Pashmsutra - Connecting Heritage to Hearts

Pashmsutra was born out of a quiet rebellion against fake pashmina shawls,  and a search for authenticity in a world overtaken by machine-made perfection. Surrounded by alluring yet soulless imitations, our founder, Ritu Gupta, longed for the touch of human hands, the rhythm of the loom, and the imperfection that breathes life into true craft.

The journey of looking for the purest Pashm threads took them to the valleys of Kashmir, where they met artisans who were struggling under the shadow of mass production. Moved by their stories, Ritu and her husband traveled further to Ladakh to source pure Ladakhi Pashmina themselves. And soon, what began with just a few artisans and a handful of pure threads became a movement. Five artisans became ten, ten became twenty, and today, two generations of 250 experienced artisans work with Pashmsutra, receiving a monthly salary, creative respect, and the dignity they long deserved

At Pashmsutra, we do not merely weave shawls, we weave legacies. Each thread carries the story of generations, skill, resilience and soul. Our journey begins amidst the rarefied air of the Himalayas, flows through the age old looms of artisans, steeped in centuries of devotion, until it finds its way to you, as an heirloom of art, care, warmth and authenticity

Our Vision

We envision a world where integrity, and not price tags determine luxury, where fashion doesn’t go waste, but lasts; where every shawl you wear carries with it the legacy of its creator, the purity of its fiber, and the promise of a sustainable future.

CORE VALUES

  1. Authentic Craftsmanship: Artisans, who have grown up with the loom and the thread, weave and embroider each shawl manually.
  2. Purity & Transparency: You deserve to know what you wear. This is why we source only pure Ladakhi Pashmina and verify each thread before artisans start working on it. For this reason, we have set up our own collection centres and dedicated team that check each thread before sending it to weavers and spinners.
  3. Fair and Respectful: Our artisans are our partners. We pledge to maintain their dignity, provide safe working conditions, and provide them a fair pay. For this, we have set up our own artisan support centres in Srinagar, that keep a check on artisans. The team at these support centres assists artisans with anything they need. From maintaining safe work conditions to repairing their handlooms or spinning wheels, these centres make sure that the makers of Pashmina work peacefully. 
  4. Sustainable Practices: For us, slow fashion isn't just a trend, but a way of life. We use delicate dyes, reduce waste, and promote long-term care and longevity for every piece.
  5. Empowerment & Legacy: Our goal is to preserve the craft by educating the next generation, supporting artisan families, and making sure the loom's melody never dies.

ARTISAN FOCUS

At the heart of Pashmsutra lie the hands that weave dreams. We are a family of 250 skilled artisans, from two different generations. Each one of the artisan, young or veteran, silently carries a legacy shaped by patience, precision, and quiet pride.

Every spring, our journey begins with fresh and soft Pashmina wool acquired from our own collection centres in Ladakh. Pashmina is gathered from the downcoat of the Himalayan goat, and from here the fibre travels to Kashmir, where our weavers await it like an artist waits for inspiration. No one rushes, as the threads arrive, but they are spun, woven and embroidered, one delicate twist at a time.

Kashmir is where the art begins. Artisans take months or even years to prepare masterpieces like Kani Jamawar shawls. It is these years of devotion that the beauty of handwoven Pashmina shawls deepens with each stitch. Every artisan infuses a part of their soul into each shawl so that it doesn't just become a tangible accessory but a living heirloom. Our shawls, thus carry the warmth of artisanal touch, the sound of the loom and the spirit of the Himalayas. 

PASHMSUTRA - A SUSTAINABLE LUXURY

At Pashmsutra, sustainability isn’t an afterthought or a buzzword. It is the reason we work like we do. It is woven into every strand of our story. 

From the remote plateaus of Ladakh, where the world’s finest Pashmina is ethically sourced, to the serene valleys of Kashmir, where it is transformed by human hands, we ensure that every step respects nature, craft, and community.

We use low impact dyes for our production. This preserves both the softness of the fiber and the sanctity of the environment. 

Each piece is crafted leisurely, taking months or years to complete. This is to avoid waste and overproduction.

We believe in fair pay - every artisan working with us earns a regulated monthly income, allowing them to sustain their families with dignity. This includes checking regularly that wages are consistent, fair, and reflective of the mastery each artisan brings. 

Beyond craft, we support artisan communities with 2.5% of the total sales. This helps ensure that education, skill revival, and cultural pride continue to flourish.

For us, sustainability is not just about what we make. It is about how we make it, and for whom.

WEAVING IT GLOBALLY

From the bustling lanes of Kashmir to the world’s most renowned fashion platforms, Pashmsutra has proudly showcased its craftsmanship on international stages.  Our journey has led us to prominent exhibitions like IITF - Japan, Who's Next in Paris - France, and Sourcing at Magic in Las Vegas - USA, Milano Fashion and Jewels - Milan, Italy, where our collection of handwoven Pashmina has enthralled luxury buyers, designers, and connoisseurs alike.

Our handmade creations are now found in places across continents, from North America and Europe to the Middle East and Asia. This is a testimonial to our expanding worldwide audience that values authenticity, ethics, and craftsmanship

We ship worldwide. This ensures that every artisan's story reaches hearts and wardrobes everywhere. Our brand has been backed by a discerning community of patrons and ambassadors who carry forward the legacy of sustainable luxury. The fashion media and industry insiders too highlight the integrity with which we pursue our sustainable vision, safeguarding the livelihood of artisans and the well-being of the planet alike