Dining experience can be made very special by choosing the right tableware that engages, speaks, and conveys a message, says Amulyam.

HYDERABAD, May 26 (the CONNECT) – You are what you eat on and the crockery that you use speaks volumes about yourself.

A Hyderabad-based couple’s startup Amulyam believes the colour and pattern of tableware make a powerful statement about who you are as a person.

Tableware is important to the dining experience, say Trishala and Sushanth Agarwals, and many deals are struck over dining and wining.

Making the dining experience must be very special by choosing the right tableware that engages, speaks, and conveys a message. the co-founders of Amulyam said talking to media ahead of the opening of their experience store at the upmarket Banjara Hills in the City.

The store will be formally inaugurated on Monday by Hyderabad mayor Gadwal Vijayalakshmi and Philanthropist Pinky Reddy.

Amulyam, meaning Priceless or Unique, is the start-up with a larger purpose of promoting Indian arts and crafts through luxury lifestyle and home décor items while ensuring recognition and dignity to Indian artisans.

The crockery speaks and tells various stories of architecture, nature, culture from our deep and rich heritage, Trishala said.

“We offer tableware that speaks and tells stories of ancient India, good old traditions of a unique Indian institute called marriage,” she said.

The tableware breathes new life into any home and is the perfect addition to any modern or traditional home, explained Sushanth.

The Pichwai tableware collection, for instance, is characterised by its intricate details, colours, and depictions of Lord Krishna’s life and teachings. They are known for aesthetic beauty. They are rich in symbolism and carry deep spiritual significance, he said.

The Mayur Dwar Collection draws inspiration from the architecture and grand entrances of the Akshardham and is laden in 24k Gold handscreen that adds a touch of royalty, said Trishala.

Even before the formal launch, the store had already become a go-to for wedding, corporate & festive gifting in the city.

The prices of Amulyam collection range from Rs 1,560 for a set of two dip bowls to Rs 32,200 for a 20-piece dinner set.

The brand chooses to highlight and give centre stage to Indian brands, artisans and companies instead of opting for international brands or imported goods.

The curations include different art forms and techniques that are on the verge of perishing or are not being given their due by the mainstream stores.

Amulyam, the only of its kind, dedicated to bespoke gifting, luxury tableware and fine silver brings to light the forgotten art and craft forms based on Indian themes such as Pichwai, Byah, Kalamkari, block prints and many more including the famous Karimnagar silver filigree artefacts, sourced from artists who are presently in the news for their unique wedding gifts for a high-profile wedding of Ambanis, Trishala noted.

The couple began small in a small room of their home as a Gourmet Foods & Gifting company with festive & wedding gifting options just before COVID-19 and faced a lot of challenges.

“We are a truly homegrown start-up and would not have been here without the support of our Mothers, family and friends, the couple said.

Amulyam works with various cooperative societies from all over the country where women handcraft unique and special gift baskets and other gifting designs.

They are green products and as they plastic-free, and environmentally friendly.  They are traditional yet modern.  They are personalised.

Wedding gifts are memorable for any couple tying the nuptial knot – irrespective of cost or where they came from. Wedding gift ideas are now changing more towards personalization.  They must be practical and functional or aesthetically pleasing and enhance the home décor, explained Trishala.

The couple aims to expand their range as well as their footprint to many other cities.  They see a huge opportunity in weddings which are unique and once-in-a-lifetime occasions. Everyone wants the best for the occasion.

Nearly 3 lakh plus marriages take place every year in Hyderabad, of which about 10,000 marriages are big fat weddings for which they spend anywhere in the range of Rs 3 to 5 crore. “We would like to cater to such clients and HNIs,” Sushanth said.

A staggering one crore weddings take place each year in the country. Now weddings are an industry.  The size of the industry is 5 lakh crores.  It is growing at the rate of 25 to 30% per annum.  So the startup couple is eying other markets across India.

‘Hyderabad is a MICE (Meetings, Incentives, Conventions and Exhibitions) city.  It is the city for destination weddings.  We see a great opportunity for our kind of products, says Sushanth.