Unlike Konika’s core offerings, which focus on traditional and mass-market jewellery, Kathaa is positioned as an exclusive haute joaillerie line. With it, the parent brand takes a strategic step to tap into an evolving high-value consumer category
Chennai: Chennai-based Konika Jewellery has announced the launch of Kathaa, a premium bridal sub-brand aimed at offering customers a luxury wedding jewellery experience. Officially being rolled out on May 28, 2025, Kathaa is positioned as an exclusive haute joaillerie line, unlike Konika’s core offerings of traditional, everyday wear and mass-market jewellery. It features bespoke designs in Polki and diamonds, specially crafted for brides and their families.
With India’s luxury jewellery market projected to reach $40 billion by 2027 — and bridal pieces accounting for over 60% of sales — the move marks a strategic step for Konika Jewellery to tap into an evolving high-value consumer category.
“Kathaa was born out of a clear gap in the market,” said Tanvi Singhi, Marketing Head, Konika Jewellery. “Brides today seek more than jewellery — they want an immersive, luxurious experience. Kathaa delivers just that, from styling consultations to packaging, all handled by our in-house team.”
The name Kathaa, which translates to ‘story’, embodies the sub-brand’s philosophy: that jewellery should be rich in meaning, memory and personal heritage. Initially catering to a niche clientele in Chennai, Kathaa is designed to resonate with brides across India through its narrative-driven design language.
One of the key differentiators for Kathaa is its emphasis on quality materials and artisanal craftsmanship. The line includes rose-cut diamonds and hand-selected gemstones, with each piece undergoing rigorous quality control.
The Kathaa campaign video offers a striking glimpse behind the scenes, capturing the artistry and emotion that define its bridal line. Styled with high-fashion sensibility, the visuals depict sleek lighting and dramatic silhouettes, in a powerful introduction that signals Konika Jewellery’s entry into the luxury bridal space boldly.
Konika Jewellery has always been a keen observer of evolving market trends, consistently tapping into emerging consumer preferences with precision. In line with this approach, it recently introduced Amaya, a sub-brand featuring lightweight gold jewellery tailored to the tastes of millennial and Gen Z customers. Designed to be both accessible and fashion-forward, Amaya offers a versatile collection for men and women. Particularly noteworthy is the brand’s men’s line, inspired by the aesthetics of the French maison Cartier.
Currently, Kathaa operates as a store-in-store experience within Konika’s existing showroom in Chennai’s Sowcarpet. While the brand is focused on consolidating its presence in Chennai, plans for expansion into other metropolitan cities are part of the long-term strategy.
Written by Megha Misra
Retail Jeweller India Exclusive
