RayEthnic, the purpose-driven ethnic wear label known for merging India’s textile heritage with contemporary design, has expanded its retail footprint to 15 stores nationwide with the opening of its latest experience store on Sindhu Bhavan Road, Ahmedabad. The launch underscores the brand’s commitment to empowering artisans, reviving traditional crafts, and redefining modern ethnic fashion.
Founded in the early 2000s by Mrs. Patel, a former pharmaceutical professional turned fashion entrepreneur, RayEthnic began as an initiative to provide employment to women affected by Gujarat’s diamond industry downturn. Over the years, the brand has grown into a national movement in handcrafted ethnic wear, combining sustainability, tradition, and modern aesthetics.
“Fashion for me was never about trends,” says Mrs. Patel. “It was about creating dignified work, preserving craft, and telling stories of resilience through every thread. Today, seeing our artisans thrive and our stores reach across India is deeply rewarding.”
A Hub for Heritage and Modern Design
The Ahmedabad experience store is designed to immerse visitors in India’s handloom traditions. It offers a curated selection of ethnic wear crafted in collaboration with master artisans such as Mohammad Ismail Khatri (Bagh printing), Mukkanteswarudu (Kalamkari), and Subrata Das (Jamdani weaving). These partnerships are long-term, ensuring the preservation of heritage crafts while reimagining them for contemporary wardrobes.
Empowering Women, Sustaining Craft
RayEthnic currently supports over 1,000 women artisans, providing sustainable livelihoods and championing slow fashion practices. With minimalist, meaningful, and deeply Indian designs, the brand redefines luxury as authenticity, craftsmanship, and conscious consumption.
“Every piece we create is more than clothing—it’s a narrative of heritage, identity, and hope,” adds Mrs. Patel.
About RayEthnic
Founded in Ahmedabad in the early 2000s, RayEthnic is a purpose-driven ethnic wear label dedicated to empowering artisans, preserving Indian textile heritage, and creating timeless fashion. Guided by craft, community, integrity, and sustainability, the brand celebrates India’s handloom traditions while designing for the conscious modern consumer.
