Amrta by Guneet Kondal embraces sophisticated femininity and strength at the core. After studying from NIFT, Delhi and designing and producing women’s apparel, décor, and lifestyle products forfashion retailers and fashion houses across the globe for 17 years, Guneet decided to live her long-awaited dream in the form of her own label that aims at recreating the Indian aesthetics enriched 
with her inspirations from travel and her experience from fashion industry. In conversation with TMM, she talks about how Amrta is an extension of her world, which envisions catering to the lifestyle of her five muses: soft & delicate, boho chic, easy cool, elegantly classic, and modern sporty.
What is so unique in the name of your brand?
The name Amrta is derived from the Devanagari word Amrit, the nectar drunk by devas, which signifies what is immortal and is priceless. For us, art is the highest pioneer of immortality and is the roots of our inspiration. We believe in creating contemporary clothing with exceptional craftsmanship that will be adorned by our muses and will forever be a part of their priceless memories.
When it comes to designing clothes, what inspires you?
While creating a collection, we are literally breathing and living our muse, she’s all the time on our 
mind – Amrta is the woman who’s a dreamer, a lover, elegantly ethereal, and romantic at heart, she’s true to herself. And hence the entire creation revolves around this woman. She knows how to celebrate this gift of life. We get a lot of inspiration from diversity in nature, culture, and travel and I love the vivid colors and elements drawn from our exuberant nature and culture which you can see in our embroideries and in our silhouettes, which are mainly inclined towards occasion and resort collection.
Tell us about your latest collection and what is so special about it?
Our latest collection is about longing to be back to nature, to travel , and to celebrate the moments again with our loved ones. For me, fashion is about living every moment, about enjoying life. It has to be positive. It’s a release of all this positive energy and this entire collection is about travel and celebrations.
How do you see social media as a tool for branding and marketing?
Social media is the way forward. The reach which the digital world can offer compared to offline is huge. We really love this journey of creating content for the digital platform to build up branding and 
marketing. I don’t see our branding and marketing on any platform other than social media. The best part is, we get the scope to choose our target audience, geographical region, and so on, so it makes much more sense than any other means of branding and marketing. Also, it is quite easy on pocket.
Your clothes have been worn by celebrities too. How far does such an association help in bringing business?
Yes, our clothes have been liked and worn by celebrities and to name a few are Nushrat Bharucha, Lavanya Tripathi, and Hina khan. Such collaborations help in building trust and credibility for a brand and it’s one of the key steps in creating brand awareness and sooner or later, all such efforts reflect in business numbers, and that is how we grow in the competitive world of fashion.
What are your future plans for your brand?
We are investing and focusing our efforts to create brand awareness and position ourselves in contemporary clothing for travel and occasion. We will be adding accessories to our collections and we will continue to grow occasion and vacation collections as time and the situation of the market improves.
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