About Us

About Us


There could not be a better ambassador for the fine workmanship of Kashmir in particular and art in general than Pride of Kashmir. Promoting the centuries old tradition of Kashmiri shawl weaving, carpet making and arts and craftsmanship, Pride of Kashmir has today established a strong brand symbolizing exquisite quality that instills customer trust in an industry wrought by unethical claims and fly-by-night operators.

Today, with the presence of Pride of Kashmir merchandise across major stores in Europe and North America, and a growing network of its own branded stores in India and the United Arab Emirates, Pride of Kashmir is poised for exponential growth.

Setting a trend by holding regular exhibitions in fashion capitals like Milan and Paris and creating both credibility and customers across the world, the brand has now garnered support from the Indian government for initiatives such as resurrecting Kani, the incredibly intricate method of shawl weaving, indigenous to Kashmir.

 Over the years, the company has grown both in terms of revenue and retail outlet and they attribute this to quality of their goods and service. Today, Pride of Kashmir has 5 store in the most prestigious and high - traffic locations in Dubai.

These include: 

 Souk Al Bahar- Dubai Mall-Dubai
 Madinat Jumeirah-Dubai
 Grand Hyatt-Dubai
 Emirates Palace- Abu Dhabi
 And the flagship showroom at Al Quoz- Dubai


Pride of Kashmir is a professionally managed enterprise owned by a family that has been in this business for four generations, appointed by Kashmir's erstwhile royalty to source these works of arts for the court. Supplying these products across the world for nearly a century, the Shah family understands the varied needs of the customer and caters to them professionally. Today, the business counts heads of state, global business leaders and other eminent individuals amongst its customers.

Although the Shah family itself has been involved in this business for almost 150 years, Pride of Kashmir was incorporated in the United Arab Emirates in the year 1980.

For the owner Musadiq Shah, Kashmiri craftsmanship is more than just his trade; it is his heritage and his passion. Growing up in the heart of the Kashmir Valley, Shah spent his childhood playing in woolen pashminas, making vegetable dyes, and learning about the trade of local handicrafts firsthand from his father and grandfather. This early exposure ingrained in him an acute, almost instinctual knowledge of the materials and techniques behind Kashmiri artisanship. 

Shah’s rich family history traces back to the days of his ancestors who supplied magnificent shawls to the royal court of the Maharajah. Over time this family initiative evolved into a successful export business, with his great-grandfather’s company Shaw Brothers, developing an established clientele base across India and the Orient.