National News
Zen Diamond Plans Aggressive Expansion in India with 100 Stores by 2030
Diamond jewellery brand Zen Diamond is planning a major retail expansion in India, targeting 100 stores by 2030, primarily in premium malls across metro and Tier-II cities.
The company currently operates two stores in Mumbai and has signed up for three more — “two in the south and one in the north,” taking the total to five by year-end.
“We are looking at retail expansion in India. We are planning to have 100 stores across India in the next five years, initially in the major metros, followed by tier II cities,”
— Neil Sonawala, Managing Director, Zen Diamond India
The focus will be on establishing outlets in high-end malls that already attract premium shoppers.
“The stores will be located in quality malls, which already attract consumers and already have the presence of international brands.”
The company has already made a significant investment in the Indian market.
“For our India presence, we’ve already invested ₹100 crore, funded through internal accruals.”
Initial store openings will continue to be internally funded, but Zen Diamond is open to other models going forward.
“We plan to expand, at least up to 10–15 stores, through internal accrual. Post that, for 100 stores in India in the next five years, we will tap different channels for funding. Maybe it could also be a franchise or we could also have some other alternate funding arrangements. It’s a bit premature to talk about that at this stage.”
Zen Diamond currently operates over 450 stores in 20 countries, and is now ramping up its digital presence in India.
“We are launching an e-commerce platform. So, we will also have a shop-in-shop in 4–5 Pernia’s Pop-Up outlets by the end of the year.”
In terms of product offering and design strategy for India, the company is blending global appeal with local preferences.
“The Zen Diamond stores in India will have 75–80% of selected international designs. But of course, in India we also need to blend with the local culture and the local taste and preferences. So, 20% of designs are also created in India and which are more on the Indo-Western line.”
“We are on the modern, trendy, international side of designs, ranging from ₹20,000 and going all the way up to ₹15 lakh. Our focus is everyday wear, evening wear and gifting.”
To support local demand and ensure quick supply, Zen Diamond has also established a manufacturing unit in Mumbai.
“We have a manufacturing unit in Mumbai. So, everything is made in India in our facilities. We have a capacity of close to 35,000–40,000 pieces a month. So, almost 500,000 pieces a year.”
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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