How Are Kashmiri Influencers Redefining Tradition in the Digital Age?

by Dr Parvaiz Ahmad Mir

As this digital ecosystem matures, there is an opportunity for more structured collaboration between local businesses, international brands, and influencers.

Social media

A quiet revolution is unfolding in the picturesque Kashmir, one driven not by politics or conflict but by the transformative power of digital platforms. Kashmiri social media influencers are carving out a niche by connecting international brands with the region’s rich artistic heritage. Their innovative marketing strategies, blending tradition with modernity, are reshaping how goods and services are promoted in this historically significant area.

Kashmir has long been celebrated for its exquisite saffron, luxurious Pashmina shawls, and intricate handicrafts. While these regional treasures have been admired for generations, the rise of social media has injected fresh energy into their promotion. Young, tech-savvy influencers are leveraging platforms such as Facebook, Instagram, and YouTube to showcase these products in creative and engaging ways. Through visually stunning multimedia content and personal storytelling, they are introducing the region’s cultural legacy to a global audience.

What makes their success particularly remarkable is the dual role they play. On one hand, they champion local artisans and entrepreneurs, ensuring these craftspeople gain the recognition and market access they deserve. On the other, they collaborate with international brands, bringing foreign products to the Kashmiri market. These influencers are adept at balancing both worlds, seamlessly promoting everything from traditional hand-woven carpets to global consumer goods. Their ability to navigate this duality underscores their unique contribution to the valley’s evolving economic landscape.

Fashion influencers in Kashmir are redefining style by blending contemporary trends with traditional attire, creating a fusion that resonates both within and beyond Kashmir. Among the most prominent is Umi Zargar, known as Kokoo Style, whose work seamlessly integrates modern fashion with Kashmiri aesthetics. Equally notable is Zaid Khan Kashmiri, celebrated for his refined interpretations of ethnic wear. Similarly, Salika, who goes by the name Kashmiri Wanderer, uses her platform not only to share travel content but also to spotlight local artisans and brands, drawing attention to the region’s natural beauty and cultural richness.

Smartphones have replaced a lot of things – radio, tape-recorder, TV, telephone, calculator, thermometer, camera, calendar, book, wristwatch and to a large extent bank and the wallet. It is a window to information as newspapers have been completely replaced. The traditional matchmaker is on the margins now.

Food bloggers, too, are making their mark. Figures such as Omar Rather have gained traction by showcasing both international cuisine and traditional Kashmiri dishes like Wazwan. Through engaging videos and reviews, they promote local eateries while enticing food enthusiasts to explore the valley’s diverse culinary offerings.

Meanwhile, tech influencers like NafzzTech cater to the region’s digitally inclined youth, offering insightful reviews and commentary on the latest gadgets and technological advancements. Their contributions reflect the multifaceted nature of Kashmir’s digital revolution, bridging tradition and modernity in compelling ways.

The influence of these digital pioneers extends far beyond mere marketing. By spotlighting local entrepreneurs and artisans, they provide a vital lifeline to small businesses that might otherwise struggle to compete in a globalised market. Their efforts not only bolster regional economic growth but also foster a sense of pride in Kashmir’s cultural heritage. Moreover, their collaborations with international brands diversify the valley’s consumer landscape, catering to a younger, globally connected audience.

However, this burgeoning trend is not without its challenges. Influencers in Kashmir often navigate significant hurdles due to the region’s political complexities. Despite these obstacles, their commitment to creating meaningful content and bridging local and global markets is commendable. Their work underscores the ingenuity and resilience of Kashmir’s youth, who are leveraging technology to dismantle barriers and forge new connections.

As this digital ecosystem matures, there is an opportunity for more structured collaboration between local businesses, international brands, and influencers. Partnerships, sponsorships, and training programmes could equip these content creators with additional resources to produce high-quality material that benefits all stakeholders. Such initiatives would not only amplify their impact but also ensure the sustainable growth of this transformative movement.

Policymakers must recognise the potential of digital entrepreneurship and invest in robust digital infrastructure to support this burgeoning sector. However, as the influencer market evolves, careful consideration must be given to ethical standards, the impact of commercial partnerships on cultural integrity, and the role influencers play in shaping public opinion.

Striking a balance between cultural preservation and commercial success will be essential to ensure that the rise of Kashmiri influencers remains constructive and beneficial for all stakeholders. With the right approach, these digital trailblazers can continue to foster both local empowerment and global brand awareness, promoting meaningful cross-cultural and cross-industry exchanges.

Dr Parvaiz Ahmad Mir

It is equally important to acknowledge the challenges accompanying the rapid growth of Kashmir’s influencer culture. As the market becomes increasingly competitive, influencers must adapt to shifting algorithms, consumer preferences, and brand expectations. Moreover, the region’s unique social context means influencers often face scrutiny and criticism, making it imperative for them to balance commercial interests with authenticity. To ensure sustainable growth, influencers and brands alike must focus on building lasting relationships grounded in transparency, trust, and shared values.

The rise of social media influencers in Kashmir is more than a fleeting trend; it is a testament to the region’s ability to adapt and thrive in the digital age. Beyond driving economic progress, these influencers are reshaping the valley’s global image by promoting both local products and international brands. Through their efforts, Kashmir is no longer just a geographical location but a brand—a unique fusion of tradition and modernity, local heritage and global appeal.

(The author works at GMC, Baramulla. Ideas are personal.)

_{Images are for reference only.Images and contents gathered automatic from google or 3rd party sources.All rights on the images and contents are with their legal original owners.}