Mr. Sunil Sethi started his career by entering his family business of representing Mico Bosch for their products, as their main distributor, but he had a desire to enter the international exports market. He got the first opportunity to be involved with exports in the lifestyle and luxury products by catering to high end stores like La Rinascente of Italy, Lords & Taylor in the US and the May departmental stores group.

1987 brought another opportunity of diversifying into representations as a buying and sourcing consultant under the name of Alliance Merchandising Company, a leading buying agency in the field of Lifestyle Products, Fashion Accessories and Designer Apparel, representing international companies worldwide like Giorgio Armani Casa of Italy, Selfridges of UK, Liberty of London, Anthropolgie & Crate & Barrel in the US, Club21 of Singapore and many leading stores in North America, Europe, Far-east and Israel.

Sunil Sethi has had the privilege to be associated with and done projects for top designers like Paola Navone, Tom Dixon, Terence Conran.

May 2002, one of the leading stores of UK – Selfridges, wanted to do the "BEST OF INDIA" and chose Mr. Sethi for the job. He was given the responsibility for the entire organization from India and contributed majorly to the success of this mega promotion - 23½ days of the Bollywood.

A fresh line of business initiated recently was the involvement with Luxury & Lifestyle chain of boutique hotels like the Como Hotels & Resorts headed by Ms. Christina Ong of Singapore and the One & Only Resorts of the Kerzner group.

Sunil Sethi has been conferred the Lifetime Achievement Award by EPCH at the 14th Export Award Function in January 2005, presented by the Union Textile Minister Sh. Shankar Singh Vaghela along with Sh. R. Poornalingam, Secretary – Ministry of Textiles for his outstanding contribution to the promotion of Handicraft Exports. Mr. Sethi is credited with pioneering the exports of handicrafts and textiles since the early 80's and for creating an appreciation of the tag "Made in India" in the international markets.

Sunil Sethi has been a regular panel speaker at many important fashion and retail seminars; the recent one being the FDCI organized Lakme India Fashion Week, the Images Retail Forum and a part of the task force which was set up by the Ministry of Commerce & Industry (Department of Industrial Policy & Promotion) in the areas of fashion and design.