About Us

Inspired by the Sanskrit word “अनुत्तर”, meaning 'the best', we strive to create the finest products made with unsurpassed quality.

Founded by a spirited mother-in-law and daughter-in-law duo, Harleen and Neetu, Annutra was born from a shared love for jewellery and holistic well-being. At ANNUTRA we seek to deliver value with each product that has a deeper meaning attached to it. It takes painstaking hours to create each piece which is first designed and then intricately hand crafted making each piece unique.

We design semi-precious jewellery that blends wellness with today’s contemporary style, using stones long believed to offer healing benefits. Whether you’re drawn to spiritual meaning or simply love a sophisticated piece, our collections are made to support and empower women across all generations. They feel the brand resonates with the feelings of “Simple Indulgence” .

We believe in slow and sustainable fashion, creating in small batches and often limited quantities to reduce waste. Each piece is thoughtfully designed, ethically sourced, and meticulously handcrafted in India, taking hours of detailed work by local artisans who pour their love and skill into every creation.

At ANNUTRA, we honour the philosophy of “Make in India”, supporting and honouring age-old jewellery-making traditional craftmanship, reimagined for today’s world. 

Every time you wear ANNUTRA, You wear intention. You support a story.

BE THE BEST YOU CAN BE.

OUR FOUNDER

Our Founder, Harleen Singh, became interested in business since she realised there was more to life than the 9–5 grind. She felt driven to share her delight with others and made an attempt to give back to society and its people in some way as a result of this feeling of obligation. When COVID-19 was at its height, she first realised this.

The goal with each new product is to raise the bar on quality and value. To ensure that each item is one-of-a-kind, the design process begins with the creation of the object itself. The vision foreseen by our Founder is that of “slow and sustainable fashion,” that also aims to reduce waste and maximise resource efficiency. In order to keep costs down, we frequently produce only a handful of a design. Because we support the “Make in India” movement, each item is made by hand by skilled craftsmen in the country. Like jewellery, Annutra is a way to enhance one’s exterior attractiveness by celebrating one’s inner beauty. It’s all about expressing thanks while spicing up your wardrobe.

Clients feel empowered when they provide positive comments or return to buy something they previously purchased. It provides them a sense of accomplishment and reassurance that they are on the right track.

OUR PACKAGING 

Even our packaging uses minimal plastic, with use of biodegradable hay and mdf boxes, as we are conscious of the environment. We endeavor to provide our authentic products in sustainable packaging. We are taking small steps to reduce our ecological footprint by reducing our plastic and non-biodegradable packaging.