Traditional Kashmiri Pheran is gaining global recognition and finding its way into the hearts and wardrobes of people worldwide, thanks to the booming e-commerce industry.
After the Kangri, a traditional Kashmiri firepot, made waves globally, the Pheran is now stepping into the spotlight, becoming a symbol of cultural heritage and craftsmanship.
Pheran is a long, loose-fitting gown, typically made of wool and adorned with intricate embroidery. It has been a staple of Kashmiri clothing for centuries, cherished for its comfort, warmth, and unique aesthetic appeal.
Currently, scores of the national and international e-commerce websites are selling Kashmiri Pheran worldwide.
Take the instance of e-commerce website Amazon, the online shopping platform sells Pheran in various designs, which is being delivered worldwide.
Similarly, the national e-commerce platform Flipkart also sells and delivers Kashmir traditional and designer Pherans countrywide.
Prior to it, Pherans were being sold locally by the Kashmir-based e-commerce platforms which were being delivered to the valley only.
Customers from different parts of the world are now incorporating the Pheran into their wardrobes as a statement piece that reflects a rich cultural history.
“I have been to Kashmir and was really fascinated by the kind of dresses Kashmiri wear. I am buying this Pheran to use it during winters,” posted Pooja Kumari in the response section of Pheran on Amazon.in.
Local artisans, who have been crafting Pherans for generations, are now embracing the digital era to reach a global clientele.
“We have been getting orders from many states of the country. Pheran is not now confined to Kashmir, it is being worn by women in other states as well. We get orders for Pheran, which is made of cotton, so that women from tropical regions also wear this dress,” said Sayeema, a seller.
Meanwhile, many shopkeepers have established online stores and collaborated with national retailers, making it easier for enthusiasts to access these unique pieces of clothing regardless of geographical boundaries—(KNO)
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