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Srinagar, CNI: In an effort to safeguard the centuries-old legacy of Kashmir’s renowned handicraft sector, the Department of Handicrafts & Handloom, Kashmir, has issued a strong public advisory urging buyers—particularly tourists—to remain alert against the growing menace of counterfeit and machine-made products being sold falsely as genuine Kashmiri handcrafts.

The department emphasized that the advisory aims to sensitize buyers and ensure that they are not misled into purchasing mass-produced items imported from outside the Union Territory, which are often passed off as traditional Kashmiri works.

“When in doubt, cut out,” remarked Mussarat Zia, Director of Handicrafts and Handloom Kashmir, in a post on X, encouraging buyers to exercise caution and report any doubts regarding the authenticity of products.

To facilitate consumer vigilance, the department has shared a dedicated helpline number, 0194-2472065, and an email address (dir.handicraft@jk.gov.in) where concerns about potentially fraudulent items can be reported.

“We promise action,” the department said, underlining its commitment to preserving the integrity of Kashmir’s artisanal traditions. Officials assured that strict measures will be taken against traders found engaging in deceptive practices that threaten the livelihood of local artisans and tarnish the identity of Kashmir’s handicrafts.

Stakeholders have long raised concerns about the influx of machine-made products flooding the markets, especially during peak tourist seasons. The department’s renewed push aims to empower consumers while safeguarding the livelihoods of thousands of Kashmiri artisans who rely on the authenticity and heritage value of their craft. (CNI)