Augmont, a leading name in gold trading, has made a strategic move into the lab-grown diamond (LGD) segment with the launch of its new brand, Akoirah. The company has inaugurated its first Akoirah store in Pune, Maharashtra, marking the beginning of an ambitious expansion plan to establish a strong footprint in the rapidly growing LGD market.

With an initial investment of ₹100 crore, Augmont aims to capitalize on the increasing consumer preference for affordable, sustainable, and visually identical alternatives to mined diamonds. According to Ketan Kothari, Director at Augmont, the company anticipates strong demand for LGDs in the coming years, driven by aspirational consumers seeking cost-effective luxury.

Aggressive Expansion & Omnichannel Strategy

Augmont plans to open 100 Akoirah stores within three years, adopting a hybrid retail model combining company-owned and franchisee stores. The brand will also leverage Augmont’s existing digital reach—with over 4 crore digital gold consumers—to drive LGD adoption through an omnichannel strategy, blending physical and online retail.

Building Trust & Confidence in LGDs

To reinforce consumer trust in LGDs, Akoirah is introducing a 100% exchange and buyback policy, ensuring greater confidence and liquidity for buyers. This strategic move aligns with the growing preference for ethical, sustainable, and high-value jewellery choices in the Indian market.

With Augmont’s strong industry presence and digital infrastructure, entering lab-grown diamonds through Akoirah signals a transformative shift in the jewellery retail landscape, further accelerating LGD adoption across India.