Fashion trends keep on changing when there are varieties of options to choose from. And women love to follow the trends that are elegant, comfortable and chic in the market. But what one should do if clothes they are wearing are not breathable or are not inclusive in size? Fashion should encourage women by fitting the clothes to their bodies and not forcing women to fit into the trends. It is what makes women feel more confident in their skin and be the better version of themselves.
Currently, there is a huge popularity of ethnic wear , which represents timeless handmade craftsmanship. Women look for these ethnic wear for their daily life, casual outings and sometimes even in the corporate world. And what better to talk about than the “The Indian Ethnic Co” that has become one of the top players in the traditional fashion brand. The Indian Ethnic Co started as a passion project but now is slowly carving its own path to success. Read this blog to know more about The Indian Ethnic Co, its features, price range, challenges and much more.
What is The Indian Ethnic Co
The Indian Ethnic Co is a Mumbai based fashion brand which is known for its beautiful, breathable fabric used in the outfits. Over the years it has received good reviews for its durability, reliability and sustainability. With just a few years in the market, it has become the go-to brand for its customers. It not only gives elegant and sophisticated feel to its customers but also makes them breathable and sustainable to wear. Hetal Desai, the founder didn’t think of scalability, the future of the business- Nothing. She just knew she is passionate about the Indian handlooms and handicrafts and wanted fellow people to see its beauty and magic which is severely underrated. And then what started as a passion project is now gaining recognition everywhere. Their website is The Indian Ethnic Co.
Where did The Indian Ethnic co start from?
When Hetal Desai thought of starting this brand, she never imagined that this would become huge in the market. It will be appreciated so much by the customers that they would choose this brand. This brand started as a hobby in 2016 in her room with Rs 50,000 as the initial investment.
Her daughter Lekhinee Desai is the co- founder and neither of them was trained in the fashion industry. While Hetal did study home science as her educational background, Lekhinee studied MBA to understand the operation of Marketing and Sales. They became active on different social media platforms such as Facebook and Instagram and started selling out their clothes.
Earlier, they would source various fabrics such as Ajrakh fabric and weave the handcrafted kurta. In 2018, they created the website to attract more customers in India.
The Indian Ethnic Co consciously bootstrapped their business to maintain control in the business and authenticity. They thought that funding in the initial stage would build pressure on them to grow quickly and they would lose authority in the business.
They focused on self-learning and managed operations internally, self-educating digital marketing. The brand quickly got recognised for its unique, sustainable and contemporary designs and it motivated the founders to build even more on their designs.
Vision of The Indian Ethnic Co
In an interview, Lekhinee said that she dreams of seeing every human being globally to wear her mother’s handcrafted designed clothes. She believes that the brand which has built over passion first and then its success reflects deeply on the family values that will resonate with everyone and they will work as passionately as before to reach their ambition.
The Indian Ethnic Co Funding & Acquistions
The Indian Ethnic Co’s founders are Hetal Desai and Lekhinee Desai. They have looked for only one funding round as of 2025. On 24 April 2021,Hetal and Lekhinee held their seed round of funding for $200k(approximately more than Rs 1,50,00,000). The investors were SSS Advisory and Mandeep Desai. Post funding Hetal holds around 87.49% in her company. It is worth $1.62 million as of 24th April,2021. The Indian Ethnic Co ranks 23rd among its 30 competitors.
Why does Indian ethnic Co fabric stand out?
The Indian Ethnic Co is known to have included the raw and handwoven fabrics such as Kota Doria Cotton ,Mulmul cotton for their traditional block prints in their sarees and dupattas. Chanderi Silk, Handloom Ikat Cotton and Handblock Prints that make all the outfits for the woman look easy, chic and stylish.
Challenges Faced by The Indian Ethnic Co
- Hiring Capable staff and delegating huge tasks to them.
- To manage a team that is still growing without proper corporate structure while also handling their emotional regulation.
- To balance quality craftsmanship with growing scale.
- To overcome the fear of mistakes that can affect the business.
- To maintain consistent communication with the customers and constantly evolve with customer’s needs.
Why should you choose The Indian Ethnic Co.?
- Breathable Fabric: all the garments in the market by The Indian Ethnic Co are crafted from fabrics that suit India’s hot climate. It not only gives comfort but also elegance and grace to the customers.
- Inclusivity: They are focused on providing all the garments to a wide range size, from size XS to 6XL, showcasing their mission to include all the body types.
- Versatile: It not only offers kurtas, sarees, co-ord sets for daily wear but also provides a wide range of outfits during festivals.
- Sustainable & Durable: They are focused on building a space in the market where craftsmanship gets their due respect and make the handcraft and handwoven clothes their core focus. They support the artisan community by promoting them and employing them for their livelihoods while also ensuring that it is sustainable.
- Accessible online: They have had a presence on social media since the start of their business. And today they are present on different platforms and building connections with their customers.
- Authentic Indian Handlooms: The Indian Ethnic Co has infused fabrics such as cotton, textile and handwoven textile that uses traditional block printing, Ajrakh, Kalamkari to give customers an authentic experience of real fabric.
Product Catalogue of The Indian Ethnic Co
There are various products available on The Indian Ethnic Co website such as sarees, suit sets, kurta, dresses, co-ord sets etc. Have a look below about some of the products offered and the fabric, colours, materials featured in these garments.
Trending Indian Ethnic Co Palazzo
The brand offers the collection of the palazzos in a variety of colours such as beige, brown, off-white, red, peach mustard, green to give earthy and warm feel. They have incorporated Indian block print techniques such as Ajrakh, Bagru. They used cotton to give comfort to their customers.
- The size offered is from XS to 6XL
- The general price range of the palazzo is Rs 2,500 – Rs 3000. The specific palazzo is priced at Rs 2,650 and the Ajrakh cotton palazzos is around Rs 2,500.
Affordable and Stylish Indian Ethnic Co Dresses
The brand features cotton fabric dresses such as Slub cotton, mulmul cotton for comfortable and lightweight wearability. They have incorporated hand block prints such as Ajrakh, Dabu, Bagru, Sanganeri, with some dresses even made by hand embroidery.
- The dresses are included as A-line dresses, wrap-around dresses, frocks, kurta-style dresses for casual wears.
- The size offered is from XS to 6XL.
- The price ranges approximately from Rs 2,500- Rs 4,500.
Indian Ethnic Co Kurta Sets
The kurta collection is a mix of traditional handprint and contemporary style focusing on versatility for different occasions. It features colours such as off-white, beige, blue, red, pink, brown, mustard etc. These are crafted by hand-block prints such as Ajrakh, Bagru, Dabu, Batik, Jamdani,etc. It is made up of fabric handloom cotton, mulmul cotton, slub cotton,etc.
- It includes styles such as A-line, straight, Anti-fit,Kali and Jhabba Kali.
- It features in a wide range of sizes from XS to 6XL.
- It costs around Rs 2,500- Rs 8,000.
Minimal & Elegant Indian Ethnic Co Short Tops & Shirts
the short tops and shirts have colours that are vibrant and colourful, offering colours such as beige,white , blue, brown, yellow,etc. It has curated the shirts and short tops from hand blocked printed Sanganeri, Batik, Fadat and Jahota. It has used fabrics such as Mul cotton,Slub cotton, Chanderi Silk,etc.
- The price is from Rs 1,200- Rs 5,000.
- The size is included from XS to 6 XL.
Latest Prints and Patterns in Indian Ethnic Co Sarees
The collection of the sarees offered is a wide range of authentic textile crafting. They offer sarees that are woven from the materials such as Chanderi Silk, Modal, Sanganeri and other hand- block printing. The patterns offered are geometric designs, floral designs, stripes, checks, etc. The colours featured are black, blue, brown, green and pink, yellow,etc.
- There is no specific size for it as it is only a piece of fabric.
- The price range is Rs 4,000-Rs 10,000.
Indian Ethnic Co Suit Sets
The suit sets featured are elegant and rich in its material. It is made up of materials such as Chanderi Silk, Muslin. The detailed work in the suits is done through Sanganeri prints, Ombre dyeing, Gota Patti,etc These rich materials work in the favour of the customers as it looks premium, chic and stylish. The colours featured are purple, yellow, red, orange, pink,etc.
- The size featured are from XS to 6XL.
- The price range is from Rs 4,000- Rs 10,000.
Reviews under The Indian Ethnic Co
The customers who bought clothes from The Indian Ethnic Co felt that the brand lived up to the expectation, some praising its unique designs and comfortable fabrics. On the other hand, some people also felt that it is expensive and the block printing designs can cost much cheaper. They also thought that the delivery is often slow and there is still a limited variety of clothes for party wear under this brand.
Price Range : The Indian Ethnic Co vs Others
| Platform | Product Categories Sold | Price Range (INR) |
|---|---|---|
| The Indian Ethnic Co. Official Website | Kurtas, Dresses, Co-ords, Sarees, Bottoms, Tops, Kaftans | ₹900 – ₹9,950+ |
| Nykaa Fashion | Kurtas, Dresses, Tops, Bottoms | ₹1,950 – ₹4,000+ |
| Myntra | Select range of Kurtas, Dresses, Co-ords | ₹2,500 – ₹6,000+ |
| Amazon India | Limited selection of Kurtas and Bottoms | ₹1,999 – ₹4,000+ |
Competitor Analysis
| Competitor | Year | Core Standout Product | Price Range (INR) | Differentiation | Gaps |
|---|---|---|---|---|---|
| The Indian Ethnic Co. | 2016 | Hand-block print cotton kurtas & co-ords | Rs900 – Rs 9,950 (Avg. Rs 3,000 – Rs 5,000) | Strong focus on hand block prints (Ajrakh, Dabu, Kalamkari), pure cotton and natural fabrics, traditional craftsmanship | Primarily traditional ethnic wear; lacks modern fusion and heavy occasion wear |
| Dressfolk | 2015 | Handloom chanderi silk sarees & lehengas | Rs 2,200 – Rs 13,500 (Avg. Rs 5,000 – Rs 10,000) | Premium handloom Chanderi fabric focus, occasion wear specialization | Higher price may deter budget shoppers; less casual cotton wear |
| Aramya | 2024 | Affordable cotton kurtas & kurta sets | Rs 600 – Rs 2,500 | wide range including plus sizes up to 10XL | New brand, mass production, |
Social Media Handles
| Social Media Platform | Social Media Platforms | Followers |
|---|---|---|
| The Indian Ethnic Co | 340K | |
| @theindianethnicco | 829K | |
| X | @TheIndianEthnic | 38 Followers |
Conclusion
The Indian Ethnic Co is a success story showcasing how persistence, belief in your dreams can turn into reality. A hobby that started in a room in Mumbai has now become one of the top brands that promotes handcraft designed clothes for casual, daily wear for women. It supports artisans by empowering and employing them. In just a few years, it has ranked 23rd among its top 30 competitors who have created strong market presence for themselves among the customers. It offers all its products from mid- premium to high- premium price range to all the women whether it is for college, work, casual. It has represented itself as an elegant and stylish brand in India. With minor bumps in its reviews, it surely has the potential to be a leading handcrafted outfit brand globally.
Disclaimer- The author has ensured the accuracy of the above article, however they are not responsible for any error. Our aim is to provide you the accurate and fact checked information, and we do not promote any website or platform related to the topic.
Refresh Date: November 20, 2025