Empowering artisans digitally

The motive behind the PM Vishwakarma (PMV) scheme is being achieved as the beneficiaries are getting the platforms to showcase their talent and attract the people from across the country. In one such instance, five artisans under the scheme were successfully onboarded onto the Meesho platform during a one-day workshop held in Srinagar. Such a significant development represents a transformative shift in how local artisans can access markets, compete commercially and also sustain their livelihoods in the digital era. For a long time, the master craftsmen in Kashmir have been the custodians of some of India’s finest handicraft traditions, but they have been struggling with limited visibility, exploitative intermediaries and inconsistent income. However, the PMV scheme has come as a relief for them as it addresses these major challenges by equipping the artisans with financial support, modern tools, training and market linkages. The onboarding of five artisans onto the Meesho platform aligns directly with that mission, thereby enabling them to showcase their work to buyers far beyond local markets. The Meesho like platforms offer these artisans an opportunity to reach millions of customers, beyond their reach and simultaneously build their brand identity. The digital markets help the artisans to eliminate middlemen, which can directly benefit from their skills and ensure that their hard work is valued and rewarded. The workshop organized in Srinagar highlights the growing recognition that digital literacy is now essential for preserving and promoting traditional crafts. However, this initiative must not remain a one-time effort but must continue to ensure long-term success. The government and private e-commerce players must work in tandem to expand this model to more districts and artisan groups. Empowering artisans through technology is an investment in preserving culture, supporting livelihoods and showcasing Kashmir’s timeless artistry to the world.