Amukti, a brand by Kush Bhatia from Navi Mumbai, is inspired by the traditional skills of local artisans spread across India. It has been working with 6 specialist artisans to promote and encourage the local arts since 2011 by patronising hand-block printing of various regions spread across India. Derived from a Sanskrit word denoting a "Cloth" the brand unveils a saga of mature minimalism and elite elegance. It envisages reviving sustainable fashion, sophistication and effortless beauty through the interplay of hand-picked premium textiles while promoting the local indigenous art and craft industry of rural India.