Fashion · Mumbai, Maharashtra
The Indian Ethnic Co.
Handcrafted Indian ethnic-wear brand grown through Instagram dance marketing.
Founded by Hetal Desai, Lekhinee Desai
Snapshot
- Founded
- 2016
- Headquarters
- Mumbai, Maharashtra
- Industry
- Fashion
- Business model
- D2C
- Funding stage
- Seed
- Markets
- India
- Last updated
- 28 June 2026
About The Indian Ethnic Co.
The Indian Ethnic Co. makes handcrafted ethnic wear using Ajrakh, Bandhani and hand block prints, sold direct to consumers online. Mother and daughter Hetal and Lekhinee Desai started it from a Mumbai bedroom in 2016 with Rs 50,000, and the brand grew to a Rs 6 crore turnover on the back of organic social media, including dance videos that went viral. It now works with close to 1,000 artisans across India on kurtas, cotton dresses and co-ord sets.
Founders
Hetal Desai
Woman FounderCo-founder & Chief Creative Designer
Hetal Desai holds a master's in home science from MS University, Baroda, and leads design at The Indian Ethnic Co., which she started with her daughter in 2016.
Lekhinee Desai
Woman FounderCo-founder (Sales & Marketing)
Lekhinee Desai is an NMIMS Mumbai MBA and professional Odissi dancer who runs sales and marketing at The Indian Ethnic Co. Her dance videos in the brand's outfits helped it grow a large organic following.
Industry classification
Fashion Ethnic Wear
Ideal customers
Typical customer segments for a fashion company.
Media coverage
Website, social
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Frequently asked questions
- What does The Indian Ethnic Co. do?
- The Indian Ethnic Co. makes handcrafted ethnic wear using Ajrakh, Bandhani and hand block prints, sold direct to consumers online. Mother and daughter Hetal and Lekhinee Desai started it from a Mumbai bedroom in 2016 with Rs 50,000, and the brand grew to a Rs 6 crore turnover on the back of organic social media, including dance videos that went viral. It now works with close to 1,000 artisans across India on kurtas, cotton dresses and co-ord sets.
- Who founded The Indian Ethnic Co.?
- The Indian Ethnic Co. was founded by Hetal Desai and Lekhinee Desai.
- Where is The Indian Ethnic Co. headquartered?
- The Indian Ethnic Co. is headquartered in Mumbai, Maharashtra, India.
- Is The Indian Ethnic Co. funded?
- Yes — The Indian Ethnic Co. is venture-funded and has reached the Seed stage.
- When was The Indian Ethnic Co. founded?
- The Indian Ethnic Co. was founded in 2016.