In a world where being fashionable is valued, authenticity and uniqueness of style is often compromised. Trends and styles are taking over, supported by fast fashion brands that make temporary styles easily accessible and affordable to all. Simultaneously, materials like leather are valued highly despite costing animals their life. The consequence is a starving planet with rapidly depleting resources, undergoing extreme changes that pose threat to human life as well.

To combat these complexities, and create high-quality and cruelty-free bags that are equally bold and stylish, Ashima Gulati founded Etcetera. Following a passion for fashion at the age of 55, Ashima founded her handbags brand in 2021. The brand is built on the philosophy of using cruelty free leather derived from non-animal sources. It features beautiful craftsmanship and individuality across its portfolio consisting of genuine, durable, and meaningful products. In a short span, the company has rolled out a stellar range of bags for every occasion, ensuring its customers stand out each time.

"As sustainability holds key value, Etcetera is marching strongly towards a future where its products are completely sustainable"

Eliminating Cruelty From Fashion
Consciously moving away from traditional leather, which is considered to be the gold standard of premium materials for luxury bags, Etcetera is envisioned as a transformational brand that celebrates individuality and authenticity. Every bag is carefully crafted to perfection, demonstrating that ethical fashion is just as eye catching. The brand thrives on its experimental approach, trying various materials, designs, and textures to curate exclusive pieces.

The brand advocates that true style is not based on societal norms and short-lived trends, rather in identifying styles that complement one’s unique personality, and let it shine. To match these unique styles, the company offers a wide range of bags including travel and work totes, handbags, shoulder bags, and cross body bags. Customized pieces, a broad range of hues, and bold designs are the brand’s forte.

“We provide personalization and customization options on select styles, allowing our customers to add a personal touch to their favorite designs. True to our brand ethos, each collection is bold, colorful, and authentic, reflecting our commitment to creativity and individuality ”, states Ashima Gulati, Founder, Etcetera.

Focused on a niche, still in its nascent stages, the brand stands out for experimenting with diverse alternative materials, including plant-based leathers, loom fabrics, jute, canvas, denim, and more. The brand plans to explore mushroom leather, pineapple fiber, and more in the coming years, to boost diversity in this segment.

The company also prioritizes boldness and colors in every collection carefully weaving each piece meticulously. Its inhouse manufacturing capabilities allow the brand to maintain complete quality control.

The brand is built on the philosophy of using crueltyfree leather derived from non-animal sources

A Sustainable Future
As sustainability holds key value, Etcetera is marching strongly towards a future where its products are completely sustainable. Aspiring to build its niche in the affordable luxury space, the brand has charted out a detailed future roadmap, focused on establishing it as a leading ethical brand.

Ashima concludes, “Our primary goal is to position Etcetera as a leading brand for bags made from unique materials, starting with India and eventually expanding to global markets. We aim to be recognized not just for our products but also for our commitment to sustainable and ethical practices”.

With ambitions to go global, Etcetera aims to diversify its portfolio, introducing new product categories like accessories including wallets, cardholders, pouches, and more, thus gaining acceptance among a wider audience base. The brand also plans to leverage technology and data-driven insights to improve consumer reach and experience, and build a robust online presence.

For this, it is exploring strategic marketing efforts, storytelling, and collaborations with like-minded brands. Above all, the firm is committed to remaining true to its key value proposition of promoting cruelty-free, bold, experimental, and distinctive products.