Amama

Amama is a prominent brand in India’s handcrafted jewellery and fashion accessories sector, recognized for its blend of traditional artistry and contemporary design. The company operates as both a designer label and a curated marketplace, hosting over 40 handpicked brands alongside its own exclusive collections. Amama’s unique value proposition lies in its ability to merge heritage craftsmanship with modern aesthetics, offering a diverse range of products from hand-embroidered pieces to 22kt gold-plated brass jewellery.

Core Products and Services

• Handcrafted jewellery like earrings, necklaces, bracelets, chokers, hair accessories

• 22kt gold-plated brass jewellery (launched 2022)

• Curated collections from 40+ partner brands

• Limited-edition handbags and fashion accessories

Business Model & Revenue Streams

• Revenue from direct product sales (Amama brand) and commissions from partner brands

• Offline retail and pop-up events supplement online sales

• Predominantly B2C (urban women 18–40); select B2B (retailers, exhibitions)

• Strongest presence in Delhi NCR, expanding to Mumbai, Ahmedabad and select global markets

Top Clients & Partnerships

• Key retail partners: Nykaa, Ogaan, Pernia’s Pop-Up Shop, Amazon

• Celebrity/influencer collaborations: Alia Bhatt, Masaba Gupta, Kriti Sanon

• Investment partners: Mistry Ventures, She Capital

• No single client dominates revenue; diversified customer base

• Initiatives: Expanding global reach through exhibitions and multi-brand outlets

Future Outlook & Strategic Priorities

• Growth: Four new stores planned in FY25, new accessory and home décor lines

• Risks: Regulatory changes, discretionary spending volatility, rising competition

• Management targets: 61% revenue growth in FY25, enhanced supply chain, tech upgrades and brand storytelling investments