J&K admin cracks down on fake handicrafts to protect heritage and artisans

Srinagar: In a decisive move to protect Kashmir’s centuries-old craft heritage and the livelihoods of thousands of artisans, the Jammu and Kashmir government has launched a sweeping crackdown on counterfeit handicrafts being passed off as genuine handmade products.

The Directorate of Handicrafts & Handloom, Kashmir, issued a sweeping directive mandating immediate inspections across all government-registered handicraft showrooms. The goal: to weed out machine-made imitations fraudulently marketed as handmade Kashmiri art—such as Pashmina shawls, Sozni embroidery, Kani weaves, and walnut wood carvings.

“This is not just about commerce—it’s about identity, culture, and survival,” said a senior official involved in the enforcement effort, highlighting the cultural and economic stakes. The directive instructs district officers to work closely with the Quality Control Division to ensure only authentic artisan-made products are displayed and sold.

The order follows mounting pressure from artisan groups and civil society to restore credibility to Kashmir’s globally admired craft industry, which sustains over 4.5 lakh artisans and generates more than ₹733 crore annually in foreign exchange.

The action comes in the wake of a high-profile case that exposed the growing menace of misbranding. A tourist was recently tricked into buying a machine-made carpet for ₹2.5 lakh, falsely labeled as handmade and authenticated with a fake QR code. The errant showroom has since been blacklisted and deregistered.

Officials say the unchecked sale of imitation products is not only defrauding buyers but also eroding trust in Kashmir’s age-old craftsmanship. Several dealers have been found misusing government-authorized QR codes—intended to certify authenticity—on factory-made goods, undermining the credibility of a sector long considered the soul of Kashmir’s cultural and economic fabric.

Kashmir’s crafts are more than just trade—they are the embodiment of a legacy. For centuries, the region has been globally acclaimed for its intricate hand embroidery, delicate pashmina weaving, and exquisite woodwork, all passed down through generations.

From the courts of Mughal emperors to boutiques in Paris and New York, Kashmiri craftsmanship has shaped the Valley’s identity and served as a lifeline for thousands of families. Today, however, that legacy is under threat.

“This is a battle for the survival of the artisan,” said an official from the Handicrafts Department. “Fake products not only steal revenue but rob our artisans of dignity and opportunity.”

The new enforcement drive seeks to restore consumer trust, both domestic and international. Regular inspections, cancellation of licenses for violators, and legal action against fraudsters are among the measures being rolled out.

Artisan groups have welcomed the move, calling it long overdue. “For years we have been undercut by factory-made goods sold as handmade. This action gives us hope,” said Naseer Ahmad, a Sozni embroidery artisan from Srinagar.