Augmont to launch affordable jewellery brand Akoirah with ₹100 cr investment

With the rising popularity of lab-grown diamonds in India, gold trading platform Augmont, which claims to be the country’s largest fully integrated gold player, is set to invest ₹100 crore in expanding into the lab-grown diamond (LGD) market with the launch of Akoirah.

As part of this investment, 100 Akoirah stores are planned over the next three years, says Ketan Kothari, Director, Augmont.

Speaking to CNBC-TV18, Kothari said, “The initial investment outlay is ₹100 crore for these stores. Later, there will be a combination of franchisee and company-owned stores, with additional funds allocated accordingly.”

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With the global lab-grown diamond market projected to reach $1.2 billion by 2033, Kothari believes the space is ripe for branded players to capitalise on, as India lacks trusted names in the segment.

As the government continues to push for growth and employment opportunities in the lab-grown diamond sector, Augmont sees potential for the industry to revolutionise the fine jewellery market by making diamonds more ethical, sustainable, and accessible than ever before.

Given this, Augmont claims that its sourcing capabilities and technological excellence will lead the charge in redefining luxury jewellery for the Indian market.

Akoirah jewellery will feature 100% pure recycled gold and responsibly sourced lab-grown diamonds, ensuring Indian consumers can make a sustainable choice without compromising on brilliance or quality.

With brands like Giva already present in the space, Augmont and Akoirah aim to redefine the jewellery-buying experience through an omni-channel brand strategy, leveraging Augmont’s existing base of over four crore digital gold consumers.

“With prices starting at ₹5,000, Akoirah will cater to a diverse customer base across the country. From a seamless online shopping experience to a strong offline presence, the brand plans to expand to 300 stores across India, ensuring customers nationwide can access fine diamond jewellery backed by Augmont’s legacy of trust and value,” Kothari said.

Augmont – Gold for All is India’s No.1 platform for buying, selling, investing in, and growing gold. From BIS-certified refineries to redefining gold ownership in India, Augmont claims to be a thought leader in the gold industry, offering a comprehensive suite of gold solutions—including gold loans, digital gold, gold coins and bars, old gold selling, jewellery, and more.

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