Tilla Embroidery’s Heritage and its Reimagination by Craftick

By Digital Empowerment Foundation

Published on: August 23, 2024

Craftick, a brand established in 2014, represents an evolution in the domain of traditional Tilla embroidery, a craft rooted in the cultural heritage of Kashmir, a craft native to its citizens, a craft that adorns and reflects the beauty of Kashmir in each metallic thread. The brand’s inception is closely tied to the legacy of Jasir’s father, a master craftsman with over thirty-five years of experience in Tilla work. This intricate form of hand embroidery, known for its use of silver and gold metallic threads on luxurious fabrics such as Pashmina shawls, has long been emblematic of Kashmiri artistry.

Tilla embroidery, also known as Tilla Dozi, has historically been used to embellish garments, particularly those worn during significant cultural and religious ceremonies. It’s characterized by its elaborate floral motifs and geometric patterns, has been passed down through generations of artisans, preserving the meticulous techniques and artistic expressions of Kashmiri culture. Despite its rich heritage, Tilla work faced challenges in adapting to contemporary markets, often confined to traditional designs and methods.

In 2013, during his college years, Jasir assumed responsibility for his father’s handicraft enterprise due to his father’s illness. Recognizing the need to modernize and expand the business, Jasir embarked on a mission to reinvent the traditional craft for the digital age. Thus, Craftick was born, blending time-honored techniques with modern marketing strategies. Registered with the Department of Handicrafts, Craftick leveraged social media platforms like Instagram and Facebook, bringing the intricate beauty of Tilla embroidery to a global audience, ensuring its continued relevance and appreciation in the contemporary world.

At the Digital Artisans of India Award 2023-24, Jasir was recognised with the first prize due to his attempt to merge digital with his craft through digital outreach that has not only expanded the market for Tilla work but also ensured its preservation and relevance in modern times.