BRAND NAME - Amka
FOUNDER - Amandeep Kaur
STARTED IN - 2020
USP - Ethnic Fusion Wear
A celebration of India’s revered craftsmanship, Amka bears an inherently tribal soul. Behind the label’s outfits that epitomize comfort and style for modern women, are female artisans crafting each piece with equal precision and care. Blur The Border speaks to founder and creative director Amandeep Kaur, for whom each ensemble is like a canvas turned into a masterpiece through India’s age-old printing techniques. On weekdays she embodies a determined entrepreneurial spirit but come Sundays she can be found exploring cafes, scribbling the odds into her notepad, which serves as inspiration for her new collection.
Amandeep's Picks
Who is the one influencer you wish to see wearing your products?
Masoom Minawala
Is there a podcast, book, or social media handle that you’ve found helpful for your business?
It’s hard to pick one but I do try to listen to podcasts that are related to managing time efficiently. They have helped in my personal development.
If you could collaborate with any Indian or international brand, who would it be?
Bode, New York. I love their aesthetics.
BTB: How did you come up with the name AMKA?
AMANDEEP: Originally the name is derived from the initials of my own name, AM from Amandeep and KA from Kaur. It also means 'Awakening’ in another language.
BTB: What is your story and how did your professional background influence your journey as an entrepreneur?
AMANDEEP: I started learning how to stitch in the 10th grade and grew fond of it. I remember I used to make my own outfit for occasions like weddings - which I think in a way was a means to show my talent to others around me and encourage them to try it too. Eventually, I decided to pursue a bachelor’s degree in design. Due to exposure programs in London and New York, I learned more about the different aspects of design, came back to India, and assisted a few Indian designers. After 2-3 years of experience, I thought it was the right time to start something of my own because I thought the market was flooded with traditional womenswear and I wanted to give a fresh perspective to such silhouettes. That's when Amka was born.
BTB: What gap are you trying to fill in the market?
AMANDEEP: At Amka we sell art because each piece is a painting for me and aim to deliver what people invest in. Our prints are distinct, and we meticulously pay attention to our fabrics, such as employing natural silk, just as we do with the finishing of our garments. Additionally, we ensure that the time and money allocated to piece coexist in a way that people will frequently return to. Such aspects are not seen in a brand often.
BTB: How did empowering women become a core value for AMKA?
AMANDEEP: I believe women must be financially independent today because they have been reliant on their husbands for money for a really long time and are not encouraged to work outside the home. But on the other hand, a woman inherently knows the way around her work. She navigates it with an intuitive understanding. This value has been a part of me and my beliefs for a very long time. Eventually, when AMKA was in the works, I knew I wanted to contribute to this cause. Today, AMKA proudly supports numerous female artisans. They are integral members of our family and contribute to the finesse of our garments.
What is the show/ book/ song you are currently obsessing over?
Mon Nom by Rodrigo Amarante
Your last purchase was…
A bag from Paris that I had bought from Beg Borrow Steal. I think Pranav Sood is doing great work
Homegrown brands you are loving right now…
Harago
BTB: Tell us about how you come up with theme names for your collections.
AMANDEEP: My collections carry a deeper meaning than what you can see in the images. For example, one of my collections is named Timbuktu, which originally signifies a land veiled in mystery, and we also often refer to the term in colloquial conversations - as a destination from which no one returns. That's the essence I wanted to project through my collection—combining the beauty of flowers with the hues of nature and creating a territory where people who seek liberation from the familiar can escape.
BTB: How do you maintain a balance between keeping up with the market trends and your own artistic vision for the brand?
AMANDEEP: I believe that looking at the market and doing research are equally important. I do follow the trend when it comes to silhouettes because it is essential to know what people are looking for in fashion and what they are inclined towards currently but when it comes to creative work such as prints, and embroidery, I like to do my own experiment.
Picking up on the brand's values, aesthetics, and the vision I have for the brand, I even research the marketplaces that align with the values that I hold for the brand.
BTB: What does the team look like right now?
AMANDEEP: I am literally in the middle of building AMKA, so I don't have a team as of now. Most of the time, I am juggling between multiple things from helping out with packaging to communicating with our offline and online stockists. I do have the support of our kaarigars and masterjis at AMKA but as of now, I am spearheading the brand on my own.
BTB: What does a 9-5 look like for a solopreneur like you?
AMANDEEP: Quite hectic! However, once I am at work, I try to look into and solve any complications that we might have first thing in the morning, and the rest of my day is dedicated to sketching out the design collections and overlooking the sampling department.
BTB: What has been an accomplishment that you are the proudest of in your journey?
AMANDEEP: People wearing and appreciating clothes from AMKA.
BTB: Tell us about how you manage to stay organized and manage your time efficiently while managing AMKA all by yourself.
AMANDEEP: I have a habit of making a to-do list the night before - whether I have only a few things at hand or multiple. I think it important to maintain a timetable because as a small business, the following day might look completely different from the previous one, more so because I am heading the label on my own - one day I am on my foot to the label maker and on the other to the fabric unit.
BTB: Do you find time for yourself? How do you like to unwind during your spare time?
AMANDEEP: I hardly find time for myself. But every Sunday, I love to grab a coffee and explore new cafes around my list. During that, I illustrate while I am sipping on my coffee and visualize the concepts for my new collections
BTB: What do you think the next five years look like for your business?
AMANDEEP: I am just trying to make it till the next month! It is scary to be evening thinking about a 5-year plan. However, I want to take AMKA to an international level so that everyone knows that kind of dedication and love is put into every piece of clothing.
FOLLOW AMKA'S INSTAGRAM @amkastudio