Mumbai, June 18: After over 35 years of building a global legacy in jewellery manufacturing and exports, the Kothari Group has officially entered India’s retail jewellery market with the launch of Keemti Jewels, a contemporary lab grown diamond jewellery brand founded by Armaan Sunil Kothari and designed for a new generation of Indian consumers.
Backed by entrepreneur and investor Nikhil Kamath, along with entrepreneur-investor Kavin Shah, Keemti brings together the Kothari Group‘s deep-rooted expertise in jewellery manufacturing with a modern, consumer-first vision for the future of lab grown jewellery.
Marking its retail debut, Keemti has launched its first flagship store in Andheri, Mumbai.
The store was officially inaugurated by Smt. Amruta Fadnavis, former banker, singer and social activist, and entrepreneur and investor Nikhil Kamath in the presence of Armaan Kothari, Founder & MD, Keemti, Sunil Kothari, Chairman, Keemti, and entrepreneur-investor Kavin Shah. The launch event was attended by prominent guests from the entertainment, business, and social circles, including Jackie Shroff, Stebin Ben, Seema Singh, and Varun Sharma. Located on Link Road near Infiniti Mall, within one of the city’s prominent jewellery and lifestyle hubs, the store introduces consumers to the brand’s fresh perspective on modern fine jewellery and accessible luxury.
At a time when consumer preferences are rapidly shifting toward conscious luxury, transparency, and self-purchase behaviour, Keemti aims to redefine how modern Indian consumers engage with diamonds. The brand moves away from traditional narratives of inheritance and occasion-led gifting, instead positioning jewellery as a symbol of personal ambition, individuality, and self-earned success.
Designed as a contemporary luxury destination, the Keemti flagship store offers an immersive retail experience that goes beyond traditional jewellery shopping. The space showcases the brand’s signature collections across everyday wear, occasion-led jewellery, statement designs, and modern essentials, allowing consumers to explore a wide range of lab grown diamond pieces under one roof. Thoughtfully designed interiors, personalised consultations, private viewing experiences, and dedicated lounge areas further enhance the customer journey, creating a relaxed and welcoming environment for discovery, celebration, and self-expression.
While Keemti’s flagship presence begins in Mumbai, the brand is also focused on catering to the evolving aspirations of consumers across Tier 2 and Tier 3 markets in India through its omnichannel approach. Recognising the growing demand for contemporary, accessible, and value-driven fine jewellery beyond metro cities, Keemti aims to make lab grown diamond jewellery more approachable for a wider new-age consumer base across the country. In addition to its retail presence, Keemti is available through its website and leading e-commerce marketplaces, including Amazon, enabling consumers across India to seamlessly access and purchase its collections.
What sets Keemti apart within the rapidly growing lab grown diamond category is not only its consumer-first positioning, but also the structural advantage of the Kothari Group’s long-standing manufacturing expertise across the USA, Europe, and the Middle East. By owning its manufacturing process, the brand is able to deliver aspirational design, trusted quality, and stronger value for today’s consumers.
Speaking about the launch, Sunil Kothari, Chairman, Keemti, said: “For decades, we have built our legacy on craftsmanship, trust, and a deep understanding of the global jewellery industry. With Keemti, we saw an opportunity to build a brand that reflects where the future of fine jewellery is headed. The growing shift toward lab grown diamonds is not just a trend, it represents a larger evolution in consumer mindset toward conscious luxury, accessibility, and modern design.
Keemti combines the strength of our manufacturing expertise with a contemporary consumer-focused approach, allowing us to create fine jewellery that is both aspirational and relevant for today’s market. I see Keemti 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.”
Sharing his vision for the brand, Armaan Kothari, Founder & MD, Keemti, added: “At Keemti, we believe the next generation of luxury brands will be built around consumers, not just products. Keemti was created for a new-age audience that seeks transparency, relevance, and self-expression in everything they buy. Our ambition is to make fine jewellery feel more contemporary, more accessible, and more aligned with evolving consumer values.
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.”
With an expanding omnichannel presence across retail stores, e-commerce, and marketplaces, Keemti aims to make lab grown diamond jewellery a more contemporary, accessible, and smart choice for a new generation of consumers that values meaning, versatility, and conscious luxury in equal measure.