About us

Amaraa aims to provide the best of ethnic yet contemporary Indian and fusion wear. Fashion is an integral part of one’s personality, hence at Amaraa, we believe in creating versatile designs that are affordable and accessible to women of all ages, from all strata of society. Amaraa is proud to feature styles and silhouettes that complement all body types. All our designs are handcrafted, which make our garments unique and one-of-a-kind. With breathable fabrics, intricate craftsmanship and impeccable detailing, Amaraa remains a favourite among a lot of women.

Amaraa means everlasting grace and who epitomizes this better than beautiful Indian women in rich Indian traditional attire? These lush garments are inspired by cultures from different parts of India, each signifying a unique tradition that is represented in the form of local art and fashion, which is an ode to our rich cultural heritage. One such tradition that has been carried through centuries is the art of block printing. Native to the Indian states of Gujarat and Rajasthan, this handcrafted block print is lovingly created by skillful local artisans.
Amaraa was conceptualized when the woman behind the brand visited Bhuj and was left mesmerized by different kinds of art and craft in the traditional block prints, all handcrafted by the skilful locals. This beautiful traditional art and the artisans creating it were the inspiration behind promoting this local art by means of creating hand-block printed, ethnic designs with a refreshing, contemporary touch. The timeless block prints used to create iconic pieces for Amaraa are sourced from local artisans from Gujarat and Rajasthan. This is our way of giving back to the rich heritage of our country. As a women-centric brand, our focus is on making a difference by giving voice and employment opportunities to these local artisans, especially women, with no source of income.

All our garments are created from scratch involving a lot of people and processes and building a strong setup of our small-scale, homegrown business that empowers local artisans by generating work opportunities for them. The handprinted fabrics from the rural artisans are sent for stitching to people, mainly women who are willing and enthusiastic about working from home. Staying true to our belief as a brand that wants to uplift women, we empower women who are homemakers, women who are unable to step out to work but need financial aid and women that want to start a business but need an opportunity and guidance. These skilled but needy women are provided with long-term prospects and sustained income, thereby enriching their lives and keeping our time-honoured handprinted tradition alive through these skillful artisans and gorgeous designs.

Hello All!
My name is Shanaya Chhugani and I am the designer and founder of Amaraa!
I started amaraa after i got to visit the lovely city of Kutch in Gujrat during a craft collective from college.
At that time, I came across this beautiful technique of block printing and was completely mesmerised by the process and the final outcome. With everything in today’s time being so technologically driven several printers are closing down and after getting to learn about this during the visit, I got really driver to in any way i could contribute to keep this beautiful tradition which is centuries old alive and so shortly after I returned back Amaraa was born.
Today, we have a small team of the most talented printers who are able to sustain this artform and it makes me really happy that we as a community are able to contribute to that and so i would want to thank each one of you who even just come and visit, follow our page which is helping spread the awareness about this beautiful form of hand-block printing and also appreciating our products and making this dream come true for us.
I truly love each one of y’all here who have supported me through the journey and are still so encouraging each and every single day , words cannot express how grateful I am for this and I aspire to keep going and continue to create the most comfortable yet chic outfits for y’all for a long long time!
Love always,
Amaraa by Shanaya