Asmi Diamond jewellery was originally introduced by the Diamond Trading Corporation (DTC) in the year 2002 & was subsequently handed over to Gitanjali Group. Asmi the fasted growing brand of the Gitanjali Group offers jewellery that has a contemporary delicate and feminine look that is distinctly evocative of strength & grace. ASMI is the first jewellery brand to address the needs of modern Indian woman. Asserting her identity, making her own destiny, rewarding her own toils & therefore buying her own jewellery & not waiting to be gifted. Asmi collections depict the various stages of a women’s life. SIDDHI: The Graduation Collection YUKTA: The Corporate Collection AANCHAL: The Wedding Collection ANANTYA: The Pinnacle Collection In brief Asmi is for the woman of spirit Partner with ASMI India's most loved Diamond Jewellery Brand. Space required: 400 sq.ft & above Stock Investment: INR.1.0 cr onwards Safe & Secure business. No Jewellery background required Low risk & assured returns Medium Investment high return model Effective Training & Set Up Support Operating under ASMI brand, which is well established India Power brand in the market, since 2002. For more details contact: surjeet.padma@gitanjaligroup.com / 9820785685

1. For the woman of spirit

2. Introduction
Asmi Diamond Jewellery was originally introduced by the Diamond
Trading Company (DTC) in the year 2002, before being handed
over to Gitanjali Gems Limited.
Asmi in Sanskrit means “I AM” stands for the woman with a distinct
identity. It signifies the spirit of the modern Indian woman who is
aware of her inner strength and has repeatedly proven that she can
excel in any field she chooses. Brand caters to the women of
substance & satisfies her mind for rewards recognition, evolving
continuously to suite her style & personality. The brand aims to
fulfill every woman’s innate need for self expression while lauding
her inner fire. It also commemorates a woman’s success and
inspire her to achieve higher goals.
Asmi jewellery has a contemporary delicate and feminine look that
is distinctly evocative of strength & grace.

3. Brand
TARGET GROUP
Females & Males
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.
Class: Sec A & B
BRAND TAGLINE
“For the woman of spirit”

4. BRAND PERSONALITY
Expression of power of feminity, reflection of confidence, attitude and
the inner spirit of a woman.
BRAND PROPOSITION:
Commemorating a woman’s success and inspiring her to achieve higher
goals.
BRAND VALUES:
Authenticity, Affordability, Accessibility
SYMBOLIC VALUE:
The design concept revolves around curvilinear forms that symbolize
the ‘inner fire of woman’ .

5. Why ASMI
DESIGN
TRUST
Asmi Jewellery comes with a third party (diamond & gold) certification &
Insurance Cover.
AFFORDABLE LUXURY
Asmi Jewellery is priced very reasonably to make it affordable for our
prospective customers which fall in the middle & upper middle class categories.
All Asmi Designs are inspired by curves & are very feminine in appearance.
MARKETING SUPPORT
Brand Asmi is advertised through all the major medium like TV, Press,
Magazine, Outdoor, Events, Exhibition, Local Activities , Sales Promotions , PR, etc.

6. AVAILABILITY OF STOCK
Asmi assures timely delivery of stock.
ASMI PRESENCE
Asmi is sold in over 950+Retail Outlets PAN India
BACK – END SUPPORT:
Asmi believes & offers a complete back-end support to assist & advice all
the channel partners in achieving their set targets.

7. Collections
• SIDDHI - The Graduation
Collection
• YUKTA - The Corporate Collection
• AANCHAL - The Wedding Collection
• ANANTYA - The Pinnacle Collection

8. SIDDHI – The Graduation
Collection
• This is a collection to celebrate & recognize the
academic achievements of women
• AGE GROUP: 18 – 24 years
• PRODUCT RANGE: EARRINGS, PENDENTS, RINGS
NOSEPINS.

9. YUKTA – The Corporate
Collection
• This is a collection to celebrate & recognize women in her
corporate & career achievements
• AGE GROUP: 25 – 45 years
• PRODUCT RANGE: PENDENTS, EARRINGS, RINGS,
BRACELETS

10. AANCHAL – The Wedding Collection
• This is a collection to celebrate the relationship of women on an
occasion of engagement / marriage
• AGE GROUP: 22 – 30 years
• PRODUCT RANGE: NECKLACE SETS, BANGLES,RINGS,
NOSEPINS, NOSERINGS, EARRINGS, PENDANTS SETS,
TANMANIA SET

11. ANANTYA – The Pinnacle Collection
• This is a collection to recognize all the achievements of women
when they are at their peak, for those who have blossomed into
independent free spirited women of today
• PRODUCT RANGE: SOLITAIRES, NECKLACE SETS,
EARRINGS SETS, BANGLES,EARRINGS

12. Product
• Necklace Sets
• Earrings
• Rings
• Nose Pins
•Pendants
• Bangles
• Tanmaniya
• Solitaires
Asmi Diamond Jewellery has a contemporary, delicate & feminine look
that is distinctly evocative of strength and grace. All Asmi jewellery are
made of original diamonds with a base of 18 carat gold
• VVS / DEF
• VVS / GH
• VS / GH
• SI / GH
• SI / JK
Diamond Grades Categories

13. Quality Assurance
All Asmi Diamond jewellery pieces are certified by IGI / IDL which
include the following:
• Photograph of the jewellery piece
• Grading / Color
• Diamond Weight
• Gold Weight
• Total Stones (Pieces)
• Hologram of IGI on the certificate
We sell only BIS Hallmarked Gold Jewelery.

14. Display

15. Asmi brand ambassador

16. PROMOTIONAL ACTIVITIES
Brand ASMI Diamond Jewellery is endorsed by “Priyanka Chopra”
& in the past it was endorsed by celebrities like Kajol & Perizad. All
of them epitomize the different strengths that an ASMI woman is
closely identified with fire – free spirited & goal oriented
• Television
• Press Ads
• Magazine Ads
• Outdoor advertising
• Local promotions
• Point of Sale Material
• Public Relations
• Events & exhibitions
Media Mix

17. WHY VENTURE WITH ASMI
Features of Asmi Exclusive Advantages / Benefits to the
Franchisee
Proven business format and system. Low risk and assured returns of venturing
into the new business format.
Offering products & services that has been
sold successfully.
Customer satisfaction and loyalty which in
turn gives high level of inventory turnover.
Operating under our name and reputation.
The brand is well established in the mind
and eyes of the public.
High footfall and conversion rate.
National / Regional scale of advertising and
promotional activities at a lower cost.
Building awareness at a larger scale to
reach its target audience.
Effective Training and Initial Support. Training program, relevant materials and
allocate personnel. Initial training at
commencement and on-going training at
regular intervals.
Ongoing Communication and Support. Technical know-how, marketing and
promotional advice / assistance with
appropriate business planning and
ongoing help with operational issues.
Achieving System Compliance Defined Standards and process of
operations.

18. Store Profile
Franchise Model – ASMI EBO
Parameters Asmi Boutique
Inventory MIN –Rs.1.0 Crore
+ Rs.0.3 Crore*
Operation Model Franchise Owned 100% Diamond, plus 30%
Store Format Brand Store Gold Optional*
Store Positioning Asmi EBO Brands Offered
Target Cities A, B, C Class ASMI
Store Size 400 – 550 Sq ft G Divas
Investment Rs. 1.0 crore to Rs. 2.0 crores Alder & Roth
Product Mix Diamond & Gold Jewellery* Menz
Franchisee Fee Rs. 3.0 lacs Sagaee
Margin
Diamond Jewellery- 30% Gold
Jewellery* – 5% to 12%
Solitaire Jewellery - Upto 15%

19. Store Profile
Franchise Model- ASMI MBO
Parameters Asmi Jewels Inventory MIN – Rs.3.0 Crores
Operation Model Franchise Owned 70% Diamond & 30%
Store Format Jewellery store Gold
Store Positioning
Multi Brand, Multi Segment
jewellery store.
Brands Offered
Target Cities A, B, C Class ASMI, G Divas, Alder & Roth
Store Size 550 – 700 Sq ft Menz, Sagaee, ASMI Gold
Investment Rs. 2 crore to Rs. 5 crores True Platinum
Product Mix
Diamond (2 brands) & Gold
Jewellery
ENVI / MOIRA / KARINA
Franchisee Fee Rs. 5 Lacs
Margin
Diamond Jewellery- 30%
Gold Jewellery – 5% to 12%
Solitaire Jewellery - Upto 15%

20. Store Profile
Franchise Model- ASMI MBO
Parameters Asmi Jewels Inventory MIN – Rs.5.0 Crores
Operation Model Franchise Owned 70% Diamond & 30%
Store Format Jewellery store Gold
Store Positioning
Multi Brand, Multi Segment
jewellery & Lifestyle store.
Brands Offered
Target Cities A, B, C Class ASMI, G Divas, Alder & Roth
Store Size 700 - 1000 Sq ft Menz, Sagaee, ASMI Gold
Investment Rs. Upto 10 crores True Platinum, ME Jewels
Product Mix
Diamond (3 brands), Ruby,
Emerald, Perals, Watches &
Gold Jewellery
ENVI / MOIRA / KARINA
Franchisee Fee Rs. 10 Lacs Nizam, Bezel
Margin
Diamond Jewellery- 30%
Gold Jewellery – 5% to 12%
Solitaire Jewellery - Upto 15%
Watches – 25%, Nizam – 10%
Emonte / Viscontii

21. Store Support System
• Marketing, Brand advertising on TV, Press, Outdoors and other advertising
mediums.
• Sales promotion from time to time to help achieve the set targets.
• Store designing & layout.
• Visual Merchandising & POS.
• Timely delivery of Stocks.
• Operational & technical know how and support.
• Product & retailing skills training.
• Assistance in trend analysis and merchandising.
• In store Exhibitions.
• Local Promotional activity on joint sharing basis
• Product certification for diamond grading & gold hallmarking
• One year insurance coverage against theft & robbery to the end consumer

22. Supporting Brands
ASMI EBO (Exclusive Brand Outlet)
ALDER & ROTH: Attractive, Contemporary & Spiritual Artifacts.
G DIVAS: Light weight Jewellery studded with diamonds, pearls & colored stones. Everyday wear,
mix of fusion & western design.
SAGAEE: Diamond Engagement Ring & Couple band
MENZ: Jewellery for men.
ASMI MBO (Multi Brand / Multi Segment Outlet)
ALDER & ROTH: Attractive, Contemporary & Spiritual Artifacts.
G DIVAS: Light weight Jewellery studded with diamonds, pearls & colored stones. Everyday wear,
mix of fusion & western design.
SAGAEE: Diamond Engagement Ring & Couple band
MENZ: Jewellery for men.
ASMI GOLD: Gold Jewellery.
TRUE PLATINUM: Platinum Jewellery.
ENVI: Mesmerizing Emeralds studded with Diamonds.
MOIRA: Exclusive Pearls & Diamonds Jewellery.
KARINA: Ravishing Beauty in Rubies & Diamonds.
NIZAM: Exquisite Jewellery inspired by rich cultural heritage.
BEZEL: Temple of Time – A Multi Brand Luxury Watches.
ME JEWELS: To Glorify the individualness.
EMONTE / VISCONTI: Exquisite Luxury Pens.

23. Thank You
Contact Details:
Surjeet Singh Padma
Assistant Vice President-Franchisee
Asmi Jewellery India Ltd
Plot No.18, Road No.9M, M.I.D.C,Andheri (E), Mumbai
– 400 093.
Tel: 022- 40102356 : Mobile: 09820785685 : Fax: 022-
40102202
www.asmidiamonds.in