The rapid expansion reflects the brand’s aggressive retail strategy and growing consumer adoption of lab grown diamonds in India. Keemti has established a presence across Mumbai, Delhi, Pune, Indore and other cities through a focused omnichannel strategy aimed at increasing access to contemporary lab grown diamond jewellery across key urban markets.
Alongside leading metros, the brand is expanding into high-growth Tier 2 markets to build an early-mover advantage and extend access to lab grown diamond jewellery beyond India’s traditional luxury retail hubs.
Since its launch, Keemti has established stores in Andheri in Mumbai; Baner and Kharadi in Pune; MG Road and Scheme No. 140 in Indore; South Extension and Pitampura in Delhi; and Gurgaon. The stores include high street and in-mall locations, strengthening the brand’s retail footprint and laying the foundation for a scalable national presence.
The expansion has been driven by demand from consumers seeking contemporary design, certified lab grown diamonds, superior craftsmanship and transparent pricing. Drawing on the Kothari Group’s more than 45 years of manufacturing expertise, Keemti controls every stage of its value chain, from manufacturing to retail. This eliminates intermediary mark-ups and enables the brand to offer direct-to-consumer pricing without compromising on quality, craftsmanship or design.
The vertically integrated model also gives Keemti the ability to scale rapidly while responding to changing consumer demand.
“Our rapid retail expansion reflects the strong consumer response to Keemti's proposition and our ambition to build meaningful market share in India's evolving jewellery landscape,” said Armaan Kothari, Founder, Keemti. “While metros remain an important growth market, we see significant opportunity in Tier 2 cities, where demand for contemporary, value-driven fine jewellery is growing rapidly. By leveraging our manufacturing expertise and direct-to-consumer business model, we eliminate intermediary mark-ups and are able to offer certified lab grown diamond jewellery at highly competitive prices without compromising on quality or design. As we work towards our goal of 88 stores by December 2026, our focus remains on making premium jewellery more accessible to consumers across India.”
Keemti is set to accelerate its expansion with multiple new store launches planned across existing markets, alongside entry into new cities, as it works towards its target of 88 stores by the end of 2026.
As it expands its national presence, the brand is also focused on developing a seamless omnichannel experience integrating physical retail, e-commerce and marketplaces. This is intended to enable consumers across India to discover and purchase thoughtfully designed lab grown diamond jewellery with confidence.
By combining intentional design, certified lab grown diamonds, craftsmanship and factory-direct pricing, Keemti is positioning its retail expansion around accessible contemporary fine jewellery as it works towards establishing a nationwide presence.
Keemti Jewels is a contemporary lab grown diamond jewellery brand founded in Mumbai by Armaan Kothari. The brand is backed by the Kothari Group, a globally trusted jewellery business with more than 45 years of expertise in manufacturing and exports, along with entrepreneur Nikhil Kamath and Kavin Shah.
Through its manufacturing heritage and vertically integrated, direct-to-consumer model, Keemti offers certified lab grown diamond jewellery combining craftsmanship, contemporary design and factory-direct pricing. Having expanded to 11 stores across Mumbai, Pune, Indore, Delhi and Gurgaon within four months of launch, the brand is targeting 88 stores by December 2026 as it builds its nationwide retail network.
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