In an era where the idea of beauty is always shifting, AAHELI embraces the evergreen beauty – the pure and poise soul. It is a reflection of who you are, what you feel in the moment; a thing of beauty that becomes a joy forever. 


AAHELI is the brainchild of Amita and Ajay Gupta, holding over 15 and 30 years of experience respectively in the import-export market along with apparel and Wedding Invitations.

At AAHELI, we admire the tenets of beauty that are not defined by age, skin colour or body type. The beauty that is the purest reflection of the soul. When you express “PURITY” which is the truth about yourself, you feel love, self-respect, self-esteem, and self-confidence. We’ve heard that beauty is found within oneself, when one pursues to look inside and embrace the uniqueness that you are born with.

Our brand encapsulates the treasures of tradition blended with contemporary fashion, embodying the rich cultural heritage of Rajasthan and celebrating the authenticity of Indian arts and crafts. We sincerely believe in honouring our Planet Earth by following sustainable, environment-friendly production processes, employing skilled artisans and contributing our bit towards the upliftment of the local artisan community.

AAHELI is our honest attempt to provide everyday chic, handcrafted apparels for the women of today: who prefer comfort & confident silhouette, but are not restricted by them. Each AAHELI piece is crafted in the size and silhouette that fits you best: a unique brand for the Unique You.