LML Brand Holdings acquires Asmi and Sangini jewellery brands

LML Brand Holdings has acquired jewellery brands Asmi and Sangini, marking its entry into the branded jewellery segment as part of its strategy to build a portfolio of established Indian brands. The company said the acquisitions align with its “Reimagining Legends” approach, which focuses on reviving heritage brands through partnerships, innovation and market expansion.

Asmi has built recognition as a diamond jewellery brand around the concept of self-purchase and celebrating women’s achievements, while Sangini has positioned itself around jewellery associated with relationships and significant life occasions. Both brands have also gained visibility through campaigns featuring Bollywood personalities, with Priyanka Chopra associated with Asmi and Salman Khan and Kareena Kapoor associated with Sangini.

LML Brand Holdings operates through a licensing-led model where it focuses on brand stewardship, while its operating partners handle product development, manufacturing, distribution, sales and market expansion. The company said the acquisition will allow it to leverage the existing consumer recognition and brand equity of Asmi and Sangini while developing their presence for newer consumer segments.