Purpose
Zaina stands with a vision to put the crafts of Kashmir back on the map of global contemporary design, using traditional and fair-trade practices. The brand believes that good design is at the core of making its crafts and the livelihoods of artisans sustainable. These crafts—and the stories that come with them—form the foundation of each Zaina product. The organization is a celebration of the crafts and craftspeople of Kashmir, contemporized yet retaining Kashmir’s unique traditions and skills. Its endeavor is to bridge the gap between creatively rich Kashmir and the contemporary Indian and global customer by bringing customers a choice of well-designed, skillfully crafted products from the Valley. The brand strives to discover the best designs from artisans and craftsmen in Kashmir, deliver them at exceptional value to customers, and remain focused on fair-trade practices.
People
Zaina's parent organization is commitment to Kashmir, which has been working in Kashmir since 2011 through its end-to-end entrepreneurship-building and mentorship program. It has been creating sustainable craft enterprises and livelihoods for the hundreds of artisans they, in turn, support. The brand has impacted around 300 artisan families involved in craft, with their monthly incomes improving and becoming steady through these interventions. Their artisans have become agents of change in Kashmir, especially the younger generation of craftspeople, who have set an example by taking up traditional crafts as a means of employment. They remain purposefully engaged, staying away from militancy through meaningful involvement in their work. There is also greater self-confidence and improved self-esteem in their work, positively impacting the overall mental health of a community facing decades of strife. Its work with languishing crafts has been a step toward reviving dying craft practices.
Planet
Kashmir’s handcrafted heritage has always drawn inspiration from the environment. Traditional craft techniques of Kashmir have deep-rooted upcycling practices, which are distinctly reflected in Zaina’s range of products. All their handmade products conserve natural resources and ensure minimal to zero carbon emissions, thereby protecting the planet.
