India’s handicrafts represent a rich legacy of cultural identity, artistic excellence and traditional knowledge passed down through generations. The inspiring journey of Shri M. Farooq Khan, National Awardee (2007), exemplifies how ancestral craftsmanship, supported by education and entrepreneurship, can evolve into a globally competitive enterprise. Through M/s AL TASVEER ART & CRAFTS, Farooq Khan and his family continue to preserve traditional metal engraving while expanding its reach in domestic and international markets.
The family’s artistic legacy began with his grandfather, Shri Rafi Muhammad, a State Awardee, and was further strengthened by his father, Shri Haji Nasiruddin, recipient of the National Award in 1998 and the prestigious Shilp Guru Award in 2007. Continuing this tradition, Farooq Khan’s brothers, Shri Mohd Yusuf, National Awardee (2007), and Shri Mohd Yaqub, National Awardee (2015), have also made significant contributions to traditional metal craftsmanship.
Despite holding a B.Com. degree from Delhi University and management education from Symbiosis, Pune, Farooq Khan chose to pursue entrepreneurship in the handicrafts sector rather than a conventional corporate career. His decision reflected a deep attachment to his family’s artistic heritage and a commitment to sustaining traditional craftsmanship for future generations.
Building a Common Business Identity
The idea for establishing AL TASVEER ART & CRAFTS emerged from practical challenges encountered during international exhibitions. The artisans observed that overseas buyers were sometimes hesitant to engage with individual stalls because of concerns regarding business identity, credibility and formal registration. The absence of a common brand also limited their ability to establish lasting buyer relationships.
To address these challenges, M/s AL TASVEER ART & CRAFTS was registered, with its office at S-33/6, Street No. 24, Main Road, Brahampuri, Delhi–110053. The enterprise created a common platform through which the family could present its handcrafted products professionally, strengthen buyer confidence and pursue wider commercial opportunities.
The firm offers a diverse range of handcrafted metal artefacts combining traditional techniques with distinctive designs and contemporary market preferences. Continuous market research and participation in exhibitions help the artisans respond to changing consumer expectations while retaining the authenticity and precision of their craft.
Creating Livelihoods Through Craftsmanship
Beyond its commercial activities, the enterprise contributes to employment generation and artisan welfare. More than ten skilled artisans are associated with the establishment, supporting production and the fulfilment of orders from corporate clients, exporters and international buyers.
While the brothers collectively oversee production and quality, Farooq Khan primarily manages marketing, buyer coordination, export opportunities and business development. His educational background and management knowledge have helped bridge the gap between traditional artisan skills and modern business practices.
The firm has reportedly achieved turnover running into crores of rupees in recent years. According to Farooq Khan, its annual export potential could exceed USD 200,000, subject to international demand, adequate working capital and production support.
International Exposure and Government Support
A significant milestone came in 2025, when the enterprise participated in an international trade fair in Thessaloniki, Greece, with sponsorship from the Office of the Development Commissioner (Handicrafts), Ministry of Textiles, Government of India. The participation generated encouraging responses and orders from international buyers, demonstrating the value of overseas exposure for traditional artisans.
However, the changing dynamics of international procurement present new challenges. Buyers increasingly prefer sourcing products directly from exporters and enterprises participating in overseas trade fairs, allowing them to assess products and establish business relationships without additional travel to India.
In this context, greater support for award-winning artisans through international exhibitions, targeted marketing assistance and access to working capital could help expand their global presence. Such opportunities would enable skilled artisans to showcase their products directly, establish long-term business connections and secure export orders.
International exhibitions also serve broader purposes beyond trade. They promote India’s cultural heritage, encourage employment, generate foreign exchange and strengthen cultural diplomacy. Supporting capable artisan entrepreneurs aligns with the vision of Atmanirbhar Bharat by helping traditional enterprises become more self-reliant and internationally competitive.
Showcasing Indian Craftsmanship at IHGF Delhi Fair
Continuing its efforts to expand market opportunities, M/s AL TASVEER ART & CRAFTS is participating in the 62nd IHGF Delhi Fair–Autumn 2026, presenting its exclusive handcrafted metal artefacts to domestic and international buyers.
The participation provides another opportunity to connect traditional artistic expertise with contemporary market demand and explore potential business partnerships.
The journey of Shri M. Farooq Khan and his brothers demonstrates how inherited knowledge, education, innovation and entrepreneurship can work together to sustain traditional crafts. Their experience also highlights the importance of continued institutional support in helping award-winning artisans overcome financial and market-access barriers.
Preserving ancestral craftsmanship is not simply about honouring the past. It is about creating sustainable livelihoods, empowering artisan communities and taking India’s artistic heritage to the world. With stronger international market access and continued government support, enterprises such as AL TASVEER ART & CRAFTS can contribute significantly to the growth of India’s handicrafts sector and strengthen the country’s global cultural and economic presence.
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