Indian handicraft exports have been a significant contributor to the country's economy. According to data from the Ministry of Commerce and Industry, the total export of handicrafts from India in 2019-2020 was valued at $2.97 billion. This represents a significant increase from the previous year, when exports were valued at $2.79 billion.
Handicrafts are an important source of employment for artisans and craftspeople in India, particularly in rural areas. According to the National Centre for Design and Product Development, there are an estimated 6.5 million craftspeople in India, of which around 85% live in rural areas.
Shawls and scarves in particular have been a significant source of income for artisans in the villages of India, particularly in states like Punjab, Kashmir and Himachal Pradesh. The traditional art of shawl weaving and embroidery has been passed down through generations in these villages, but it has historically been a seasonal industry, with artisans only able to earn a livelihood during certain times of the year.
However, with the advent of brands like Pashtush, which connects these artisans with customers around the globe, the industry has become more stable, and artisans are now able to earn a living year-round. This has not only provided a livelihood for these artisans, but it has also breathed new life into the traditional art forms that they practice, and has given them a platform to showcase their skills to the world.
Pashtush India Private Limited, led by the visionary Director Pranav Malhotra, has established itself as a leading brand in the shawl and scarf industry through its exceptional quality products, innovative approach, and dedication to preserving traditional art forms.
At Pashtush, the team, comprising of talented artists, weavers and skilled embroiders, work tirelessly to connect customers all over the globe with products made by India's most accomplished shawl weavers, embroiders, and artisans. Their major markets include the US, Australia, France and the Middle East, however, the brand has seen an increasing demand in Scandinavian countries as well.
One of the key factors that has contributed to Pashtush's success is their ability to bridge the disconnect between fashion trends in Milan and the traditional artistry of karigars (artisans) in the villages of Punjab, Kashmir and Himachal. Through Pashtush, these artisans are now able to make shawls and scarves that are not only in line with the latest fashion trends but also tailored to the tastes and preferences of customers across the globe. This has breathed new life into the industry, which was previously a seasonal one and has given the artisans a year-round source of income.
Another driver of Pashtush's success is the fact that unlike other clothing and fashion products, scarves and shawls do not have a sizing issue, making it an ideal product for global e-commerce. This, combined with their high-quality products, has made Pashtush a go-to brand for customers looking for beautiful and unique shawls and scarves.
Pashtush's dedication to quality extends beyond just the products themselves. The brand is known for their beautifully packed and delivered products, ensuring that customers receive their purchases in perfect condition.
But Pashtush's commitment to innovation and excellence does not stop there. The team, under the leadership of Malhotra, is constantly experimenting with cutting-edge technologies such as AR and 3D modeling, to enhance the customer experience. Soon, it will be possible for Pashtush customers to not only digitally try on shawls but also customize them in real-time.
Pashtush's ability to blend traditional art forms with cutting-edge, sophisticated global luxury retail makes it a perfect example of the Indian entrepreneurship story. The brand's success not only highlights the entrepreneurial spirit of its leadership but also the rich cultural heritage of India. Pashtush is not just a brand, it's a movement that is preserving India's rich heritage and culture, and making it accessible to customers around the world.
In conclusion, Pashtush India Private Limited, under the leadership of Director Pranav Malhotra, has established itself as a leading brand in the shawl and scarf industry through its exceptional quality products, innovative approach, and dedication to preserving traditional art forms. The brand's success is a testament to the entrepreneurial spirit of its leadership and the rich cultural heritage of India. Pashtush continues to grow in popularity among customers around the world and is sure to make an impact for many years to come.