Matsya started out as a dream. A vision to build something of global consequence that is a representation of Indian Modern Royalty. In a world of excess & chaos, he wanted to build something that is timeless, yet moving forward.

When Utkarsh Ahuja founded Matsya in 2014, his vision was clear—to create an Indian luxury brand rooted in exceptional craftsmanship, authentic storytelling, and uncompromising design. From the age of 14, Utkarsh knew he wanted to build a brand of his own. Drawing on a family legacy of over five decades in textiles, and inspired by years spent observing the evolution of Indian fashion, he wanted to build a brand in service of the Matsya community instead of chasing trends or external recognition.

Education and Creative Independence

A graduate in Fashion Retail Management from Pearl Academy, Utkarsh further honed his understanding of branding and retail through executive programmes at the London College of Fashion and the Amsterdam Fashion Institute. These learnings helped Utkarsh choose to keep every aspect of Matsya’s creative identity in-house, thus ensuring complete control over the brand’s visual language.

The Meaning Behind the Name

The name Matsya, inspired by the first avatar of Vishnu, symbolising creation and evolution, reflecting the philosophy on which the brand was founded.

Building a Design Vocabulary

Under his leadership, Matsya has developed a distinctive design vocabulary inspired by wildlife, European architecture, travel, and India’s rich textile heritage. Narrative-driven collections such as The Runaway Princess and Modern Royalty reflect the brand’s belief that fashion should tell stories while remaining relevant to the modern consumer. Modern Royalty has become Matsya’s defining design philosophy and signature intellectual property.

Signature elements, including intricate multi-layered couture embroideries, the iconic V-winged belt on the lehengas, and the brand’s iconic double-lion emblem have become defining hallmarks of the label.

From the Runway to Global Retail

From dressing Tara Sutaria in a French Rose silk velvet lehenga in 2022 to the 2024 campaign with Aditi Rao Hydari, who wore an ivory bridal ensemble, he challenged traditional bridal colour codes.

The brand continues to expand its retail footprint with upcoming stores in Ahmedabad, Kala Ghoda, and Dhan Mill, alongside the launch of a new global e-commerce platform.

The Matsya Way of Life

Looking ahead, Utkarsh envisions Matsya as a global lifestyle brand that extends well beyond couture. Building the Matsya way of life was a key mission in this direction. “Matsya Living” was born out of this thought with a mini experience centre in Khan Market surrounded by & engulfed in vintage art, fine textiles, exotic craft, antiquities, gold rimmed china, crystal glasses, velvet cushions, oriental mulberry silks, Egyptian cotton, Irish linen, authentic khaadi. And yet, a minimalism at heart with a crust of subtle opulence defined with bold signatures.

After spending years developing the home, jewellery and accessories collections, with the line’s hand-embroidered scarves becoming one of Matsya Living’s most recognisable signatures.

The brand is also preparing to present its first-ever fashion show, an immersive experience that will offer audiences a deeper insight into the world and philosophy of Matsya.

Explore the Matsya world at matsyaworld.com