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Basically Desi! | The story of Akshaya and Jai of Desically Ethnic

If Desically Ethnic, the brand was a girl she would be someone who wears India on her sleeves- you and I, quite literally! Anyone who loves the variety that India offers in its culture, fashion and diversity, can relate with the brand. Here’s the story of Akshaya and Jai, the couple that chased their creative instinct and launched their dream brand- Desically Ethnic. Read about their journey from MNC to Desi in today’s #TuesdayTale.

Jai and Akshaya

Akshaya and Jai Subramaniam

Desically Ethnic is all about Indian ethnic products and people who love them. Akshaya and Jai come from families that have had extensive travel histories and artistic tastes which possibly laid the foundation for them to enter into this line of business. After completing their MBA, they worked in MNCs for some time after which they decided to follow their heart and do something on their own.

They always wanted to chase their creative instinct. Akshaya says, “Knowing my love for ethnic products, it was Jai’s idea to start something along those lines. While I take care of the sourcing and designing of the products, Jai handles the operations, technology and marketing.”

Here’s a quick tete-a-tete with Akshaya and Jai Subramaniam

>> What do the red and yellow dots represent in your logo?

Jai: We were very keen on the nomenclature of our brand being such that it describes the inspiration for our products. All our products are inspired by ‘basically ethnic designs’, everything desi, so ‘Desically Ethnic’!

The red dot is a sign of elegance and class that we try to deliver to our customers through our products. Yellow, on the other hand, brings subtlety and an ethnic touch that is common across all our offerings.

>> What should people expect when they visit your website?

Akshaya: We want everyone who visits our site to know that they can find a wide variety of classy products that are based on local art forms found in different parts of India. For example, we already have crafts in Kalamkari, Kutch work, Tanjore Art, Kerala Murals and more. Our aim is to widen our range with time. Our customers can feel free to navigate on our website based on art forms or on the type of products. We also try to maintain a stress-free, enjoyable experience for every user on our website followed by a simple straightforward checkout process.


>> Tell us everything about your collection for the festival of colours and dance.

AKshaya: Kutch work is one of the most vibrant and colourful art forms and so it had to be a part of Desically Ethnic which strives to celebrate the Indian-ness in everything. The Kutch work bags have been there since the inception of our website and our customers still keep asking for it. It is so versatile and adds that pop of colour your outfit needs!

Our collection of ‘Kutchi bharat’ blouses is a rich cocktail of hues and textures, rich resham threads and ‘ablas’ (glass). The work is mostly done on Black or white cloth which instantly enhances the embroidery and makes it possible to pair it with sarees and ghagras of any colour. It is one of our most popular categories and is perfect to flaunt this festive season!


Akshaya: We usually choose a part of India that specializes in some art form and look at building a collection around it. We recently built our Kalamkari collection, it has some really colourful dupattas, subtle sarees and some very fashionable dresses too. The same applies to an ancient art like Tanjore painting. We have its essence in our paintings, serving trays, key holders, boxes and even hair clips.

We also take into consideration what our customers want. Many a time we talk to our clients directly about our products and what they expect to see on our website. Just talking to them gives us an insight into what our next collection should be.

collection inspiration

It has just been over 6 months since Desically Ethnic was launched, and they have received a flattering response. Currently, they deliver only in India but in a few weeks, their products will be shipped internationally.

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This entry was posted on October 13, 2015 by in Polka Love.

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