Ethnic Naari was founded by Sujatha Bhatheja in 2020. EthnicNaaari specializes in products related to the homes and furnishings range. All the products sold by Ethnic Naaari are hand-made. They have their setup in Jaipur where they work with artisans from Jaipur and nearby rural areas. Their product offerings include bedsheets, curtains, quilts (razai), cushions, dohars, kantha bedsheets, and boho banjara bags.