National News
Kumari Jewels Eyes 35 Stores Nationwide, Redefining Jewellery for India’s New Generation
Kumari Jewels, the contemporary spin-off of heritage house DP Jewellers, is rapidly emerging as a youth-driven disruptor in India’s jewellery space. After debuting its flagship store in Mumbai’s Kala Ghoda less than a year ago, the brand has now launched a second outlet on Bandra’s Turner Road and is setting sights on a bold national expansion—aiming for 35 stores across metro cities in the next three years, including 5–6 locations in Mumbai by December 2025.
Crafted for India’s under-35 demographic, which makes up over 70% of the population, Kumari Jewels brings a fresh, fashion-forward perspective to fine jewellery. With customisable, lightweight pieces that start at ₹10,000 and go up to ₹1.5 lakh, the brand blends accessible luxury with global design sensibilities and Indian craftsmanship.
“Kumari is not just a new brand—it’s a new blueprint for what jewellery retail in India can look like,” said Amit Bandi, CEO of Kumari Fine Jewellery. “We’re building a model that’s agile, data-led, and deeply attuned to how young India shops today… With the momentum we’ve seen, our target of 35 stores in three years is not just ambitious, it’s inevitable.”
Kumari has seen a surge in digital traction—from 25,000 online engagements in November 2024 to over 300,000 today—and reports a 20% month-on-month revenue growth, doubling sales since launch. This success is powered by a robust omnichannel strategy that merges immersive in-store experiences with sharp, data-driven digital marketing.
Co-Founder Vikas Kataria noted, “The jewellery market in India is ready for disruption. Kumari Jewels addresses a vital need—offering accessible, style-led designs that enable self-expression while staying true to our heritage of craftsmanship.”
Creative Director Supriya Kataria added, “Our collections draw inspiration from global fashion capitals, blending contemporary elegance with Indian roots to create sleek, versatile pieces for the modern Indian woman.”
Looking ahead, Kumari is preparing to expand across major cities including Bengaluru, Hyderabad, Delhi-NCR, Pune, Ahmedabad, Baroda, Chandigarh, and Jaipur. The brand also plans to debut international pop-up stores in London and the UAE by the end of 2025.
With strong leadership, an inclusive design philosophy, and a business model tuned to a digitally savvy audience, Kumari Jewels is not just building a jewellery brand—it’s shaping a cultural movement for a new generation of Indian women.
National News
MMTC-PAMP Appoints Sidharth Malhotra As Brand Ambassador
As Part Of The Association, Sidharth Will Lead MMTC-PAMP’s New Integrated Campaign, ‘Purest And More,’ Showcasing The Brand’s Expanding Portfolio Across Physical Precious Metals, Digital Investments and Responsible Gold Recycling.
MMTC-PAMP, India’s only London Bullion Market Association (LBMA)-accredited Good Delivery Gold & Silver refiner, today announced acclaimed actor Sidharth Malhotra as its Brand Ambassador, marking a significant milestone in the brand’s journey to strengthen its connection with a new generation of consumers. As part of the association, Sidharth will lead MMTC-PAMP’s new integrated campaign, ‘Purest And More,’ showcasing the brand’s expanding portfolio across physical precious metals, digital investments and responsible gold recycling.
The integrated campaign showcases MMTC-PAMP’s complete ecosystem, from 24K 999.9+ purest gold and silver coins and bars to digital gold and silver, gold recycling, online purchasing and assured buyback services. Through relatable, everyday moments and festive celebrations, the campaign reinforces MMTC-PAMP’s position as India’s most trusted precious metals brand while making gold ownership more relevant, accessible and convenient for today’s consumers.
Announcing the association, Samit Guha, Managing Director and CEO, MMTC-PAMP said:
“We are delighted to welcome Sidharth Malhotra to the MMTC-PAMP family. Sidharth has built a strong reputation through authenticity, credibility and a modern outlook—qualities that closely reflect the values of our brand. As one of India’s most admired and influential actors, he enjoys a deep connect across generations, making him an ideal ambassador as we continue expanding the reach of MMTC PAMP among both seasoned investors and first-time buyers.
This partnership comes at an exciting phase in our growth as we continue to redefine precious metals ownership through innovation, responsible sourcing and world-class quality. Through our ‘Purest And More’ campaign, we are showcasing how MMTC-PAMP today offers far more than physical gold—from digital investments and online buying to gold recycling and assured buyback—while remaining uncompromising on purity and trust.”
The campaign film unfolds through a series of relatable family moments around a wedding celebration, with Sidharth naturally introducing consumers to MMTC-PAMP’s diverse offerings. The storytelling highlights that every MMTC-PAMP offering is backed by the brand’s commitment to purity, trust and convenience while reinforcing its promise of “Purest And More.”
Speaking on the association, Sidharth Malhotra said:
“MMTC-PAMP has built a remarkable reputation for purity, trust and innovation, while also modernising the way people invest in and experience precious metals. Whether it’s celebrating life’s milestones, building long-term wealth or embracing more responsible choices through recycled gold, the brand continues to stay relevant for today’s consumers. I’m excited to be part of this journey and look forward to connecting with people through the ‘Purest And More’ campaign.”
The association brings together one of India’s most recognised actors with one of the country’s most trusted precious metals brands at a time when consumer interest in certified physical gold, digital gold and sustainable precious metals solutions continues to grow. With Sidharth Malhotra as the face of the brand, MMTC-PAMP aims to further strengthen its leadership position while deepening engagement with a younger, digitally connected audience.
The campaign will be amplified across television, digital platforms, social media, print, retail stores and e-commerce channels, with dedicated creatives highlighting key offerings including digital gold and silver, festive gifting, Virasat recycled gold, Akshaya Tritiya, Diwali and MMTC-PAMP’s certified purity credentials.
Link to the TVC (YouTube):
Link to the TVC (Instagram):https://www.instagram.com/p/DciH4s7tim5//
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