About Us

Hey Beautiful!

I am Ruchita Agarwal, founder of AMAAKI. 

I want to share something with you today. 

I grew up surrounded by little pieces of India that felt like home.

The hand embroidered sarees in my mother’s wardrobe. The beautiful handloom textiles my daadi and my naani treasured. The embroidery and beading projects they created with their own hands. The little craft corners where needlework, stitching and upcycling were simply a part of everyday life.

Every family seemed to have its own stories, textiles and traditions.

But somewhere along the way, many of these beautiful handmade traditions began to disappear from our everyday lives. As mass production and industrialisation made clothing faster, cheaper and more accessible, handmade crafts and heritage textiles were gradually pushed to the margins. What was once naturally part of our homes became something we increasingly encountered only on special occasions — or sometimes not at all.

At the same time, women's lives changed.

Today's woman is building her career, running her home, raising families, pursuing her ambitions and constantly moving between different roles. She needs clothing that is comfortable, functional and contemporary. Yet somewhere between traditional Indian wear and modern workwear, there seemed to be a missing space — a space where she could dress for her modern life without losing her connection to her roots.

That is where AMAAKI was born.

The name comes from Amma — mother — and ki, meaning “of”. To me, AMAAKI means a remembrance of those caregivers of our families beautifully crafted in what we carry today.

Through AMAAKI, we want to bring the beauty of handmade Indian crafts and the stories of different cultural backgrounds back into everyday wardrobes — not by recreating traditional clothing exactly as it was, but by reimagining its soul for the woman of today.

We bring together contemporary, functional silhouettes with Hand block prints, Handlooms like Ikkats, Indian textiles and thoughtful Hand Embroideries. Every craft becomes a small reminder of the hands, homes, women and traditions behind it.

AMAAKI is our way of keeping these stories alive.

Because we believe heritage shouldn't live only in museums, heirloom trunks or festive wardrobes. It deserves a place in our everyday lives.

We want the modern Indian woman to be able to move forward without leaving her roots behind — to wear something contemporary, yet carry with her a little piece of where she comes from.

AMAAKI is not about bringing the past back exactly as it was.
It is about making sure its soul has a future.

For everything we loved about where we came from — and everything we are becoming.

Where heritage finds its everyday.