The Nakshatra diamond jewellery brand announced that film star Kangana Ranaut would be its new brand ambassador. The brand, originally created by De Beers to launch diamond jewellery promotions in India, was later acquired by the Gitanjali group.
The brand has kept its core identity by staying with the seven-stone design that taps into both Indian tradition and mythology. The cluster design harks back to traditional Indian floral designs and the seven-stone setting connects with the Sanskrit name for the Great Bear constellation. The name Nakshatra derives from the Sanskrit word for ‘star’.
The brand also launched a television commercial campaign that leverages the stellar connection and astrology, aiming to make a connection with consumers to position itself in the astrology-driven Indian bridal market. A growth strategy based on omni-channel retail expansion in large-to-medium urban areas — the so-called Tier I and Tier II cities — along with a positioning with the lifestyle marketplace online.
Gitanjali Group President Saurav Bhattacharya, commenting on the brand’s expansion plans, said, “Nakshatra is now poised for major expansion and is entering an exciting growth phase. In the coming year, we plan to open 100 franchisee as well as company owned and operated stores, and build touch points in leading jewellery retail stores across 30 or 40 Tier I and Tier II cities.”
Referring to the omni-channel strategy, he added, “The new expansion plans will make the jewellery much more accessible to every consumer. “She can browse online and choose her preferred piece from among hundreds of designs, and then locate the nearest retailer from where she can purchase it.”