In 2016, Instagram launched something called as 'Reels', where you create short 30-second videos. At around that time, one Brand decided to share a video of four friends dancing while wearing their products. It got 1 million views. And the products got sold within 24 hours--even before the Brand could promote their collection.   

Today, they have nearly 3.5 lakh followers on Instagram. And they are known for their dance videos where the dancers are dancing in beautiful sarees. Yes, that's too many 'dance' words in one sentence, but that's the key to their whole business model. They are the first Brand to market themselves in such a unique way!  

But like every other story of Entrepreneurship and creativity and innovation, there's so much more to their story. 

So listen to the mother-daughter duo and co-founders--Hetal and Lekhinee Desai from Indian Ethnic Co. speak to Rajesh Jain and Jaimit Doshi in this week's episode of hippoBrain. 

They talk about their start-up story--how Hetal Desai started Indian Ethnic Co at the age of 55; how Lekhinee brings the new-age energy to the Brand; how they stumbled upon the concept of dancing to showcase their collections; how they track success; selling sarees worth Rs 45,000, and so much more. 

P.S.: Don't miss out on their lockdown story and why they called themselves 'bedroom-preneurs'.