Nitya Couture Fashion Private Limited was incorporated on 27th March 2009 in New Delhi, by Smt. Asha Gupta and Mr. Gautam Gupta, and operates within the Fashion and Lifestyle industry. The company formally took over Vinayak Fashion, a boutique proprietorship that laid the foundation of its creative journey.

The story began in 1998, when Ms. Asha Gupta started her design practice under the name Vinayak Boutique. What began as a passion-driven boutique evolved into Vinayak Couture in 2009–10, shaped by the combined vision of Asha and Gautam Gupta. In 2015–16, the brand was reimagined and renamed Asha Gautam, reflecting a deeper commitment to Indian craftsmanship, contemporary design, and global relevance.

Today, Nitya Couture Fashion Private Limited houses three trademark labels, each rooted in the philosophy of celebrating Indian heritage while thoughtfully adapting it for the modern world.

Our Brands

ASHA GAUTAM ✦ GG BY ASHA GAUTAM ✦ AVARTAN
ASHA GAUTAM ✦ GG BY ASHA GAUTAM ✦ AVARTAN ✦ ASHA GAUTAM ✦ GG BY ASHA GAUTAM ✦ AVARTAN ✦

Our Philosophy

At the heart of the company lies an unwavering belief in handmade excellence. We strive to work with as many traditional crafts as possible—preserving, reviving, and contemporizing them through design that is relevant, refined, and enduring.

We are deeply committed to:

  • Empowering India’s artisans
  • Respecting the environment
  • Creating Fashion and Lifestyle designs that is artistic, conscious, and timeless

India holds an extraordinary wealth of skills, techniques, and textile traditions. We strongly believe that with authentic storytelling and responsible branding, India is—and will continue to be—the finest maker of fashion and textiles in the world. Our vision is to build global brands that stand confidently on international platforms, while ensuring that the artisans behind each creation are respected, rewarded, and remembered.

Our Purpose

To create meaningful fashion and lifestyle products that honors craftsmanship, supports communities, preserves environment and leaves behind a future that is beautiful, responsible, and deeply memorable. For us, designing is not merely about aesthetics; it is about legacy.