The high-level meeting chaired by the Chief Secretary to assess the initiatives of the Handicrafts and Handloom Department reflects a commendable push by the J&K administration to preserve its craft heritage while uplifting the artisan community. The effort to secure GI tags for 18 unique crafts-15 from Kashmir and 3 from Jammu-is a significant milestone. However, the journey does not end with certification. The greater challenge lies in transforming this recognition into real economic value for the artisans by ensuring these products reach the right markets at the right prices. While GI tags offer authenticity and protect against counterfeit products, for artisans, this recognition holds little meaning if it does not result in better incomes. Today, the gap between GI certification and market access remains wide. Genuine value realisation requires structured marketing strategies that go beyond token exhibitions and fragmented online listings. Marketing must become a sustained and strategic exercise involving dedicated infrastructure like year-round handicraft hubs, integration of QR-code traceability in digital platforms, storytelling through social media, and targeted influencer outreach to national and international audiences.
One highly underutilised opportunity in this context is Jammu Haat. With its ample space, convenient location, parking facilities, and continuous tourist and pilgrim footfall, Jammu Haat can become the nerve centre for showcasing and selling GI-tagged products from across the UT. More than just a sales venue, Jammu Haat can be developed into a vibrant destination featuring live demonstrations, craft storytelling corners, and mini museums that preserve and promote the region’s artistic traditions. If tapped effectively, it could emerge as a national and international hub for authentic handmade products.
At present, multiple departments-including Industries & Commerce, Handicrafts & Handloom, and Tourism-are involved in promotion. However, the absence of coordination among them has resulted in scattered marketing efforts with limited results. To overcome this, there is an urgent need for a centralised Handicraft Marketing Coordination Cell under the Chief Secretary’s direct oversight. This cell should consolidate budgets, create a unified branding strategy, and develop integrated online and offline campaigns. It must also ensure that products are competitively priced in relation to international benchmarks.
To expand outreach and increase market traction, the Government must also consider innovative partnerships through the public-private partnership model. NGOs and private sector entities with expertise in branding, packaging, and global retail can bring fresh energy into the marketing ecosystem. These collaborations can offer invaluable insights into buyer behaviour, improve product presentation, and open new markets for GI-certified goods. Furthermore, J&K’s natural advantage as a tourist and pilgrim hotspot must be leveraged aggressively. Every major tourist site should feature well-marked outlets for authentic GI products with digital QR-based information. Fair pricing is key here; inflated prices for the sake of tradition deter repeat purchases and erode trust. On the other hand, when tourists return home with unique, affordable, and quality products, they become organic ambassadors of these crafts, spreading awareness through word of mouth.
In the digital age, the potential for promoting crafts is virtually limitless. Social media platforms like Instagram, YouTube, and Pinterest can be used to tell the story behind each product and artisan. Short videos capturing the creation of a Kani shawl or the intricate work behind a Sozni embroidery piece can create a global buzz and spark curiosity among premium buyers. But such success requires professional digital marketing teams that understand trends and algorithms-an area where most Government departments still lag behind.
Still, results will depend on the ability of departments to synchronise efforts, adopt data-driven marketing strategies, and focus relentlessly on outcomes. For artisans, the value of a GI tag lies not in the certification but in the steady demand and fair price, it brings. The goal should now shift from merely being known for “Made in J&K” to becoming globally “Sought After from J&K”. Jammu & Kashmir can unlock the true potential of its handicrafts sector-not just as a cultural emblem but as a pillar of inclusive economic growth.
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