The Indian Ethnic Co to expand as a lifestyle brand

The Indian Ethnic Co plans to expand its offerings and become a lifestyle brand that offers everything a consumer needs. As per Business Insider, the company also plans to launch a new range of products for men and kids. Starting in 2016, the company sold products through the social media for two years before launching its online brand in 2018. The brand uses dance to convey the attributes of its products. It sells 100 per cent handcrafted saris made from Mai, Kota, Doria and Cotton.

Today, the Indian Ethnic Co. has three offices and one studio. It is about to hit Rs 10 crore revenue mark because of dance marketing and its unique ethnic products. It started with an investment of Rs 50,000 and is close to touching a turnover of Rs 10 crore. It is also seeing close to 200-300 times growth year-on-year since it started the website in 2018.

According to Technopak, the total Indian ethnic wear market is valued at Rs 70,000 crore and out of this, women's ethnic wear has an 85 per cent (Rs 59,500 crore) share in the market and is expected to grow at a CAGR of 10 per cent till 2022.