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Keemti Jewels, the lab-grown diamond jewellery brand founded by Armaan Kothari and backed by the Kothari Group, Nikhil Kamath and Kavin Shah, has opened 11 stores within four months of its launch. The brand is now targeting a network of 88 stores by December 2026 as it expands across metros and Tier 2 cities. Its retail presence currently spans Mumbai, Pune, Indore, Delhi and Gurgaon. Keemti is following an omnichannel model combining physical stores, e-commerce and marketplaces, while using the Kothari Group's manufacturing experience to offer certified lab-grown diamond jewellery through a direct-to-consumer model.
Keemti Jewels has expanded to 11 retail stores within four months of its launch and is now targeting 88 stores by December 2026 as it steps up its presence across India's jewellery markets.
Founded by Armaan Kothari and backed by the Kothari Group, entrepreneur Nikhil Kamath and Kavin Shah, the brand has opened stores in Andheri in Mumbai, Baner and Kharadi in Pune, MG Road and Scheme No. 140 in Indore, South Extension and Pitampura in Delhi, as well as Gurgaon. Its network includes both high-street and in-mall locations.
The company is expanding across established metros while also entering Tier 2 cities, where it sees growing demand for contemporary fine jewellery. The strategy is aimed at increasing access to lab-grown diamond jewellery beyond traditional luxury retail markets.
Keemti said its expansion has been supported by consumer demand for contemporary designs, certified lab-grown diamonds, craftsmanship and transparent pricing. The brand draws on the Kothari Group's more than 45 years of jewellery manufacturing expertise and operates through a vertically integrated model covering manufacturing and retail.
By controlling the value chain and selling directly to consumers, the company aims to avoid intermediary mark-ups and offer its products at competitive prices. The model also allows it to respond to changing consumer demand while expanding its retail network.
Armaan Kothari, founder of Keemti, said the rapid expansion reflects the consumer response to the brand and its plans to build a larger share of India's changing jewellery market. He said metros would remain important, while Tier 2 cities offered considerable potential as demand for contemporary and value-driven fine jewellery increased.
Kothari also said the company's manufacturing capabilities and direct-to-consumer model allowed it to offer certified lab-grown diamond jewellery at competitive prices without compromising on design or quality. The company plans to open more stores in existing markets while entering new cities as it works towards the 88-store target.
Alongside its physical expansion, Keemti is developing an omnichannel model integrating stores, e-commerce and marketplaces. The company said this would allow customers across India to access its lab-grown diamond jewellery through multiple channels.
Keemti Jewels is positioned around contemporary designs, certified lab-grown diamonds and direct-to-consumer pricing. Its expansion comes as lab-grown diamonds gain greater visibility in India's jewellery market, with brands increasingly using physical retail networks and online channels to reach consumers.
Source PTI
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