In a step towards branding Jammu handicraft and handloom products, Directorate of Handicrafts and Handloom, Jammu and National Institute of Fashion Technology (NIFT) Srinagar on Thursday signed a memorandum of understanding (MoU) here.
The MoU was signed in presence of Rohit Kansal, union additional secretary, ministry of textiles, who is Director General NIFT and Prashant Goyal, Principal Secretary, Industries & Commerce Department, J&K.
The MoU was signed between the two parties under the central project. The MoU document was signed by Dr. Vikas Gupta, Director Handicrafts and Handloom, Jammu, and Dr Javid Ahmed Wani, Director NIFT Srinagar.
Secretary Industries & Commerce Department, Smita Sethi, MD JKTPO, Khalid Jahangir; MD Handicrafts & Handloom Corporation, Atul Sharma and other officers of Industries and Commerce Department were present on the occasion.
The objective of the MoU is to create a strategic and attractive packaging design solution for branding Jammu handicraft and handloom items in view of the enormous potential of this sector for growth, export and wealth creation and also employment generation.
Speaking on the occasion, Prashant Goyal appreciated the effort of entering into MoU with NIFT Srinagar as having professionally designed packaging prototypes, in tune with the market-demand, would definitely increase the sales of products viz-a-viz wage earnings of our artisans and weavers.
Rohit Kansal, who is also DG NIFT, said that the Government of India is willing to support the artisans and weavers of Jammu and Kashmir in any capacity. He said they can offer courses to these craftsmen to upgrade and enhance their skills so that the products of these artisans will have value addition for better marketing.
The project envisions evolving a roadmap to create unique and sustainable packaging to add value to the artefacts of the Jammu cottage industry. This will give a unique packaging presentation having international standards besides determining the unique selling point of chosen Jammu Handicraft and Handloom goods.
As part of the MoU, packaging prototypes for products such as Basohli Paintings, Basohli Pashmina, Phulkari embroidery, Lathe Cum Lacquer products and Calico printing products are expected in the first phase.
The artisans and weavers present on the occasion gave their feedback regarding packaging and branding initiatives to the dignitaries present in the event.
Besides, prototypes packaging along with the trims that give product data and product care instructions for specified crafts will also be among the deliverables. The MoU intends to empower the craftsmen of Jammu region by supporting them through better packaging and increased sales.