LML Brand Holdings has acquired diamond jewellery brands Asmi and Sangini, marking its entry into the branded jewellery segment. The acquisition was announced on August 10, 2026.
The move is part of LML Brand Holdings’ “Reimagining Legends” strategy, which focuses on acquiring established Indian brands and developing them through strategic partnerships, innovation and market expansion.
Asmi was launched as a diamond jewellery brand centred on self-purchase and women celebrating personal achievements. Its campaigns featured actor Priyanka Chopra. Sangini built its positioning around relationships and life milestones, with Salman Khan and Kareena Kapoor associated with its campaigns.
LML Brand Holdings follows a licensing-led model. Under the structure, the company focuses on brand stewardship, while operating partners manage product development, manufacturing, distribution, sales and market expansion.
Yogesh Bhatia, Managing Director, LML Brand Holdings, said, “At LML Brand Holdings, we believe iconic brands never lose their relevance, they simply need the right vision to evolve with changing consumer aspirations.”
He added that the company’s approach is to preserve the trust and legacy established by brands while developing them through partnerships and long-term brand-building. “Asmi and Sangini embody exactly that philosophy,” Bhatia said.
Asmi and Sangini were originally launched by De Beers’ Diamond Trading Corporation in the early 2000s and were later managed under the Gitanjali Group.
The acquisition expands LML Brand Holdings’ portfolio of Indian brands and brings jewellery into its licensing-led brand management strategy.
