Amulyam Hyderabad, a start-up founded by the dynamic husband-wife duo Sushanth and Trishala Agarwal, is set to make a splash in the wedding gift and tableware market with the launch of their flagship store in Hyderabad. The store's grand inauguration will take place on Monday, graced by the presence of Ms. Gadwal Vijayalakshmi, Mayor of Hyderabad, and renowned socialite and philanthropist Ms. Pinky Reddy.
Despite the formal launch being just around the corner, Amulyam Hyderabad has already established itself as a premier provider of wedding gifts in the city. The store is committed to exclusively offering Indian-branded products, eschewing imports in favor of items curated from unique and traditional dyeing arts and crafts by a select group of Indian artisans. The name "Amulya," meaning priceless, reflects the start-up's mission to promote Indian arts and crafts through luxury utility items while also bringing dignity and recognition to the artisans.
In a recent press conference, the Agarwals shared their vision for their unique store located at Road No. 12, Banjara Hills. Trishala Agarwal emphasized that Amulyam Hyderabad is not just a store but a celebration of India's rich cultural heritage, featuring tableware and wedding gifts that narrate stories of ancient traditions and artistry. Notably, the store showcases forgotten art forms such as Pichwai, Jodhpur, and Udaipur, as well as the famous Karimnagar silver filigree artifacts, which recently gained attention for their inclusion in a high-profile Ambani wedding.
"The cutlery and tableware at Amulyam Hyderabad are designed to tell the entire wedding story," said Trishala. "Our collections breathe life into dying art forms, making each piece not only a functional item but also a conversation starter."
Sushanth Agarwal elaborated on the unique aspects of their products, highlighting the Pichwai collection characterized by intricate details and depictions of Lord Krishna's life, rich in symbolism and spiritual significance. The Jodhpur collection, inspired by the Blue City's architecture, showcases forts, palaces, temples, and havelis in vivid blue hues.
"Tableware is more than just dining tools; it reflects personality and creates a memorable dining experience," Sushanth added. "Choosing the right tableware can make a powerful statement about the host and create a positive impression."
The Agarwals' journey began humbly in a small room of their apartment with pickle making, just before the COVID-19 pandemic. Despite numerous challenges, they have successfully transformed their homegrown start-up into a unique store over four years of hard work.
Amulyam Hyderabad prides itself on offering handcrafted, thoughtful wedding gifts curated by women, widows, and women's cooperatives. These environmentally friendly, plastic-free products blend tradition with modernity, and are often personalized to suit the preferences of the recipients.
"Wedding gifts hold sentimental value for any couple, regardless of their cost or origin. Modern wedding gift ideas are shifting towards personalization, practicality, and aesthetic appeal," Trishala explained.
Looking ahead, the couple plans to expand their product range and footprint to other cities. Given the significance of Hyderabad's wedding market, where approximately 300,000 weddings occur annually—10,000 of which are high-profile events with budgets ranging from Rs 3 to 5 crore—they see a vast potential for growth. The Indian wedding industry, with an annual rate of 1 crore weddings and a market size of Rs 5 lakh crore, is growing at 25-30% per year, presenting further opportunities for Amulyam Hyderabad.
"Hyderabad is a hub for MICE (Meetings, Incentives, Conventions, and Exhibitions) and destination weddings. We believe our products are perfect for this market," Sushanth concluded.
With their unique blend of traditional craftsmanship and modern luxury, Amulyam Hyderabad is poised to become a cornerstone in the wedding gift industry, celebrating Indian artisans and their priceless creations
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