Nationwide, western brands have a wider platform than the ethnic brands. Future Groups new concept of �Ethnicity� is aimed at providing a space for smaller Indian brands and ethnic products. Ethnicity is targeted at the aspiring urban Indian consumer who is looking for exclusive ethnic product-mix during marriages and festivals. Ethnicity celebrates Indianness through its diverse designs and products. It showcases a wide range of brands from across the country. At Ethnicity, one gets the best and the very latest of the Indian ethnic and fusion brands. It offers a vast array of products under various categories including fashion, home d�cor and handicrafts.