# Pashmsutra in The Economic Times – Authentic Pashmina Explained **By Ritu Gupta** · 2026-03-26 ![](https://cdn.shopify.com/s/files/1/0954/8536/2459/files/shawl_e9d23e77-5124-405e-b7be-1bf9f732e43c.jpg?v=1772433632) [Explore Pashmsutra's GI Tagged/ Certified Pashmina](https://pashmsutra.com/ "Pashmsutra") In the world of luxury textiles, trust is not built overnight. It is earned through consistency, craftsmanship, and a commitment to authenticity. This is especially true for Pashmina—a textile that has become increasingly difficult to define in today’s global marketplace. Recently, _**The Economic Times**_ featured an article addressing the growing confusion around _**real and fake Pashmina.**_ The article highlighted the challenges faced by both buyers and artisans due to widespread misrepresentation. For [Pashmsutra](https://pashmsutra.com/ "Pashmsutra"), this recognition aligns deeply with its core philosophy: restoring trust in authentic Kashmiri Pashmina through transparency, craftsmanship, and education. ### Pashmina Authenticity Highlighted in The Economic Times The article published by The Economic Times, titled [_“Real vs Fake Pashmina: How to Spot an Authentic Kashmiri Shawl,”_](https://economictimes.indiatimes.com/news/new-updates/real-vs-fake-pashmina-how-to-spot-an-authentic-kashmiri-shawl/articleshow/129826099.cms "The Economic Times") brings national attention to a critical issue that brands like [Pashmsutra](https://pashmsutra.com/ "Pashmsutra") have long been addressing. Read the full article here: [https://economictimes.indiatimes.com/news/new-updates/real-vs-fake-pashmina-how-to-spot-an-authentic-kashmiri-shawl/articleshow/129826099.cms?utm\_source=contentofinterest&utm\_medium=text&utm\_campaign=cppst](https://economictimes.indiatimes.com/news/new-updates/real-vs-fake-pashmina-how-to-spot-an-authentic-kashmiri-shawl/articleshow/129826099.cms?utm_source=contentofinterest&utm_medium=text&utm_campaign=cppst) The feature explores how the misuse of the term “Pashmina” has created a credibility gap in the market—something [Pashmsutra](https://pashmsutra.com/ "Pashmsutra") actively works to correct through authentic manufacturing and transparent communication. ### What the Article Reveals According to The Economic Times, authentic Pashmina is rooted in a very specific ecosystem, combining rare Himalayan fibre with traditional craftsmanship. However, machine-made and blended products are increasingly being sold under the same label, creating confusion for buyers. This is precisely the gap that **Pashmsutra** was created to address—by ensuring that every product reflects genuine origin, craftsmanship, and authenticity. ### Where Pashmsutra Stands In a market filled with ambiguity, **Pashmsutra** stands for clarity. The brand is built on a commitment to: • authentic Himalayan fibre • traditional handspun and handwoven processes • preserving Kashmiri artisan craftsmanship Unlike mass-market sellers, **Pashmsutra** focuses on educating buyers, helping them understand what truly defines authentic Pashmina. This approach directly aligns with the concerns raised in the [The Economic Times article.](https://economictimes.indiatimes.com/news/new-updates/real-vs-fake-pashmina-how-to-spot-an-authentic-kashmiri-shawl/articleshow/129826099.cms "The Economic Times") ### Understanding Authentic Pashmina Through Pashmsutra At [Pashmsutra](https://pashmsutra.com/ "Pashmsutra"), authenticity is not a claim—it is a process. Every Pashmina begins with rare fibre sourced from the Himalayan region and is transformed through careful handcrafting in Kashmir. This ensures that the final product reflects the softness, warmth, and elegance that define genuine Pashmina. For those looking to understand authenticity in depth, **Pashmsutra** recommends exploring [10 Signs of Authentic Pashmina Every Buyer Should Know,](https://pashmsutra.com/blogs/news/10-signs-of-authentic-pashmina-every-buyer-should-know-real-vs-fake-guide "10 Signs of Authentic Pashmina Every Buyer Should Know (Real vs Fake Guide)") which provides a detailed framework for buyers. ### Why Misrepresentation Is a Growing Problem As highlighted by [The Economic Times](https://economictimes.indiatimes.com/news/new-updates/real-vs-fake-pashmina-how-to-spot-an-authentic-kashmiri-shawl/articleshow/129826099.cms "The Economic Times"), the misuse of the term “Pashmina” is not just a marketing issue—it is a structural problem. Brands that prioritize speed and cost often rely on synthetic or blended materials, while still using the term “Pashmina.” This creates confusion for buyers and undermines the value of authentic craftsmanship. At **Pashmsutra**, the focus remains on maintaining integrity in both product and communication, ensuring that customers receive what is promised. ### Craftsmanship at the Core of Pashmsutra For **Pashmsutra**, craftsmanship is not an optional feature—it is the foundation. Each shawl reflects: • the skill of artisans • the precision of hand processes • the preservation of tradition This is why **Pashmsutra** emphasizes handspun and handwoven techniques, as explained in [Why Handspun and Handwoven Pashmina Is Superior.](https://pashmsutra.com/blogs/news/why-handspun-and-handwoven-pashmina-is-superior-the-real-difference-in-authentic-luxury "Why Handspun and Handwoven Pashmina Is Superior: The Real Difference in Authentic Luxury") ### Certification and Trust at Pashmsutra In a market where visual cues can be misleading, **Pashmsutra** recognizes the importance of certification and transparency. Systems like GI tagging help validate authenticity and origin, offering buyers an additional layer of trust. To help buyers understand this better, **Pashmsutra** highlights resources like [What Does GI-Tagged Pashmina Mean? Understanding Certification and Authenticity.](https://pashmsutra.com/blogs/news/what-does-gi-tagged-pashmina-mean "What Does GI-Tagged Pashmina Mean? Understanding Certification and Authenticity") ### What Buyers Should Take Away The feature in The Economic Times reinforces what **Pashmsutra** has always believed—**informed buyers shape the future of authentic Pashmina**. When buyers understand the difference between real and fake, they naturally gravitate toward quality and craftsmanship. This shift benefits not only brands like **Pashmsutra**, but also the artisans who sustain this heritage. ### Choosing Pashmina with Confidence For buyers, the path forward lies in awareness and trust. Choosing **Pashmsutra** means choosing: • authenticity over imitation • craftsmanship over mass production • transparency over ambiguity > Explore [Pashmsutra’s collection of authentic Kashmiri Pashmina](https://pashmsutra.com/ "Pashmsutra"), crafted with rare Himalayan fibre and traditional techniques. ### Frequently Asked Questions **Why is Pashmina authenticity being discussed widely?** Because of increasing misrepresentation in the market, as highlighted by The Economic Times. **What makes Pashmsutra different?** **Pashmsutra** focuses on authenticity, craftsmanship, and transparency. **How can buyers ensure authenticity?** By choosing trusted brands like **Pashmsutra** and understanding fibre and craftsmanship. ### A Brand Built on Trust Recognition in The Economic Times reflects a broader shift toward authenticity. For **Pashmsutra**, this is not just validation—it is a continuation of its purpose. To bring clarity where there is confusion. To preserve craftsmanship where it is at risk. And to offer Pashmina as it was meant to be. Authentic. Timeless. And true. ****Written by the Pashmsutra editorial team** **_Specialists in authentic Kashmiri Pashmina and traditional hand-woven textiles_** **_Updated 2026_**** --- > Source: [pashmsutra](https://pashmsutra.com/blogs/news/pashmsutra-in-the-economic-times-authentic-pashmina-explained)