The Story of Pashmoda, the Leading Shawl Seller on Myntra

It all started in 2019 when Parth Aggarwal, who was pursuing his graduation from the University of California at that time, decided to transcend his grandfather’s 40-year-old Pashmina shawl business to the online space. With the entire world, including the retail sector, starting to experience online, Parth knew it was time his family business also made the shift.

“I was in the US back then. I conceived the brand name, the collection, and everything else without even being physically present here [in India]. I came back to India later that year and started selling our brand online. We started selling on Myntra in 2020. My goal was to offer an online outlet of my grandfather’s brand for people of my generation, the millennials, who prefer to shop online than visit a retail store. I think we’ve succeeded at doing that. Bringing our 40-year-old business online seemed daunting, but I think we’ve done that pretty smoothly with Myntra,” Parth says.

Adding value

Parth points out that diving into e-commerce is not as easy as it seems, especially for the newbies – there are so many things one can miss out on while selling online. “While we try to connect with our customers on multiple occasions and wish them on their special days and indicate how valuable they are to us, we understand there is a need to go beyond and connect at a deeper level. I believe it’s an important aspect to keep in mind to retain customers. Catching on to trends and staying relevant is the key. For instance, when Myntra came up with Myntra-Studio, we used it to promote our collection. We started video cataloging, invested in premium shoots, we basically pushed the envelope to make our brand better out there,” Parth says.

The Myntra Factor for Pashmoda

Myntra partner Pashmoda

For Parth, collaborating with Myntra was based on one reason – trust. “I had shopped myself on Myntra. I trusted the platform. I later realised that Myntra also follows a very stringent process for onboarding new brands. There are lots of rules, which I think is a good thing. Myntra only works with promising and reputed brands and does not deal with low-quality products. It was the right platform for a premium brand like Pashmoda,” he says.

Parth also adds that he maintains close contact with his Myntra account manager which helps him get a clear picture of the latest trends and designs. Myntra has enabled us to reach the most remote areas, something which we couldn’t achieve in 40 years, he says. “Winter is the peak season for us and during big-ticket events like the EORS in December, we witness a 200-300% jump in our sales and we clock about 4-5 lakh revenue per day on such days. Pashmoda is among the top 3 brands on Myntra for this category,” he adds.

Pashmoda, the name is a modern take on the word Pashmina. The brand offers curated traditional heritage shawls and scarves. Featuring embroideries like Jamawars, Kaanis and Paisleys, each piece makes for a perfect addition to your wardrobe and a thoughtful gift as well.

Shop Pashmoda collection on Myntra here.

Disclaimer: Myntra in this article refers to

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