Best printers for Home

Best Mixer Grinder

Best wired Earphones

Best 43 Inch TV in India

Best Wi Fi Routers

Best Home Theatre in India

Smart Watch under 5000

Best Laptops for Education

Best Laptop for Students

<ul><li>Started out of a small bedroom 4 years ago, Indian Ethnic Co. owns three offices today and is growing by 200-300% YoY because of <keyword id="10959467" type="UNKNOWN" weightage="20" keywordseo="dance-marketing">dance marketing</keyword> and its ethnic products. </li><li>We speak to <keyword id="10959469" type="PERSON" weightage="20" keywordseo="lekhinee-desai">Lekhinee Desai</keyword>, Co-founder, <keyword id="10959468" type="UNKNOWN" weightage="20" keywordseo="the-indian-ethnic-co">The Indian Ethnic Co</keyword>. to understand the importance of developing a voice and identity on social media, benefits of being involved in the marketing process as a founder and business goals for the brand.</li><li>Desai also tells us the inspiration behind their unique way of marketing.</li></ul>The co-founder of The Indian Ethnic Co. Lekhinee Desai has never really purchased an outfit in her life. Her mother, Hetal Desai, would visit popular exhibitions to find the best fabric in the market and stitch beautiful outfits for her. With no formal degree in fashion, Hetal continued stitching clothes and buying ethnic fabrics for her pure love for designing. Soon, the word spread and her neighbors and friends started approaching her. Four year ago, Lekhinee graduated from her business school and encouraged her mother to pursue her passion for designing. They put a team of artisians together and started The Indian Ethnic Co. in 2016 out of their bedroom. For two years, the brand just sold products through social media and in 2018, its website went live and the brand was official. According to technopak, the total Indian ethnic wear market is valued at Rs 70,000 crore and out of this, women's ethnic wear has an 85% (Rs 59,500 crore) share in the market and is expected to grow at a CAGR of 10% till 2022. With the rising demand for ethnic wear and huge market potential for organised players, many international brands like Van Heusen, H&amp;M, Raymond and Peter England have also forayed into the ethnic market. So, to beat these giants, The Indian Ethnic Co. came up with a unique idea of marketing. Lekhinee decided to wear her own products and dance in them to portray how comfortable saris can be, to connect with consumers on a personal level. Lekhinee and her sister Twaraa Desai along with her childhood friends Apurva Dani and Charvi Budhdeo, are trained in classical Odissi dance forms. Lekhinee says she started dancing even before she started walking. She was also an assistant choreographer for the movie Ramleela. So, dance marketing came naturally to her and her dance marketing team. It was after Instagram introduced Reels in India that their videos started going viral. Their first reel itself garnered a million views. <div type="Video" msid="81619646" hostid="261" title="How dance marketing helped The Indian Ethnic Co. break the clutter and grow by 200-300%" dataSource="BUSINESSINSIDER" thumbUrl="https://denmark.timesinternet.in/cmslite/api/app/images.jpg?msid=81619646"></div> Telling us how the team came up with the idea of dance marketing, Lekhinee shared, “We were going to launch our Saris. We were known for our Kurtas and our fabrics before then. We wondered, how can we really break the clutter...My friends would come for the photoshoot because we always believed in showcasing real women (not models). So one fine day, my father suggested why don’t you start making dance reels with them? Dance is such a secondary nature to you and your friends, he said and mentioned how unique it would be to see women dancing effortlessly in saris. We thought it would also be so helpful to communicate the attributes of the product itself, because the saris that we sell are 100% handcrafted. They are made from such fine fabric in Mal, Kota Doria and cotton. So, we set up a tripod and shot ourselves dancing. The first reel was shot in five minutes and it got a million views. Our collection was sold out even before we could announce our launch.” The group’s first viral video on Instagram Reels was Kangana Re from the movie Paheli. The idea behind their dance marketing is to promote Indian ethnic culture, instil national pride and celebrate real beauty by featuring women of all sizes, age, shapes and colours. It also promotes sustainable fashion. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> According to Lekhinee, it is because of their company’s relatability factor and engaging content that they’ve been able to carve a niche for themselves. Telling us about the company's USP, she said, “I think what really separates us is the relatability factor that we've always tried to put in from day one. The idea is always to have real faces, and have real women of all body sizes and different age groups. My sister is 21. And even she wears a sari. And I am 29 and all the girls are within this range of age group. So, our videos also connect to the Gen Next of handcrafted clothing because they are not overexposed to wearing saris. We are also breaking so many stereotypes with the fact that we are young and showcasing the products in the way we are. This is not only helping us break the clutter but also helping us connect with the younger generation to adopt and wear sustainable fashion. Apart from that, the dance marketing format we’ve created, the overall industry is following that now.” Today, the Indian Ethnic Co. has three offices and one studio. It is about to hit a Rs 10 crore revenue mark because of dance marketing and its unique ethnic products. “When we officially started, I remember in 2018, we were doing 20 orders a week. And now we do close to 3000 orders a month, which is over 100 orders a day. That’s the kind of scale we’ve witnessed since we started. The turning point for us was the launch of the website. We started with an investment of Rs 50,000. And now we are close to touching a turnover of Rs 10 crores and we are seeing close to 200-300 times growth year-on-year since we started the website in 2018,” shared Lekhinee. When retail outlets shut down after COVID-19 hit India, The Indian Ethnic Co saw its second phase of growth and started flourishing on social media. Telling us about Indian Ethnic Co’s experience of sustaining through a global crisis, Lekhinee said, “Online sales boomed during the time of COVID and it has also pushed consumers to move to online shopping, even those who were not used to shopping online. We continued to advertise on Facebook and Instagram because our team is dependent on us. There are dyers, artisans, weavers -- they are all dependent on us. So, we took three orders during the lockdown and promised to deliver once it was uplifted. It ensured that all the artisans continued to get their income throughout the lockdown period. We also paid them an advanced salary so that their livelihood is not impacted. Once the lockdown opened, the artisans helped us in return. We were able to grow two and a half times in the matter of three months because retail outlets were shut. We didn’t have an office until the lockdown. In October 2020, we bought 3 offices and a studio.” To retain these customers, The Indian Ethnic Co. plans to expand its width and the depth of the products. It ultimately aims to become a lifestyle brand that offers everything a consumer needs. “The idea now is to create a library of sorts for all products handcrafted in India. So, currently, we have a range of fabrics, but now we want it to be a one-stop shop like an encyclopedia store of sorts, where all kinds of crafts and fabrics are available and anyone can come and shop from the Indian Ethnic Co. India has so many crafts to showcase and there are different kinds of artisans who are doing such great stuff. So, we really want the entire portfolio of everything handcrafted, that anyone can think of, to be on our website,” said Lekhinee. The Indian Ethnic Co. is also planning to launch a new range of products for men and kids.

How dance marketing helped The Indian Ethnic Co. grow by 200-300% post-lockdown

<ul class="summary-list"><li>Several posts from UK TikTik star Rory "No Hun" Williams' Instagram have resurfaced.</li><li>The posts, which are still live, include Williams making racially motivated jokes.</li></ul>UK <keyword id="11894125" type="UNKNOWN" weightage="60" keywordseo="tiktok" source="Orion">TikTok</keyword> star Ruari "No Hun" Williams has responded after several old Instagram posts appearing to show him making racially motivated jokes resurfaced. In a series of posts on his Instagram story on Monday evening, Williams said that "who I am now isn't who I was years ago."The posts were unearthed days after Williams came under fire for <a href="https://www.businessinsider.com/reviews/out?u=https%3A%2F%2Fwww.mirror.co.uk%2F3am%2Fcelebrity-news%2Fleigh-anne-pinnocks-leaked-dms-25184860">sharing purported messages</a> from Little Mix band member Leigh-Anne Pinnock during an Instagram live. The messages have not been verified and there has been speculation that they are fake. The purported messages refer to <a href="https://www.insider.com/jesy-nelson-talks-blackfishing-accusations-after-debut-song-boyz-2021-10">allegations of "blackfishing" against fellow band member Jesy Nelson</a> in the wake of the release of her latest music video in collaboration with Nicki Minaj. Blackfishing refers to people who are not Black altering their appearance, accent, or mannerisms to appropriate Black <keyword id="11899151" type="UNKNOWN" weightage="100" keywordseo="culture" source="Orion">culture</keyword> or appear racially ambiguous.<a href="https://www.insider.com/jesy-nelson-talks-blackfishing-accusations-after-debut-song-boyz-2021-10"></a>Birmingham-based Williams is 28, and has been creating content under the online persona "No Hun" on platforms like Snapchat, Instagram and - more recently - TikTok, since 2016, according to <a href="https://www.birminghammail.co.uk/news/midlands-news/how-one-man-birmingham-overcame-19891300">Birmingham Live.</a>Williams has amassed 343,000 followers on his Instagram account as well as 464,000 followers on TikTok. Known for his humorous anecdotes, rants, and short sketches, Williams' TikTok videos have over 15 million likes.Twitter account @UKGOSSIPTV shared <a href="https://twitter.com/UKGOSSIPTV/status/1447553390943346694">a thread</a> of Instagram videos on Monday that appeared to have been taken from Williams' Instagram account. Some of the videos appear to show Williams impersonating a stereotypical Asian accent while making reference to stereotypes about eating cats. The Twitter account also appears to show footage of Williams making a racial remark about his skin discoloration, as well as showing another video of what appears to be Williams spraying air freshener in the direction of what appears to be a sari - a garment mostly worn by South Asian women. A further video also appeared to show Williams pretending to say on the phone that he can "smell that fucking sari from here."The videos, which were posted between 2017 and 2018, were still live on the Instagram account at the time of writing.Insider also found further footage and images on the account with similar themes that were posted during the same time period.Multiple posts of Williams wearing what appears to be <a href="https://www.instagram.com/p/BaZygCDjDri/">a hijab</a> were found on the account. <a href="https://www.instagram.com/p/BdnFItHDiP3/">One video</a> of Williams appeared to depict him wearing a ghoonghat (a headscarf worn primarily by women in the Indian subcontinent) and a bindi (a red mark usually worn by women in the Indian subcontinent for both cosmetic and religious reasons) on his forehead while dancing to Hindustani music.Several other videos appear to reference a character called "Sunita," to whom a person says the catchphrase "wash your dirty sari" in a strong accent. Insider found several videos of fans imitating the accent and saying the phrase reposted to Williams' Instagram account - including <a href="https://www.instagram.com/p/Bfbr7N4Dc69/">one video</a> of a person with a British accent wrapping a scarf around their head and imitating a stereotypical Indian accent. Responding to these posts resurfacing and the backlash for sharing purported messages from Pinnock, Williams made a series of posts on his Instagram story Monday night. "People have been saying things about me online today to try and invalidate the point that I've made over the last couple of days; saying that I'm racist, I'm colorist, and things like that because of posts that I've made years and years ago that have always been there on my Instagram for people to see," he said."At the end of the day, who I am now isn't who I was years ago, and just because I was one way at a certain time that doesn't mean that I don't have the right to speak out on things, and it doesn't mean that people can't change or be educated."He continued: "And, you know, the whole 'Sunita love, you need to wash your sari,' that's how I started, but it's not who I am now, you know what I mean? I've been through life experiences that have changed my life.He added, "Things have happened in the world that have changed my perspective, like how I see the world now is completely different, and I refuse to live in the shadow of my mistakes, because all that's gonna do is hinder me moving forward in life."When insider reached out to Williams for comment, someone claiming to be a representative said he was hospitalized Tuesday night. His team was not immediately available for further explanation or comment.<a href="https://www.insider.com/culture">For more stories like this, check out coverage from Insider's Digital Culture team here.</a>

Influencer 'No Hun' responded to resurfaced videos where he mocked Asian people after he posted purported Little Mix DMs

Come December, and Shahrukh-Kajol fans on social media are already buzzing with excitement even as two weeks are still left for it to hit the theatres. There is enough time to savour the delight of watching the favourite jodi of Bollywood get their romance back on the screens, but wait the fans are already drooling over a stunning video. It's that of 'The <keyword id="3156756" type="UNKNOWN" weightage="100" keywordseo="Making-of-Gerua">Making of Gerua</keyword>'! 
 <keyword id="3140519" type="UNKNOWN" weightage="100" keywordseo="Gerua">Gerua</keyword> is a song in the movie that shows an orange sari-clad <keyword id="6354713" type="PERSON" weightage="100" keywordseo="kajol">Kajol</keyword> in Shah Rukh's arm, and the couple recreating their popular ‘Suraj Hua Madham’ chemistry. Releasing the making of the song at a time when filmy buffs are already gung ho about the movie, now isn’t that a great marketing strategy! The video was made available on YouTube only yesterday and it already has a million likes. Full marks to you Red Chillies Entertainment for timing it really well! 
 Moving on to the video now, it’s full of candid moments showing the fun behind the sets by choreographer Farah Khan, Shah Rukh, Kajol, <keyword id="22746" type="PERSON" weightage="100" keywordseo="rohit-shetty">Rohit Shetty</keyword> and team in a chilly Iceland while struggling to recreate and capture the romance of the couple amid icy winds. 
 
Contrary to what was being said regarding the overuse of Computer Generated Imagery (CGI) when this song was released, the new video showcasing the making of Gerua reveals that the song was actually shot in extreme cold conditions in Iceland and in fact none of it was CGI. Both SRK-Kajol braved the cold to recreate the magic for their fans. 
 Here's the most interesting bit of it: The <keyword id="1665132" type="UNKNOWN" weightage="100" keywordseo="Dilwale">Dilwale</keyword> crew ran into a broken plane at the spot! <keyword id="1671" type="PERSON" weightage="100" keywordseo="Shah-Rukh-Khan">Shah Rukh Khan</keyword> said: “It was surreal. Half broken plane in the middle of nowhere. We did not discover it. Rohit did not break it. It was just like that and the legend has it that the pilot crash landed there and saved everybody.” They decided to even include it in the song. 
 
The video also gives a sneak peek into how Kajol saved Shah Rukh from falling off the valley during their dance sequence, choreographer Farah Khan cribbing about the cold in Iceland, and others in the crew having a good time on sets. 
 
The movie also stars Varun Dhawan, Kriti Sanon and Boman Irani in lead roles. If you haven’t watched the making yet, what are you waiting for, really? Please check this out:

This video of how Shah Rukh and Kajol shot for the song 'Gerua' amid chilly winds in Iceland is literally spine-chilling!

Mumbai, Earlier this year, he was Pathaan. Now, <keyword id="1671" type="General" weightage="50" keywordseo="shah-rukh-khan" source="Orion">Shah Rukh Khan</keyword> is promising yet another "high-octane action thriller" in 2023 with "<keyword id="6363925" type="General" weightage="100" keywordseo="jawan" source="Orion">Jawan</keyword>" and on Monday the actor shared a 'prevue' of the film on Twitter. The 'prevue', as the makers dubbed the 2.12 minute long clip, showcases <keyword id="4546" type="General" weightage="80" keywordseo="shah-rukh" source="Orion">Shah Rukh</keyword> featuring in several death-defying stunts, songs and mouthing dialogues in his quintessential style. Directed by Atlee of "Theri" and "Mersal" fame, the upcoming pan-India movie also features <keyword id="16829" type="General" weightage="50" keywordseo="nayanthara" source="Orion">Nayanthara</keyword> and <keyword id="6354625" type="General" weightage="50" keywordseo="vijay-sethupathi" source="Orion">Vijay Sethupathi</keyword>. It is produced by Gauri Khan and co-produced by Gaurav Gupta under the production banner Red Chillies Entertainment. "Jawan" is billed as "a high-octane action thriller that outlines the emotional journey of a man who is set to rectify the wrongs in the society", the makers said in the accompanying press release. "Who am I, who am I not? I don't know. A promise to a mother or a purpose unfinished. Ask yourself if I am good, bad, a virtue or a curse? Because, for better or worse, I am also you. Ready? "You must have heard the name. This is just the beginning... When I become the villain, no hero stands a chance against me," Shah Rukh's character says in the clip. In the video, the actor is seen sporting four looks -- his face almost covered with bandages, a clean shave, his face half-covered with a grey mask and a bald look. "Jawan" also stars Deepika Padukone in a special appearance, along with Sanya Malhotra, Priyamani, Girija Oak, Sanjeeta Bhattacharya, Lehar Khan, Aaliyah Qureshi, Ridhi Dogra, Sunil Grover and Mukesh Chhabra in key roles. In the clip, Nayanthara is seen arriving in style in her police jeep, whereas Vijay can be seen taking his best aim at a punching bag. The viewers see Deepika, clad in a red sari, wrestle it out with her opponent in rain and mud as she pins him down. According to the video, Shah Rukh's character is aided by an army of women in his mission. "Good to go, Girls?" he asks, to which they respond in unison: "Ready, Chief!" Set to 'The King Khan' rap, a foot-tapping song by Raja Kumari, the "Jawaan" footage ends with the star dancing to the classic Hemant Kumar song "Beqaraar Karke Humein" in a Metro train coach. "Jawan" is slated to be released worldwide on September 7 in Hindi, Tamil and Telugu. The film was earlier scheduled to premiere on June 2.

You Searched For "sari dance video" and got 6 results

How dance marketing helped The Indian Ethnic Co. grow by 200-300% post-lockdown

Karuna Sharma

Influencer 'No Hun' responded to resurfaced videos where he mocked Asian people after he posted purported Little Mix DMs

Charlotte Colombo

This video of how Shah Rukh and Kajol shot for the song 'Gerua' amid chilly winds in Iceland is literally spine-chilling!

Anushree Singh

SRK is a man set to rectify wrongs in society in his Jawan prevue

PTI

A complete timeline of Nick Jonas and Priyanka Chopra's relationship

Callie Ahlgrim,Olivia Singh

Apple's smart photo app will be way behind Google's - here's why

Kif Leswing

Popular Keywords

Buying Guides