MUMBAI: The Gitanjali Group and Damas - the largest retailing jewelry brand chain in the Middle East - have joined forces to launch the former's Nakshatra and Asmi brands in the Middle East.
Gitanjali Group chairman Mehul Choksi with Rakesh Roshan and others
The Gitanjali Group also announced a tie-up with director Rakesh Roshan for his forthcoming film Krrish, which is a sequel to Koi Mil Gaya, wherein D'damas will be launching a signature line of jewelry inspired by the film. This is in keeping with D’damas completing two years.
D'damas' brand ambassador Celina Jaitley along with other models set the ramp on fire adorning jewelry from Nakshatra, Asmi, D’damas fit for royalty, at a fashion show by designer Vikram Phadnis.
Gitanjali Group chairman Mehul Choksi with Celina Jaitley
Under the retail tie-up Damas, Dubai would launch Nakshatra and Asmi in Dubai making them first Indian jewelry brands to go global. For this Damas has entered into a strategic tie-up for Nakshatra with Brightest Circle Jewelry Pvt. Ltd., (a tie-up between three diamond sight holders Gitanjali Group, Dimexon Diamonds and Mahindra Brothers). Brightest Circle Jewelry Pvt. Ltd is the official company appointed by DTC to make Nakshatra a global brand. The Gitanjali Group is the sole licensee for taking Asmi international.
Damas MD Tawhid Abdullah said, "In this short span of two years, D’damas has not only emerged as a market leader but has also carved out a niche for itself amongst the consumers. This is a remarkable achievement for us and we plan to further strengthen this relationship by launching Nakshatra and Asmi in association."
Gitanjali Group chairman Mehul Choksi said, "Gitanjali Group has always believed in raising the bar for itself which in turn have become industry benchmarks. It’s a great honor to be part of launching India’s maiden jewelry brands Nakshatra and Asmi in the international market just the way we were part of launching India’s first branded jewelry."
Speaking about the tie-up with D'damas, Roshan said, "D’damas is a young and vibrant brand which in its short journey has to its credit many milestones. With this association we hope to connect with our fans on an emotional level wherein the signature line inspired by the film Krrish would give them a chance to preserve a piece from the film for long time to come."
D’damas president Dharmesh Sodha added, "It is our honour to associate with Mr Roshan who always has believed in making film from the heart, which have instantly connected with the audiences. With creating this special line inspired by the film we wish to tap into new audiences."
