Leveraging Cultural Diplomacy: Promoting GI-Tagged Kashmiri Crafts through Global Platforms

The recent exhibition organized by the Handicrafts and Handloom Department of Kashmir during the 1st International Film Festival in Srinagar marks a significant shift in how regional heritage is promoted. By positioning Geographical Indication (GI)-tagged products alongside a global cultural event, the administration has effectively bridged the gap between traditional master artisans and a diverse, international audience. This initiative is not merely a promotional exercise but a strategic intervention in the preservation of intangible cultural heritage. GI tagging serves as a critical legal instrument for protecting the intellectual property of traditional crafts, ensuring that the unique identity of Kashmiri products—such as Pashmina, Kani shawls, and paper-mâché—is safeguarded against mass-produced imitations. However, the economic viability of these crafts depends heavily on market access. By utilizing the footfall of a film festival, the government has created a 'soft power' platform that allows artisans to bypass traditional intermediaries, thereby increasing their profit margins and incentivizing the younger generation to continue these ancestral vocations.