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INHANSS enters the D2C Brand Champion category on a quarter its founder describes as its most diversified yet. For most jewellery brands selling on a large marketplace, visibility is something you buy. In her nomination for the D2C Brand Champion category, Amita Roy makes close to the opposite argument for INHANSS. Roy writes that around 77% of INHANSS impressions and 67% of clicks on Myntra were organic during the quarter, based on figures she reports exporting from Myntra's

Most early-stage jewellery founders are told to stay away from marketplaces. Returns are heavy, price comparison is instant, margins get complicated, and the customer belongs to the platform rather than the brand. Amita Roy heard all of it before she listed INHANSS on Myntra, and she writes that none of it struck her as unreasonable. What bothered her was a different risk, one she says founders discuss far less often: rejecting a channel before the customer has had a chance t

Amita Roy isn't selling jewellery, she's selling the whole look. Inside INHANSS's Q2: a brand women return to, built on repeat customers, not impulse buys.

She walked on stage afraid. She walked off having reminded 550 women not to disappear from their own stories. Sharing her founder journey and business lessons with the room. The first feeling was not pride. It was fear. Backstage at the Fashion Business Summit 2026 in Goa, Amita Roy worried she would speak too fast, that her story would not connect, that she could not do justice to the moment. She had been on stage before, for dance, singing, and impromptu speaking. Walking o