Ethnos: Authentic, Handpicked, and Mesmerizing Collection of Ethnic Wear

Raj Baheti Saboo,Co-FounderNo matter how much girls love flaunting western dresses; ethnic Indian dresses hold a special place in their hearts. The vibrant colors, intricate embroideries, and rich fabrics make their hearts melt for the gorgeous Indian attires. If you love to wear ethnic and want to find the best collections at an affordable price, Delhi based Ethnos Can be here for you.

Ethnos is a new age direct to consumer brand that delivers trendy & high quality Indian ethnic apparel at wholesale prices. The brand cuts out the middleman and bypasses costs like wholesaling, storefronts, and designer branding fees. “We pass the savings on to our customers,” remarks the founding partners, “Ethnos curated collection includes Indian sarees, Lehengas, and Ladies’ suits, that are contemporary, stylish, and affordable. There are a wide variety of options to meet everyday wardrobe staples, festive wear to elevated wedding functions. It is a place for women of all ages, where mother, daughter, and grandmother can shop together and find something special.”

The brand offers boutique services such as customization of clothes, designed and constructed by skilled sewers by hand. It is sewn with extreme attention to detail and transforms into an outfit bringing smiles to customers’ faces. Ethnos’ tailored products are very popular overseas, especially in the United States and the United Kingdom.

Bridging the Gap in the Fashion Market
Speaking of the inception, the key management of the company says, “India is flooded with shopping malls and traditional markets. Big brand retail stores often sell
their products at a 3-5x markup. This is because of sourcing their merchandise through many layers of wholesalers and distributors and having high operating costs like rents for their fancy showrooms, A-list celebrity endorsements, TV ads, etc. Ultimately, it's the end consumer who pays for all this. At the same time, crowded roads adds travel time, high cost of fuel, and parking increases customer dissatisfaction. We saw a lot of opportunity in providing ethnic apparel directly to consumers at a reasonable price sitting on their couches. keeping in view all these factors we started the eCommerce websiteShopEthnos ( in September 2020. We also benefited from the growth of e-commerce due to the COVID pandemic.”

We are promoting our prime minister’s aim to make Khadi a global product by packaging Ethnos goods in khadi bags and increasing awareness in the overseas market

The Bright Side
Ethnos procures the raw material from various Indian cities and has close relationships with several weavers. With Quality, Equality & Sustainability at the core, the team pays attention to every detail to constantly improve all the business aspects. It follows a robust customer feedback/review process to learn about the pain points of the customers. With a goal of constant improvement, the team is exploring innovative technology to automate processes and handle more volume, with high reliability and faster shipping times for the customers.

Apart from this, Ethnos is an equal opportunity employer. Currently, the team consists of 65% of women including executive & leadership roles. Most importantly, the brand aims for sustain ability by using eco-friendly and recyclable materials to reduce negative impacts on the environment.

The Journey
“Since October 2020, we have been able to create a strong brand value for Ethnos with a lot of highly satisfied customers. At present, our focus is to add more product variety to our collections. We are also exploring Men's and Kidswear while increasing our presence in the global market,” the founder concludes.