Keemti Jewels, India’s most trusted and price-efficient diamond jewellery brand, founded by Armaan Kothari and backed by the Kothari Group, entrepreneur Nikhil Kamath and Kavin Shah, has strengthened its presence in Chhattisgarh with the opening of its second store in Bhilai. Following the launch of its Bilaspur store, the brand’s second Chhattisgarh location comes soon after, driven by the strong customer response and growing demand for its contemporary lab-grown diamond jewellery in the state. The Bhilai opening marks another milestone in Keemti’s growing presence in central India, as the brand continues to establish a retail network across markets beyond the major metros. With its second Chhattisgarh location, Keemti is expanding its reach to consumers in Bhilai, Durg and surrounding areas.

Bhilai, located in Durg district, is one of Chhattisgarh’s prominent industrial and commercial centres. With an established urban ecosystem and a strong regional catchment, the city offers Keemti an opportunity to bring its contemporary jewellery proposition to a new and growing consumer base.

The new store features Keemti’s collection of certified lab-grown diamond jewellery, spanning everyday essentials, workwear and occasion-led designs. Customers can explore rings, earrings, pendants, bracelets and mangalsutras crafted in 14K gold and 925 sterling silver. The collection combines contemporary design with accessible pricing, giving consumers greater choice across different occasions and styles.

The Bhilai launch further strengthens Keemti’s presence across Chhattisgarh and central India. With stores already present across Mumbai, Pune, Indore and Delhi-NCR, along with its presence in Bilaspur, the brand continues to broaden its footprint across different regions while bringing its factory-direct proposition closer to consumers.

Leveraging its manufacturing heritage and vertically integrated, direct-to-consumer model, Keemti offers certified lab-grown diamond jewellery that combines contemporary design, craftsmanship and direct-to-consumer pricing. By reducing traditional layers between manufacturing and the customer, the brand aims to offer greater value and transparent pricing while maintaining a strong focus on design and quality.

Commenting on the Bhilai expansion, Armaan Kothari, Founder, Keemti Jewels, said:

“Our entry into Chhattisgarh with Bilaspur gave us an opportunity to understand the response to Keemti in the state, and the decision to open our second store in Bhilai reflects the confidence we have in this market. Bhilai has a strong regional presence and an evolving consumer landscape, making it an exciting market for us. We want to make certified lab grown diamond jewellery more accessible to consumers through contemporary design, transparent pricing and strong value, and we look forward to building a lasting presence in Bhilai and across Chhattisgarh.

The new store gives customers the opportunity to experience Keemti’s collections in person, with jewellery designed to move seamlessly from everyday wear to special occasions. The brand also offers Lifetime Buyback and Lifetime Exchange on eligible jewellery, reinforcing its focus on flexibility and long-term value for customers.