Serving a slice of culture: Young entrepreneur brews life into Kashmir’s cultural heritage

In the heart of North Kashmir’s Handwara, 21-year-old Irfan Aijaz is making waves with his decision to leave a well-paid job to start a unique venture that celebrates Kashmir’s cultural heritage. Inspired by his experiences while studying in Bengaluru, Irfan chose to return to his roots and create “The Village,” a traditional food outlet located on the Baramulla-Sopore Road in Vodhpora, Handwara.
While studying in Bengaluru, Irfan observed how indigenous communities fiercely guarded their cultural identity. He saw firsthand how they resisted external influences to preserve their traditions and heritage.
This experience ignited a passion in him to do something similar for his homeland, Kashmir. Motivated by this sense of cultural pride, Irfan decided to leave his lucrative job and return to Handwara to launch “The Village.” His aim was to create a space that embodies the essence of Kashmiri culture, offering not just food but an experience that reflects the region’s rich history and traditions.
“The Village” is more than just a restaurant, it is a cultural space that takes visitors back in time. The venue is decorated with traditional grass matting, ancient artifacts, and even a vintage horse cart, all of which evoke memories of a simpler time. The use of these elements creates an atmosphere that is both nostalgic and deeply rooted in Kashmiri culture.
Irfan’s vision for “The Village” extends beyond aesthetics. He wants his venture to be a bridge connecting the past to the present, a place where people of all ages can come together and experience the rich tapestry of Kashmiri life. “Every design choice here is deliberate,” says Irfan. “We are not just serving food; we are serving a slice of our culture. It’s a place where grandparents can reminisce, parents can rediscover, and children can learn about our heritage while enjoying modern comforts.”
Irfan is also keen to create opportunities for the local community. “The Village” currently employs eight people, with plans to expand soon. Irfan believes in empowering women and has already hired several female staff members to serve and cater to guests, promoting gender equality in a region where such opportunities can be limited.
“In Kashmir, many young people aspire to be in government jobs, but few think about starting their businesses,” says Irfan. “If more people took this path, we could create jobs for hundreds, even thousands. By employing women, we’re also promoting a more inclusive workplace where everyone has a role,” he added.
Irfan’s journey to becoming an entrepreneur was not an easy one. He recalls the challenges he faced in his previous job, where he earned well but lacked a fulfilling lifestyle. “Despite the good pay, I felt mentally stressed and physically uncomfortable. I used to play games like BGMI in my free time, but that only left me more drained,” he shares.
Realizing he needed a change, Irfan discussed his thoughts with his family, who supported his decision to dedicate his life to preserving Kashmiri culture. This decision led to the birth of “The Village,” where he could channel his energy into something meaningful and fulfilling.
Irfan has big plans for “The Village.” The positive response from the local community has encouraged him to think about expanding his venture across Kashmir. He envisions creating a network of cultural hubs, each showcasing different aspects of Kashmiri tradition. “It’s not just about business growth,” he explains. “It’s about reviving our culture on a larger scale. Imagine multiple locations, each reflecting a unique piece of our heritage.”
He hopes these hubs will provide a platform for local artisans and craftsmen to showcase their skills, reviving traditional building techniques and preserving cultural heritage for future generations. By involving local youth in the construction and maintenance of these spaces, Irfan aims to foster a sense of pride and ownership within the community.
The architecture of “The Village” itself is a tribute to Kashmir’s past. Built using wood and traditional grass mats, the huts are designed to reflect the aesthetic of a bygone era while offering modern amenities to cater to diverse visitors. These huts are not just buildings; they are symbols of resilience, sustainability, and cultural identity. The use of locally sourced materials and intricate designs helps the structures blend seamlessly with the natural surroundings, creating a harmonious balance between human habitation and the environment.
By incorporating these elements, Irfan aims to make “The Village” an authentic cultural experience for both locals and tourists. The initiative has already struck a chord with the community, who appreciate the effort to preserve and promote Kashmir’s unique heritage.
Irfan’s venture has the potential to transform the tourism landscape in Kupwara and beyond. The introduction of traditional huts and authentic Kashmiri experiences could attract tourists seeking to immerse themselves in local culture. The rustic charm of these traditional dwellings sets them apart, offering something unique in a region that is already known for its natural beauty.
Furthermore, Irfan’s efforts present a good opportunity for local artisans. By reviving traditional crafts and techniques, they can showcase their skills to a wider audience and preserve these practices for future generations. The involvement of local youth in these projects can also provide meaningful employment opportunities, fostering a sense of pride and community spirit.
Irfan’s story is an example of how passion and dedication can lead to positive change. His journey from a well-paying job to a cultural entrepreneur demonstrates that blending tradition with modernity to create something meaningful and enduring is possible. He hopes his story will inspire other young people in Kashmir to think beyond conventional career paths and consider entrepreneurship a viable and rewarding option.
“I want to show that we don’t have to forget our roots to move forward,” Irfan says. “By holding on to our heritage and sharing it with the world, we can create a future that honours our past while embracing the present.”