The Indian Ethnic Co.

The Indian Ethnic Co. started in 2016 in a Mumbai bedroom, when mother-daughter duo Hetal and Lekhinee Desai invested their combined savings into a small batch of Ajrakh fabric from a master artisan in Kutch. They made a handful of kurtas, photographed them at home, and sold out within days of posting on Instagram.

The brand has grown since, but stayed close to that original idea: handloom and hand-block-printed fabrics like Ajrakh, made accessible without losing the craft behind them, sold entirely online rather than through retail stores. On SASTY, you can browse The Indian Ethnic Co.’s collection and see exactly how it will look on you.

Celebrate your culture, wherever you are. Try it virtually at SASTY.