J&K Pavilion steals the show at IITF 2025; draws record crowds

NEW DELHI : The Jammu and Kashmir Trade Promotion Organisation (JKTPO), under the aegis of the Department of Industries and Commerce, Government of Jammu and Kashmir, presented the region’s vibrant cultural heritage and entrepreneurial spirit at the 44th India International Trade Fair (IITF) 2025 with the theme “EK BHARAT, SHRESHTHA BHARAT”.
Union Minister of State for Commerce and Industry, Jitin Prasada, inaugurated the event.
The J&K Pavilion, located on the 1st Floor of Hall No. 3 at Bharat Mandapam, Pragati Maidan, New Delhi, from November 14 to 27. The Pavilion offers a dynamic platform for around 140 exhibitors, including women entrepreneurs, specially-abled business owners and cooperative societies, to showcase their diverse range of products. It highlights Jammu and Kashmir’s world-renowned Geographical Indication (GI)–tagged products such as Saffron, Pashmina Shawls, Kani Shawls, Sozni Embroidery, Basohli Paintings, Kashmiri Carpets and Paper Mâché crafts, each reflecting the region’s authenticity and artistic excellence.
A special celebration, ‘Jammu and Kashmir Day,’ was held on November 22, 2025, at Amphitheatre One, featuring the cultural performances dedicated to celebrate the culture, craft and heritage of J&K. The event strengthened J&K’s presence on the national stage while celebrating its artistic richness and entrepreneurial excellence.
JKTPO continues to uphold transparency and inclusivity in promoting the local enterprises. With participation of key organizations such as J&K Industries Limited and the State Handloom & Handicrafts Development Corporation, the Pavilion exemplifies the seamless harmony of tradition and innovation that defines Jammu and Kashmir.
Over the past three years, JKTPO has significantly expanded the participation of artisans, farmers and entrepreneurs in national exhibitions and trade fairs, including IITF. The number of exhibitors has grown remarkably from fewer than 30 participants a few years ago to over 140 in 2025.
During the previous edition, in 2024, approximately 110 exhibitors represented J&K at IITF. This consistent growth reflects rising enthusiasm among the J&K’s business community to present their products on prestigious national platforms.
The participants have not only gained extensive exposure but secured valuable business leads and confirmed orders, fostering long-term and sustainable trade relationships. On-the-spot sales have risen significantly, offering direct financial gains and enhancing exhibitors’ confidence. This strong buyer interest, coupled with the overwhelming footfall at the Jammu and Kashmir Pavilion, further underscored its growing national appeal.
The Pavilion remained consistently crowded with the visitors eager to experience the region’s rich craft heritage, authentic GI-tagged products and vibrant cultural presentations. The enthusiastic public response not only amplified sales and business opportunities but also reinforced the Pavilion’s standing as one of the most sought-after attractions at IITF 2025. This continued success reaffirms the Government’s commitment to empowering local talent and nurturing a sustainable ecosystem that champions heritage, innovation and enterprise.