I am trying to add a path to the PYTHONPATH environment variable, that would be only visible from a particular virtualenv environment.
I tried SET PYTHONPATH=
SET PYTHONPATH=
If you're using virtualenv, you should probably also be using virtualenvwrapper, in which case you can use the add2virtualenv command to add paths to the Python path for the current virtualenv:
virtualenv
add2virtualenv directory1 directory2 …