Fashion label AMRTA and accessories brand FAVORI have opened a joint flagship location called The Concept Store, combining both brands’ product lines with a gallery-style format and rotating programming. Spanning 700-square-foot, the new store is located in Bandra, Mumbai.
AMRTA is led by founder and creative director Guneet Kondal, who spent nearly two decades designing for global fashion houses before starting the label. FAVORI was co-founded by Kavita Bhatia, who has 25 years of experience in European fashion procurement, and Rajiv Bhatia. Kondal and Bhatia first worked together in 2014 at a German fashion house and developed the idea for a joint store over the following decade.
SIZE RANGE AND CUSTOMIZATION
AMRTA’s core positioning is size inclusivity: garments are offered up to size 6XL, with made-to-order production and customization of silhouette, embroidery, and fit available across the collection as a standard offering, not an add-on.
The store carries three AMRTA product lines, each available up to 6XL with the same customization options:
- Occasion wear drawing on Pichwai art, aimed at bridal parties and event dressing
- Resort wear
- Wild Poetry, a casual-wear line
FAVORI’S PRODUCT LINES
FAVORI is introducing two collections at the store:
- The Woven Theory, handwoven bags in relaxed silhouettes and crossbody styles, positioned at a lower price point
- The Brunée Collection, made with suede in brown tones, released to mark the anniversary of FAVORI’s first boutique in India
STORE FORMAT
The Concept Store is designed as a gallery-style space rather than a conventional retail layout, built around natural materials and Indian design references. According to the brands, the store will host programming approximately every six weeks, including founder talks, styling sessions, product previews, and pop-up collaborations with other brands.
FOUNDER STATEMENTS
“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,” said 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,” said Kavita Bhatia, Founder, FAVORI.
