Label Pavishka was born in 2020, in a world brought to a sudden standstill by the pandemic. It was a time when life as we knew it paused—forcing us to confront not just the chaos outside, but also the silence within. Dreams that once danced vividly in our minds began to feel distant, overtaken by the need to survive, to adapt, to simply exist. Yet within that stillness, a quiet shift took place. We do not romanticize those difficult days, but we recognize how they nudged us to ask deeper questions—about purpose, about passion, about the lives we were building. The slowing down of time offered a rare chance to recalibrate, to reflect, and to reimagine.

Label Pavishka emerged from this space—not just as a business, but as a bridge between creativity and commerce. We aspired to create something more than a profit-driven venture. We longed to connect unlikely tangents, to weave together threads of tradition, craft, and contemporary sensibilities. Our collections reflect this ethos. Each piece is a celebration of India’s diverse textile heritage: salwar suits that unite the bold Ikkats of Telangana with the whisper-soft Kotas of Rajasthan, the opulent silks of Benaras with the timeless Ajrakhs of Gujarat, the delicate Sanganeri prints of Jaipur with the grounded handlooms of Tamil Nadu. Label Pavishka is, at its heart, a walk into our quintessentially Indian wardrobes—where nostalgia, artistry, and individuality come together. It is an invitation to wear stories, to honour craftsmanship, and to celebrate the beauty of juxtaposition.