A Business Grows One Sale at a Time. A Brand Grows One Belief at a Time.

For Garima Sethi, the biggest shift this quarter was not only in orders. It was in how she defines growth.

For many entrepreneurs, success is easy to measure. More orders, higher revenue, better sales.

But somewhere along the way, those numbers stop being the whole story.

For Garima Sethi, founder of Ethnic Dust, this quarter marked a change in perspective. While her business recorded at least 25% more online orders through WhatsApp compared to the previous quarter, the more meaningful milestone was learning that building a lasting brand requires looking beyond sales alone.

Ethnic Dust: Preserving Handmade Traditions

Ethnic Dust creates authentic handmade products that celebrate India's craft traditions. At the Unhu Emporium, the brand showcases handcrafted sarees from different regions of the country alongside ethnic jewellery, bringing together craftsmanship that reflects generations of artistic heritage.

That commitment to authenticity continues to shape what comes next. Garima is currently working on a new collection of hand-beaten brass jewellery, a category she describes as being very new in Dehradun. The collection represents another step in expanding the brand while staying rooted in handcrafted design.

Growth Beyond Numbers

This quarter brought encouraging business momentum.

Garima reports receiving at least 25% more online orders through WhatsApp than in the previous quarter, reflecting growing customer interest in Ethnic Dust's handcrafted products.

More importantly, she believes her understanding of business has evolved. Through her experience with UNHU, she realised that a brand cannot be built by looking only at sales numbers. For her, sustainable growth comes from paying attention to the many factors that shape how people discover, remember, and trust a business.

Growing Together

Garima has also focused on helping more people discover the Unhu Emporium.

She shares that she has been making a conscious effort to create awareness about the platform while recognising that there is still much more to learn and contribute. That willingness to keep learning reflects the same mindset she now brings to building her own business.

Ethnic Dust logo

Recognition That Inspires the Next Step

When asked why she wishes to be recognised, Garima's answer is simple.

She wants her brand to be recognised.

Perhaps that is what every founder is working toward. Not simply creating products people buy, but building something people remember, trust, and choose again.

Because businesses can grow through orders.

Brands grow through belief.

Key Takeaways

• A changing perspective: Garima believes building a brand requires looking beyond sales numbers.

• Business momentum: She reports receiving at least 25% more online WhatsApp orders than in the previous quarter.

• Craft with authenticity: Ethnic Dust specialises in handcrafted sarees from across India and ethnic jewellery, with a new hand-beaten brass jewellery collection in development.

• Community contribution: She continues creating awareness about the Unhu Emporium while learning and contributing to the ecosystem.

• A clear ambition: Her goal is simple: to build a brand that earns recognition.

~Editor

Shivam Patil