Contemporary Fits & Traditional Fabrics, This Brand Offers Chic Everyday Wear

As someone who loves Indian ethnic wear and would be 90% spotted adorned in Indian fabrics, I am always on the hunt for stores and labels that are using different traditional Indian fabrics but producing a contemporary range of fits for a wide array of occasions. Don’t get me wrong, wearing kurtas, suits, and sarees will always have its own elegance; there is nothing like it, but there is just something so charming about wearing the same traditional fabrics like Ajrakh and Mulmul in the form co-ord set. So, if you are anything like me, your search ends with ‘The Indian Ethnic Co', which creates beautiful dresses, co-ord sets, and even soft furnishing that is too stunning to look at, all with ethically sourced Indian fabrics.

The Indian Ethnic Co., was co-founded by a mother-daughter duo, Hetal Desai and Lekhinee Desai, in 2016. The brand gained its hype during the pandemic when they started making reels on Instagram featuring their outfits in popular choreographies, a simple yet effective strategy introduced by Lekhinee who is a professional Odissi dancer. Since then, the brand has just acquired more and more milestones while growing substantially.

They use cotton, silk, linen, and mul, with more than 12 crafts like Sanganeri, Dabu, Kalamkari, Fakira, Bagru, Jamdani, and Ikkat to name a few. They have kurtas, dresses, co-ord sets, short tops, sarees, dupattas, kaftans, leisure wear, shirts, bottom wear, and soft furnishings, along with some bags and pouches, all in some great designs and fabrics. Their size ranges across the categories go up to 6 XL, with their prices starting at INR 1,350, and their hand-block printed sarees have to be a special mention here, as they are truly what dreams are made of.

They have recently opened a walk-in store as well in Santacruz West, Mumbai, which is open on all days of the week from 11 AM to 8.30 PM. A hidden gem that takes beautiful fabrics and creates some staples for everyday life, this is a brand worth checking out for someone with a minimal-chic aesthetic.