Interview: Mir Saeid, Founder of Kashmirica, a boutique collection of Indian Handicrafts from Kashmir

An interview with Mir Saeid, Founder of Kashmirica, a boutique collection of Indian Handicrafts from Kashmir

We are delighted to interview Mir Saeid, the visionary founder of Kashmirica, a boutique dedicated to celebrating the rich heritage of Kashmiri handicrafts. With a passion for preserving and showcasing the artistry of Kashmir, Mr. Saeid has created a unique platform that highlights traditional craftsmanship.

Today, we’ll explore his journey, the inspiration behind Kashmirica, and his commitment to bringing the beauty of Kashmiri art to a global audience.

What inspired you to establish Kashmirica, and what was your vision for promoting Kashmiri craftsmanship through an e-commerce platform?

Mir Saeid: I was inspired to establish Kashmirica after witnessing the difficult circumstances faced by artisans who create exquisite pashmina shawls. Despite the high value of these shawls, the artisans remained poor due to long supply chains and the monopolistic control of a few businessmen.

My background in Marketing, with both undergraduate and postgraduate studies, along with experience working for major brands, provided me with a solid understanding of go-to-market strategies.

This knowledge motivated me to create Kashmirica, a platform that connects artisans directly with customers. Our goal is to ensure that the artisans receive a fair share of the profits by eliminating commissions and buying directly from them.

Beyond pashmina shawls, our vision extends to promoting other Kashmiri products such as saffron, honey, shilajit, and dry fruits, ensuring that customers receive the highest quality products.

We aim to highlight the superiority of Kashmiri saffron over cheaper Iranian alternatives. Additionally, we are dedicated to promoting the best versions of Kashmiri Willow cricket bats, striving to compete with the performance of English willow bats.

Through Kashmirica, we seek to elevate Kashmiri craftsmanship and provide a platform for artisans to thrive.

How does Kashmirica ensure the authenticity and quality of the Kashmiri craftsmanship featured on your site?

Mir Saeid: At Kashmirica, we ensure the authenticity and quality of the Kashmiri craftsmanship featured on our site through a unique business model. We work with a select pool of master artisans to whom we allocate specific craftwork, ensuring that the artistry remains authentic and skilled.

To guarantee the quality of base materials, we source and produce them on order ourselves, rather than relying on the artisans.

We have an internal Quality Assurance (QA) team comprised of experts who understand the secrets of the trade. This team meticulously checks each product to ensure it meets our high standards.

For consumable items such as saffron and dry fruits, we maintain the same rigorous quality checks. Additionally, we collaborate with a local cricket player who tests the balance and ping of our Kashmiri Willow cricket bats before they are made available for sale.

This thorough process ensures that all our products maintain the authenticity and high quality that our customers expect.

What are some of the key challenges you’ve faced in promoting Kashmiri craftsmanship in a global market, and how have you addressed these challenges?

Mir Saeid: Promoting Kashmiri craftsmanship in a global market has presented several key challenges. One of the primary challenges is the cost of marketing, as digital marketing can be expensive and is further complicated by changes in Google algorithms and data sharing issues between Apple and Google.

As a smaller business, we often find it difficult to compete with larger companies that dominate the market with similar products.

To address these challenges, we’ve focused on being swift and agile, allowing us to make quick decisions and adapt to market changes. This agility has enabled us to stay in the market for five years, despite operating with low margins as we prioritize pushing more money to artisans.

Another significant challenge has been maintaining the quality of products, particularly in the case of Kashmiri Willow cricket bats. Most factories in the region produce bats in bulk, which can compromise quality.

We’ve explored partnerships with both large bat manufacturers and small factories, but finding the right quality has been a struggle. After a lengthy process of nearly six months to a year, we finally identified bats that meet our standards.

Our current process involves meticulous grading to ensure only the best products are sold. These efforts demonstrate our commitment to maintaining high quality and supporting authentic Kashmiri craftsmanship, even in the face of significant challenges.

Another thing, sourcing the finest saffron, honey and shilajit was a nightmare. We have to work with a lot of vendors for that untill we established the right relationships.

How do you balance preserving traditional Kashmiri crafts with the demands and preferences of contemporary consumers?

Mir Saeid: Balancing the preservation of traditional Kashmiri crafts with contemporary consumer demands involves a blend of innovation and respect for tradition. We understand that crafts must evolve to stay relevant, so we embrace customer preferences and trends.

For instance, while traditional motifs like the chinar leaf may not always appeal to modern tastes, we are open to custom requests, such as incorporating an owl design on a pashmina. We work closely with our customers to conceptualize and create personalized pieces that meet their desires.

We also collaborate with our artisans to educate them on modern needs and preferences. For example, a customer once requested a pashmina yoga mat, which posed a challenge since pashmina isn’t typically suited for high-pressure use.

However, by brainstorming with our artisans, we successfully created a durable and beautiful yoga mat. This collaborative approach helps us integrate contemporary elements while preserving the essence of Kashmiri craftsmanship.

Our clothing line adapts to changing fashion trends and the diverse tastes of customers from different regions. We recognize that fashion is constantly evolving, so we continually explore new designs and concepts to meet the market’s demands.

When it comes to food products, we prioritize traditional methods of processing to ensure they remain organic and authentic. We believe that the more ancient the technique, the better the quality of the food items.

Mir Saeid: For our cricket bats, we rely on the expertise of craftsmen who have previously worked with major cricket brands, ensuring that the quality of our bats meets high standards.

By balancing tradition with modernity, we strive to offer products that honor Kashmiri heritage while appealing to contemporary consumers.

How do you engage with and support local artisans and craftspeople to ensure they benefit from the success of Kashmirica? In what ways do you leverage digital marketing and e-commerce strategies to reach a global audience and increase awareness of Kashmiri craftsmanship?

Mir Saeid: We engage with and support local artisans by working directly with them, educating them on modern needs, and counseling them when necessary. We emphasize the importance of quality in today’s market, ensuring that artisans understand the standards required to meet contemporary consumer expectations.

To support the broader community, we also allocate 2.5% of our profits as charity to individuals involved in the trade, reinforcing our commitment to their well-being.

A key focus of ours is women empowerment, and we actively work with destitute women to provide them with opportunities in the craft industry. This initiative not only supports economic independence but also helps preserve traditional skills.

To reach a global audience and raise awareness of Kashmiri craftsmanship, we leverage digital marketing and e-commerce strategies. Our website features a comprehensive blog about Kashmir, which attracts 20,000 visitors every month. This blog serves as a valuable resource for those interested in learning about Kashmir, its culture, and its crafts, helping to increase visibility and interest in our products. Through these efforts,

 we aim to create a strong online presence and connect with customers worldwide, showcasing the unique beauty of Kashmiri crafts.

What future plans or innovations are you considering for Kashmirica? Are there any new initiatives or product lines in development?

Mir Saeid: For the future, we are focusing on enhancing the User Experience (UX) on our website to ensure that customers feel comfortable and at home while shopping with us. This involves making the site more intuitive, user-friendly, and aesthetically pleasing.

We are also looking to standardize certain aspects of our supply chain to streamline processes and ensure consistent quality across all our products. This initiative aims to improve efficiency and maintain high standards from production to delivery.

In terms of product lines, while we already offer a wide range of traditional Kashmiri crafts, we’re committed to continuous improvement. This means not only refining existing products but also exploring new innovations and variations.

We’re always seeking ways to enhance our offerings, whether through new designs, improved materials, or unique collaborations with artisans. Our goal is to keep evolving and bringing the best of Kashmiri craftsmanship to a global audience.

What advice would you give to other entrepreneurs looking to promote and preserve traditional crafts through modern platforms?

Mir Saeid: Promoting and preserving traditional crafts through modern platforms can be challenging, but it’s essential to develop both operational expertise and marketing acumen before launching your business.

Operational expertise ensures that you understand the intricacies of producing and maintaining high-quality traditional crafts, while marketing acumen helps you effectively reach and engage your target audience. If either aspect falls short, it can jeopardize the sustainability of your business.

My advice is to be patient and take the time to thoroughly learn the trade before entering the market. This includes understanding the craftsmanship, sourcing high-quality materials, and staying informed about consumer preferences and digital marketing trends.

By building a strong foundation in both operations and marketing, you can create a successful and enduring platform that honors traditional crafts while appealing to modern consumers.

Our conversation with Mir Saeid has illuminated the profound dedication behind Kashmirica’s mission to preserve and promote Kashmiri handicrafts.

His efforts to blend tradition with contemporary appeal offer a unique perspective on the cultural richness of Kashmir.

We appreciate Mr. Saeid’s insights and his ongoing contribution to the world of artisanal crafts. Thank you for sharing your inspiring story and vision with us, Mr. Saeid.

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