Mumbai, India July 29: AMRTA, the art-inspired fashion label by Guneet Kondal, and FAVORI, the accessories brand co-founded by Kavita Bhatia and Rajiv Bhatia, are opening The Concept Store, a 700 sq. ft. space that feels nothing like a shop and everything like a world you want to step into. At its heart is a premise AMRTA has quietly built its name on that made-to-measure craftsmanship should fit everybody, not just the ones a size chart finds convenient. AMRTA‘s pieces are available up to 6XL, with made-to-order and full customisation offered as standard silhouette, embroidery, fit; because fashion, Guneet believes, should adapt to the woman, not the other way around.
The two founders first met in 2014 while working together at a renowned German fashion house, bonding over a shared obsession with craftsmanship, creativity and creating things people would genuinely cherish. What started as professional respect grew into a decade-long friendship and, eventually, a shared dream; a destination where every product was chosen not because it was fashionable, but because it carried a story. That conversation has finally become a reality.
Designed around natural materials, warm textures and contemporary Indian aesthetics, the store is closer to a beautifully arranged home than anything you would call conventional retail. Nothing here is accidental. Every piece has been selected for its craftsmanship, its story and its ability to mean something long after it leaves the store.
For Guneet, this moment has been a long time coming. She spent nearly two decades designing for global fashion houses before founding AMRTA, a label where every garment is conceived as a collectible work of art. The vision of a space where fashion and art could genuinely coexist, not just share a room, has been with her since childhood. It now has a postcode.
For Kavita and Rajiv, The Concept Store is the natural next chapter for FAVORI, built on the conviction that a beautifully crafted bag deserves the same thoughtfulness as the outfit it accompanies. At FAVORI, bags are designed with ease in mind, bags that integrate seamlessly into your everyday life, without the need to overthink. Versatile, functional, and quietly refined, they are made to be worn on repeat.
Inside, AMRTA brings three worlds to the floor, each available in sizes up to 6XL with made-to-order customisation across silhouette, embroidery and fit. First, contemporary Indian occasion wear drawn from the rich visual language of Pichwai art, made for bridesmaids, soirees and every celebration worth remembering. Second, resort wear that is effortless and elegant, the kind that travels as well as it photographs. Third, Wild Poetry, a collection for everyday life that refuses to be forgettable, built around comfort, quiet confidence and the luxury of dressing entirely for yourself; in a fit that’s actually yours.
FAVORI arrives with equal intention. The Woven Theory is a study in handwoven craftsmanship and conscious material choices: relaxed silhouettes and easy crossbodies that move with you through the day, priced to be within reach without compromising on quality. The Brunée Collection carries a more personal weight. Created to mark FAVORI’s first boutique anniversary in India, it is warm in every sense – rich suedes, deep browns and textures that feel as considered as they look. Between the two, every side of FAVORI’s design language finds its voice.
The store itself is designed to be experienced, not just visited. Conceived as a gallery-like environment, it asks you to slow down and notice things. Every six weeks, that experience deepens further through curated activations, founder conversations, exclusive previews, styling sessions and pop-up collaborations that ensure no two visits feel quite the same.
“The launch of our first flagship store is a defining milestone for AMRTA. Since the beginning, we have envisioned AMRTA as more than a fashion label — it is a world shaped by craftsmanship, storytelling and timeless femininity, where every woman, in every size, can find a fit that is truly her own. In partnership with FAVORI, we have created a destination where fashion, accessories, art and design come together to reflect the life of the contemporary woman. We hope it becomes a place not just to shop, but to linger, to discover something new each time, and to fall in love with the details all over again.”
— Guneet Kondal, Founder, AMRTA
“This store is not just about what we sell, but how it makes you feel when you walk in — comfortable, inspired, and at ease.”
— Kavita Bhatia, Founder, FAVORI