New Delhi, June 2025 — Fashion-forward jewellery brand AMAMA has raised $1 million in funding from Mistry Ventures, marking a pivotal moment in its journey toward becoming a global voice for Indian craftsmanship. This is the second institutional investment for the brand, following earlier backing from She Capital Trust.
Craft Meets Capital
Founded in 2019 by Nikita Gupta, AMAMA is known for blending traditional Indian techniques with modern design sensibilities. With this fresh round of funding, the brand plans to:
- Expand its offline retail presence with new stores in Mumbai, Ahmedabad, and Delhi NCR
- Enhance tech and supply chain infrastructure
- Grow its product, design, and operations teams
- Explore travel retail and global partnerships through exhibitions and curated international showcases
A Brand Rooted in Storytelling and Craft
AMAMA draws deep inspiration from Indian heritage — particularly heirloom pieces passed down through generations. Its product range spans:
- Intricate hand-embroidered jewellery
- 22kt gold-plated brass designs
- Statement bags and festive pieces
- A soon-to-launch home décor line rooted in Indian craft culture
With over 85 artisans in its in-house workshop, the brand emphasizes fine craftsmanship, sustainability, and emotional storytelling — positioning itself at the intersection of fashion and heritage.
Backed to Build Beyond Borders
The investment by Mistry Ventures reflects growing investor interest in culturally rooted, design-led Indian brands that are scaling profitably in both domestic and international markets. AMAMA’s focus on high-quality, expressive design has already earned it a loyal following among celebrities, stylists, and fashion-forward consumers.
“This isn’t just a win for AMAMA — it’s a win for bold, rooted design from India,” said founder Nikita Gupta. “With this backing, we’re ready to scale new heights, explore new geographies, and continue crafting pieces that speak louder than trends.”
AMAMA’s rise signals a new chapter in India’s design economy — where artisanship, storytelling, and business scalability go hand in hand. As the jewellery label sets its sights on global markets, it stands as a bold example of how Indian brands can scale meaningfully — without losing their soul.
At Startupstoryindia, we’ll keep spotlighting such homegrown brands turning cultural depth into commercial momentum.
