The Hindu Business Line : Kirti launches new brands, eyes domestic market

EYEING the fast growing branded domestic jewellery market, Kirti Ornaments, part of the Mumbai-based Dimexon Group, has announced the launch of two of its brands — Rangoli and Nityah — that blend modern designs with traditional patterns.

The rollout of these two brands, developed in-house at two of its manufacturing units in India located at Mumbai and Coimbatore, was announced on Tuesday by the Business Development Manager of Kirti Ornaments, Mr Shaunak Shastree.

"With the disposable income going up, there has been a spurt in the branded jewellery segment. The trend is healthy, but our concern is that most of the brands today, available in the market, cater to westernised tastes. We have chosen motifs from Indian customs that give the feeling of being attached to one's roots," he said.

Kirti distributes generic and branded jewellery to 200 retailers across the country. With exports of over $200 million (about Rs 900 crore), the company, which is predominantly into exports, is eyeing the hitherto untapped domestic market.

With presence in about 23 cities through leading jewellers, it is now in the process of further consolidating its retail push, Mr Shastree said.

"We have six factories across two locations and over 7,000 people work across two major centres in the country. Unlike several others, we make what we sell. We don't outsource. While we deal in major brands such as Gucci, Tiffany, Chopard, Cartier and Damiani, we have a range of offerings exclusively designed by the company's R&D team, which uses computer-aided design systems," he said.

More Stories on : New Products & Services | Gems & Jewellery | Andhra Pradesh

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Kirti launches new brands, eyes domestic market