Roshni Fostering Indian art forms

1. NS: Tell us something about you and your venture EthnicChic

Roshni: Hi, I am Roshni Puthukudy. I was always passionate about art and wanted to pursue my passion, whichever possible way I could. Thanks to the defense background, I had been to nine states of India during my schooling and that had given me immense opportunities to learn about the various art forms of those areas. I have been blessed to understand the art of almost all states, though they were all in a superficial level while schooling. The break in the corporate life, after my kids, gave me ample time to take up my passion more seriously. I started EthniiChic in 2014 with intent to foster Indian art forms. EthniiChic is an amalgamation of ethnic art and being chic, hence the name.


EthniiChic is an initiative that brings Indian ethnicity to your homes, in the form of home décor, accessories and apparels that are hand painted or decoupaged. It ranges from Jewel boxes, trays, coasters, tissue boxes, Votive stands, Khullads, Hand mirrors, Lamp shades and Palm leaf fans to Bangles, Neck pieces, Ear rings and much more. There is complete division of hand painted apparels which comprises Sarees, Skirts, Jumpsuits, Kurtas, Waist coats, Dresses etc. Each piece of art is crafted with utmost care and passion. A lot of products are apt for the gifting purpose whether it is for festivals or for special occasions.

2. NS: What advice would you give young women who want to follow a similar career path as you?
Roshni: Believe in yourself and don’t give up in the face of challenges. If you have the talent in you, no one can stop you succeed in achieving your dreams. Things fall in place gradually, but initially only pure dedication & hard work is the mantra for success. Perseverance is essential. It’s altogether a different feeling when you see the product taking shape as you had imagined in your thoughts. As you start your work, I would suggest for a thorough market survey of what works for your products/services.

3. NS: How can customers contact you for business queries?
Roshni: Customers in Bangalore can meet EthniiChic at the prominent flea markets like Sunday Soul Sunday and Sampooran Soul Flea. Customers can contact me through my FB page (www.facebook.com/ethniichic) or directly on WhatsApp or e-mail (ethnichic2014@gmail.com). My products are showcased in multiple lifestyle shops in India. Bangalore, Goa, Hyderabad, Pune, Faridabad and Trivandrum are the major cities where we have presence today. We also have a few tie ups abroad. We also sell on various portals like craftsvilla.com, worldartcommunity.com, desihands.com, etc.

Roshni’s success mantra
The understanding of my customers’ needs and preferences really well makes my business sustainable. Also the utmost importance given to the quality of the products helps me get repeat customers. I believe in giving my customers the values to their money. Moreover, I believe that with the range of products that I make, each & every person gets something of the other of his/her liking. Art is always appreciated. I work according to the customer requirement also with complete customization/ personalization of the products. The price range is also very broad, for the customers to choose according to their budget.

Roshni’s future plans for EthniChic
I am planning to bring in more products as per demands from my customers, which includes hand painted photo frames, key chains, more jewelry designs and much more. I am also planning to scale up my business and take it to the next level. I am working with more stores in India and abroad for tie-ups. I am looking forward to build up a strong team for myself.

—————–Interviewed by Laxmi Khalap Bhatt, Editor, www.narisakhi.com

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