Deputy Chief Minister Surinder Choudhary today launched the third edition of the ‘Know Your Artisan’ series under the acclaimed ‘Soulful Kashmir’ branding campaign at the historic Polo View Market.

Commissioner Secretary, Industries and Commerce, Vikramjit Singh, attended the event as Guest of Honour, while Director, Handicrafts and Handloom Kashmir, Mussarat Islam, senior officials, and artisans from across the Valley were also present.
The event, organised by the Department of Handicrafts and Handloom, Kashmir, transformed the colonial-era Polo View Market—known for its heritage charm—into a vibrant showcase of Kashmir’s craftsmanship.
The Deputy Chief Minister toured stalls featuring exquisite pashmina shawls, kani weaves, papier-mâché art, walnut wood carvings, and eco-friendly namda rugs, reflecting the Valley’s centuries-old artisan excellence.
Speaking on the occasion, Choudhary said the series highlights the government’s commitment to promoting Brand J&K globally, while empowering local craftsmen and preserving their cultural heritage.
“By bringing these timeless traditions to the forefront, we not only honour our past but also weave a vibrant and sustainable future for our artisans,” he remarked, lauding the initiative for addressing challenges such as machine-made imitations and ensuring fair opportunities for women-led cooperatives.
Commissioner Secretary Vikramjit Singh emphasized the need for innovation rooted in heritage, encouraging youth to uphold and evolve Kashmir’s rich legacy.
Director Mussarat Islam underscored that the ‘Know Your Artisan’ campaign combats counterfeit products, promotes GI-tagged authenticity, and strengthens direct market linkages between artisans and consumers, ensuring fair trade and ethical consumption.
The event culminated with the felicitation of 11 Master Artisans, honoured for preserving age-old techniques and embodying Kashmir’s enduring artistic spirit.