India’s Fashion Jewellery Boom: How Local Startups Are Challenging Big Brands
Kochi, June 18, 2025.India’s fashion jewellery industry, once dominated by a handful of legacy and celebrity-backed brands, is experiencing a quiet but profound shift. A growing crop of local startups is entering the market, challenging traditional players by leveraging digital-first strategies, regional craftsmanship, and a strong focus on everyday wear. This evolution is giving rise to a more diverse, accessible, and culturally rooted jewellery ecosystem.Well-established names such as Giva, Rubans, Kushals, and Palmonas (the latter co-owned by Bollywood actress Shraddha Kapoor) continue to enjoy widespread recognition, particularly in urban centers. However, in recent years, smaller brands from non-metro cities have started to carve out their own niche, attracting a loyal custome...
