Pashmkaar Wins “Excellence in Prestige Artisanal Luxury Brand”

ET Now Business Conclave & Awards - 2025

https://www.etnownews.com/hub/business-conclave-awards-feb-2025/winners

Pashmkaar received the “Excellence in Prestige Artisanal Luxury Brand award” 2025 at the ET Now Business Conclave & Awards 2025, which was held in New Delhi, India. Mr. Tariq Dar, Founder and Managing Director received the award on Pashmkaar’s behalf. This prestigious award was presented by Lieutenant General K. T. Parnaik, Governor of Arunachal Pradesh.

It is a proud moment for Pashmkaar as the “Handmade Kashmir Pashmina”, made in the traditional way, without machines and shortcuts, now stands shoulder to shoulder with some of the country's most established luxury names.

About the Award

The ET Now Business Conclave & Awards is a national platform that recognises businesses and leaders across industries for measurable excellence, brand strength, and contribution to their sector. The “Prestige Artisanal Luxury Brand” category specifically honours enterprises whose products are built on craftsmanship rather than mass production, a category where authenticity and heritage weigh as heavily as commercial success.

Winning this award means that handmade Pashmina products were being recognised for being authentic, luxurious and for preserving the craft that reflects the heritage and artisans of Kashmir Valley which Pashmkaar has been promoting since decades.

The conclave draws business leaders, policymakers, and industry figures from across the country, which gives the recognition a reach well beyond a single region or category.

For a brand rooted entirely in one craft tradition from one part of the country, being placed in the same conversation as national and multinational names is a meaningful marker of how far handmade Kashmiri hand work has travelled.

What Sets Pashmkaar Apart

Authenticity

At the core of every Pashmkaar product is “genuine, Kashmir Pashmina” from Changthangi goats in Ladakh, a fibre that cannot be replicated by synthetic or blended alternatives. All products are entirely made by hand and promote the original Kashmiri hand embroideries.

Craftsmanship

Pashmkaar has been actively providing employment to 500 plus artisan family, providing fair wages and actively reviving the centuries old technique of Kashmiri weaving and embroideries such as Kani weaving,  Sozni embroidery,  Tilla work  and Ari work which are done entirely by hand.

Many artisans are from families that have practised these crafts for generations and have been passed downown

. In a luxury landscape that is increasingly defined by scale and automation, this level of handwork is now genuinely rare, and it is precisely what the award set out to celebrate. Each technique demands years of training, and no two pieces are ever produced in exactly the same way. It is a piece of art that you own when you buy a Kashmiri handwork Pashmina Shawl.

Customer Trust

Years of consistent, honest selling, first within Kashmir, then in Delhi, and now internationally, have built a customer base that returns and refers others. That kind of organic trust is difficult to manufacture and is exactly what jury panels look for when separating genuine artisanal brands from those simply marketed as such.

Quality Assurance

Every piece passes through quality checks spanning our Srinagar atelier and Delhi operations, so that the standard recognised on an award stage is the same standard delivered to every customer.

What This Means for Our Customers

This recognition reflects our commitment to proving that handwork has no shortcuts to compete at the highest level. When you choose Pashmkaar, you are choosing a brand that a national jury has placed among the country's most respected luxury names, without ever diluting the traditional, entirely handmade process that makes each shawl what it is. The brand has been consistent for over 15 years and still follows the highest level of quality and craftmanship.

It also means that choosing Pashmkaar supports a model of luxury that values the artisan's hand over the factory line, at a time when that distinction is increasingly rare and increasingly worth protecting.

Pashmkaar Brief Brand Story

From a small workshop in Srinagar to showrooms in Delhi's Khan Market and recognition on stages in India and Hong Kong, Pashmkaar has grown by staying close to its origins rather than moving away from them. Every expansion has carried the same artisans, the same techniques, and the same sourcing standards that first built trust at home, long before any national award recognised them.

This award belongs as much to our artisans as it does to the brand name on the stage.

Explore the Excellence in Prestige Artisanal Luxury Brand collection at our Srinagar or Delhi showroom, or when in Hong Kong visit our Causeway bay store or shop online at www.pashmkaar.com  and experience the handwork that a national jury has already recognised.