Driven by its vision of identifying and revitalising iconic Indian brands that have earned lasting consumer trust, LML Brand Holdings announced the acquisition of Asmi and Sangini, marking its entry into the branded jewellery segment. The acquisitions further strengthen the company's "Reimagining Legends" philosophy of preserving the legacy of well-loved brands while unlocking their next phase of growth through strategic partnerships, innovation and market expansion.

For decades, Asmi and Sangini have held a distinct place in India's jewellery landscape. Asmi became one of the country's most recognised diamond jewellery brands by championing the idea of self-purchase, encouraging women to celebrate their achievements through diamonds.

LML Brand Holdings acquires heritage brands with strong consumer recognition and partners with category experts through a licensing-led model to unlock their long-term potential. Under this approach, the company focuses on brand stewardship while licensing partners drive product development, manufacturing, distribution, sales and market expansion, ensuring that each brand evolves while staying true to its legacy.

The acquisition marks another milestone in LML Brand Holdings' long-term strategy of building a portfolio of iconic Indian brands across categories. By combining strong brand equity with modern business partnerships and category expertise, the company aims to preserve the legacy of these brands while enabling them to thrive in an evolving consumer landscape.

Courtesy: AOJ DESK NEWS