LML Brand Holdings Acquires Asmi and Sangini

LML Brand Holdings has acquired jewellery brands Asmi and Sangini as part of its strategy to identify and revitalise iconic Indian brands with strong consumer recognition. With the acquisitions, the company has entered the branded jewellery segment. The move is part of its “Reimagining Legends” vision, which focuses on preserving the legacy of trusted brands while developing them for changing consumer preferences.

Asmi has established itself as one of India recognised diamond jewellery brands. The brand promoted the idea of women celebrating their achievements by purchasing diamonds for themselves. Its popular campaigns featuring actress Priyanka Chopra helped position Asmi around confidence, individuality and modern women’s empowerment. Meanwhile, Sangini built a strong emotional connection with consumers through jewellery celebrating relationships and important milestones in life. Its campaigns featuring Salman Khan and Kareena Kapoor further strengthened the brand’s visibility and consumer recall.

LML Brand Holdings focuses on acquiring heritage brands with strong consumer recognition and developing them through a licensing-led model. Under this approach, the company remains focused on brand stewardship and preserving the brand’s identity, while licensing partners handle product development, manufacturing, distribution, sales and market expansion.

Commenting on the acquisition, Dr. Yogesh Bhatia, Managing Director, LML Brand Holdings, said that iconic brands do not lose their relevance but need the right vision to evolve with changing consumer aspirations. He added that Asmi and Sangini have built strong emotional connections with consumers over the years, and the company aims to preserve their legacy while creating new opportunities for growth among the next generation of consumers.

The acquisition marks another step 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 create new growth opportunities for Asmi and Sangini while retaining their legacy in an evolving consumer market.