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Ethicus is a conscious textile brand celebrating India’s handloom heritage through beautifully crafted, sustainable fabrics and sarees. It blends traditional craftsmanship with contemporary design, giving every weave a story of its own.

0

Increase in Returning
Customer Rate

25–30%

Increase in Average
Order Value

0

Core Categories — Product
/ Category Discovery

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Handcrafted,
Artisan-Made Craft

THE CHALLENGE

“The finest work disappears into the cloth. That’s how you know it was done right.”
Their custom CMS held artisan context, weave identity, and provenance details for every product. It worked until it didn’t. Scaling had become a real problem, and the platform was getting in the way more than it was helping. Moving to Shopify was the right call. Doing it in 15 days, without losing any of what made the brand feel like Ethicus, was the harder part.
Cache22 partnered with The Pitara Project to reimagine its digital storefront, translating the brand’s colourful, handcrafted identity into a seamless e-commerce experience. From visual storytelling and product discovery to navigation and conversion-focused interactions, we created a website that feels as expressive as the products themselves.
~ Team Cache22

Zero-disruption catalogue migration

The full catalogue, every customer record, and the entire order history made it across without a single disruption to live operations. Clean migration, nothing missing.

Linked-product architecture for handwoven pieces

We didn’t force products into standard Shopify variants. A handwoven piece has its own identity weave, maker, story. We built architecture that respected that instead of flattening it.

Craft-first navigation

Reorganised around how someone who actually cares tends to browse. By craft, weave, collection, occasion a deliberate part of how the catalogue works.