Srinagar, May 22 -- Emphasising the need for strategic branding and quality control measures, Amitabh Kant, India's G20 Sherpa and former CEO of NITI Aayog, stressed that these interventions are crucial to reviving the handicrafts sector in Jammu and Kashmir during his visit to Srinagar on Tuesday.

Kant, who is in the region for a brainstorming session on 'Rebranding of J&K Handicrafts', conducted a series of engagements with local artisans, handicraft dealers, and stakeholders.

He shared insights on driving growth, innovation, and facilitated market access to unlock the true potential of J&K's handicraft exports.

A major highlight was his visit to the Craft Safari organised by the Handicrafts Department, where he interacted w...