Hyderabad, May 25, 2024: Amulyam Hyderabad, a start-up co-founded by a couple to promote unique wedding gifts, and tableware through their maiden flagship store in Hyderabad. The store will be formally inaugurated on Monday by Ms Gadwal Vijayalakshmi, Mayor of Hyderabad and Socialite and Philanthropist Ms Pinky Reddy Even before the formal launch, the store had already become a go-to wedding gift provider in the city.
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It is a total Indian branded store. No imported goods. They all are curated from unique dyeing art and craft forms by artisans who are in a handful in numbers in India. Amulya, meaning Priceless, is a start-up with a larger purpose of promoting Indian arts and crafts through luxury utility items and earning dignity for the artisans.
Giving details addressing a press conference the husband-wife duo Mr Sushanth Agarwal, and Mrs Trishala Agarwal declared that their maiden store coming up at Road No 12, Banjara Hills is unique in many ways.
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Amulyam Hyderabad, the only of its kind, dedicated to wedding gifts, brings to light the forgotten art and craft forms—Pichwai, Jodhpur, Udaipur of CUTLERY AND CROCKERY including the famous Karimnagar silver filigree artefacts (sourced from artists who are presently in the news for their unique wedding gifts for a high-profile wedding of Ambanis), informed Trishala Agarwal.
The cutlery speaks and tells the entire wedding story. We offer tableware that speaks and tells stories of ancient India, good old traditions of a unique Indian institute called marriage. The tableware gives life to dyeing art forms such as Pichwai, Jodhpur, Udaipur, Filigiri, adds Sushanth.
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The Pitchwai tableware collection, the couple says is characterised by its intricate details, colours, and depictions of Lord Krishna’s life and teachings. They are known for aesthetic beauty. They are rich in symbolism and carry deep spiritual significance.
Jodhpur is known as the Blue City. This collection of tableware has the befitting architecture – forts, palaces, temples, havelis and even houses portrayed in vivid shades of blue.
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You are what you eat on, it is said. The colour and pattern of tableware make a powerful statement about who you are as a person. Tableware is important to the dining experience. Many deals are struck over dining and wining. Making the dining experience must be very special by choosing the right tableware that engages, speaks, and conveys a message. It creates a positive impression about the host, the co-founders add.
The couple began small in a small room of their apartment with pickle making just before COVID-19 and faced a lot of difficulties. Now after four years of hard struggle, they reached where they are with their unique store. We are a truly homegrown start-up, they declare proudly.
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The handcrafted thoughtful wedding gifts offered are very special in their way, curated well by women, widows, and women cooperatives. They are green products, plastic-free, and environmentally friendly. They are traditional yet modern. They are personalised.
Wedding gifts are memorable for any couple tying the nuptial knot – irrespective of cost or where they came from. Wedding gift ideas are now changing more towards personalization. They must be practical and functional or aesthetically pleasing and enhance the home décor, explains Ms Trishala.
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The couple aims to expand their range as well as their footprint to many other cities. The store is the only of its kind in the city. Weddings are unique and once-in-a-lifetime occasions. Everyone wants the best for the occasion. Nearly 3 lakh plus marriages take place every year in Hyderabad, of which about 10,000 marriages are big fat weddings for which they spend anywhere in the range of Rs 3 to 5 crore. The size of the Hyderabad wedding market though exact numbers are not known is very significant. We would like to cater to such clients and HNIs, Sushanth said.
A staggering 1 crore weddings take place each year in our country. Now weddings are an industry. The size of the industry is 5 lakh crores. It is growing at the rate of 25 to 30% per annum. So we are also eying other markets across India, they said.
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‘Hyderabad is a MICE (Meetings, Incentives, Conventions and Exhibitions) city. It is the city for destination weddings. We see a great opportunity for our kind of products, says Sushanth
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