About Us

THE BRAND

Founded in November 2022, Amrood is a Jaipur based brand that celebrates the Indian roots in its essence while amalgamating with the modern time contrasting needs. Amrood offers Indo-western silhouettes using block printing method with special emphasis on quality. Our aim is to make modern and stylish silhouettes while preserving and adapting the long tradition of Indian printing and embroidery methods. We take pride in our prints, which are playful, mature and classy. All these attributes of the prints reflect the founder's nostalgic past, a key inspiration behind the brand's ethos. As the name indicates, Amrood is a slice of our sweet, tangy and spicy past envisioned in timeless silhouettes

FOUNDER

Varsha Paryani has lived all her life in Jaipur. Her memories as a child at her naani's place combined with her affinity towards local fashion gave birth to the idea of 'amrood'.The days spent with her cousins in the verandah of her childhood bungalow to the spiced up fruits being offered by her naani , these memories bring in a taste of nostalgia that Varsha wanted to capture via her designs. Now, a mom of twins and having 15 years of retail experience with her husband Shailesh, she has made her dream a reality with her first 'amrood' collecon launched in November 2022

OUR USP

• Prints at 'amrood' are geometrical in nature. To break the mundane approach of putting floral prints in occasion wear, we have added a lot of geometry in our patterns
• Block printing has largely experimented on cotton surfaces but at Amrood, tapping into the occasion wear category we wanted to experiment with block printing on smooth surface fabrics
• Initial iterations of doing block printing on fabrics with smooth surfaces like mashru, gaji or modal satins was very tricky. With around a trial of approx 50 hours, we cracked the formula of printing on smooth surfaces