Webbed In

- Pranjali Bhonde Pethe

Kashmiri crewel work, intricate suzani needlework and papier-mâché embroidery are some of the hallmarks of Khazir Sons, a 138-year-old luxury brand, selling exceptional Kashmiri art products like exquisitely woven silk and wool carpets. Their elegant retail stores in Mumbai and Srinagar, decorated in warm colours and jewelled, white couches and chairs, are recognised as some of the most tasteful brick-and-mortar outlets in the luxury market.

In keeping with the times though and during a major expansion, Saddam Zaroo, 29, the third-generation, and also the youngest, Managing Director of the brand has ventured into the e-commerce space with the launch of khazirsons.com, three months ago, to attract customers from across the world. “Given the current business trends and the e-commerce revolution, going online is the way forward,” says Zaroo. His wife Saniyia, a former creative head of a luxury brand, conceptualised Khazir Sons’ online strategy and helped build the website.

The world wide web

The ambition is to transcend boundaries and reach out to customers from across the globe. “We aim to create awareness about Kashmiri crafts globally and help its craftsmen get the respect they deserve,” says Zaroo.

The growing prevalence of e-commerce is strengthening businesses across sectors. Consumers in smaller cities in India, who otherwise do not have access to luxury products, are also increasingly ordering these online. As per a study by India Brand Equity Foundation, the Indian e-commerce industry is expected to surpass America’s, to become the second largest e-commerce market in the world, by 2034.