Welcome to The Crewel
Jahangir’s entire family has been working as artisans in various craft techniques such as weaving and hand embroidery. Jahangir himself is an artisan and has graduated from the Craft Development Institute.
Ten years ago, Jahangir started his own enterprise, The Crewel, focusing on crewel and chain stitch crafts with a group of 50 women in South Kashmir's Anantnag district.
The Crewel is a startup working in Vasaknag, a remote area deep in the Pir Panchal Mountains, aiming to provide livelihood opportunities through traditional crafts. The Crewel employs 50 women who specialize in crewel and chain stitch crafts.
The artisans are provided with raw materials for production and are paid directly upon completing their work. Their work is regularly monitored by a local master artisan who serves as the production coordinator.
Beyond production, The Crewel builds organizational and business skills. Women are given responsibilities for managing village-level production, fostering leadership and a sense of ownership.
This ensures they are not only artisans but capable coordinators of the production process.
The Crewel is committed to sustainable and ethical practices, using eco-friendly materials and techniques. This includes environmentally conscious marketing that promotes responsible consumerism.
Their products—celebrated for quality and intricate design—have found markets both locally and internationally. Through exhibitions and online platforms, they’ve reached a diverse audience who value traditional craftsmanship.
To remain competitive, The Crewel conducts regular training on new techniques, designs, and market trends. These sessions help the artisans improve their skills and adapt to changing demands.
They also collaborate with organizations to amplify artisan voices and advocate for rights and recognition, gaining support for Kashmir’s traditional crafts.
The Crewel stands as a beacon of empowerment. By preserving cultural heritage and enabling sustainable livelihoods for 50 women in South Kashmir, it shows how traditional crafts can uplift communities.