Punjab: Weaving culture and crafts together thread by thread

Punjab: Kashmiri shopkeepers have embraced e-commerce platforms, opening up a great way for the people of Punjab to showcase the valley’s rich textile traditions. Previously available only through travel, these textiles are now readily available in people’s wardrobes. Local women wear the famous pherans and intricately embroidered Kashmiri shawls, reflecting the valley’s craftsmanship. The digital marketplace has bridged the physical distance and brought with it a cultural affinity, allowing Punjab to showcase the valley’s art with passion and pride. Some shopkeepers in the valley have adopted innovative ways to showcase their products, such as videos shot at tourist locations. These videos, shot in locations like Dal Lake, are a popular way for these shopkeepers to bring the beauty of Kashmir to customers’ screens.
By showcasing embroidered shawls, purses, and cushion covers against beautiful backdrops like Nishat Bagh, sellers add a storytelling element to commerce. This ensures that the content created to increase visibility and sales isn’t just promotional, but a cultural experience in itself. Safeena Naz, who has been selling through e-commerce platforms for the past three years, says her business has grown steadily. “Earlier, we relied on tourists visiting Kashmir. Now, with online sales, our reach has expanded even further,” she adds. Riaz Ahmed echoes this sentiment. “I created an Instagram account and WhatsApp groups. By God’s grace, my customers now span across North India, from Punjab, Delhi, Chandigarh, to Bihar.” While the pheran remains the most iconic garment, shopkeepers are adding a variety of items to their collections. Embroidered purses, bags, cushion covers, and curtains are a huge hit with shoppers. Videos shot in beautiful outdoor locations showcase the products and the cultural heritage woven into the fabrics. For many in Punjab, these platforms have opened up new avenues for fashion. City resident Mandeep Grewal recalls how her mother once bought a pheran from a trip to Kashmir. “I wanted to wear it with my jeans. Online platforms opened up new opportunities, and today, I have pherans in at least ten colors. They’re selling at reasonable prices,” she says, her face filled with joy. Another local, Prerna, shared her passion for handwoven and embroidered fabrics. “From Lucknow’s chikankari and Bengal’s tant sarees to Kashmiri pherans, my wardrobe is full of vibrant Indian colors,” she says, adding that for her, collecting traditional clothing isn’t just about fashion, but a celebration of India’s diverse crafts. The story of Kashmiri shopkeepers selling online isn’t limited to commerce; it’s about cultural exchange. By blending tradition with technology, they’ve brought the valley’s crafts to homes across the country. Each embroidered shawl or pheran carries with it the stories of the valley, uniting the areas together in pride and admiration.