4 new brands by Gitanjali

Targets mid and high end audience with new brands.

The diamond jewellery maker and retailer, Gitanjali Group has launched four new brands namely  Envi, Moira, True Platinum and Karina. Launched in the price band of Rs 20,000 and Rs 50,000 a piece, the brands are targeted at mid and high-end consumers in India. Made out of precious metals and coloured gemstones including rubies and emeralds, these brands will be officially showcased at the India International Jewellery Show (IIJS) beginning August 23.

The four brands unveiled are targeted at jewellery needs of different segments of society. While Envi is a range of emerald jewellery targeted at high end consumers, Moira, targeting the modern fashionista, offers lustrous freshwater pearls amalgamated with diamonds.

Karina, a brand priced at Rs 50,000 and above, is a mix of precious rubies and exquisite diamonds. The collection also includes enticing emerald and diamond jewellery.

In the end, True Platinum includes work wear, love bands, wedding collection, platinum bars and coins; and available between Rs 25,000 – Rs 3,00,000 a piece.

Each of the new offerings is targeted at a niche consumer segment that has not been addressed till now and will be of immense benefit to partnering retailers in meeting the emerging demands of consumers in their regions.

According to Mehul Choksi, Managing Director, Gitanjali Group, the branded jewellery business in India is enjoying a compounding growth due to a shift from the unorganised sector. With multiple brands and the launch of promising collections, we would address diverse consumer needs. The upcoming season starting with IIJS extending up to Diwali in India followed by Christmas and Valentines in international markets towards the end of the year, are expected to drive the growth for the group.