How Muheet Mehraj is taking Kashmiri handicraft to the world5 min read . Updated: 16 Jun 2018, 09:53 PM IST
Muheet Mehraj's startup Kashmir Box, which sells Kashmiri handicraft online, has grown from a simple e-commerce firm to a champion of Kashmiri entrepreneurship, one that identifies itself as a social impact company
He’s an expert on the 30-plus parameters a shawl spun from Ladakhi pashm fibre requires for a geographical indication tag, though pashminas played no part in Muheet Mehraj’s simple upbringing as the child of a homemaker and a government clerk. And no, a pashmina doesn’t have to pass through a ring to be considered genuine, that’s shahtoosh, now banned. Idea Cellular Ltd got a legal notice from the Kashmir Chamber of Commerce and Industry after its 2014 advertisement wrongly depicted the ring test and irate customers began calling pashmina sellers to say they had been cheated.