JB Insights
KISNA: Fulfilling the aspiration of every modern Indian woman to own diamond jewellery
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.
JB Insights
The Woman Wearing The Diamond Was Never The One The Ad Was Talking To
Disha Shah, Founder & Designer, DiAi Designs Says That The Brands That Shift From “She Deserves It” to “She Chose It” Won’t Just Win Cultural Relevance – They’ll Own The Future Of Jewellery Marketing.
Indian jewellery advertising has always centred the woman. She has been the face of every campaign, draped in gold, luminous at the occasion, receiving the gift with practised grace. What she rarely was, until recently, was the intended audience.
The creative language of the category was built around a genuine economic reality. For decades, the buyer in Indian fine jewellery was the patriarch, the husband, the father, the family elder making a financial decision on behalf of a woman whose purchasing autonomy was limited. Advertising followed the money. The gift reveal, the bridal close-up, the family approval shot: these were not arbitrary creative choices. They reflected who held the purse strings, and they became so embedded in the category’s visual grammar that they outlasted the conditions that created them by an entire generation.
That structural reality has now reversed. Jewellery purchases now extend beyond weddings and festivals to daily wear, driven by financially independent working women. The self-purchasing woman is no longer an emerging segment; she is the category’s fastest-growing buyer, approaching the decision differently from the buyer the industry originally designed itself around. She is not waiting for an occasion. She is not waiting for someone to present a box. She researched the piece, chose it, and bought it because she wanted it.
The advertising, for the most part, has not caught up.
Some brands are beginning to recognise this. CaratLane’s #WearYourWins movement and Tanishq’s sustained push toward the “woman as decision-maker” are meaningful steps. But what makes these campaigns commercially smart is not just cultural alignment. Research from Harvard Business School finds that women systematically provide less favourable assessments of their own performance and potential than equally performing men. This documented self-promotion gap persists even when women know they have outperformed others. Campaigns that actively celebrate female self-recognition are not just filling a creative gap. They are responding to a behavioural reality that has gone largely unaddressed in the category. The brands doing this well are not being progressive for their own sake. They are being accurate about who their buyer is and what she needs to hear.
Look at the Women’s Day 2026 campaigns across the industry. The conversation is clearly starting to pivot. Brands are finally stepping away from the usual gifting tropes and reframing jewellery as a tool for personal milestones and self-expression. But these remain exceptions. The dominant campaign language of Indian jewellery- the gesture, the reveal, the woman being seen rather than deciding- has not structurally changed.
The media mix tells the same story. Titan leaned heavily on television in FY25, with ad volume surging to 77% of its mix, a broadcast medium built for household reach rather than the individual, financially independent woman who now represents the category’s fastest-growing buyer.
Meanwhile, digitally native BlueStone achieved 50% of online jewellery ad volumes on a budget nearly ten times smaller than Titan’s. The channel that reaches the self-purchasing woman directly is delivering outsized results on a fraction of the spend. The implication for where the industry should be directing its creative attention is fairly clear.
Consider what a brief genuinely written for this buyer would look like. No occasion in the shot. No second person in the frame presents anything. The opening line is not “for the woman who deserves to be celebrated.” It is “she saw it, she wanted it, she bought it.” The product earns its place not through sentiment but through desire. The copy does not explain why she is worth it. It assumes she already knows. That is not a tonal adjustment. It is a fundamentally different creative architecture, and very few briefs in this category have been written that way.
The LGD category has a specific opportunity here that established houses do not. Without decades of legacy campaign language to protect, an independent designer in this space can build advertising from a blank page, one written entirely around the woman who is actually making the purchase. The brief does not have to accommodate inherited assumptions about who the buyer is or what she is waiting for. That is not a small advantage. In a category where the dominant creative language was built around a buyer who is no longer the one making the decision, starting without that inheritance may be the most powerful creative position available.
The woman wearing the diamond has always been visible. What is changing now is who gets to decide. The brands that build their creative around that reality will not just be more culturally relevant. They will be better positioned for every year that follows. The advertising has not caught up yet. But the buyer already has.
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JewelBuzz is Asia’s First Digital Jewellery Media & India’s No.1 B2B Jewellery Magazine, published by AM Media House. Since 2016, we’ve been the trusted source for jewellery news, market trends, trade insights, exhibitions, podcasts, and brand stories, connecting jewellers, retailers, and industry professionals worldwide.