Every Piece Carries a Story India Almost Forgot
Why EthniiChic Exists?
I'm Roshni — an artist by heart, a designer by obsession.
EthniiChic started in 2014, not in a boardroom, but at my study table, with a set of brushes and a lot of trial and error.
I grew up travelling India with my family, and what stayed with me was never the monuments — it was the walls. Painted temple walls in Kerala. Phad scrolls covering courtyards in Rajasthan. Madhubani work running edge to edge across village homes in Bihar. I wasn't just looking at art. I was looking at techniques that had survived generations — and I wanted to learn them myself, not just admire them from a distance.
So I did. I trained directly under traditional artists in several of these art forms, then set up a studio and taught what I'd learned to the artists who work alongside me today. Every EthniiChic piece is designed and made in-house — by me, and my trained artists. It's the only way I know to keep a technique this precise consistent, piece after piece.
Art with a Real Address
Every EthniiChic piece traces back to a place and a tradition: Kerala Murals from temple sanctums, Madhubani from Bihar's village courtyards, Pattachitra scrolls from Odisha, Warli from Maharashtra's tribal belt, Kalamkari from Andhra Pradesh, Tholu Bommalata shadow-puppet motifs, Gond art from Madhya Pradesh, Tanjore work with its signature gold relief.
I didn't learn these techniques from photographs or tutorials. I trained under practicing artists in several of these traditions myself, and I've since taught that same hands-on technique to the artists in my studio. Every piece — whether I paint it myself or one of my trained artists does — respects the original technique while fitting a home built in 2026, not 1926.
How We Work?
Handmade, always. No print reproductions, no shortcuts. Every piece is painted or carved by hand — by me, or my artist — which means no two are ever identical.
Trained by hand, not outsourced. I learned these art forms directly under traditional practitioners, then taught the same technique to every artist in my studio. Nothing here is subcontracted out to cut costs — it's made in-house, the way I learned to make it.
A second life for old materials. Where the technique allows it, we work aged wood, metal, and textile into new pieces — because upcycling in skilled hands produces something better than “sustainable,” it produces something with more history in it.
Tradition first, but not frozen in time. The art forms stay authentic to their origins. The forms they take — a tray, a wall panel, a sculpture — respond to how people actually live now.
What We Believe?
We believe Indian art belongs in the homes people actually live in — not only in museums and coffee-table books. We believe a wall piece can carry as much meaning as it does beauty, and that buying handmade is one of the last ways left to keep a five-hundred-year-old technique alive for another generation.
If a piece from EthniiChic makes it into your home, a technique I learned by hand — and taught by hand — made it there with you.
Media Coverage
Our Vision
To enlighten the young generation, world over, about the traditional Indian art forms and to bring it back to its true glory.
Our Mission
To give a new authentic identity to Indian traditional crafts and revive it to be approachable and relatable to the modern-day aesthetic, while we create skill enhancement opportunities for the under privileged being sustainable, resources conscious, and being wise, right from prototyping up to dispatch of the product.
Bring the Story Home
Theyyam Mask – Hand-painted Kerala Ritual Art
Rs. 7,385.00
Theyyam Mask – Hand-painted Kerala Ritual Art
Rs. 7,385.00
Commission a Custom Piece
Here's a sneak peak into our previous custom projects that we had taken up for various customers.
Our Ethos - Foundation of EthniiChic
Ethniichic believes and follows four principles and we strive to spread at most awareness
Hand Made
Handcrafted with love, our designs stand out of the rush of mass - machine manufactured objects, while radiating the grandeur, warmth and bliss which invite patrons to moments of soulful conversations with the glorious Indian heritage.
Sustainability, Eco-friendly & Empowerment
We have been actively conscious in our work ways right from sketching, crafting up to product dispatch. Besides consumption of resources and planning our materials, for us it also means handholding with the underprivileged women, providing good working conditions and fair pay, as we believe empowering is also a key step towards sustain.
Upcycle
We believe that fond memories outweigh the perceived life of materials. Aged materials radiate eternal grace, they reveal beautiful stories that stood the test of times, have unique sensory associations and come from an era where everything was made with meticulous effort and purpose. Marvel at your treasured heirloom piece, as we creatively enliven it to a new dimension which continues to radiate its splendour in your modern day lifestyle
Design Cycle
With Indian art forms as the central core, EthniiChic closely observes the nascent Consumer needs, explores the evolving Market and creates well informed art pieces, which are unique handmade designs, made with love and reflects pride of India.
