With a view to providing an organised retail platform for Indian ethnicwear products at par with Western brands in the country, Kishore Biyani-led Future Group has opened the first store of its newly launched retail chain ‘Ethnicity’ in Ahmedabad.
Spread across an area around 25,000 square feet, the store retails a wide range of products across ranges including ethnic and fusion wear, handicrafts, home décor, accessories and gifts.
Speaking to media, Kishore Biyani, CEO, Future Group, said, “In India, Western brands have a wider platform than our own ethnic brands. Our aim is to provide a bigger market for smaller Indian brands and ethnic products through ‘Ethnicity’ by opening such stores in malls.”
The group also plans to open eight more stores of the chain within the next two years in various cities in India, he added.