After being in the business for over three decades, Kolkata-based Ashirwad Sarees, who were predominantly into the wholesale business, felt the need to make their presence online. Perhaps a decision fuelled by young blood taking over the family-owned business, EthnicDukaan.com is an amalgamation of traditional and contemporary aesthetics.
“People like to reinvent. We wanted to create a brand of our own which was lacking in the wholesale business. We also wanted to make things easier for people to buy from us directly,” says Virendra Bardia, CEO of EthnicDukaan.com.
Understanding the need of modern women, they have a large collection of wedding saris, designer saris, Banarasi saris, party wear and salwar suits, bridal lehengas, casual and trendy kurtis, traditional jewellery, embroidered and designer fabrics, embroidered borders and accessories to match. “Our USP is embroidery and we supply to almost every major city in the country. The fabrics are a big hit among NRI buyers who want to use it on western wear,” he adds.
But what really sets them apart from other e-commerce sites is their wide range of traditional handcrafted and handloom products and fabrics in modern trends and styles. With over 600 weavers, designers and artisans directly engaged in the production, EthnicDukaan’s collection is not only unique but also promotes the rich art of handloom and the artisans.