The Kothari Group has entered India’s retail jewellery market with the launch of Keemti Jewels, a laboratory-grown diamond jewellery brand founded by Armaan Sunil Kothari. The move follows more than 35 years of the group’s operations in jewellery manufacturing and exports.

Backed by entrepreneur and investor Nikhil Kamath and entrepreneur-investor Kavin Shah, the brand has opened its first flagship store in Andheri, Mumbai. The store was inaugurated by Amruta Fadnavis and Nikhil Kamath in the presence of Armaan Kothari, Founder and Managing Director of Keemti, Sunil Kothari, Chairman of Keemti, and Kavin Shah.

Located on Link Road near Infiniti Mall, the outlet showcases collections spanning everyday wear, occasion-led jewellery, statement pieces and modern essentials. The retail format also includes personalized consultations, private viewing areas and dedicated lounge spaces. Alongside its physical store, Keemti plans to expand through an omnichannel model targeting consumers across Tier 2 and Tier 3 markets. The brand’s collections are also available through its website and online marketplaces, including Amazon.

The company stated that its manufacturing capabilities across the USA, Europe and the Middle East support its retail strategy and enable it to offer laboratory-grown diamond jewellery through an integrated production model.

Speaking about the launch, Sunil Kothari of 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 laboratory 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 laboratory grown diamond category.”

Armaan Kothari of 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.”