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. The artisans' work in their villages is regularly monitored by a local master artisan who serves as the production coordinator at the village level.
The Crewel not only focuses on craft production but also on building organizational and business skills within the group. The women are delegated responsibilities for overseeing production at the village level, fostering a sense of ownership and leadership. This approach ensures that the women are not only artisans but also skilled in managing various aspects of production.
In addition to providing regular work and fair wages, The Crewel is committed to sustainable practices. The enterprise uses environmentally friendly materials and techniques, ensuring that their production processes do not harm the local environment. This focus on sustainability extends to their marketing strategies, promoting eco-friendly and ethically produced products.
The Crewel has successfully built a market for its products both locally and internationally. Their crewel and chain stitch products are highly regarded for their quality and intricate designs, drawing attention from customers who appreciate traditional craftsmanship. By showcasing their products in exhibitions and online platforms, The Crewel has managed to increase its reach and attract a diverse customer base.
To further support the artisans, The Crewel organizes regular training sessions to update the women on new designs, techniques, and market trends. These sessions are aimed at improving their skills and keeping them competitive in the ever-evolving craft industry.
The Crewel also collaborates with other organizations and stakeholders to enhance the visibility of their work and to advocate for the rights and well-being of artisans. These collaborations have resulted in increased awareness and support for the traditional crafts of South Kashmir.
Through their dedicated efforts, Jahangir and The Crewel have managed to preserve and promote the rich heritage of crewel and chain stitch crafts while providing sustainable livelihoods for 50 women in a remote area of Kashmir. The Crewel stands as a beacon of hope and empowerment, demonstrating the transformative power of traditional crafts in improving lives and communities. |
