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Keemti opens 11th store, adds third Delhi-NCR location in two months
Lab-grown diamond jewellery brand Keemti opened its 11th Indian outlet at M3M Route 65 in Gurgaon, its third Delhi-NCR store in two months. Backed by Nikhil Kamath and Kavin Shah, it plans further national store, e-commerce and marketplace expansion.
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Store and format facts
Figures from IMAGES Business of Fashion,
- Three Delhi-NCR locations
- More than four decades of Kothari Group jewellery experience
Other figures
- Founded in 2025
What it means for the format
Keemti’s third Delhi-NCR opening in two months validates Gurgaon as a priority cluster and raises the need to optimize local inventory, staffing and hyperlocal customer acquisition.
Next on the rollout
- Further Keemti store announcements in Delhi-NCR, Mumbai, Bengaluru, Hyderabad or other top jewellery consumption markets.
- Evidence of cluster economics, including repeat NCR openings, larger-format stores or mall expansion.
- Launches of click-and-collect, virtual consultations, customization tools or unified loyalty programs.
- Marketplace assortment expansion, discounting intensity and changes in online pricing for lab-grown diamond jewellery.
- Competitor store launches or promotional responses from lab-grown diamond specialists and incumbent jewellery chains.
The counter-case
The case against this reading — not reported by the source.
A third Delhi-NCR opening in two months may reflect a land-grab strategy rather than proven store-level demand. With only 11 stores nationally, rapid physical expansion can raise fixed costs, cannibalise nearby locations and create inventory pressure in a category exposed to lab-grown diamond price declines and intense discounting. Omnichannel ambitions also require sustained marketing, fulfilment and working-capital investment, so store-count growth alone is not evidence of profitable scale.
The source
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