The brand is adopting an omnichannel model to reach customers across metro cities as well as Tier II and Tier III markets
Mumbai: The Kothari Group has entered the jewellery retail segment with the launch of Keemti Jewels, a lab-grown diamond brand, marking its shift from manufacturing and exports into direct consumer engagement.
The brand is backed by entrepreneur and investor Nikhil Kamath and entrepreneur-investor Kavin Shah, supporting its entry into the domestic market. As part of its retail rollout, Keemti Jewels has opened its first store in Andheri, Mumbai. Located on Link Road near Infiniti Mall, the store presents collections across daily wear, occasion-based jewellery and statement pieces. The retail format includes personalized consultations, private viewing areas and lounge spaces, allowing customers to engage with the product in a structured setting.
The launch aligns with rising consumer interest in lab-grown diamonds and a shift towards purchase decisions driven by transparency, pricing and accessibility. Keemti Jewels is adopting an omnichannel model to reach customers across metro cities as well as Tier II and Tier III markets. In addition to its physical retail presence, the brand is available through its website and online marketplaces, including Amazon.
The brand draws on the Kothari Group’s manufacturing network. This existing infrastructure supports sourcing, production and supply chain functions for the new retail business.
Speaking about the launch, Sunil Kothari, Chairman, Keemti Jewels, said, “For decades, we have built our legacy on craftsmanship, trust, and a deep understanding of the global jewellery industry. With Keemti Jewels, we saw an opportunity to build a brand that reflects where the future of fine jewellery is headed. The growing shift towards lab-grown diamonds is not just a trend, it represents a larger evolution in consumer mindset toward conscious luxury, accessibility, and modern design.”
He added that the new brand combines the strength of manufacturing expertise with a contemporary consumer-focused approach, allowing for fine jewellery that is both aspirational and relevant for today’s market. “I see KeemtiJewels as a long-term growth story, and we are committed to expanding our retail and omnichannel presence across key markets in India while continuing to strengthen consumer trust in the lab-grown diamond category,” he said.
Sharing his view, Armaan Kothari, Founder and Managing Director, Keemti Jewels, added, “Keemti was created for a new-age audience that seeks transparency, relevance and self-expression in everything they buy. With our expansion plans, we are focused on taking the Keemti experience to newer markets across India and building a brand ecosystem that seamlessly blends retail, digital, and community-led engagement.”
The Kothari Group is a prominent, Mumbai-based jewellery manufacturer and exporter with over 35 years of global legacy. It has strong expertise in crafting and exporting fine jewellery to the USA, Europe, and the Middle East. It has now officially entered the Indian retail jewellerymarket with the launch of contemporary lab-grown diamond brand Keemti Jewels.
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