About Us
Crafting Excellence, Leading Innovation
At Etnik India, we believe that a home is a canvas for self-expression, where every texture and color tells a story. Born from a desire to bridge the gap between traditional artistry and contemporary living, our brand is dedicated to uniting the rich heritage of Indian craftsmanship with modern, global design sensibilities. We don’t just create products; we curate experiences that bring warmth, elegance, and distinct character to your living spaces.
Our collection of premium home furnishings—ranging from intricate cushion covers and bedcovers to elegant runners and curtains—is designed for the discerning homeowner who values both aesthetics and quality. We take pride in our ability to forecast trends while staying rooted in timeless techniques, ensuring that every piece we offer is both stylish and enduring.
Driven by a vision to showcase the best of India to the world, Etnik India operates with a commitment to excellence in every stitch. Whether you are looking to refresh a single room or transform your entire home, we are your partners in creating spaces that are not only beautiful but truly yours.
Our Team
Shweta Goyal
Co-Founder – Aadya Enterprises & Etnik India
Director – Shades of Life
Shweta Goyal is the visionary force behind Etnik India, bringing over two decades of extensive experience in the home furnishing and textile industry. A passionate entrepreneur, she has dedicated her career to mastering the delicate balance between high-quality production and innovative design.
Shweta’s journey began in an export house, where she developed a deep understanding of global quality standards. She later honed her expertise at the Triburg Buying Agency as a product developer and merchandiser for globally renowned luxury brands, including Ann Taylor, Calvin Klein, and Polo Ralph Lauren. This exposure to international markets shaped her ability to anticipate trends and understand the nuances of customer preferences worldwide.
In 2015, Shweta joined the family venture Shades of Life, a premium home décor brand. Under her leadership, the company transformed into a fully integrated operation spanning manufacturing, wholesale, retail, and e-commerce. Today, she continues to drive innovation at Etnik India, ensuring that every product reflects her core vision: thoughtfully designed home décor that champions Indian craftsmanship with global appeal.
Core Strengths:
- Product Development & Sourcing
- Trend Forecasting & Merchandising
- Brand Building & Retail Expansion
- E-commerce Strategy & Business Development
Shweta’s vision is to create thoughtfully designed, high-quality home décor that reflects Indian craftsmanship with global appeal.