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
AKSHAYA TRITIYA 2026 – The Focus Now Is On Buying With Clarity, Purpose, Value and Personal Relevance
OVERVIEW
As Akshaya Tritiya 2026 approaches, coinciding with India’s peak wedding season, the jewellery and bullion sector is gearing up for robust demand. Market sentiment is distinctly positive, underpinned by gold’s safe-haven appeal, evolving consumer preferences, and strategic industry initiatives expected to deliver healthy growth across key markets.
While the traditional appeal of gold and diamonds remains a powerful driver, a clear transformation in consumer behaviour is underway. Buyers are increasingly seeking lightweight designs, personalized storytelling pieces, and value-conscious exchange programmes. Despite elevated gold prices and external geopolitical uncertainties, purchase intent has remained consistently strong. Silver demand has also gained significant momentum, driven by its affordability and investment value potential.
CONSUMER SENTIMENT & BEHAVIOUR
The modern jewellery and bullion buyer is more discerning than ever. Key behavioural trends this season include a growing preference for lightweight designs, personalized pieces, diamond-studded options, and value-conscious exchanges through old gold programmes. Interest in digital gold and silver is also rising, reflecting evolving investment preferences.
— Darshan Chauhan, Wholetime Director, Sky Gold and Diamonds Ltd
“Consumer sentiment this Akshaya Tritiya carries a quiet confidence — measured, yet deeply rooted in tradition. The occasion continues to transcend transaction; it remains a moment of belief, of beginnings, and of considered indulgence.”
Price volatility has prompted consumers to be more strategic, using gold exchange programmes and rate protection schemes to optimize value. Emotional resonance — jewellery that tells a story or marks a milestone — is becoming a primary purchase motivator.
— Eshwar Surana, MD, Raj Diamonds
“Today’s consumers are increasingly drawn to pieces that go beyond tradition, reflecting individuality and enduring value. We are also increasingly seeing a preference for larger diamonds with an excellent cut grade that are masterfully crafted for maximum sparkle and brilliance.”
INDUSTRY OUTLOOK & DEMAND DRIVERS
Gold’s Enduring Cultural Significance
Gold continues to be a mandatory purchase for millions of Indian households during Akshaya Tritiya, reinforced by its deep cultural symbolism as a harbinger of prosperity and good fortune. Its safe-haven appeal amidst global economic uncertainties further bolsters demand this season.
— Rajesh Rokde, Chairman, GJC
“Gold is a mandatory purchase for many households during this period, and its safe haven appeal amidst economic uncertainties will further bolster demand. However, jewellers and consumers should remain cautious of potential short-term volatility in gold prices, influenced by rising geopolitical tensions in the Middle East.”
Silver’s Rising Momentum
Silver demand has gained remarkable traction this season, driven by both its affordability relative to gold and its growing recognition as a high-beta investment opportunity. The convergence of industrial and investment demand is positioning silver as a compelling parallel play alongside gold.
— Prithviraj Kothari, MD, RiddiSiddhi Bullions Ltd | National President, IBJA | Chairman, JITO
“Gold and silver are no longer just safe-haven assets — they are the market’s clearest signal of global uncertainty. With the US-Iran ceasefire still fragile, FOMC minutes flagging inflation risks, and central banks continuing to accumulate gold at a record pace, the structural bull case remains firmly intact. Every meaningful dip remains a buying opportunity, not a reason to exit.”
Wedding Season Synergy
The overlap of Akshaya Tritiya with the auspicious wedding season creates a powerful demand multiplier. Bridal trousseau purchases, gift sets, and investment jewellery all see significant upticks. This synergy has encouraged leading jewellers to extend store hours and launch dedicated bridal collections.
— Eshwar Surana, MD, Raj Diamonds
“We are expecting good traction in high-value diamond-studded and wedding jewellery, as there are a lot of weddings planned this summer. The demand for quality diamonds has already been very strong in the run-up to Akshaya Tritiya.”
Transparency & Innovation as Growth Levers
Industry associations such as the GJC are placing renewed emphasis on consumer confidence through transparency initiatives, innovative design, and digital accessibility. These efforts are expected to broaden the addressable market and attract younger, first-time buyers.
— Avinash Gupta, Vice Chairman, GJC
“At GJC, our focus remains on empowering jewellers and enhancing consumer confidence through transparency, innovation, and exceptional designs, thereby driving growth in the jewellery sector.”
LEADING BRAND STRATEGIES
PNG Jewellers — Targeting 25–30% Growth in Central India
PNG Jewellers has launched aggressive campaigns across Goa, Uttar Pradesh, Madhya Pradesh, and Maharashtra. The brand is projecting a buying cycle well beyond the festive day itself, supported by:
◆ Attractive benefits on the old gold exchange
◆ Reduced making charges for the season
◆ Exclusive new collections curated for Akshaya Tritiya
◆ Extended store hours to maximize footfall and conversions
— Dr. Saurabh Gadgil, CMD, PNG Jewellers
“This Akshaya Tritiya, we are anticipating a strong and extended buying cycle, as the festival coincides with the wedding season. We are projecting healthy traction, with a targeted growth of 25% to 30% over last year, particularly in Central Indian markets such as Uttar Pradesh and Bihar.”
KISNA Diamond and Gold Jewellery — Gold Rate Protection Plan
For KISNA, Akshaya Tritiya is a cornerstone event contributing 15–18% of annual revenue. Recognizing heightened consumer sensitivity to gold price movements, the brand has introduced the innovative Gold Rate Protection Plan:
◆ Protects buyers against price increases post-purchase
◆ Expected to contribute approximately 25% of the monthly business
◆ Addresses growing demand for lightweight and diamond-studded pieces
◆ Actively promotes old gold exchange as a value-add mechanism
— Parag Shah, CEO, KISNA Diamond and Gold Jewellery
“This year, we are seeing a more value-conscious consumer, with gold price movements shaping purchase behaviour in the lead-up to the festival. We have introduced the Gold Rate Protection Plan as a strategic intervention to provide greater confidence and flexibility in the purchase journey.”
Raj Diamonds — Premium Bridal Collections
Raj Diamonds is focused on the premium end of the market with its signature high jewellery collections — Ruby Splendour and Ancient Splendour — designed for the discerning bridal buyer who values intrinsic quality alongside cultural significance.
◆ Ruby Splendour and Ancient Splendour signature collections
◆ Larger diamonds with excellent cut grade for maximum brilliance
◆ Crafted for consumers seeking individuality and enduring value
◆ Estimated 20–25% growth in value terms over the last year
BULLION MARKET PERSPECTIVE
Beyond jewellery, the bullion market is seeing parallel momentum driven by institutional and retail investment demand. The convergence of macro uncertainty, central bank accumulation, and silver’s industrial demand profile is creating a compelling case for both gold and silver this Akshaya Tritiya season.
— Narayan Debnath, MD, RadhaKrishna Jewellery Retail Pvt Ltd
“Market sentiment this Akshaya Tritiya is distinctly positive, supported by the continued rise in gold prices and its safe-haven appeal. There is also a clear uptick in interest towards digital gold and silver, reflecting evolving investment preferences. Silver demand has gained significant momentum this season, driven by its affordability and value potential.”
RISK FACTORS & MARKET CONSIDERATIONS
While the overall outlook is optimistic, industry leaders have flagged several considerations that jewellers and consumers should be mindful of:
◆ Short-term gold price volatility linked to geopolitical tensions, particularly in the Middle East
◆ Elevated base gold prices may compress margins if demand softens unexpectedly
◆ Shifting consumer preferences require continuous product innovation and design investment
◆ Growing expectations around transparency and certification demand robust supply chain practices
— Rajesh Rokde, Chairman, GJC
“Jewellers and consumers should remain cautious of potential short-term volatility in gold prices, influenced by rising geopolitical tensions in the Middle East.”
CONCLUSION
India’s jewellery and bullion industry enters Akshaya Tritiya 2026 with well-founded confidence. A combination of enduring cultural demand, strategic promotional campaigns, consumer-friendly financial schemes, and an industry-wide pivot towards transparency and personalization is set to deliver robust growth.
The clearest signal from this season is that the consumer of 2025 buys with intention. Whether it is a lightweight everyday piece, a bridal set, a premium diamond investment, or a silver bullion coin, the purchase carries meaning — and the industry is rising to meet that expectation with clarity, value, and variety.
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