“Our elders and their forefathers have given their lives to this handcraft, be it Pashmina, Sozni, Ari-work or others. with the changing world and customers, we have to do our bit and give it a new life by using modern business techniques. Through my brand, I want to use all these things while keeping the product 100 per cent original,” Dar said.

He said that customers complain that sometimes they don’t get the original product that hits the Kashmir handicraft. He said that he has prioritized that under his brand he will give 100 per cent authentic handmade crafts.

All his Pashmkaar showrooms are selling the brand with 100 per cent originality because that is how a brand is built.

“Our products and 100 per cent handmade and GI certified. We are putting all our efforts to give authentic products to our customers so that they will recognize the brand and our brand will become an identity of originality,”