From Local Looms to Global Zoom: Pashwrap's Amazon Success

Srinagar, July 31: In a remarkable blend of tradition and technology, Srinagar-based startup Pashwrap is taking Kashmir's exquisite pashmina shawls and scarves to the global market through Amazon Global Selling. Founded by Aaqib Bhat, this three-year-old company is breathing new life into a 60-year-old family legacy of Kashmiri craftsmanship.

Pashwrap's journey began in 2021 when Aaqib, inspired by his family's resilience during the pandemic, decided to expand their traditional business into the digital realm. Leveraging Amazon's e-commerce platform, the company has successfully introduced luxury products made from the world's finest cashmere wool to international customers.

"I will never forget the feeling of receiving our first order," Aaqib recalls. That initial sale of $300-400 in September 2021 marked the beginning of Pashwrap's global expansion. Despite initial skepticism about the global appeal of their artisanal products, the company has since delivered to nearly 3,000 customers worldwide.

Pashwrap's success is part of a larger trend facilitated by Amazon Global Selling. Launched in India in 2015, the program aims to help Indian businesses export their products through Amazon's international marketplaces. Bhupen Wakankar, Director Global Trade at Amazon India, states that their goal is to facilitate $20 billion in cumulative e-commerce exports from India by 2025.

What sets Pashwrap apart is its commitment to quality and tradition. Each piece, adorned with intricate Kashmiri embroidery, can take months or even a year to create. This dedication to craftsmanship has earned the brand a loyal customer base and numerous 5-star reviews on Amazon.

Currently exporting to the US, Canada, Mexico, and Australia, Pashwrap plans to enter the European market next year.