Amukti Fashion, a brand that intricately weaves traditional Indian craftsmanship with contemporary trends, has steadily carved its niche in the ethnic wear market. Renowned for its unique blend of heritage and modernity, Amukti has captured the hearts of many with its inclusive sizes, fast fashion approach, and commitment to preserving artisanal techniques. In an exclusive interview with Gurbir Singh Gulati, Editor-in-Chief of infashionbusiness.com, Kush Bhatia, Director of Amukti Fashion, shares insights into the brand’s inception, journey, and future plans.

I- Journey of the Brand

Inception Story:

Can you share the story behind the inception of Amukti? What inspired you to start this brand?

Amukti in Sanskrit means 'a piece of cloth'. Clothing is a fundamental need of any person, and Bharat, being a country of vast diversity and culture, has a tradition of clothing that is equally as diverse and rooted in our culture. Through the medium of Amukti, it is our aim to bring about this diversity to the forefront of people's thoughts. Inspired by the needs of a singular person – my mother – the genesis of Amukti took place. Observing a vast population of individuals who love the designs and art embedded in our culture, we took inspiration from the diversity and culture of our nation for our designs and collections.

How did the name "Amukti" come about, and what significance does it hold for you?

The name 'Amukti' holds profound significance as it resonates with our mission to showcase the richness of Indian textiles and craftsmanship. It embodies the essence of our cultural heritage.

II- Product Profile and Product Expansion

Unique Selling Proposition:

What sets Amukti's products apart from other ethnic wear brands in the market?

Amukti aims to be the bridge between the traditional and the modern. We take inspiration from the art and craftsmanship of previous generations and pair it with modern retail, delivering it to consumers in a timeline that reflects 'Fast Fashion'. We recognize that our customers need new fashion regularly, which is why our stores feature new designs and silhouettes every week. Our size inclusiveness, ranging from XS to 6XL, further differentiates us from our peers.

Can you elaborate on the importance of hand-block printing and traditional techniques in your product line?

Hand-block printing and traditional techniques are integral to our rich cultural heritage. Amukti draws inspiration from a variety of these techniques, including Chikankari, Kantha from Bengal, Gota from Rajasthan, Banni and Aari from Gujarat, and Kashida from Kashmir. These embroidery techniques form the foundation of our diverse product line, representing just a dip in the vast ocean of our cultural artistry. Amukti is a journey.

Collaboration with Artisans:

How do you select the artisans you collaborate with, and how have these collaborations influenced your product designs?

Bharat is a vast country with a rich base of art and culture. Over many years, we have developed relationships with artisans from all over the country. Each season, based on trends and customer feedback, we collaborate with artisans to create collections that reflect our heritage.

Product Expansion:

How has Amukti's product range evolved since its inception?

Amukti has always been a brand that listens to our customers. From the beginning, we have emphasized key product ranges like kurtas, bottoms, and dresses, all created based on customer feedback.

Are there any new product lines or categories you are planning to introduce?

We continuously evolve based on customer needs. Our product range will expand as we receive feedback and identify new trends and demands.

III. Retail and Expansion Plans

Retail Footprint:

Currently, Amukti is present in 19 cities across India. Can you share more about your retail strategy and how you choose new locations?

Our retail strategy is to bring our rich heritage, diversity, and culture to as many cities and towns across Bharat as possible. We aim to collaborate with malls that share our vision and promote our cultural heritage.

What are your plans for expanding Amukti's retail presence in the coming years?

We plan to expand our presence across the country, making Amukti a household name and easily accessible to our customers.

IV. Latest Collection

Design Inspiration:

What was the inspiration behind your latest collection? Can you describe some key features of this collection?

Simplicity is the inspiration behind our latest collection. We focus on creating 'must-have' pieces rather than 'nice-to-have' ones, ensuring they fit seamlessly into our customers' lifestyles.

Online Retail Commerce Strategy:

How significant is the online retail segment for Amukti? Can you share some insights into your e-commerce strategy?

Online retail is crucial in today's market. Amukti has partnered with multiple online channels and developed our own website, allowing us to reach customers across the nation and bring the flavor of Amukti to every pin code in Bharat.

Future Outlook

Where do you see Amukti in the next five years?

In the next five years, we aim to be a recognizable and accessible brand across the country, known for our quality and style.

What are your long-term goals for the brand in terms of growth and market presence?

Our long-term goal is to take our brand nationwide, becoming a household name and continuing to provide high-quality fashion for daily use.

In conclusion

Amukti Fashion is more than just a brand; it is a celebration of India's rich cultural heritage and diversity. With its commitment to traditional techniques, size inclusiveness, and fast fashion approach, Amukti continues to set new standards in the ethnic wear market. As the brand expands its footprint both online and offline, it remains dedicated to its mission of bringing the essence of Indian craftsmanship to the forefront.