Nakshatra and Asmi to cast there spell in the Middle East…first Indian jewellery brands to make international debut

July 18, 2005:
India has never sparkled this way for a very long time. Indias top diamond brands Nakshatra and Asmi are all set to be launched in Middle East by Damas, the largest retailing jewellery brand chain in the Middle East in association with the Gitanjali Group, which was announced at a glittering event today. This is a great accomplishment for India, which till recent times was looked upon as a base for sourcing raw material and is now set to debut with Indian jewellery brands in the international market. The Gitanjali Group scored a double whammy by announcing a tie-up with Bollywood film director Rakesh Roshan for his forthcoming film Krrish - sequel to Koi Mil Gaya, wherein Ddamas would launch a signature line of jewellery inspired by the film, this is in keeping with Ddamas completing two years.

It was truly an evening to remember, where the gorgeous Bollywood beauty Celina Jaitley along with other models set the ramp on fire adorning jewellery from Nakshatra, Asmi, Ddamas fit for royalty, at a fashion show by designer Vikram Phadnis.

Under the retail tie-up Damas, Dubai would launch Nakshatra and Asmi in Dubai making them first Indian jewellery brands to go global. For this Damas has entered into a strategic tie-up for Nakshatra with Brightest Circle Jewellery Pvt. Ltd., (a tie-up between three diamond sight holders Gitanjali Group, Dimexon Diamonds and Mahindra Brothers) the official company appointed by DTC to make Nakshatra a global brand. And Gitanjali Group is the sole licensee for taking Asmi international.

Said Mr. Tawhid Abdullah, MD of Damas "In this short span of two years, Ddamas 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."

Mr. Mehul Choksi, Gitanjali Group, said, "Gitanjali Group has always believed in raising the bar for itself which in turn have become industry benchmarks. Its a great honor to be part of launching Indias maiden jewellery brands Nakshatra and Asmi in the international market just the way we were part of launching Indias first branded jewellery."