Srinagar: To boost its online presence and expand its customer base, the leading Kashmir pashmina fashion brand, Phamb, launched a mobile app.
The aim of launching the application for both Android and iOS users is to reach a larger base of tech-savvy people, particularly the young fashion-conscious Gen Z. The Phamb app is available in the lifestyle category on both platforms.
The pashmina house has also come up with an updated user-friendly website.
Managing Director of Phamb, Junaid Shahdhar, said the move was taken keeping into consideration its global young audience as a part of its marketing strategy. The app was launched almost after 4 years of establishing the Phamb pashmina business through the website.
“During internet shutdown in Kashmir, we faced a lot of trouble. The launch of the app which was planned earlier got delayed,” said Junaid. “The app will provide frequent notifications to the interested people about our products.”
Phamb is a technology-driven, manufacturer of pashmina or cashmere wool products operating from Srinagar for the last many years.
Phamb claims to be the first Pashmina seller, which has the in-house testing facility. “Our company is the one and only in Kashmir which deals with the Pashmina directly on a global level, we don’t have any third party involved,” he said.
The success of a mobile application is measured through various forms including downloads, session time, revenue or ratings. Junaid says, “We believe if ratings are good, the app is doing very well in the market, customers are our priority.”
In future, the app will be updated according to the demands of the customers and product enhancement is to be expected.
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PHD chamber holds capacity-building programme for artisans of chain stitch, crewel embroidery
PHD Chamber holds capacity-building workshop for crewel embroidery artisans
Srinagar, Sept 13: PHD Chamber Kashmir chapter conducted a two-day capacity-building workshop for the crewel embroidery artisans here at Kashmir Haat.
The workshop was organised in association with the Directorate of Handicrafts and Handloom Kashmir and with the support of the Department of Commerce, Ministry of Commerce & Industry Government of India in an effort to bring the business of weavers, craftsmen, artisans, and designers into the mainstream.
Director Handicrafts Mehmood Ahmad Shah inaugurated the workshop.
“Even though handicrafts is the second-largest industry after agriculture, they do not receive the attention they deserve. Weaved and handmade objects are regarded as art by foreigners, but because they are indigenous to us, they don’t seem to have the same value,” said Mehmood Shah, according to a statement issued by PHD Chamber.
These kinds of workshops serve as a platform for bringing together artisans, craftsmen, and designers, allowing them to connect and generate fresh ideas in response to changing consumer demands.
Mehmood Shah interacted with craftsmen working with crewel and chain stitches and gave them instructions for registering as artisans and providing them with a platform for marketing. In order to expand the scope of marketing for handicraft and handloom items, the director handicrafts emphasised to artisans the importance of incorporating the most recent technological developments and innovations in accordance with current market trends. This includes proper e-marketing of the products.
The programme was attended by 49-artisans of crewel embroidery work and craft clusters from various areas.
On the occasion, Riyaz Ahmed Kawoosa, Assistant Director Publicity and Exhibitions, Handicrafts and Handloom Department, was also present. The resource person, Mushtaq Ahamd, Designer School of Designs, focused on topics including the value of design in crafts, how to create refined designs for export, new and innovative designs development and quality improvement.
“The Indian handicraft industry needs to embrace technology across the value chain, from production to the final sale of goods,” said Dr Asif Naqeshbandi, assistant professor department of management studies.
The use of technology, whether it be to increase production yield or give artisans access to direct digital marketplaces, needs to be taught at the grassroots level in addition to this. The long-term survival and expansion of the sector depend on Indian artists having a bigger presence in these virtual platforms, where young customers are increasingly choosing to purchase.
Dr Mohd Sayyed Bhat from the Institute of Chemical Technology in Mumbai made artisans aware of the importance of packaging for handicrafts, especially for crewel and chain stitch.
Later artisans visited the school of designs where they saw a live demonstration of the chain stitch and the crewel stitch. The tour was organised by Shahena Bhat, a designer at the school.
The artisans thanked the Handicraft Department and PHD Chamber for organising such awareness workshops. They also stated that they would use the techniques they learned to improve the packaging, design, and marketing of their products.
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