Turan and Tarub is an inspiring initiative by Sheela Imran Bandh , a microbiologist turned fashion designer / entrepreneur has a vision to preserve and promote the rich cultural heritage of Kashmir by uplift the lives of local women artisans . Established in September 2017 brand Turan and Tarub has a mission to create a global marketplace for Kashmiri artisans, providing them with fair wages and empowering them to become self sufficient , independent and confident. By showcasing authentic Kashmiri products and ensuring the high standard of their offerings, the brand has established credibility among its customers. Moreover, their focus on community and collaboration among artisans reflects a deep commitment to preserving and promoting Kashmir's traditions. The establishment of the Turan and Tarub Foundation further underscores their dedication to social impact. By investing a portion of their profits into supporting artisans' education, marriages, and other expenses, they are actively contributing to the betterment of the artisan community in Kashmir. Overall, the venture serves as a shining example of how women led business initiatives can be driven by both commercial success and social responsibility, making a tangible difference in the lives of artisans and preserving cultural heritage.