The Ahmedabad-based entrepreneur was recognized for her work in preserving and promoting Patola textiles at a regional summit in September 2026.
“Virasat Patola is our family’s emotion through generations. I want to take this craft global, spread awareness and respect its artisans. This heritage is our pride, and preserve for future generations”— Priti Parmar
AHMEDABAD, GUJARAT, INDIA, October 10, 2026 /EINPresswire.com/ — Priti Parmar, the force behind Virasat Patola, has been honored with the Heritage Fashion Entrepreneur Award at the Women Change-Maker Summit & Awards, West India Edition 2026. The award ceremony was held on September 20, 2026, at Fairfield by Marriott in Ahmedabad.
The accolade was presented under the aegis of SheInspire Magazine. Television actress Vaishnavi Macdonald, widely recognized for her portrayal of Geeta Vishwas in the popular series Shaktimaan, graced the occasion as the chief guest.
This recognition underscores a significant chapter in Parmar’s ongoing efforts with Patola textiles and her dedication to advancing a family legacy. Operating from Ahmedabad, Virasat Patola offers traditional sarees, dupattas, and accessories to a diverse clientele through its physical showroom, participation in exhibitions, and a robust online shopping platform.
A Family Heritage Woven in Thread
Parmar’s lineage boasts an association with the Patola trade that stretches back over four decades. Her stewardship of Virasat Patola is built on this deep-rooted expertise while adapting to the modern ways customers discover, select, and wear traditional attire.
Patola fabrics occupy a cherished spot in countless families’ wedding trousseaus and festive celebrations. Many customers seek out these textiles as heirloom-quality gifts intended to be passed down through the ages. Virasat Patola’s business model merges this inherent cultural value with clear, practical guidance on product details, styling options, and suitable occasions.
The company’s catalog features both single ikat and double ikat Patola sarees, along with patola dupattas and a variety of accessories. The range extends to clutches, batvas, and stoles, providing customers with multiple avenues to integrate these traditional weaves into their everyday attire or gift-giving repertoire.
Guiding the Buyer’s Journey
A core element of the business involves educating its customers. Conversations typically delve into the intricacies of weaving techniques, motif symbolism, border patterns, colour palettes, and the distinguishing features between different Patola styles. This educational approach empowers customers to make informed choices tailored to their personal taste, the occasion, and their budget.
For those shopping from a distance, Virasat Patola offers a video shopping service. This feature allows remote customers to explore the collection in real-time, ask pertinent questions, and make confident decisions. Through a scheduled video call, shoppers can discuss colours, inspect product details, and compare various pieces before committing to a purchase.
Virasat Patola caters to both retail and wholesale markets. Its showroom located in South Bopal, Ahmedabad, serves as a hub for in-person engagement, while the website and video shopping facilities broaden its reach to customers across India and abroad.
Bridging Tradition and Modern Style
Beyond just selling textiles, Virasat Patola actively shares styling inspiration. The brand demonstrates how sarees, dupattas, and accessories can be elegantly worn for weddings, festivals, family get-togethers, and as thoughtful gifts.
The objective is to showcase the versatility of traditional textiles while ensuring the integrity of the weave and design remains the focal point. For instance, a Patola dupatta can be paired with various outfits to elevate a look, while smaller accessories offer a subtle way to incorporate the craft into daily wear or special events.
Parmar also spearheads “Virasat Conversations,” a YouTube series where she engages in dialogue with women entrepreneurs and professionals in the fashion and textile sectors. The series covers topics like styling, the relevance of traditional clothing, and the journeys of women forging paths in business.
This latest award marks another achievement in Parmar’s mission with Virasat Patola to connect a wider audience with the rich textile heritage of Gujarat.
About Virasat Patola
Virasat Patola Emporium is an Ahmedabad-based enterprise specializing in handwoven Patola sarees, dupattas, and associated accessories. Leveraging a family history in the Patola trade that spans more than forty years, the company serves both retail and wholesale clients through its South Bopal showroom, official website, exhibition circuits, and its distinctive video shopping service.
Priti Parmar
Virasat Patola Emporium
+91 63525 29241
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Why it matters: This award shines a light on the intersection of family-run craft businesses and modern retail strategies, illustrating how traditional industries can thrive in a digital-first economy. Parmar’s recognition is not just a personal milestone but a signal of the growing appreciation for cultural heritage as a viable and valuable commercial enterprise.
