Pronounced eth-ree-ka, the name blends ethics with craft — and that's exactly the promise it carries.

Ethrica is a curated store of upcycled and sustainable goods, built on the belief that how something is made matters just as much as what it is. Rather than producing products ourselves, we seek out the people already doing this work well: artisans, repairers, and social enterprises across India who transform reclaimed materials into things that are thoughtful, durable, and worth keeping.

Right now, we work with 5 such makers — chosen carefully, known personally. Each one is national in reach but rooted in a community, and every product on our shelves carries their story. We found our first home at Dehradun airport — a place where people are already in motion, open to discovery, and perhaps more willing than usual to pause and pick up something that means something. It felt like the right place to start.

A portion of every sale goes back into community skill-building: workshops and neighbourhood initiatives that promote repair, reuse, and fair livelihoods. Because we believe the most sustainable thing you can do is learn to value what already exists.