Ethnicity

Our store, Ethnicity, is located at 44/45 in the Phoenix Market City Mall. We’re near Tyco Electronics and the Arihant Co-operative Housing Society in Viman Nagar. Being in one of the bigger malls in the area means we see a lot of people every single day. The shop is focused on traditional wear, so we have a lot of kurtas, sets, and festive clothing. It’s quite colorful inside, which is nice to walk into. Most of the time, we’re busy helping people figure out what size they need for a wedding or a family function. We aren't big on those fancy sales pitches. We just let the clothes speak for themselves and help out when someone can't find the right match for a dupatta. The mall can get really loud and overwhelming, but inside the shop, we try to keep things a bit more grounded. We spend a lot of time organizing the racks because people tend to move things around a lot while they’re browsing. It’s a lot of folding and hanging, day in and day out. The team here is a mix of people who just enjoy being around traditional clothes. We get a lot of locals from Viman Nagar who pop in during their weekend mall trips. It’s a fast-paced environment, but we’ve got a good routine down now. We just focus on keeping the stock fresh and the floors clean without making a whole big production out of it.