Srinagar is Kashmir's primary craft hub (Pashmina, Kani shawls, Papier-Mache, walnut-wood carvings). A premium D2C craft-and-textile retail brand captures the heritage-craft premium.
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Srinagar is the historic centre of Kashmir's craft economies — Pashmina shawls, Kani-loom shawls, Papier-Mache, walnut-wood carvings, copper-work. The retail market in Srinagar is competitive but D2C export to mainland and global markets is underdeveloped (most exit through middlemen). A premium D2C brand sourcing direct from authentic Srinagar artisans, with proper authentication and online distribution, captures premium pricing globally.
Capex of 15-35 lakh covers retail-and-online infrastructure, photography, certification work, and 6 months of working capital. NHDP (handloom cluster) plus DCH (handicrafts) jointly fund up to 50% capex. Hard parts: artisan supply consistency, authenticity certification (Pashmina is widely adulterated), and building D2C distribution against established players. Realistic: 3 years to break-even; brand authenticity is everything.
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