Advisor to Lieutenant Governor, KK Sharma today called for undertaking the requisite steps for incentivizing weavers and artisans to increase their income besides ensuring the revival of traditional arts and crafts in Jammu and Kashmir.The Advisor was speaking at the Board of Directors meetings of Jammu and Kashmir Handloom Development Corporation (JKHDC) and Jammu and Kashmir Handicrafts Corporation Limited (JKHC).Commissioner Secretary Industries & Commerce, M K Dwivedi; Director General Planning, Sahibzada Bilal; Director Handloom, Babila Rakwal; Director Handicrafts, Masarat ul Islam; Managing Director J&K Handicrafts Development Corporation, Hashmat Yatoo; MD JKHDC, Rakesh Sharma and other senior officers were present in the meetings.While chairing the meetings, the Advisor directed the Corporations to take necessary measures for making them financially viable and revenue-generating utilities. He also suggested branding, quality certificate, marketing of the J&K based products so that they can be sold globally.The Advisor directed for putting in place a robust mechanism for ensuring the revival and propagation of the traditional arts and crafts of Jammu and Kashmir especially Pashmina weaving, maintaining that the measures should be put in place so that it regains its popularity especially at the national and international level.He also called for ensuring other traditional crafts from Jammu division especially Bamboo works and Basohli paintings to be properly propagated and marketed.
During the meeting, Advisor Sharma directed for providing the minimum support price for the artisans and craftsmen involved in the making of traditional arts and crafts to increase their profitability and attract young and youth in these heritage professions.To attract the youth towards these traditional arts, the Corporations should also explore the possibilities of tie-ups with JKEDI so that start-ups can be undertaken by young and aspiring entrepreneurs, Advisor Sharma said.He said the step would ensure the profit share is shared down-the-line increasing the involvement of the primary stakeholders.While directing the Corporations for undertaking measures for creation of niche for their products in the national and international level, the Advisor directed for taking the necessary expert opinion from the national School of Design and National Institute of Fashion Technology.He said that by doing so contemporary and modern touch and infusion would be provided to the traditional crafts as is being done by various major national and international fashion players.The Advisor also directed for convergence of the marketing activities of the Corporations with other Government departments like Tourism so that the sales record a surge thereby increasing their profitability.He said that they should also showcase their products online by having a dedicated website depicting the product, availability, specifications and price tags.“Digital marketing platforms should also be roped in to increase presence of products at e-space besides also increasing the deliverability of these products at national and international level,” he added.The Advisor further directed for holding exhibitions at untapped markets at national level to create a taste among the local populace about the products from Jammu and Kashmir.He also directed for undertaking a comprehensive audit of the non-performing existent showrooms and taking necessary actions against the non-performing ones.