Kashmir’s handicrafts are not merely commercial products. For those associated with them, they are stories woven into fabric, carved into walnut wood, and etched into papier-mâché. Our artisans have kept alive traditions that blend artistry, heritage, and livelihood for centiries. From the intricate Pashmina shawl to the timeless Kani weave, every piece carries the weight of history, efforts of blood and sweat, and the pride of a people. Yet, our priceless cultural legacy is facing a grave threat of rising counterfeits and machine-made imitations that have flooded markets, eroded trust and robbed our artisans of their rightful due. It is against this backdrop that a senior officer of the Directorate of Handicrafts recently asserted that “there will be no space for counterfeit sales in Kashmir’s markets” at the Srinagar seminar “Safeguarding Handicrafts & Golden Hands of Kashmir – Authenticity Matters: Protecting the Pride of Kashmir”. These remarks are more than a bureaucratic pledge. They are a lifeline for thousands of Kashmiri families whose survival depends on honest craft. The menace of fake and machine-produced goods masquerading as Kashmiri art has long plagued this sector. Tourists are often deceived and they end up paying premium prices for cheap imitations, while global buyers doubt the genuineness of Kashmiri labels. The result: artisans at the grassroots suffer double loss of income as well as dignity. Unless authenticity is rigorously enforced, our crafts risk being reduced to museum relics rather than living traditions. The officer’s stress on strengthening authenticity frameworks and enforcing stricter market regulations now needs to be matched with swift, visible action. Certification mechanisms like GI tagging, hallmarking, and QR-based digital traceability should be made mandatory and foolproof. Market inspections must be regular and ruthless against counterfeiters. But enforcement alone cannot suffice. Equally crucial is empowering artisans themselves with welfare schemes, fair marketing opportunities, and direct access to global markets, bypassing exploitative middlemen. The government’s ongoing welfare and promotional schemes are steps in the right direction. Yet, what artisans need most is sustained handholding which includes training in modern design sensibilities, e-commerce support and exposure to international fairs. Only then can our handicrafts command both the respect and price they truly deserve. This fight is not only about economics. It is about identity. Every imitation shawl sold in Lal Chowk and every machine-carved trinket passed off as Kashmiri walnut wood chips away at our cultural pride. Protecting handicrafts is thus protecting our heritage. Our artisans are our unsung ambassadors, who carry forward centuries-old traditions with patience, skill, and devotion. To let their work and craft be spoiled by counterfeits is a betrayal. Instead we need to uplift these golden men with golden hands.