Hi! I’m Arshad and Ethiqana is my idea.

I’ve always had an interest in the creative world. Having grown up in India, I have seen first-hand how small artisans and their handicrafts have dwindled over the years. Wood and clay and other natural materials have made way for cheap plastics and what’s worse is that consumers prefer the “convenience”, for want of a better word.

So, after spending over 20 successful years in the IT industry, I decided it was time to do something new, something different, something that I have always supported and thought about. And so the seeds of Ethiqana were sown way back in 2017.

My inclination was turned into resolve when I read about the plight of artisan toymakers of Channapatna in the south of India; their livelihoods and age old craft almost on the brink of extinction due to the flood of cheap and mass produced plastic toys. So, that’s where I decided to start my journey.

Ethiqana’s story has just begun and I certainly hope that I will be able to add a lot more chapters to it over time while remaining true to the ethos with which I started it.