Team Startupcity

• AMAMA raised $1 million in its latest round led by Mistry Ventures, following earlier backing from She Capital Trust.
• The brand will open new stores in Mumbai, Ahmedabad, and Delhi NCR, while strengthening supply chain and tech infrastructure.
• AMAMA aims to grow internationally through exhibitions, curated shows, and tie-ups with global multi-brand outlets.

AMAMA, the celebrated Indian jewellery label known for its handcrafted and expressive designs, has secured $1 million in funding from Mistry Ventures in its latest investment round. This marks the brand’s second major investment following its earlier backing from She Capital Trust.

Founded in 2019 by Nikita Gupta, AMAMA curates and creates fashion accessories that blend traditional Indian craftsmanship with modern design sensibilities. Inspired by Gupta’s personal heritage and passion for jewellery, the brand aims to bridge generational gaps through timeless, wearable art.

The new funding will help AMAMA deepen its presence in key Indian markets such as Delhi and Mumbai, while also expanding its retail footprint with upcoming stores in Mumbai, Ahmedabad, and two additional locations in the Delhi NCR region. The brand plans to invest in supply chain upgrades, technology infrastructure, and design team expansion to accelerate both offline and online growth.

AMAMA also has its sights set on international markets, exploring global exhibitions, curated fashion shows, and strategic partnerships with multi-brand outlets abroad. It is actively considering a presence in travel retail to extend its global appeal.

“This isn’t just a win for AMAMA, it’s a win for bold, rooted design from India", said Nikita Gupta. “We’re ready to scale new heights and bring expressive Indian craftsmanship to the world”.