Kayseria Magic In Print. It's a tribute to the thinking, feeling, and beliefs and norms of the cultural heritage of the sub-continent. From the idea behind the product line to its advertising and to retail stores, everything Is a constant attempt to enforce the idea. The idea- to safeguard and rebuild cultural heritage. In this attempt, another focus would be to ensure that knowledge of the craftsmen are passed on to the future generations so that the crafts and tradition of the sub-continent continue to revive and exist. The cultural heritage has so much to offer and knowing this there is a need to promote, nurture, and revive the soul of the sub-continent. Tradition and heritage are connected to our cultural roots and an integral part of recognizing, giving appreciation to the master craftsmen and crafts of the sub-continent. See Less