Srinagar, May 22 (KNN) Emphasising the need for strategic branding and quality control measures, Amitabh Kant, India's G20 Sherpa and former CEO of NITI Aayog, stressed that these interventions are crucial to reviving the handicrafts sector in Jammu and Kashmir during his visit to Srinagar on Tuesday.

Kant, who is in the region for a brainstorming session on 'Rebranding of J&K Handicrafts', conducted a series of engagements with local artisans, handicraft dealers, and stakeholders.

He shared insights on driving growth, innovation, and facilitated market access to unlock the true potential of J&K's handicraft exports.

A major highlight was his visit to the Craft Safari organised by the Handicrafts Department, where he interacted with master artisans and experienced first-hand the exquisite craftsmanship behind Kashmir's globally renowned products. Officials stated that Kant lauded the skills and dedication of the artisan community.

Stressing that the handicrafts of Kashmir represent a priceless heritage and cultural richness of India, Kant underscored their immense potential as powerful brand ambassadors on the global stage.

However, he emphasised the pressing need for strategic branding initiatives, robust quality control mechanisms, and design innovations to realise this potential.

Kant also visited the renowned Me & K Pashmina Center to witness the intricate processes involved in creating the iconic Pashmina fibre products of Kashmir.

Engaging with skilled artisans, he gained insights into preserving traditional methods while highlighting that "Pashmina's popularity can be further enhanced through structured interventions in branding, quality assurance, and strategic marketing."

The former NITI Aayog CEO, known for transformative initiatives like the Aspirational Districts Programme, affirmed that reviving the handicrafts sector through focused branding and quality control efforts can be a key economic driver and employment generator for Jammu and Kashmir.

(KNN Bureau)