About ASMI

Asmi in Sanskrit means "I AM"  It is jewellery 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.

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 ASMI

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.

Brand Personality
Expression of power of feminity, reflection of confidence, attitude and the inner spirit of a woman.

Brand Ambassador
Asmi is endorsed by renowned actress – Priyanka Chopra.

Brand Proposition
Commemorating a woman’s success and inspiring her to achieve higher goals.

Brand Tagline
For the woman of spirit.

Why ASMI ?

Affordable Luxury
Asmi jewellery is priced very reasonably to make it affordable for our prospective customers who fall in the middle class & upper middle class categories.

Designs
The design concept of Asmi Diamond Jewellery revolves around curvilinear forms that symbolize the inner fire of women.

Marketing Support
Brand Asmi is advertised through all the major mediums like TV, Press, Magazines, Outdoors, Events, Exhibition, Local Activities, Sales Promotions, PR, Etc.

Back-end support
Asmi believes & offers a complete back-end support, to assist & advice all the channel partners in achieving their set targets & goals.

Availability of stock
Asmi assures timely delivery of stocks, whenever required.

Asmi is present in 500+ Retail Outlets pan India