Ray Ethnic

About Ray Ethnic

Ray Ethnic has made handcrafted ethnic and everyday wear for women since 2003, working with artisans across India, with 10+ stores across India and an online store at rayethnic.com.

The problem

A brand with a strong store business needs its website to carry the same trust: online shoppers cannot feel the handloom or see the fit the way store customers can.

What they set up

• 1Deployed shoppable customer galleries on the homepage and product pages.
• 2Added a mini-frame beside the buy button and an inspiration page.
• 3Tagged every post to the pieces in it.

The results

Add-to-carts from the widget: 25 (Products added to cart straight from customer content). Cart value from the widget: ₹105K (Value of those add-to-carts: buying intent, not revenue).

Why it worked

Bringing real customer posts onto the website gives online shoppers some of the reassurance a store gives: seeing the fabric worn by real women. The early add-to-carts show shoppers using it from the start.

How it’s measured

Evidence

Reach, not a lift claim

Method

Idukki widget analytics. Proven revenue and orders count purchases where the shopper added the product to cart from the widget first. Cart value is the value of widget add-to-carts and is never added to revenue. These are the same definitions the merchant dashboard uses.

Window

Lifetime: September 2026 (1 month live)

Source

Idukki production analytics, refreshed 2026-10-01

What it does not prove

No order is counted here: the store has no proven widget order yet, or its checkout tracking is not connected. Add-to-carts and cart value show buying intent, not revenue. Impressions are not shown: in its first week this store recorded fewer impressions than interactions, so reach and click rate would mislead.

Stack

• Idukki UGC galleries
• PDP mini-frame
• Product tagging