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The Indian Ethnic Co.

The Indian Ethnic Co. embodies a passionate journey into the heart of Indian tradition, championing the exquisite craftsmanship of Indian handmade clothing. At the core of this vibrant venture is the mother-daughter duo of Hetal Desai, the Chief Creative Designer, and Lekhinee Desai, who heads Sales & Marketing. Their shared ardour for Indian handloom is not just a passion but the driving force behind the brand. Despite not having formal degrees in fashion—Lekhinee's background in Odissi dance and an MBA in Marketing from NMIMS, Mumbai, alongside Hetal's Masters in Home Science from MS University, Baroda—their dedication to Indian handloom and handicrafts has been the cornerstone upon which The Indian Ethnic Co. was built.

The brand's mission transcends the mere sale of clothing; it is a heartfelt endeavour to showcase and make accessible the rich, vivid, and timeless tapestry of Indian handloom and handicrafts. By bringing these treasures from the hinterlands of India to the forefront, The Indian Ethnic Co. aims to bridge the gap between the traditional and the contemporary. The essence of the brand lies in its ability to infuse traditional Indian fabrics and artisanship with a modern twist, making it relevant for today's fashion .

The Indian Ethnic Co. is more than a fashion label; it's a celebration of India's heritage, a tribute to the countless unnamed artisans who toil to keep ancient traditions alive. By providing a platform for these artisans, the brand not only ensures the survival of these traditional crafts but also contributes to the socio-economic upliftment of these communities. Each piece in their collection tells a story—a narrative of heritage, craftsmanship, and the labour of love that goes into making each garment.

In a world where fast fashion dominates, The Indian Ethnic Co. stands out for its commitment to sustainability and ethical fashion. It challenges the status quo by offering an alternative that is both environmentally friendly and socially responsible. The brand's approach is a testament to the belief that fashion can be both beautiful and benevolent, providing consumers with choices that not only look good but also do good.

As The Indian Ethnic Co. continues to grow, the foundational values of love, tradition, and innovation remain at its heart. Hetal and Lekhinee Desai's journey is a beacon of inspiration, showcasing how passion, when combined with a purpose, can lead to the creation of something truly remarkable. Their story encourages others to pursue their dreams, no matter how unconventional the path may seem, and to contribute to the preservation and celebration of their cultural heritage.

The Indian Ethnic Co. is not just preserving the legacy of Indian handloom; it is weaving a new future for it, one that is vibrant, sustainable, and inclusive. It invites us all to be part of this beautiful journey, to wear our heritage with pride, and to support a movement that is making a difference, one garment at a time.



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