LML Brand Holdings Acquires Asmi and Sangini, Enters Branded Jewellery

LML Brand Holdings has entered India’s branded jewellery segment with the acquisition of Asmi and Sangini, two established diamond jewellery brands with roots going back to the early 2000s.

Originally launched by De Beers’ Diamond Trading Company (DTC), Asmi and Sangini later came to be associated with the now-defunct Gitanjali Group. Asmi became known for positioning diamonds around self-purchase and celebrating women’s personal achievements, while Sangini built its identity around jewellery marking relationships and significant life occasions. Both brands also gained visibility through high-profile Bollywood campaigns, including Asmi’s association with Priyanka Chopra and Sangini’s campaigns featuring Salman Khan and Kareena Kapoor.

The acquisition marks LML Brand Holdings’ entry into branded jewellery and forms part of its “Reimagining Legends” strategy, which focuses on acquiring established Indian brands and developing their next phase through partnerships and brand-led growth.

LML operates through a licensing-led model. The company focuses on brand stewardship, while its operating partners take responsibility for product development, manufacturing, distribution, sales and market expansion. The model will be applied to the jewellery brands as LML looks to build on their existing consumer recognition and brand equity.

Yogesh Bhatia, Managing Director of LML Brand Holdings, said the company’s approach is to preserve the trust and legacy established by recognised Indian brands while developing them for changing consumer aspirations. He described Asmi and Sangini as fitting that strategy as the company expands its portfolio across consumer categories.

The financial terms of the acquisition have not been disclosed.