Delhi-based handcrafted jewellery label AMAMA has secured $1 million in funding from Mistry Ventures LLP, marking its second funding round after backing from She Capital Trust. The investment aims to support the brand’s expansion strategy and strengthen its long-term foundation.
The funds will be used to grow AMAMA’s operations, improve supply chain logistics and tech capabilities, and expand its design and product development teams. A major goal is to strengthen the brand’s international appeal by showcasing Indian craftsmanship blended with modern design ethos.
Launched in 2019 by Nikita Gupta, AMAMA has built a distinct identity in the fashion accessory space through its signature hand-embroidered, 22kt gold-plated brass jewellery. The brand works with a talented team of 85+ artisans, integrating age-old techniques with a fresh, contemporary style.
AMAMA plans to increase its physical retail presence by launching new stores in Mumbai and Ahmedabad, and adding two outlets in the Delhi NCR area. It is also venturing into travel retail and preparing for global expansion through curated showcases, exhibitions, and collaborations with international multi-brand retailers.
Speaking on the development, Founder Nikita Gupta shared,
“This achievement is not just for AMAMA—it reflects a broader win for authentic, bold Indian design. With this support, we’re poised to grow, enter new markets, and keep creating jewellery that goes beyond trends.”
Backed by a clear vision and strategic investment, AMAMA is now ready to amplify its global footprint and promote India’s handcrafted jewellery traditions on the world stage.