Our Story

Etar means "unique" , in our founder's native language Gujarati. Etar was created by mother - daughter duo , to create one of a kind prints and fabrics. 

At Etar, our story begins with two passionate individuals dedicated to blending creativity and craftsmanship. Parul Chokhawala, one of our founders, brings her extensive experience in stitching to the forefront of our designs. Her meticulous attention to detail and love for fabric ensure that each piece we create is a work of art. Whatever prints that you see on our website , from them , majority prints have been made by her as she is an expert in oil paintings. Complementing Parul's expertise, Nirali Chokhawala oversees the marketing and management aspects of Etar. With a keen eye for trends and a strategic mindset, she drives our brand forward, connecting our unique creations with fashion enthusiasts around the world. Together, Parul and Nirali are the heart and soul of Etar, committed to bringing you innovative and beautifully crafted designs.