Aiming At INR 20 Cr Turnover in 3 Years With Global Expansion


Retail consultancy firm Wazir Advisors estimates the ethnic wear market to grow at 12% by 2018 to INR 500000 crore from the current market size of INR 250000 crore. In the past few years, this growth has attracted many new players to the segment. With 600 designers, weavers and karigars on-board, Ethnic Dukaan, is a new entrant to this space. offers intricate designs and high-quality products to its customers across the world. The range includes Sarees, Salwar Suits, Kurtis, Lehengas, Dress Material & Accessories. Fabrics are chosen with care by a team of select designers; exquisite artisanship and stringent quality control at every step is backed by a strong in-house production framework. This strong value proposition (of product and price) is backed with competencies which come in with the experience of being market leaders since last 30 years, resulting in getting the best of products directly from the source. Venture claims  that they have 95% In-Stock products, ready for same-day shipping and can also be customized to one’s fit & size.

ebusiness india Startup Fact sheet

heavy demand from overseas Indians

The portal gets nearly 5000 visits per day with industry’s best conversion. Since venture is born from the legacy of Aashirvad Sarees hence it is self-funded. Currently, the venture is doing a turnover of around INR 4 crores now and aiming to do around INR 20 crores in the next three years.

Venture intends to work towards expanding themselves slowly and steadily. As a dynamic business, the larger goal is to be able to present to maximum destinations globally. Venture has a heavy demand from overseas Indians who are always shopping for desi occasions. Ethnic Dukaan ships the products all across India as well as Europe, USA, Middle East & Far East. In the coming months, the team wishes to be able to provide more variety and options to choose from.

“We are trying to revive and promote the traditional hand-embroidery and handloom made products and fabrics in modern trends and styles. Currently, over 600 weavers, designers and karigars are either directly or indirectly engaged in the production of these products. The advantage of having 3 decades of experience and being market leaders in the industry helps us get the best products directly from source at reasonable prices and we maintain ready stock so that they can be shipped within 24 hours. We offer a trusted and secure environment for our buyers who experience honesty, transparency and integrity at every level of our operation and interaction” – Aditya Makharia, Founder, Ethnic

Mobile Strategy

In future, venture plans to create a shopping app. The team understands that the new-age generation enjoys shopping at the click of a button on their mobile phones. The app designing is an important process and team wish to do it right. As soon as the softwares and dynamics are in place, they should be able to introduce the mobile app services soon.

 About the founder

Ethnic Dukaan.com_Mr.Aditya Makharia_FounderAditya Makharia, a young and dynamic entrepreneur joined the legacy of his inherited business, Aashirvad sarees, about 2 decades ago. In the initial days of his career he assisted his father, Mr. Damodar Makharia to understand the dynamics and intricacies of the business. Belonging to the tech savvy generation, Aditya went ahead and launched Ethnic Dukaan.

Aditya has completed his education in the field of commerce and hence understands the nitty-gritty of the business thoroughly. He has always been a visionary and the inception of Ethnic Dukaan has been a stepping stone to tap the global markets of today. His intuitive thoughtfulness and creativity in the collection designed under this banner has lead him to become one of the most sought after names in clothing manufacturing market in India.

With a go-getter attitude, Aditya is a perfect fit for inheriting his traditional family business and adding the youthful spark to match up with the modern times competitors. One of his key strength is that Aditya has a deep involvement right from the making of a product to the final distribution which makes him a seamless leader. His expertise in handling advanced technology has further strengthened the brand’s foundation.

In his free time, Aditya loves to travel and explore new places. He is always on a look-out to learn something new and adopt it in his business model in any way he can.

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