Ethi Kraft is more than a brand—it's a movement to bring dignity, value, and visibility back to the communities that shape the roots of sustainable craftsmanship in India.

Based in West Bengal, the global hub for raw jute, Ethi Kraft was born out of a need to challenge the broken supply chain where middlemen and outside manufacturers profit off the raw resources and labor of our state, while the original creators are left behind.

We work directly with local artisans and raw jute producers to create beautiful, high-quality jute products—rugs, home décor, and everyday essentials—that are both factory-made and handcrafted using traditional village techniques. By building in-state infrastructure for finished goods, we’re keeping the entire value chain within the community, ensuring fair wages and pride in production.

At Ethi Kraft, we believe sustainability isn't just about eco-friendly materials—it's about economic justice, cultural preservation, and empowering people who have been long undervalued.