Yam India opens first Mumbai store

Womenswear brand Yam India has opened its first brick-and-mortar in the Mumbai metro area. Located inside the 200 year-old ‘Surya Mahal’ building in Kala Ghoda, the store launched with an array of colourful, relaxed fit garments.

“The first time I showcased my designs under the name Yam was at the Kala Ghoda Festival 2020,” brand founder Priya Mittal told Vogue India about the new store launch. “So it feels like a homecoming.”
 
The new Yam India store is designed to have the ambience of a European vacation with terracotta flooring and white walls. The store’s façade was painted by hand by students from the National Institute of Fashion Technology where Mittal herself previously studied.
 
Shoppers can browse Yam India’s latest collection for Spring/ Summer 2024 as well as a selection of the label’s signature designs. Traditional wear garments including kurta sets and sarees hang alongside gowns and pyjama style sets to offer a range of formal and everyday wear in vibrant prints.
 
The new store is the label’s third exclusive brand outlet in India following its addresses in New Delhi and Gurugram, according to Yam India’s website. The brand also retails from its direct to customer e-commerce store and with a number of multi-brand retailers including Ogaan, Elan, Monsoon, and Flame Store.