test – Ray Ethnic

Stories told on fabrics, through Indian traditional art.

The idea of Ray Ethnic was born as Reva Handicraft in 2003. A modest initiative to encourage the age old and distinct hand embroidery done by rural women from Gujarat. As the idea took hold, we started creating functional pieces of women’s clothing that kept up with their active lifestyles, while still being inspired India’s rich textile heritage. With the solidification of our idea, in 2006 we gave ourselves a new name, Ray-Ethnic. Over the last 14 years, Ray-Ethnic has grown its presence in 6 major cities of India, including Baroda, Surat, Pune, Kochi and Bangalore, with our first and flagship store in Ahmedabad, Gujarat.

We work closely with rural artisans from Gujarat, Madhya Pradesh, Chhattisgarh, Telangana and Bihar, collaborating with them for their expertise in choosing natural fabrics like cotton, silk, viscose, bamboo, modal, etc. to create unique apparels using traditional weaving techniques, handmade designs and printing methods using natural colours.

Our core belief is that clothing has power, the power to change lives. Ray-Ethnic provides the Indian women with affordable elegance in Indian clothing, while supporting our talented artisans and karigars and helping them earn a living with dignity and pride in their karigari.

Ray Ethnic works towards maintaining the legacy of rich culture of arts and craft that are rooted in the interiors of India and are the risk of dying out in the din of capitalist fast-fashion. The products made at Ray Ethnic are a reflection of the glorious textile heritage with a confluence of modern age fashion.

Every fabric, every design at Ray-Ethnic is made from scratch. The team goes the distance, quite literally, to source the right material of the finest quality, getting on board talented rural artisans and giving them a platform to showcase their expertise and artistic excellence on fabric. As a result, the products are skin friendly and sustainable. Ray Ethnic mainly uses printing techniques block print with natural dyes and colours on natural fabrics to minimize the impact of our choices on the environment.

We don’t believe in trends. But we do believe that every garment has a story. Right from weaving the fabric to the dying, printing and embroidery techniques through which the karigars put a little bit of their soul and story into the clothes. Clothes that our clients wear to tell their story, to show the world what’s on their mind.

Our patrons love us, here’s why…

The pillars of strength on which Ray Ethnic stands tall are Quality, Affordability, Originality and Service.

We handpick fabrics and designs to maintain high quality of products, while making sure we remain affordable for the average Indian woman. Working directly with rural artisans, our designers are able to translate their original designs, through complex weaves, block printing, hand painting and embroidery. Using traditional Indian techniques like Kalamkari, Ikkat, Ajarakh, Chikankari, block printing on pure, natural, breathable fabrics.

The patrons of Ray Ethnic swear by our always there, but never quite customer service at the stores. From helping them pick the right choice of fabric, colour and design, making them understand the importance and history of the artwork, to providing suggestion and tips on pairing them fashionably. The team goes the extra mile in providing a personalised experience to the patrons.