PASHMINA

Pashmina
Dhaago key Sang
Anuttara | Raajita | Rhea | Shalini | ShivPriya | Swathi

What makes a product luxury?
Rarity
• If a product fulfil these 8 characteristics then it can be Quality Excellence
call a luxury product. Timelessness
Craftsmanship
Experience
• The uniqueness of a product, its history, quality and Pleasurable
Honest
human touch makes a product luxurious and
Expensive
irreplaceable.
History of Pashmina
• The 15th century ruler of Kashmir Zayn-ul-Abidin introduced Pashmina. It is said
to be worn by kings and queen. Other sources consider pashmina crafts were
introduced by Mir Sayyid Ali Hamadani who arrived to Kashmir from Persia along
with 700 craftsmen.
• It was made fashionably famous by French princess Empress Josephine of France
(1763 – 1814), who was gifted Pashmina shawl by her husband Napoleon.
• Pashmina very quickly turn into symbol of fashionable living across Europe.
About Pashmina
• Pashmina is derived from a Persian word “Pashmina”, weavable fibre precisely wool.
• Made from wool extracted from under belly of Kashmiri goats Chyangra.
• Pashmina has been passed on as a legacy in the state of Kashmir.
• Known as diamond fabric and the soft gold of Asia.
• From as long as its origin, pashmina shawls are being exported to Europe and the
United States.
• The diameter od single stand of hair is 5 times thinner than human hair.
• The Pashmina Business serves as a major source of income for the state of Kashmir and
gives a good boost to its economy.
A selection of old combs made from wood
and yak horn. Also seen in the picture (right) is
a modern-day steel comb.
Justifications of each component
Rarity
• Pashmina shawls have been treasured for their expensive material and reminiscent
designs since time immemorial.
• The wool for Pashmina shawls is difficult to procure as it comes from four different
breeds of Cashmere goats indigenous to high altitudes of the Himalayan Mountains.
• It takes 3 goats to make a single pashmina shawl.
• The most important aspect is that it should be hand spun and hand woven only.
• The art of weaving Pashmina has been passed on as a legacy from generations to
generations in the state of Kashmir.
• The production and export of Pashmina is an exclusive trade opportunity for the
people of Kashmir.
• This controlled and limited availability adds to its desirability.
Quality Excellence
• Pashmina shawls are the highest quality shawls crafted from very fine silk like fibre.
• The warmth and softness that these shawls offer is simply beyond comparison.
• A pure pashmina can be identified by testing the warmth and softness of the shawl and
also by its colour to some extent.
• China is the largest producer by volume but does not produce the best quality.
• This is because the micron count (fineness of the hair) of Ladakhi Pashmina is 14 while
that of China is 16. The average count on which Pashmina is made in the valley is
around 160 counts. The minimum is 30.
• Pashmina never negotiates on quality. No concession is ever made on materials,
craftsmanship or standards, which are unflinching. Excellence is not fleeting or variable.
Timelessness
• Pashmina immortal because it leaves a lasting, indelible impression, it has its past.
• Pashmina was mention during the period of Mahabharata where it was mention as
“Fibre for kings”. Pashmina is believed to be at least as old as 3000 year BC.
• It dates back to Monarchs. Android by emperors, princesses and rulers and now is
worn by upper class or luxurious people.
• Pashmina shawls, scarfs and other accessories still continue to be in trend.
This piece is said to have been given as a Paintings on the Avalokiteshwara statue at
tribute to Maharaja Ranjit Singh, said to be the Sumstek Temple in Alchi show a royal
the creation of a French designer working family sitting in their palace; both the
with local Kashmiri artisans in 19th century queens are draped in what resemble shawls.
Craftsmanship
• Pashmina goats are found in high altitude regions and they shed during spring season
which is combed off and collected carefully.
• It takes about 180 hours to weave a single Pashmina stole or shawl.
• The most important aspect is that it should be hand spun and hand woven only.
• This technique is passed on from one generation to another.
• Once the raw material is acquired from Ladakh, all the process should be done
manually by workers, right from spinning to weaving on handlooms.
Experience
• Pashmina is made and sold by few craftsman giving you an experience of legacy
of Kashmir.
• Pashmina is an experience and not just a piece of cloth.
• For the most part, Pashmina about the little things and detailing that leave an
outsized impression. It gives a high-touch service.
• The touch and feel of Pashmina shawls give you an experience of 3000 years old
tradition and unique craftsmanship.
Pleasurable
•Luxury of Pashmina is pleasurable whether rational (tactile) or as is often the case,
emotional, possessing Pashmina elicits status or power.
•It is an evergreen fashion accessory that gives a sense of personal satisfaction and
looks good in every style and can never lose its charm.
•It can be worn as a scarf around the neck or can be simply wrapped around the arms.
•It was worn by the royal families across the globe making it a symbol of royalty.
Honest
• Pashmina is honest i.e. it's not synthetic or reproduced. It can’t be duplicated.
In simple language we can say it attracts rather than shouts.
• In the 1990s, the demand of Pashmina in the fashion industry touched sky-
heights exceeding its supply still there was no compromise on the quality.
• After that, Pashmina became even more expensive and thus, limited to the
upper class society.
Expensive
• Expensiveness intensifies rarity and gives reason to believe that the product
delivers on excellence.
• Pashmina shawls have almost become a status symbol over the past few years.
Wearing a Pashmina is a luxury in itself.
• A pure pashmina shawl ranges from Rs. 7000-1,00,000 or even more
depending on quality.
• These shawls come in a variety of colors and designs depending upon the
monetary value.
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Pashmina

Dhaago key Sang

Anuttara | Raajita | Rhea | Shalini | ShivPriya | Swathi

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