5 Indian ethnic brands to shop this festive season

Skip the same old names. Real craft, modern cuts, pieces you won't see on ten other people at the function.

Festive season is here, and the group chat has one question: what are we wearing? If your instinct is to open the same three big websites, pause. India's independent ethnic labels are doing more interesting work — real craft, modern cuts, and pieces you won't see on ten other people at the function. Here are five worth knowing.

Suta — Founded by sisters Sujata and Tanya Biswas, Suta began with handloom sarees and now spans kurtas, co-ords and blouses. The signature: soft cottons, understated elegance, and drapes that feel effortless. Perfect for a daytime puja or a low-key festive brunch.

The Indian Ethnic Co. — A Mumbai mother-daughter label built on traditional prints — Ajrakh, Bagru, Dabu, chikankari — made in collaboration with local artisans. Everyday-festive done beautifully, at prices that make it easy to say yes.

Bunaai — Jaipur-born, and beloved by influencers for a reason. Bunaai layers handblock prints, gota-patti and organza into pieces that feel festive but never costume-y — Jaipur craft with a modern, photogenic twist.

True Browns — For anyone who's tired of ethnic wear that stops at L. True Browns is size-inclusive (up to 6XL) and sustainability-minded, with clean, elegant kurta sets, co-ords and sarees. Minimal, versatile, and quietly luxe.

Aachho — Vibrant, hand-embroidered, unapologetically festive. This Jaipur label leans into colour and detail — ideal when the occasion calls for something that turns heads at sangeet or Diwali.

The best part of independent fashion is also the hardest: there are hundreds of labels like these, and no single place to discover them. That's what litchy is for. Tell us the occasion — “block-print kurta set for Diwali,” “a lehenga alternative under ₹8k” — and discover verified Indian brands in one search. Every one, checked by us.

This festive season, wear something no one else is. Start on litchy.