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About Us
The name derives meaning from the upliftment of the ordinary to the extraordinary. The “usual” isn’t usual anymore; and to make this the next norm, the next wave, we thought of bringing the national heritage to the forefront of the world of fashion.
The idea was conceptualized on 1st of May 2021, and officially manifested itself on 15th of September 2021, through a visit to an award-winning handloom, which was on the verge of a lockdown. Vying to restore all the glory of our national heritage, we decided to pour our heart into the fabric of simplicity and elegance.
Resultantly, we, as an enterprise have lovingly curated products which have their roots set in our nation’s art forms and manifest their beauty into the very fabric. Our products set to define: Indian high street fashion & couture.
At Aamtaur, we value the two integral aspects for an Indian buyer – Quality and Aesthetic. Through our products, we have made sure that our clients get the very best of India and its heritage, at no exorbitant cost, with no compromise on quality.
What drives Aamtaur?
We have studied, embellished and curated the varied art forms of India, into lifestyle fashion clothing. We believe, that the oft-misunderstood art forms of India, truly embody grace and rarity. It is these art forms, which set us apart from the bland and commonplace couture present worldwide.
We make use of motifs from various art forms like Dabu from Rajasthan, Indigo from Bagru & Akola, Kalamkari from Machlipatnam, Ajarakh from Bhuj & Barmar, Ikat from Pochampally, Baghalpur & Sambalpur, Bagh Prints from Bagh, Madhya Pradesh, Kantha from Rajasthan & West Bengal, Kantha embroidary from West Bengal, Phulkari embroidary from Punjab, (Tie Dyeing) Leh riya, Bandhej and Bandhani from Rajasthan. All of these art forms hold a special place in the tapestry that is India, and we want our products to represent the same.
100% pure cotton being the predominant fabric in our designs, we aim to provide our clientele with nothing but the best. We pick the choicest fabrics from Chennai, Mumbai, Jaipur, parts of Madhya Pradesh and some of our own sourcing to create fashion pieces for our clientele. Voicing the work of artisans throughout our nation, we create pieces that will find their place as fast fashion in people’s lifestyle.