Sangini diamond jewellery is positioned as a brand that glorifies woman in the man-woman relationship as the centre of a man's life. Sangini is also rated as one of the top three brands in the country. The brand is focused on couples, especially men. Surveys point out that men believe that gifting a diamond to the “significant other” is a true expression of their love. The brand has a very strong philosophy to itself which truly reflects in its designs as well. Kajol and Ajay Devgan, the most celebrated and glamourous couple in the land lend the brand their aura by being the brand ambassadors.