Virasat Patola's Priti Parmar wins heritage fashion award in Ahmedabad

Priti Parmar of Virasat Patola received the Heritage Fashion Entrepreneur Award at the Women Change-Maker Summit & Awards, West India Edition 2026, in Ahmedabad on Sept. 20. The recognition highlights how the family-run Patola business is pairing Gujarat's textile tradition with showroom, online and video shopping sales.

Why it matters: - The award spotlights a family business helping keep Patola textiles visible in modern wardrobes, gifting and weddings. - Virasat Patola is combining handwoven heritage with retail tools that make traditional textiles easier to buy and style.

What happened: - Priti Parmar of Virasat Patola received the Heritage Fashion Entrepreneur Award at the Women Change-Maker Summit & Awards, West India Edition 2026. - The ceremony took place on Sept. 20, 2026, at Fairfield by Marriott in Ahmedabad. - SheInspire Magazine presented the award. - Television actress Vaishnavi Macdonald, known for playing Geeta Vishwas in Shaktimaan, attended as chief guest.

The details: - Parmar's family has been associated with the Patola business for more than four decades. - Virasat Patola is based in Ahmedabad and sells traditional sarees, dupattas and accessories through a showroom, exhibitions and online shopping. - The collection includes single ikat and double ikat Patola sarees, Patola dupattas, clutches, batvas and stoles. - The business serves retail and wholesale customers. - Its showroom is in South Bopal, Ahmedabad. - The website and video shopping service extend access to customers across India and overseas. - Customer education includes guidance on weaving, motifs, borders, colours and the differences between Patola varieties. - Video shopping lets customers view the collection, discuss colours and compare options before buying. - Virasat Patola shares styling ideas for weddings, festivals, family gatherings and gifting. - A Patola dupatta can be styled with different outfits, and smaller accessories can be worn for everyday dressing or celebrations. - Parmar hosts Virasat Conversations, a YouTube series featuring women entrepreneurs and people working in fashion and textiles.

Between the lines: - The award suggests there is growing recognition for businesses that preserve regional craft while adapting to how buyers research and purchase online. - Virasat Patola's education-first approach points to a customer base that wants both authenticity and practical buying support. - The mix of content, styling guidance and video calls shows how a heritage textile brand is competing in a market shaped by convenience as much as tradition.

What's next: - Parmar's recognition adds momentum to Virasat Patola's effort to connect customers with Gujarat's textile traditions. - The business is likely to keep using its showroom, digital channels and video shopping to reach buyers beyond Ahmedabad.

The bottom line: - Priti Parmar's award underscores how a decades-old Patola business is modernizing without losing its craft identity.