Keemti, the modern lab grown diamond jewellery brand founded by Armaan Kothari and backed by the Kothari Group and entrepreneur Nikhil Kamath, is strengthening its retail footprint in Indore with the launch of its second store at Scheme No. 140. Following an encouraging response to its MG Road store, the new location marks another milestone in Keemti’s retail expansion and reinforces Indore’s importance in the brand’s growth journey.

Keemti’s expansion into Scheme No. 140 comes in response to growing consumer interest in the city for fine jewellery that combines modern design, certified lab grown diamonds, quality craftsmanship, and competitive pricing. With two strategically located stores, Keemti is expanding its reach across Indore and bringing its retail experience closer to a wider base of consumers.

Indore’s evolving luxury landscape, growing community of young professionals and entrepreneurs, and increasing openness to new-age jewellery formats make it an important market for Keemti. Since entering the city, the brand has seen growing interest from consumers looking for jewellery that reflects their individuality and lifestyle, while offering the quality and trust traditionally associated with fine jewellery.

The new Scheme No. 140 store will feature a diverse range of jewellery across 14K gold and 925 sterling silver, including both studded and non-studded collections. The assortment spans everyday jewellery, workwear, rings, earrings, pendants, bracelets, mangalsutras, and occasion wear, offering something for the many facets of modern life. Designed with Keemti’s philosophy of intentional design and accessible luxury, the collection brings together modern aesthetics, exceptional craftsmanship, and the brilliance of certified lab grown diamonds. Customers will also have access to Keemti’s promises on buyback and exchange on eligible jewellery, reinforcing the brand’s commitment to long-term value and consumer trust.

A key differentiator for Keemti is its access to the Kothari Group’s extensive manufacturing expertise across the USA, Europe, and the Middle East. With strong in-house manufacturing capabilities and a factory-direct approach, Keemti eliminates multiple layers of intermediaries across the traditional jewellery supply chain, enabling the brand to offer thoughtfully designed jewellery at highly competitive prices. This direct-to-consumer model gives Keemti greater control over quality, craftsmanship, and pricing, allowing consumers to access exceptional fine jewellery at compelling value without compromising on design or finish.

Speaking about the brand’s expansion, Sunil Kothari, Chairman, Keemti, said:“Indore has emerged as an important market for Keemti, and the response to our MG Road store has given us strong confidence in the city’s potential. The launch of our second store at Scheme No. 140 allows us to take the Keemti experience to more consumers across Indore and strengthen our relationship with the city. Our focus is to offer thoughtfully designed jewellery, exceptional craftsmanship, and factory-direct value, while building a retail experience rooted in quality, transparency, and trust.”

Sharing his vision, Armaan Kothari, Founder, Keemti, added:

“Keemti was created for a new generation of Indian consumers who see jewellery as an expression of individuality, ambition, and personal milestones. Indore’s young and evolving consumer base strongly resonates with this vision, and the response to our first store has reinforced the opportunity we see in the market. With our second store, we are making the Keemti experience more accessible while continuing to offer modern design, certified lab grown diamonds, and compelling value through our manufacturing advantage.”

The expansion in Indore forms part of Keemti’s broader strategy to build a strong retail and omnichannel presence across India. Alongside its flagship store in Andheri, Mumbai, and its growing presence in Pune, the brand has established retail operations in Indore and Delhi, with additional store launches planned across key markets. Through its expanding network of stores, e-commerce, and marketplace presence, Keemti aims to make lab grown diamond jewellery more accessible while establishing a new standard for modern fine jewellery through intentional design, exceptional craftsmanship, and factory-direct pricing.