In the mist-kissed valley of Kashmir, where snow-capped mountains stand sentinel over centuries of tradition, a quiet revolution is unfolding. This is the story of Pashmkaar—a brand that has become synonymous with handmade items, authentic luxury, artisan empowerment, and the timeless beauty of Kashmiri craftsmanship. And at its heart stands Tariq Ahmad Dar, a man who refused to let his heritage become just another commodity stripped of its soul.
Picture a young Tariq Ahmad Dar walking the glittering runways of Wills Fashion Week. The lights are bright, the crowd glamorous, and draped across the shoulders of India’s elite are exquisite pashmina shawls—soft as clouds, intricate as dreams. But something gnawed at him.
“These shawls were from Kashmir, created by our artisans, woven with techniques passed down through generations,” he remembers. “Yet when they reached the world stage, Kashmir was erased. Foreign brands slapped their labels on our heritage and claimed the glory.”
For Tariq, this became a calling. “I decided that day: I would create a brand so rooted in Kashmir that every piece would carry our name with pride. The artisans who created it would finally receive the recognition and dignity they deserve.”
In 2016, Pashmkaar was born—a name blending ‘Pash’ (Persian) and ‘Kaar’ (Kashmiri), reflecting the cultural tapestry it represents.
Heritage Woven in Every Thread
The Pashmkaar story begins with Tariq’s father, a 12-year-old boy learning embroidery in Srinagar’s narrow lanes. “My father was illiterate, but he understood beauty,” Tariq shares. “I maintained his accounts during school. My mother came from Narwara, where pashmina weaving is woven into daily life. My grandmother’s hands were always spinning, always creating.”
Each Pashmkaar creation carries this legacy. Every shawl embodies the craft brought to Kashmir in the 14th century by Shah-i-Hamdan. From the initial spin of finest cashmere wool to the final embroidered detail, every piece passes through human hands—patient, skilled, devoted. No machines. No shortcuts. Just artistry refined over 600 years.
Global Recognition and Excellence
Recently, at the prestigious ET Now Business Conclave & Awards 2025, Pashmkaar was honored with the “Excellence in Prestige Artisanal Luxury Brand” award. Forbes India has featured the brand’s journey, while in 2022, the “Best Kashmir Pashmina Handmade Award” in Hong Kong cemented Pashmkaar’s global position.
These accolades validate what discerning collectors worldwide already know: authenticity pursued with unwavering commitment always rises to the top.
Where Ancient Craft Meets Contemporary Cool
“Ninety percent of handicraft items being made today are old designs,” Tariq explains. “Beautiful, yes. But old.” This is where his modelling career became invaluable. “Walking international fashion weeks, I developed an eye for what captivates. I learned colour psychology, contemporary design, and global aesthetics. Now, I infuse those insights into our traditional crafts.”
The result? Pashmina shawls honouring every traditional technique but rendered in color palettes and patterns resonating with modern sensibilities. A Pashmkaar shawl feels equally at home draped over an evening gown at a Paris gala or paired with contemporary streetwear in Tokyo.
“We don’t dilute our heritage,” Tariq insists. “We make it relevant. There’s a difference.”
Empowering the Hands Behind the Beauty
More than 500 artisans work with Pashmkaar today, each receiving fair wages and recognition their skills deserve.
