The Journey of Amato began in 2013, at a time when I had just graduated with a degree in Aerospace Engineering and was uncertain about my future. Personal circumstances kept me at home, but I always had a passion for cooking and baking. This passion led me to start a small blog on Facebook, where I shared our family recipes.
Living in Thoothukudi, a town known for its sweets and baked goods but not for cupcakes, I saw an opportunity. After a lot of brainstorming, we decided on the name "Amato," which means "sweet tooth" in Japanese and "beloved" in Italian.
Initially, my father didn’t approve of the business, especially since it involved home deliveries. However, after much persistence, the brand was established. My husband, sister, friends, and family were my moral support, always excited about the creations coming out of our kitchen. Amato grew into a brand specializing in shipping cakes and cupcakes. Our packaging ensured that the cakes arrived without damage, surprising loved ones.
Life took a turn when my father, who initially wasn't interested in the business, began taking me to different colleges to deliver lectures on turning passion into business. We even conducted workshops in girls' colleges and were featured at IIM Bangalore.Featured on newspapers and televisions was also such a great motivation for us.
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By 2016, we had shipped over 200 cakes, and Amato moved to Coimbatore, but we continued delivering to our loyal customers. In 2017, we launched a skincare line under Amato, using natural, farm-grown ingredients and essential oils. This line is now rebranded as ERBA. We love every bit of our creations, as each one has a story to tell. Our products are tested by family and only launched after their approval, as they were created to meet specific family needs.
By 2018, we began to shift our focus from cakes to skin and hair care. When my friend needed lactation cookies, we provided them to friends and family with newborns, and they worked wonders. These cookies remain one of our best-selling items.
In 2019, when my son was born, we launched our baby skincare range. In 2020, we expanded our cookies to be millet-based, free from refined sugar and flour, and made with no hidden or artificial ingredients, making them safe for toddlers. These cookies were initially curated for my son and later became products.
We continue to expand our product range, always prioritizing quality. For our 10th anniversary, we are launching another sector close to our hearts: Bows Buttons Love, handcrafted clips for adults and children.
Amato has now evolved into The Amato & Co, with three sub-brands: Amato Bakes (cookies and cakes), ERBA (essential oil-based skin and hair care), and Bows Buttons & Love (handcrafted clips for adults). This journey wouldn't have been possible without your help and support. We thank you from the bottom of our hearts.
We’re not keen on becoming a massive business, as that would require us to compromise on many factors on which the brand was built. Our goal is to keep it simple, humble, and handcrafted, as that brings us the most joy & satisfaction.
Thank you for being a part of the family.
Love,
Sivi & Agi
Team The Amato & Co
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