Mumbai: RayEthnic, the purpose-driven ethnic wear label known for blending India’s rich textile heritage with contemporary design, has expanded its footprint to 15 stores nationwide with the launch of its new experience store on Sindhu Bhavan Road, Ahmedabad. The milestone marks a significant chapter in the brand’s journey of empowering artisans, reviving traditional crafts, and redefining modern ethnic fashion.
Founded in the early 2000s by Patel, a former pharmaceutical professional turned fashion entrepreneur, RayEthnic started as an initiative to provide meaningful employment to women displaced by economic downturns in Gujarat’s diamond industry. What began as a mission to support skilled women artisans has evolved into a national movement in handcrafted ethnic wear, combining tradition, sustainability, and contemporary aesthetics.
“Fashion for me was never about trends,” says Patel. “It was about creating dignified work, preserving craft, and telling stories of resilience through every thread. Today, seeing our artisans thrive and our stores reach across India is deeply rewarding.”
A Hub for Heritage and Modern Design
The new experience store is designed to immerse visitors in the story of India’s handloom traditions, offering a curated collection of ethnic wear that celebrates craft, culture, and conscious design. Visitors can explore exclusive handcrafted pieces created in collaboration with master artisans such as:
Mohammad Ismail Khatri – Bagh printing
Mukkanteswarudu (Eswarudu) – Kalamkari
Subrata Das – Jamdani weaving
These collaborations are long-term partnerships, not vendor relationships, ensuring the preservation of heritage crafts while reimagining them for contemporary wardrobes.
Empowering Women, Sustaining Craft
Today, RayEthnic directly supports over 1,000 women artisans, providing sustainable livelihoods and championing slow fashion practices. With minimal, meaningful, and deeply Indian designs, the brand is redefining luxury as authenticity, craftsmanship, and conscious consumption.
“Every piece we create is more than clothing—it’s a narrative of heritage, identity, and hope,” adds Patel.
-Based on Press Release
