Augmont, India’s largest fully integrated gold player, proudly announces its strategic expansion into the Lab-Grown Diamond (LGD) market with the launch of Akoirah. Rooted in Augmont’s legacy of trust, purity, and innovation, Akoirah is set to revolutionize fine jewellery by making diamonds more ethical, sustainable, and accessible than ever before. Calling it Love-Grown Diamonds, the brand is deeply committed to responsible sourcing and technological excellence, and will lead the charge in redefining luxury jewellery for the Indian market. 

Lab-Grown Diamonds are transforming the jewellery industry, offering a brilliant, sustainable alternative to mined diamonds. The global LGD market is projected to reach $1.2 billion by 2033, yet there remains a lack of trusted players in India—a gap that Augmont is poised to fill. 

Discussing their entry into the lab-grown diamond market, Ketan Kothari, Director, Augmont, said “Augmont’s vision is very clear – we want to be the leading lab-grown diamond jewellery brand in India. LGD is the future for a nation like India where jewellery has many meanings – aspirations, emotions and culture. The penetration of mined diamond jewelry in India is less than 5% whereas 95% consumers want to own diamonds. Mined diamonds have given negative returns and hence they are not an investment for Indian consumers, who are the smartest when it comes to value investments. Large jewellery chains are in a dilemma to enter this space because of the fact that they have been selling mined diamond jewelry for years and it will be a hard sell for the consumers. Other brands that have entered the space are largely start-ups which have to build trust and credibility which takes years. Augmont’s foray into jewellery could not be better timed. Customers trust us for the transparency, innovation and the fact that we always offer buyback for all our gold products and now LGD jewelry too!”

With Augmont’s unmatched credibility, technological expertise, and pricing, Akoirah will set new standards in this space. “The math is simple – whatever money that you save in terms of the difference between mined diamonds and LGDs, invest the same in gold. The appreciation in gold prices will more than make up for the investments in LGD even if for argument’s sake, LGD prices don’t increase! Added to that, you get better designs and quality. We are bringing the same commitment to purity, value, and excellence that has defined Augmont’s gold legacy into the world of fine diamond jewellery” adds Ketan. 

At the heart of Akoirah lies a vision to make fine jewellery with a design-focus infused with modern sensibilities. Namita Kothari, Founder of Akoirah, shared her passion for this, stating, “Akoirah is all about making Love-Grown Diamonds attainable for all. We believe that fine jewellery should be both aspirational and accessible. Through innovative craftsmanship, and unbeatable gold rates, we are crafting jewellery that is not just beautiful, but meaningful.”

As a pioneer in gold pricing, purity, and recycling Augmont brings its expertise into the Love-Grown Diamond segment. Akoirah jewellery will feature 100% pure recycled gold and responsibly sourced Love-Grown Diamonds, ensuring consumers make a sustainable choice without compromising on brilliance or quality. And, with Augmont’s tech-first approach, Akoirah will leverage advanced technology to deliver certified, high-quality diamonds at the best prices. The brand’s strategic expansion into this space underscores the growing consumer demand for ethical, sustainable, and affordable diamond jewellery. With exceptional craftsmanship and a diverse range of meticulously designed pieces, Akoirah offers fine jewellery that caters to every taste and occasion. Additionally, the brand promises to provide 100% exchange and buyback value to customers, offering an added layer of trust and security.

Together Augmont and Akoirah are set to redefine the jewellery-buying experience with an omni-channel brand strategy, leveraging Augmont’s existing base of 4 crore+ digital gold consumers. With their range starting from 5K, Akoirah will cater to a diverse customer base across the country. From a seamless online shopping experience to a robust offline presence, the brand plans to expand to 100 stores across India , ensuring customers nationwide can access fine diamond jewellery backed by Augmont’s legacy of trust and value. 

With Akoirah, Augmont is not just launching a brand—it is shaping the future of luxury. Love-Grown Diamonds are here to stay, and with Augmont’s industry-leading expertise, consumers can now embrace ethical brilliance with confidence.