Jewellery label AMAMA, known for turning bold ideas into handcrafted fashion statements, has just closed a fresh funding round of $1 million, led by Mistry Ventures. This marks the second major investment for the brand, which earlier saw support from She Capital Trust.
Founded in 2019 by Nikita Gupta, AMAMA began as a passion project rooted in her personal love for jewellery. Over the years, it has evolved into a platform that showcases expressive, hand-done accessories sourced and designed with a global outlook, while staying grounded in Indian craftsmanship.
With the new capital infusion, AMAMA plans to ramp up its retail and digital presence. The brand is preparing to open four new stores—one each in Mumbai and Ahmedabad, and two in the Delhi NCR region, strengthening its physical footprint in key markets. Behind the scenes, it aims to invest in its supply chain, tech infrastructure, and expand its design and product teams.
But AMAMA’s sights aren’t just set on India. The brand is also exploring travel retail, international exhibitions, and tie-ups with multi-brand stores abroad to take its vision of wearable Indian art global.
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“This isn’t just about expansion,” said founder Nikita Gupta. “It’s about telling deeper stories through design, honouring our artisans, and taking rooted Indian expression to the world in a language they haven’t seen before.”
