Kashmir Impulse Desk

Srinagar, June 5

Representatives of Kashmir’s Pashmina industry have urged authorities to strengthen international branding and export promotion efforts for the region’s renowned hand-crafted textile, saying greater recognition could help preserve the centuries-old craft while supporting thousands of artisan families.

A delegation from the PEMA Foundation raised the issue during a meeting with Jammu and Kashmir Lieutenant Governor Manoj Sinha at Raj Bhavan, where members discussed artisan welfare, export promotion and measures to enhance the global profile of Kashmir Pashmina.

The delegation proposed a series of initiatives, including a women-focused artisan awards programme and recognition of handmade Kashmir Pashmina as a premium Indian luxury product.

Foundation representatives said women constituted the backbone of the industry and played a critical role in spinning, weaving, embroidery and other specialised processes associated with the production of authentic Pashmina.

As part of efforts to recognise their contribution, the organisation proposed holding the Pashmina Artisan Awards 2026 during September and October exclusively for women artisans.

The awards programme, launched in previous years with support from the administration, has become an important platform for recognising excellence and encouraging younger generations to remain connected with traditional crafts, the delegation said.

Industry representatives noted that the Pashmina sector remains one of Kashmir’s most recognisable cultural and economic assets, with products exported to markets around the world.

However, they argued that stronger branding and institutional support would be necessary to maintain competitiveness in an increasingly crowded luxury textile market.

The delegation urged the administration to take up with the central government a proposal to recognise handmade Kashmir Pashmina as a “Luxury Product of India” under national export promotion programmes.

Such recognition, members said, would help position genuine Kashmir Pashmina alongside other internationally recognised luxury products and create new market opportunities for artisans and exporters.

The foundation also welcomed government efforts to strengthen the Geographical Indication (GI) Pashmina Labelling Initiative, which has been introduced to protect consumers and prevent imitation products from entering the market.

The GI certification programme aims to ensure authenticity by verifying that products marketed as Kashmir Pashmina are produced according to prescribed standards.

Delegation members said the initiative had improved credibility in domestic and international markets but argued that exporters would benefit from a dedicated facilitation mechanism to speed up testing, certification and shipment processes.

The representatives also praised recent development initiatives undertaken across Jammu and Kashmir and expressed support for ongoing efforts to combat drug abuse through awareness campaigns and rehabilitation programmes.

According to participants, Sinha listened to the concerns and proposals raised during the meeting and assured the delegation that the administration would continue supporting programmes aimed at artisan welfare, preservation of traditional crafts and promotion of exports.

The Pashmina industry remains a major source of livelihood for thousands of households in Kashmir, where generations of artisans have been engaged in producing shawls and garments using fine wool sourced from Himalayan regions.

Industry stakeholders say maintaining authenticity, strengthening branding and expanding export opportunities will be critical for sustaining the sector and ensuring its long-term growth in international markets.