About Us
At The Indian Ethnic Co., every piece begins with a story.
A story of skilled hands carefully printing fabric. Of artisans carrying forward generations of craft. Of timeless Indian textiles reimagined for the modern woman. And of a mother and daughter who turned their love for handcrafted clothing into a brand rooted in purpose, passion, and authenticity.
Founded in 2016 by Hetal Desai and Lekhinee Desai, The Indian Ethnic Co. started from a small bedroom in Mumbai with just ₹50,000 and a dream: to bring the beauty of Indian handlooms and handcrafted textiles into everyday wardrobes.
What began with a few handcrafted silhouettes made in Ajrakh, Bandhani, and hand block prints soon grew into a community of women who value comfort, craftsmanship, and clothing that feels personal. Through honest storytelling and a deep love for Indian artistry, our journey organically found homes across India and over 50 countries worldwide.
Today, we work closely with nearly 1,000 artisans across the country, creating handcrafted kurtas, pure cotton dresses, co ord sets, and elevated everyday wear that blend heritage with contemporary design. Every collection is thoughtfully made, celebrating slow fashion, breathable fabrics, timeless silhouettes, and the beauty of handmade imperfections.
From a small Mumbai home to stores across India and a global community, our heart remains the same: preserving India’s rich textile heritage while making handcrafted fashion a part of modern everyday living.
Because in a world of fast fashion, we choose to celebrate what is made slowly, thoughtfully, and with heart.
Every thread we weave carries the soul of Indian craftsmanship, the warmth of handmade clothing, and the belief that timeless fashion will always outlive trends.
Welcome to The Indian Ethnic Co.
Where every piece feels like home.