"Saris Carry Emotion & Identity”: Amruta Khanvilkar Launches Her Brand ‘Amulya’!

Riding high on the success of two back to back web series - Taskaree (Netflix) and Space Gen Chandrayaan (Disney+ Hotstar), Amruta Khanvilkar has certainly started 2026 with a bang!

Adding a new feather to her cap of achievements, the versatile actress and producer has recently turned entrepreneur and launched her own clothing line, a sari brand 'Amulya' on the auspicious occasion of Women's Day!

Titled 'Amulya', the brand reflects Amruta's personal relationship with saris and her desire to celebrate their timeless charm. Speaking about the thought behind the venture, Amruta shared that the idea was not merely about creating a fashion label, but about honouring the cultural and emotional value that saris carry.

Sharing her thoughts behind the inspiration, she said, "For me, saris have never been just clothing - they carry emotion, memory and identity. I have grown up seeing the beauty and grace of women in saris, and over the years I developed a very personal connection with them. Somewhere along the journey I felt the desire to create something of my own in this space - something that reflects elegance, tradition and warmth. That thought slowly evolved into Amulya. The name itself means priceless, and that is how I look at every sari - as something that carries stories, craftsmanship and blessings. Even before the launch, I visited Tirupati Balaji and surrendered the idea there, seeking guidance and gratitude. In many ways, Amulya is not just a brand, it is a very heartfelt journey for me."

While the brand celebrates the richness of traditional craftsmanship, Amruta is equally focused on making it accessible to a wider audience. She emphasised that affordability and inclusivity remain key pillars of the label.

"Yes, that is very important to me. I want Amulya to feel special but also approachable. The idea is to offer beautiful, thoughtfully curated saris that maintain quality and authenticity while still being accessible to many women. We are trying to strike that balance where the sari feels rich in craft and emotion but is still within a comfortable price range so more women can enjoy wearing something that feels meaningful and elegant", she adds.

Sharing her vision for the brand's growth, she said, "Right now the focus is on building the identity of Amulya and connecting with people who truly resonate with the brand. We will start by reaching audiences through digital platforms and curated experiences. Gradually the plan is to expand into different cities through pop-ups, collaborations and special showcases so that women can experience the saris closely. I want the growth to feel organic and rooted in relationships rather than just expansion. The dream is for Amulya to slowly travel across cities and eventually reach women everywhere who connect with the emotion behind it."