THE INDIAN ETHNIC CO. seeks to bring to you the timeless culture of the Indian handmade clothing. Our aim is to display and make accessible our rich,vivid and timeless collection of the Indian handloom and handicrafts from the hinterlands of India.
Our brand is co-founded by the mother-daughter duo Hetal Desai (Chief Creative Designer) & Lekhinee Desai (sales & marketing), both ardent handloom lovers!
While both have no formal degree in fashion (Lekhinee is a profession Odissi dancer & MBA, Marketing from NMIMS,Mumbai and Hetal has done her Masters in Home Science from MS University, Baroda), it's only their pure love and passion for Indian handloom and handicrafts that has led them start this venture about 2 years ago. We are a small brand working out of our home in Santacruz west but are proud that we have been able to touch the lives of many artisans(big & small) by connecting them through our designs with our Instagram and Facebook family of 55k in just 2 years.
Our attempt is to showcase traditional yet contemporary designs using natural dyed, handwoven fabrics. Over the 2 years we have worked with not only master artisans like Sufiyan Khatri, Abdul Jabbar Khatri to name a few but also supported small scale artisans in our endeavour to further our brand and also uplift the community that we work along with.