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Every entrepreneurial journey has always begun with a beautiful inception story. And the journey of 29-year-old Sama Beg is no different. A Kashmiri by heart, Sama Beg grew up abroad but she had always made up her mind to come back to Kashmir and do something big for her people. Driving along the KP road in Anantnag she happened to see a young boy wearing the popular ‘I love NY’ T-shirt which got her thinking, why isn’t there anyone flaunting a ‘I love Kashmir’ T-shirt? Two years of research, and now Koshu wear is an online brand that offers contemporary clothing and accessories for people to showcase their Kashmiri pride. From T-shirt to bags, this portal engages with local artists and graphic designers who design contemporary clothing that symbolizes Kashmiri pride!