National News
Limelight Diamonds announces major expansion and INR 250 CR fundraise to accelerate growth of India’s no.1 lab grown diamond brand
This establishes Limelight as India’s first fully integrated LGD Brand with a target of 200 stores by 2027 and reinforces its leadership in responsible luxury
Limelight Diamonds, India’s no.1 lab-grown diamond jewellery brand, announces a major expansion into in-house diamond growing & manufacturing capabilities. This marks a significant milestone in the company’s journey and its commitment to building Limelight as the largest LGD jewellery brand from India to the world. This integration significantly reduces dependency on third-party suppliers, strengthens cost control, and enables faster product launches, exclusive collaborations, and consistent quality across all consumer touchpoints.
The fresh capital will be deployed towards accelerating retail expansion, strengthening design
possibilities and cementing Limelight’s leadership in the next phase of category growth.
Founded with the vision of fulfilling India’s diamond dream without compromising on design,
quality, or values, Limelight has played a pioneering role in shaping India’s lab-grown diamond jewellery market. Today, it stands as the largest and most trusted brand in the segment, supported by a rapidly expanding exclusive retail network and growing consumer advocacy.
As interest in the lab-grown diamond sector increases and more players enter the category,
Limelight’s early investments in supply-chain integration and brand-building initiatives place it in a strong position as one of the well-capitalised companies capable of scaling responsibly.
“This capital raise and vertical integration mark a defining moment in Limelight’s growth journey,” said Pooja Madhavan, Founder and MD, Limelight Lab Grown Diamonds. “It enables an end-to-end control across the value chain offering enhanced transparency, traceability and technological innovations. This will strengthen our business, and equip us to scale responsibly while continuing to deliver superior quality and value to our customers.
By providing a “rocks to retail” offering to consumers, we are not just growing the brand; we are building the foundation for the future of fine jewellery in India and globally.”
Limelight’s growth strategy remains firmly rooted in responsible luxury with an aggressive
growth plan of reaching 200 stores by 2027. By combining science, design innovation, and ethical practices, the brand continues to appeal to a new generation of consumers seeking transparency, sustainability, and fulfilling their design aspiration.
Source: LimeLight Diamond
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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