Srinagar, Oct 21: In a bid to raise awareness regarding branding and packaging of high-value handmade products that hold sway in niche markets, the Directorate of Handicrafts and Handloom, Kashmir successfully concluded a series of 10 Capacity Building Programmes under RAMP, a flagship programme of the Ministry of MSME.
The programmes were held at the National Institute of Fashion Technology (NIFT), Srinagar, benefiting more than 1000 artisans, weavers, cooperative societies and Self Help Groups.
In a press statement issued here today, a spokesman of the Department stated that the workshops were designed to inculcate the significance of proper branding, packaging and GI labelling of their high-end products so that they become market-ready. “Our focus revolves around promotion of GI crafts, ODOPs and other distinctive traditional crafts. The artisans and weavers represented a wide range of heritage crafts including Sozni, Crewel and Ari Staple embroidery, Walnut Wood Carving, Papier Mâché, Pashmina and Tweed/Pattoo Weaving,” he said.
The spokesman further added that NIFT faculty members and domain experts led the interactive and practical sessions covering product identity, brand development, visual presentation and customised packaging. “The participants were also sensitised about the role of packaging in protecting products, facilitating transportation and effectively communicating product attributes and value to consumers,” he added.
The programmes underscored that branding and packaging are not merely promotional tools but integral components of product development, market positioning and enterprise growth. By blending Kashmir’s rich traditional craftsmanship and cultural identity with benchmark techniques, the initiative aims to improve visibility and marketability of the Kashmir’s famed craft products, he added.