Asmi is diamond jewellery line for the new age Indian woman, celebrating her new found economic & social independence. For her, self indulgence & self rewards are needs that co-exist with her family, social or professional responsibilities. The Asmi diamond collection is a unique symbol of a women’s drive and attitude to work and life. It is an external reflection of the fire within her.

Asmi was launched as a brand to fulfil every woman's innate need for self-expression, and lauding the Indian woman's “inner fire”. Asmi was launched in 2002 by the Diamond Trading Company (DTC), which was subsequently taken over by the Gitanjali group. The brand aims to fulfill every woman's innate need for self expression while lauding her inner fire. Asmi caters to the woman of substance & satisfies her need for reward & recognition, evolving continuously to suit her style & personality. Asmi Jewellery has a contemporary delicate and feminine look that is distinctly evocative of strength & grace. In brief Asmi is for the woman of spirit.

Brand Mission: To empower the women and applaud her for various achievements in her lifetime.

Brand Strategy: To promote the attitude of self-reward and maximize occasions of self purchase.

Brand Values: Authenticity, Affordability, Accessibility.

This popular jewellery franchise brand today enjoys a presence in different towns and cities across the country. Asmi is looking for more expansion through franchising in near future. We are looking for likeminded entrepreneurs who can join our franchise network and help us grow and enjoy a successful career for them.