the importance of Packaging to the artisans and made them understand the importance of packaging for Handicraft particularly for Crewel and Chain Stitch.
The artisans were also made to visit the school of designs by Ms Shahena Bhat Designer School of Designs wherein they observed the live demonstration of Crewel and Chain Stitch and also the various designs that were prepared and designed by School of designs were shared with Artisans. It was told to the artisans to often visit the school of Designs for latest designs and quality improvement of your products.
While applauding the role of the Handicraft Department and PHDCCI for arranging such a wonderful awareness workshop the Artisans, said that they have gained and enriched a lot through the two-day program and will adopt the techniques learnt in the packaging, designing and Marketing of their products.
The Workshop was sponsored by PHDCCI’s Annual Sponsors – Multani Pharmaceuticals Ltd; Star Wire; PG Industry; Uflex Ltd; DLF Ltd; Continental Carriers Pvt Ltd; Belair Travel & Cargo Pvt Ltd; Radico Khaitan Ltd; Jindal Steel & Power; MMG Group; Paramount Communications; Superior Industries Limited; JK Tyre & Industries Ltd; SMC Investments and Advisors Ltd; Crystal Crop Protection Ltd; Sagar Group of Industries; Samsung India Electronics; Comtech Interio; R E Rogers; AYUSH Herbs Private Ltd; Apeejay Stya Group; DCM Shriram; EaseMyTrip; Blossom Kochhar Beauty Products Pvt Ltd; Oswal Greentech; Trident Group; MV Cotspin Ltd; Synergy Environics Ltd; Ajit Industries Pvt Ltd; P S BEDI & Co.; Indian Farmer &Fertilizers Corporation Ltd; Jindal Steel; Hindware Sanitary; Modern Automobiles; Livit Ltd; Central Coalfields Ltd ; Axa Parenterals; Bhagwati Plastic and Pipes Industries; J K Insurance Brokers Ltd; DD Pharmaceutical Ltd.
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