Prismara CEO Saransh Kothari, a fifth-generation entrepreneur, discusses blending a 120-year KGK Group legacy with modern luxury, the rise of lab-grown diamonds and Prismara’s ambitions
Saransh Kothari, Chief Executive Officer of Prismara, the luxury jewellery brand of the KGK Group, represents the fifth generation of one of India’s most enduring business legacies. Backed by the KGK Group’s 120-year heritage in gemstones, diamonds and jewellery, Kothari is leading the brand’s expansion with a focus on contemporary design, lab-grown diamonds and consumer-centric innovation
In this conversation with BW Retail World, he shares how Prismara is redefining luxury jewellery for modern consumers, the opportunities in India’s fast-growing lab-grown diamond market, and the leadership lessons he has inherited from generations of entrepreneurs.
As the fifth generation of a 120-year-old business family, how do you balance preserving the KGK Group’s legacy while building Prismara as a contemporary luxury jewellery brand?
The greatest inheritance I have received from the previous generations is wisdom. They built businesses rooted in strong values, ethics and long-term thinking, and those principles continue to guide us today.
At Prismara, we have consciously fused heritage with innovation. Natural gemstones were among the original businesses that KGK entered in 1905, and they represent our legacy. Lab-grown diamonds, on the other hand, are the modern dimension I am bringing into the business because I believe they represent the future of jewellery, particularly in India.
By combining natural gemstones with lab-grown diamonds, we are preserving our heritage while reshaping it for a new generation of consumers.
India’s luxury market is undergoing significant transformation, particularly among younger consumers. What changes are you witnessing in jewellery-buying behaviour?
The role of jewellery is evolving. Earlier, consumers would purchase a few expensive pieces that were worn only on special occasions and spent most of their time in lockers.
Today, jewellery is increasingly being viewed as a lifestyle accessory. Consumers want versatile, minimal and elegant pieces that complement their daily lives and personal style.
That is precisely how we have positioned Prismara. We are building a lifestyle jewellery brand designed for the modern Indian woman. Women today play multiple roles and wear many hats, whether professionally or personally. Our focus is on creating jewellery that allows them to express different aspects of their identity while fitting seamlessly into their everyday lives.
What differentiates Prismara in an increasingly crowded premium and luxury jewellery market?
One of our strongest differentiators is that we combine natural gemstones and lab-grown diamonds in a way that very few players can.
We are uniquely positioned because of our vertical integration. We source some gemstones from our own mines, cut and polish them ourselves, and manufacture the jewellery in-house. Similarly, for lab-grown diamonds, we grow, cut, polish and set them into finished jewellery ourselves.
Many new entrants in the lab-grown diamond space come from outside the jewellery industry. Our advantage is that we understand the entire value chain. Beyond that, we also cater to specialised segments such as astrological jewellery, where authenticity and access to natural gemstones are critical.
What are Prismara’s key growth priorities over the next three to five years?
Our primary focus is omnichannel expansion within India. India itself is an enormous market with immense untapped potential.
As a group with deep roots in the country, serving Indian consumers is particularly meaningful to us. We are initially focusing on metro and Tier-I cities, where demand for premium jewellery and lab-grown diamonds is already strong.
As awareness around lab-grown diamonds grows and consumers better understand that they are atomically identical to natural diamonds, we expect adoption to expand into other markets as well.
How do you see technology, sustainability and personalisation shaping the future of the jewellery industry?
I believe design and customisation will become the defining differentiators for jewellery brands over the next decade.
Lab-grown diamonds have made personalisation more accessible because consumers can customise pieces without dramatically increasing costs. With natural diamonds, even small changes can significantly raise prices.
At Prismara, we are leveraging AI tools to support our design teams and accelerate the design process. While creativity still comes from our designers, technology helps improve efficiency and generate ideas faster.
Brands that can offer meaningful personalisation while maintaining exceptional design standards will create a strong competitive advantage in the years ahead.
What leadership lessons have you inherited from previous generations, and what new perspective are you bringing to the KGK legacy?
One of the most important lessons I have learned is the importance of building businesses based on values and ethics rather than simply focusing on the bottom line.
The second lesson is the importance of building relationships that endure. Many business relationships flourish during good times but disappear during difficult periods. Our family has always focused on creating relationships that survive multiple economic cycles and often span decades.
The perspective I am bringing is a strong emphasis on first-principles thinking. I believe it is essential to understand how something fundamentally works before building on it.
Whether it is jewellery, technology or any other sector, understanding the foundations gives you the ability to adapt, innovate and create long-term value.
The lab-grown diamond market has become increasingly competitive, with several well-funded players entering the segment. How does Prismara plan to stand out?
We believe differentiation will happen naturally over time.
Many brands have entered the market, but ultimately consumers will identify companies that genuinely understand jewellery and can consistently deliver quality products.
Our vertical integration gives us a significant advantage. We control every stage of the process—from growing diamonds and sourcing gemstones to manufacturing finished jewellery.
Marketing is important because it creates awareness, but it is not what builds lasting customer loyalty. That comes from creating exceptional products, delivering excellent service and building genuine connections with consumers.
Price remains one of the biggest attractions of lab-grown diamonds. How does Prismara balance affordability with quality?
Price is certainly important, especially for Indian consumers, and we ensure our products remain highly competitive.
However, because we manufacture everything in-house, our highest priority is maintaining superior product quality. Consumers are not only getting competitive pricing but also craftsmanship and quality that we believe exceeds much of what is currently available in the market.
For us, affordability should never come at the expense of excellence.
