After more than three decades of building a global presence in jewellery manufacturing and exports, the Kothari Group has entered India’s retail jewellery market with the launch of Keemti Jewels, a contemporary lab-grown diamond jewellery brand founded by Armaan Kothari.
Backed by entrepreneur and investor Nikhil Kamath and entrepreneur-investor Kavin Shah, Keemti combines the Kothari Group’s extensive manufacturing expertise with a consumer-focused approach tailored to modern jewellery buyers.
The brand has marked its retail debut with the opening of its first flagship store in Mumbai’s Andheri area. The store was inaugurated by Amruta Fadnavis and Nikhil Kamath in the presence of Armaan Kothari, Sunil Kothari, and Kavin Shah. The launch event also attracted notable personalities including Jackie Shroff, Stebin Ben, Seema Singh, and Varun Sharma.
Located on Link Road near Infiniti Mall, the flagship store has been designed as a contemporary luxury destination, offering an immersive shopping experience that extends beyond traditional jewellery retail. The space showcases a range of lab-grown diamond collections, including everyday wear, occasion jewellery, statement pieces, and modern essentials, complemented by personalised consultations and private viewing experiences.
Keemti enters the market at a time when consumer preferences are increasingly shifting towards conscious luxury, transparency, and self-purchase behaviour. The brand aims to reposition jewellery as a reflection of individuality, personal achievement, and self-expression rather than solely an heirloom or gifting category.
Beyond its Mumbai flagship, Keemti is pursuing an omnichannel strategy to serve consumers across metro, Tier 2, and Tier 3 markets. Alongside its retail presence, the brand is available through its website and leading e-commerce platforms, including Amazon, enabling wider access to its collections across India.
A key differentiator for Keemti is the Kothari Group’s long-standing manufacturing infrastructure and expertise developed across markets including the United States, Europe, and the Middle East. By maintaining control over the manufacturing process, the brand seeks to offer contemporary designs, quality assurance, and enhanced value within the rapidly expanding lab-grown diamond segment.
Commenting on the launch, Sunil Kothari highlighted the growing consumer shift towards conscious luxury and the increasing relevance of lab-grown diamonds within the fine jewellery industry. Armaan Kothari added that Keemti aims to build a modern luxury brand centred around transparency, accessibility, and evolving consumer values.
With plans to expand its retail footprint and strengthen its digital presence, Keemti aims to make lab-grown diamond jewellery a contemporary and accessible choice for India’s next generation of consumers.
