CS Kundra pushes value addition, global branding to position Ladakh Pashmina as Premium Luxury Fibre

LEH: The Union Territory administration has laid out a roadmap to transform Ladakh Pashmina from a raw fibre commodity into a globally recognised premium luxury brand, with Chief Secretary Ashish Kundra directing departments to strengthen procurement, processing, value addition, branding and quality certification to improve returns for Changpa pastoralists and local entrepreneurs.

Chairing a review meeting of the Ladakh Pashmina Development Board (LPDB) on Thursday, Kundra assessed the implementation of the Changthang Pashmina Value Chain and reviewed progress in procurement, processing, branding and marketing.

Officials informed the meeting about raw pashmina procurement, payments made to Changpa herders, fibre processing, dehairing operations and the outcomes of buyer-seller meets organised in Srinagar and Jammu to expand market access.

Emphasising quality as the foundation of Ladakh Pashmina’s reputation, the Chief Secretary directed departments to strengthen quality control at every stage of the value chain. He sought district-wise updates on procurement, fibre segregation, processing capacity and raw material availability, while calling for a transparent marketing mechanism through cooperative institutions to ensure competitive prices and better returns for producers.

Kundra also stressed that adequate raw pashmina should be reserved for local weavers and value-addition units before surplus fibre is marketed outside the Union Territory, enabling greater local employment and higher value creation.

Reviewing the progress of Geographical Indication (GI) registration, he instructed departments to complete the registration of all eligible producers and entrepreneurs within a fixed timeframe. He also called for the introduction of QR code-based product authentication and traceability systems to safeguard the authenticity of Ladakh Pashmina and strengthen consumer confidence in domestic and international markets.

To support branding efforts, the administration will organise awareness programmes and training workshops on GI certification, branding and quality standards for entrepreneurs, cooperatives and stakeholders.

The meeting also featured interactions with renowned designer Suket Dhir and LPDB Executive Member Akanksha Himatsingka, who advocated design innovation, contemporary product development and stronger global market exposure while preserving the heritage and authenticity of Ladakh Pashmina.

Highlighting the growing demand for premium natural fibres, Kundra said Ladakh should gradually evolve into a hub for high-value Pashmina products rather than remain primarily a supplier of raw fibre. He directed departments to strengthen weaving, spinning, finishing and design infrastructure, improve access to modern machinery, expand common processing facilities and encourage collaboration between local artisans, designers and established national and international brands.

He further instructed the concerned departments to prepare a comprehensive roadmap for an integrated Pashmina ecosystem and explore support under the Ministry of Textiles and other government schemes to build common infrastructure, expand market linkages and establish Ladakh Pashmina as a globally recognised premium textile brand while ensuring sustainable livelihoods for the Changpa pastoral community.