The company aims to revive these brands through strategic partnerships, while creating new opportunities for growth and relevance for the next generation of consumers
New Delhi: Driven by its vision of identifying and revitalizing iconic Indian brands that have earned lasting consumer trust, LML Brand Holdings has announced the acquisition of diamond jewellery brands Asmi and Sangini, marking its entry into the branded jewellery segment. The acquisitions further strengthen the company’s ‘Reimagining Legends’ philosophy of preserving the legacy of well-loved brands while unlocking their next phase of growth through strategic partnerships, innovation and market expansion.
Years ago, Asmi and Sangini held a distinct place in India’s jewellery landscape. Asmi became one of the country’s most recognized diamond jewellery brands by championing the idea of self-purchase, encouraging women to celebrate their achievements through diamonds. Its memorable campaigns featuring actor Priyanka Chopra further established the brand as a symbol of confidence, individuality and modern femininity. Sangini, meanwhile, built a strong emotional connection with consumers through jewellery that celebrates relationships and life’s meaningful milestones. The brand’s association with Bollywood stars Salman Khan and Kareena Kapoor, who featured prominently in its campaigns, further strengthened its visibility and recall among consumers. Together, the two brands carry enduring consumer recall, emotional equity and cultural relevance, making them a natural addition to LML Brand Holdings’ growing portfolio of reviving prominent Indian brands.
LML Brand Holdings acquires heritage brands with strong consumer recognition and partners with category experts through a licensing-led model to unlock their long-term potential. Under this approach, the company focuses on brand stewardship while licensing partners drive product development, manufacturing, distribution, sales and market expansion, ensuring that each brand evolves while staying true to its legacy.
Commenting on the acquisition, Yogesh Bhatia, Managing Director, LML Brand Holdings, said, “At LML Brand Holdings, we believe iconic brands never lose their relevance, they simply need the right vision to evolve with changing consumer aspirations. Our approach has always been to identify brands that have created a meaningful place in people’s lives, preserve the trust and legacy they have built over the years, and help them realize their full potential through the right partnerships and a long-term brand-building strategy. Asmi and Sangini embody exactly that philosophy. Both brands have built a deep emotional connection with consumers over the years, and we are excited to honour their legacy while creating new opportunities for growth and relevance for the next generation of consumers.”
The acquisition marks another milestone in LML Brand Holdings’ long-term strategy of building a portfolio of reviving once-prominent Indian brands across categories. By combining strong brand equity with modern business partnerships and category expertise, the company aims to preserve the legacy of these brands while enabling them to thrive in an evolving consumer landscape.
Asmi and Sangini are popular Indian diamond jewellery brands originally launched by De Beers’ Diamond Trading Corporation (DTC) in the early 2000s and later managed under the now defunct Gitanjali Group.
LML Brand Holdings is the brand stewardship arm of LML Group, built to acquire and relaunch Indian brands that have shaped generations. Each brand carries decades of consumer trust, cultural memory and emotional equity that cannot be recreated. LML Brand Holdings aims to unlock the next phase of growth for these brands while preserving the legacy that made them enduring household names.
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