LML Brand Holdings acquires the two jewellery labels as it expands its licensing-led portfolio of established Indian brands
LML Brand Holdings is entering the branded jewellery market with the acquisition of Asmi and Sangini, two brands with established consumer recognition built around diamond jewellery, self-purchase and relationship-led occasions.
Asmi gained recognition for positioning diamonds as a way for women to celebrate their own achievements, while Sangini built its identity around jewellery marking relationships and personal milestones. The brands also have a history of high-profile celebrity campaigns, with Priyanka Chopra associated with Asmi and Salman Khan and Kareena Kapoor with Sangini.
The acquisition brings the brands under LML Brand Holdings’ ‘Reimagining Legends’ strategy, which focuses on acquiring established Indian brands and finding new avenues for growth while retaining their existing consumer equity.
LML Brand Holdings will use its licensing-led model for the jewellery brands. The company will focus on brand stewardship, while licensing partners will handle product development, manufacturing, distribution, sales and market expansion. The model enables LML Brand Holdings to work with category specialists while retaining control over the positioning and legacy of the acquired brands.
“Iconic brands never lose their relevance, they simply need the right vision to evolve with changing consumer aspirations,” said LML Brand Holdings Managing Director Yogesh Bhatia.
The jewellery acquisition expands LML Brand Holdings’ portfolio beyond its existing heritage brands and gives the company an entry point into a category where Asmi and Sangini already have consumer recall and emotional equity. The company said it will focus on evolving both brands for changing consumer aspirations while preserving the legacy that established their positions in the market.
