LML Brand Holdings Expands into Jewellery with Asmi, Sangini Acquisition

LML Brand Holdings is making its foray into the branded jewellery segment with the acquisition of jewellery brands Asmi and Sangini, expanding its portfolio as part of its strategy to revive, reposition and scale established Indian brands.

Yogesh Bhatia announced the development, describing the acquisition as an important milestone in the company’s long-term plan to build a portfolio of iconic Indian brands across diverse consumer categories.

The addition of Asmi and Sangini will enable LML Brand Holdings to establish a presence in the jewellery market while extending its licensing-led growth model. The company plans to leverage the existing brand equity and consumer recognition of the two labels and adapt them to meet the evolving preferences of today’s consumers.

The move is part of LML Brand Holdings’ broader “Reimagining Legends” strategy, which focuses on identifying established brands with strong consumer recall and unlocking their next phase of growth through brand revitalisation, strategic partnerships and wider market expansion.

Asmi and Sangini have established a presence in the Indian jewellery market and developed recognition among consumers over the years. Their inclusion is expected to add a new category to LML Brand Holdings’ portfolio while supporting its objective of building a diversified stable of consumer-facing brands.

The acquisition also comes amid growing interest in brand licensing and strategic partnerships as businesses look to unlock the potential of established brands. With its latest move, LML Brand Holdings is seeking to build a brand management platform that can revive heritage names and scale them across contemporary consumer markets.