Reasi: In a significant initiative aimed at strengthening market integration and enhancing the economic prospects of traditional artisans, the Directorate of Handicrafts and Handloom Jammu, in collaboration with the National Institute of Fashion Technology (NIFT) Srinagar and the District Administration Reasi, organised a one-day capacity building workshop on Packaging and Branding for Handicraft Artisans and Handloom Weavers at the Conference Hall, DC Office Complex, Reasi.
Deputy Commissioner, Nidhi Malik, graced the occasion as Chief Guest and formally inaugurated the workshop.
Addressing the gathering, the Deputy Commissioner highlighted the pivotal role of effective packaging and branding in enhancing the value, visibility and marketability of handicraft and handloom products. She emphasized that in Thursday’s competitive marketplace, quality craftsmanship must be complemented by professional presentation and strong brand identity to ensure better price realization and access to national and international markets.
The Deputy Commissioner encouraged artisans and weavers to actively participate in such training programmes, adopt contemporary practices and leverage government schemes and institutional platforms to expand their market reach.
She assured continued support from the District Administration in promoting the handicraft and handloom sector as a key driver of inclusive economic growth in the district.
Resource persons from NIFT Srinagar conducted comprehensive technical sessions on contemporary packaging and branding practices, focusing on design aesthetics, consumer preferences, cost-effective packaging solutions and brand positioning.
Participants were also briefed on the role of NIFT and the various professional courses, short-term trainings and skill development programmes offered by the institute for artisans and craft-based entrepreneurs.
Expert-led sessions were followed by interactive discussions and hands-on activities, enabling participants to engage directly with the resource persons, seek clarifications and deliberate on practical challenges related to product presentation, branding strategies, pricing mechanisms and access to wider markets.
The programme concluded with a collective resolve to strengthen collaboration between artisans, institutions and government agencies to promote sustainable growth of the handicraft and handloom sector in Reasi.
DSWO, Sachin Sharma, A.D Handicraft, Ujwal Singh, officials from Handicraft and Handloom department, departmental field functionaries and a huge number of artisans and weavers were present during the event.
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