Parag Shah, Director -Kisna Diamond & Gold Jewellery spoke to JewelBuzz on KISNA’s strategy that has made it one of India’s fastest-growing jewellery brands. He detailed how innovation in design, robust manufacturing, retail expansion will help make every Indian household shine with KISNA’s jewellery.

Provide an overview of KISNA Diamond & Gold Jewellery and its journey since its inception in 2005

Founded in 2005, KISNA has grown from a shop-in-shop model to one of India’s fastest-growing jewellery brands. With robust manufacturing and IGI-certified diamonds, KISNA ensures exceptional quality in every piece. With presence across 3,000+ Shop-In-Shop outlets & 60+ exclusive showrooms across India, KISNA aims to become the fastest growing jewellery brand across India.

From daily wear to wedding & festive collections, KISNA’s diverse jewellery range caters to every occasion. With BIS Hallmarked gold and IGI Certified diamonds, KISNA is trusted for authenticity and luxury.

KISNA’s customer-first approach, combined with innovative designs, has built a loyal fan base. KISNA continues to expand nationwide, aiming to make every Indian household shine with its jewellery.

How has KISNA evolved from a single brand to having a nationwide presence with over 60 exclusive showrooms and 3,000+ outlets?

KISNA started with a shop-in-shop model to expand its reach across markets. The brand’s robust in-house manufacturing ensured consistent quality. It grew to 3,000+ shop-in-shop outlets, significantly boosting brand visibility.  Transitioning to exclusive showrooms enhanced the customer experience, with 60+ now spread across India in tier-1 to tier-3 cities.

What sets KISNA apart from other jewellery brands in India, and how does the brand ensure quality and trust with customers?

KISNA stands apart with its focus on offering high-quality, affordable luxury. The brand ensures quality with a robust in-house manufacturing process, stringent quality checks, and modern designs. Trust is built through transparency, superior craftsmanship, and a wide range of jewellery options catering to daily wear, bridal, and special occasions.

What has been the most successful product or collection for KISNA, and why do you think it resonates so well with your customers?

KISNA’s everyday wear collection has been one of the most successful, offering elegant, lightweight designs perfect for daily use. Its popularity stems from combining quality, affordability, and versatility, making it ideal for modern lifestyles.

Can you tell us about KISNA’s growth plans for the next 3-5 years? Are there new markets or products the brand is focusing on?

KISNA plans to expand its footprint by opening exclusive showrooms and shop in shop outlets in the next 3-5 years, targeting untapped markets. The brand is also focusing on enhancing its product portfolio with innovative collections, including lightweight jewellery, solitaire offerings, and premium gifting options.

Additionally, strengthening the online presence and embracing an Omni channel approach will play a key role in driving future growth.

How has KISNA’s brand vision, “Har Ghar KISNA,” contributed to its rapid expansion and growing customer base?

KISNA’s brand vision, “Har Ghar KISNA,” aims to fulfill the aspiration of every modern Indian women to own diamond jewellery. By offering jewellery that caters to everyday wear and special occasions, the brand has successfully expanded into various markets, building a strong and growing customer base nationwide.

How do KISNA’s exclusive showrooms play a role in shaping the overall brand experience for customers, and how important is the in-store experience?

KISNA’s exclusive showrooms are key to delivering a premium, personalized shopping experience. The in-store experience is vital, offering customers the opportunity to explore a wide range of jewellery in a luxurious ambiance, guided by knowledgeable staff. Our showrooms help build trust, foster stronger customer relationships, and enhance the brand’s image by providing a seamless blend of quality, service, and elegance.

In what ways does KISNA stay ahead of the competition in terms of trends, product design, and innovation?

• KISNA stays ahead of the competition by closely monitoring jewellery trends and incorporating them into its designs while staying true to its heritage.
  • The brand focuses on continuous innovation in both product design and manufacturing techniques, offering a wide range of jewellery from everyday wear to luxurious pieces.
  • By introducing new collections, incorporating advanced technology, and offering customizable options, KISNA ensures it remains at the forefront of the industry and meets evolving customer needs.
• First time in India: KISNA Sets a New Benchmark. By giving away 100+ cars to our valued customers nationwide. This extraordinary initiative sets us apart, showcasing our commitment to creating unique and rewarding experiences.

KISNA has a robust online presence along with its physical showrooms. How do you see the future of online versus offline retail in the jewellery sector?

Both online and offline channels play a vital role in KISNA’s growth strategy. While physical showrooms offer a personalized, luxurious shopping experience that builds trust, the online platform provides convenience and accessibility to a wider audience. The future lies in an Omni channel approach, seamlessly integrating both formats to enhance customer engagement and satisfaction.

How do you see the Indian jewellery industry evolving in the next few years, and what role will KISNA play in that growth?

The Indian jewellery industry is set to evolve with a shift towards more personalized, lightweight, and versatile designs, driven by changing consumer preferences and the rise of online shopping.

 KISNA is well-positioned to lead this growth by continuing to innovate with contemporary designs, enhancing its Omni channel presence, and making luxury jewellery accessible to a wider audience through its exclusive showrooms, digital platforms and Shop-In-Shop outlets.