A homegrown name in high-end luxury ethnic brands from Kashmir, Kazir Sons plans to open stores in various metro cities in India, consolidate business in West Asia and work on partnerships in Europe and the US.

A dynastic establishment dating back to 1880, Khazir Sons is entrenched in authentic Kashmiri handicraft. Made using material of the highest quality, the brand aims at showcasing the craftsmanship from the ranges of Kashmir, hoping to revive a forgotten form of art.

Deeply rooted in Persian, Mughal and Kashmiri culture, its products include pashmina & cashmere stoles/shawls, mussar (traditional Arab head wear for men), home décor items made of papiermâché, walnut wood handicrafts, opulent antiques and intricately designed carpets hand-woven from silk or wool, often incorporating jewels to give the lux quotient.

Khazir Sons is now promoting its brand on various online and offline media platforms, collaborating with celebs, bloggers and designers. “We are expanding our stores in India and abroad and looking at participating in exhibits and fashion shows worldwide,” says Saddam Zaroo, managing director of Khazir Sons.

Zaroo who is also the chairman of CII's J&K state council says they are working closely with the quality control board for handicraft, GST board and various other bodies to promote handicraft and Kashmiri art. “We are working with small villages and various artisans in to upgrade the art as per modern needs and maintain its authenticity and originality. We are also working to provide better remuneration to our artisans and credit facility to solo artists in order to improve sustainability of this art,” he adds