About Gitanjali
Set up in 1966, the Gitanjali Group is one of the earliest diamond houses to be set up in India. By 1968, under the chairmanship of Mehul Choksi, Gitanjali became one of the first Indian sightholders.
Today, it holds the largest number of diamond jewellery brands and sub-brands in India. These include Gili, D’damas, Asmi and sub-brands like Nakshatra, to name a few.
Besides the brands, the company boasts of highly modernised diamond cutting and polishing facilities. In addition to this, it has jewellery manufacturing units at five locations in India.

The mark of trust
The FOREVERMARK programme is an initiative of the Diamond Trading Corporation (DTC) sightholders. It involves the assignation of a unique number to each diamond. This vital signature validates the diamond being purchased, as natural and genuine. It also implies that the diamond has been supplied by DTC and has not been altered or treated by any artificial means.

In order to qualify for this programme, the Gitanjali factory was audited by the Société Générale de Surveillance (SGS), one of the leading surveillance bodies in the world. An evaluation of Gitanjali’s diamond manufacturing and production processes was carried out. On passing the audit, the group’sfactories were declared as compliant to the ‘Best Practice Principles’ laid down by DTC. As a result, all D’damas jewellery now carries the FOREVERMARK.

Reinforcing the group’s emphasis on quality, Mehul Choksi, Chairman, Gitanjali Group, says, “In terms of business operations, we have always believed in transparency. The programme is a major step in organising the industry and reinforcing ethics and quality standards in the diamond business. Such initiatives help us establish a longstanding relationship with our customers. It also enhances our credibility in the market, with our trade associates, dealers and stakeholders.”

Gili
Launched in 1994, Gili Jewellery, a part of the Gitanjali Group, ushered in the birth of branded jewellery in India. Conceived by Mehul Choksi, the brand changed the Indian jewellery scenario and pioneered the concept of manufacturing branded jewellery.
Today, the Gili product range is inclusive of specific collections for various occasions, namely, Gili Eternal, Gili Everyday, Gili 8Teen, Gili Ethnic, Gili 9 to 5, Gili Twilight, etc.

Asmi
Promoted by DTC, Asmi Diamond Jewellery is now managed by the Gitanjali Group.
Launched as a brand to fulfil every woman’s innate need for self-expression, the word Asmi means ‘I am’.
Asmi offers a range of distinctive, contemporary, yet affordable designs in diamond jewellery for the woman of today.
The brand has a strong retail network of 250 counters across the country. This includes a strong presence in malls, departmental stores and multi-brand outlets.

D’damas
The journey of Damas, a UAE-based company, began in 1907 with the establishment of its first shop. Since then, Damas Jewellery LLC has grown and expanded over the years. Today, Damas has a trade network that spans many countries across the world — America, Lebanon, Doha Qatar, Jordan, Maldives, Bahrain, Kuwait, India, to name a few.
In 2003, the Gitanjali Group and Damas came together to form D’damas. With an intensive branding exercise built upon by a 360 degree advertising campaign, D’damas today is a household name.
The D’damas brand has come to stand for contemporary gold and diamond jewellery. Its collections cater to both men and women, across every age group. In fact, D’damas gold jewellery is endorsed by the World Gold Council.
In the FOREVERMARK range, D’damas has successfully assembled an eclectic collection. Most of the jewellery designs have a diamond content of around 30 cents moving up to 25 carats. The designs are a combination of traditional, contemporary and fusion-based motifs.
Some of the sub-brands under the D’damas brand include Nakshatra, Sangini and Gold Expressions.

Nakshatra
Nakshatra, which means a constellation of stars, evokes images of fate, heaven, destiny and the universe. With its superbrand status, Nakshatra has a great aspirational value attached to it.
Owned by DTC, Nakshatra’s manufacturing, distribution and marketing rights are held by Brightest Circle Jewellery Private Limited (a joint venture between Gitanjali and two other companies).

Sangini
In the year 2004, Sangini was launched by DTC as one of its flagship brands. Focussed on couples, especially men, the brand has a very strong philosophy that also reflects in its designs and enjoys wide appeal in the Indian market.
Recently, it was taken over by Spectrum Jewellery, an equal partnership joint venture between Gitanjali Group and another company.

Send this article to a friend

TO READ FURTHER... SUBSCRIBE FOR YOUR COPY TODAY!!!