India’s deep-rooted halwai traditions meet contemporary dessert craft with the launch of Amara, a new-age dessert brand that brings regional Indian flavours to the forefront in a modern format. The brand makes its debut with a flagship store in Indiranagar, along with 10 satellite stores across Bengaluru, marking a first-of-its-kind approach to premium frozen desserts in India.

Amara introduces a concept built around collaboration with generational halwais, reworking recipes that have been passed down over decades into refined, contemporary dessert formats. The idea is not to fuse traditions, but to respectfully reinterpret them, creating flavours that feel elevated and fresh while remaining deeply familiar and nostalgic.

For years, some of India’s most loved cold desserts have stayed tied to specific regions and memories. Meetha paan was closely associated with Banaras, Gudbud belonged to Udupi, and chikki was inseparable from Lonavala. While these flavours lived on through tradition, the premium dessert space largely moved in a different direction, leaning towards Western styles or mass-produced sweets with little cultural connection.

Amara steps in to bridge this gap by bringing together regional desserts from across the country on a single menu. The brand works directly with traditional halwais whose families have preserved these recipes for generations. Every dessert is made using 100% real milk and natural ingredients, with zero preservatives, and prepared using time-honoured techniques that remain true to their origins.

Sharing the vision behind the brand, Edwin Daniel, Co-founder of Amara, said, “We realised there was a clear gap in the premium dessert space. India has extraordinary regional dessert traditions, but they were either hyper-local or not presented in a contemporary format. We wanted to bring these flavours together on one platform - not as fusion, but as respectful reinterpretations that make them accessible year-round, without losing their authenticity.”

The debut menu reflects a journey through India’s dessert memories. Highlights include the Meetha Paan Sundae inspired by Banaras, Gadibadi, a modern take on the Mangalore classic Gudbud, and the Lonavala Salted Caramel Chikki Sundae. The menu also features a dessert inspired by the nostalgic flavour of masala chai-soaked Parle-G biscuits, along with offerings such as Filter Kaapi ice cream, Gulkhand Rose Sundae, and Desi Tres Leches.

Speaking about the brand’s expansion approach, Jeff Jose, Co-founder of Amara, said, "With the launch of a flagship store and 10 satellite stores, our focus is on reach and accessibility from day one. We wanted Amara to feel premium but approachable - a brand that can scale while staying rooted in authenticity. Bengaluru is the right city to begin this journey; it embraces craft and innovation. This is just the start of building a nationally relevant dessert brand."

The flagship store in Indiranagar is designed to echo traditional Indian homes, featuring red oxide flooring and rattan furniture. The space reflects warmth, familiarity, and pride in Indian dessert-making, creating an atmosphere that feels nostalgic yet current, much like the brand’s offerings.

Amara enters the market at a time when Indian consumers are increasingly moving away from mass-produced sweets and towards artisanal, heritage-driven indulgences made in small batches with clean ingredients. With its focus on regional authenticity, craftsmanship, and modern presentation, the brand fills a clear gap in the premium dessert segment.

The flagship store is located at 472, HAL 3rd Stage, 80 Feet Road, Thippasandra, Bangalore. The Indiranagar outlet is open from 12 noon to 1 AM, with Amara also available on Swiggy, Zomato, and Ownly across Bengaluru.