The new brandwas created to address changing market conditions for diamond jewellery, particularly trade developments that affected company’s exports
Kanpur: Kashi Jewellers recently launched ‘She by Kashi’, a new sub-brand under the Kashi Jewellers umbrella, marking a strategic shift towards affordable diamond jewellery retail for the group. Introduced in November 2025, ‘She by Kashi’ currently operates two exclusive stores in Kanpur.
‘She by Kashi’ has been created to address changing market conditions for diamond jewellery, particularly following trade developments that affected export-led demand for the company. Kashi Jewellers has a manufacturing base that produces natural diamond jewellery, with a large share earlier catering to international markets including the US, UK, South Africa and the Middle East. Changes in duty structures in the US market led the group to reassess how and where this inventory would be diverted.
“We are at a point where domestic growth in India offers more scope than international markets. This thinking led to the decision to introduce a new brand within the Kashi family,” said Shreyansh Kapoor, Managing Partner, She by Kashi.
The brand focuses on natural diamond jewellery, which accounts for around 85% of its assortment. Products are positioned largely within the Rs 2 lakh range, with entry-level pricing starting at Rs 4,999. The mid-range spans approximately the Rs 25,000 to Rs 75,000 range, with most products offered at fixed MRP pricing. This pricing structure allows the brand to engage first-time diamond buyers.
‘She by Kashi’ operates through small-format exclusive stores and represents the first Kashi retail venture managed entirely by a professional team rather than family members. The format enables process-led operations, staff training and brand representation through structured systems.
“This is the first Kashi arm that is fully run by professionals. It allows us to build teams who represent the brand culture while carrying forward the company’s legacy,” Kapoor said.
From a group perspective, the brand serves as a domestic consumption channel for 3,000–4,000 carats of diamonds produced monthly, improving supply utilization and reducing dependence on exports. It also allows Kashi Jewellers to strengthen its diamond-led retail presence without overlapping with its legacy formats.
With two stores launched within three months, the brand is positioned as a scalable retail arm for the group. Further expansion is planned as the year progresses, with ‘She by Kashi’ expected to play a role in shaping Kashi Jewellers’ domestic retail strategy going forward.
Written by Achal Chaubey
Retail Jeweller India Exclusive
