This is the second round of institutional backing for the brand, following its initial investment from She Capital Trust.

Founded in 2019 by Nikita Gupta, AMAMA is known for its distinctive, handcrafted jewellery that blends traditional Indian craftsmanship with contemporary aesthetics. The brand curates and creates globally inspired accessories that aim to resonate across generations.

The newly raised capital will be channelled toward expanding AMAMA’s retail presence in key cities, including the launch of new stores in Mumbai, Ahmedabad, and the Delhi NCR region. The brand also plans to bolster its backend infrastructure by strengthening supply chains, upgrading technology platforms, and growing its product and design teams.

On the international front, AMAMA is eyeing growth through global exhibitions, curated showcases, and partnerships with overseas multi-brand retailers. The brand is also exploring travel retail opportunities as part of its broader global outreach strategy.

This funding round underscores growing investor interest in niche, design-led consumer brands with strong storytelling and cultural roots. AMAMA’s continued evolution reflects a larger movement within the fashion accessory space—where artisanal value and design innovation are increasingly being embraced by modern shoppers.