RayEthnic Opens New Experience Store in Ahmedabad, Expands to 15 Outlets Across India

RayEthnic, an ethnic wear brand that integrates Indian textile traditions with contemporary design, has expanded its retail presence to 15 stores across India with the opening of a new experience store on Sindhu Bhavan Road, Ahmedabad. This development marks a key step in the brand’s ongoing work to support artisans, revive traditional crafts, and create modern interpretations of ethnic fashion.

Founded in the early 2000s by Mrs Patel, a former pharmaceutical professional who transitioned into fashion entrepreneurship, RayEthnic began as an initiative to create employment opportunities for women affected by economic disruptions in Gujarat’s diamond industry. What started as a local effort to support skilled women artisans has grown into a nationwide movement that links craftsmanship, sustainability, and design innovation.

The new Ahmedabad store is designed as an experience space that highlights India’s diverse handloom heritage. It features exclusive handcrafted collections developed through long-term collaborations with master artisans such as Mohammad Ismail Khatri (Bagh printing), Mukkanteswarudu (Eswarudu) (Kalamkari), and Subrata Das (Jamdani weaving). These collaborations are built on sustained partnerships rather than transactional vendor relationships, ensuring the continuation and evolution of traditional crafts.

Today, RayEthnic works directly with over 1,000 women artisans, supporting sustainable livelihoods and promoting practices associated with slow fashion. The brand’s approach centres on creating clothing that reflects authenticity, craftsmanship, and cultural identity, while encouraging mindful consumption.