Kisna Diamond & Gold Jewellery is entering a new phase of strategic brand-building as it significantly expands its marketing investments and shifts toward a structured, full-funnel communication model. Chief Marketing Officer Prashant Awasthi says the company is moving beyond event-driven promotions to a comprehensive, 360-degree engagement strategy combining traditional media reach with digital precision. The transformation reflects broader changes in India’s jewellery market, including rising gold prices, evolving consumer preferences, and the growing influence of younger buyers. While emotional storytelling rooted in tradition remains central, Kisna is integrating influencer marketing, artificial intelligence, and omnichannel retail strategies to strengthen brand resonance across both urban and emerging markets.

Kisna Intensifies Marketing Push With 360-Degree Brand Strategy

Kisna Diamond & Gold Jewellery is dramatically increasing its marketing investment as it repositions itself within India’s evolving jewellery market. According to Chief Marketing Officer Prashant Awasthi, the company is transitioning from sporadic, event-driven marketing initiatives to a more structured and integrated brand-building approach designed to engage consumers across every stage of the purchase journey.

The company’s marketing budget is set to increase substantially compared with previous years, reflecting Kisna’s decision to adopt a sustained, multi-channel communication strategy. Awasthi noted that the brand is now prioritizing continuous engagement with consumers rather than concentrating promotional activity around specific festive or wedding periods.

Previously, the brand relied heavily on above-the-line advertising campaigns that were primarily sales-oriented and activated around major occasions. These campaigns delivered short bursts of visibility but lacked a cohesive, long-term narrative.

The company’s revised strategy seeks to combine brand storytelling with measurable sales outcomes. The shift marks an important strategic inflection point as Kisna seeks to strengthen brand recall and maintain consistent consumer engagement across the year.

Evolving Media Mix: Traditional Reach Meets Digital Precision

Kisna’s media strategy reflects a balance between legacy channels and modern digital platforms. At present, approximately 70% of the brand’s marketing spend is allocated to traditional media including television, print and cinema advertising.

These channels continue to deliver unmatched mass reach across India’s diverse geographic and demographic landscape. Television advertising, in particular, remains a powerful medium for building emotional brand narratives in the jewellery sector.

However, around 30% of Kisna’s marketing investments now flow into modern channels such as:

Social media platforms

Digital advertising networks

Influencer collaborations

AI-driven marketing platforms

Connected TV (CTV)

Connected TV occupies an interesting middle ground between conventional television and digital media. While it delivers television-style content consumption, it also enables more targeted digital advertising capabilities.

Awasthi explained that the company categorizes connected TV within its digital inventory because it enables greater audience targeting and measurement than traditional broadcast channels.

The hybrid media strategy allows Kisna to achieve both scale and precision — reaching millions through traditional advertising while simultaneously engaging niche audience segments through digital ecosystems.

Brand Campaign: Expanding Beyond Wedding-Centric Jewellery

The brand’s marketing overhaul coincides with the launch of a new campaign titled “Khushi Ke Har Pal Ke Liye Kisna.”

The campaign signals a deliberate attempt to reposition Kisna as a brand associated not only with weddings but with everyday celebrations and personal milestones.

Historically, jewellery marketing in India has been heavily linked to wedding purchases. While weddings remain a dominant demand driver, Kisna aims to expand its emotional relevance across broader life occasions.

The campaign’s narrative framework focuses on everyday happiness, personal achievements, and intimate family moments.

This repositioning allows the brand to expand its addressable market by tapping into consumers purchasing jewellery for:

Personal milestones

Self-gifting occasions

Festive celebrations

Daily wear fashion

Expressions of individuality

By reframing jewellery as an integral part of everyday life rather than a purely ceremonial purchase, Kisna hopes to deepen its connection with modern consumers.

Emotional Storytelling Remains Central to Jewellery Marketing

Despite rapid changes in media technology and consumer behavior, Awasthi believes the emotional core of jewellery marketing in India remains unchanged.

Jewellery has long been intertwined with cultural heritage, familial traditions, and symbolic meaning. According to Awasthi, these emotional foundations remain essential even as brands modernize their communication strategies.

“Tradition is part of modernization; it is evolving,” he said, emphasizing that the industry must blend heritage with contemporary storytelling.

Kisna’s campaigns aim to maintain this balance by combining modern visual narratives with themes rooted in Indian cultural values.

The messaging strategy continues to focus on emotional resonance — connecting jewellery with life’s most meaningful moments while adapting the storytelling style to contemporary audiences.

Expanding Audience Focus: From Tier-3 Towns to Urban Professionals

Kisna’s earlier marketing efforts primarily targeted consumers in Tier-3 and smaller towns, where jewellery purchases remain deeply tied to cultural rituals and family traditions.

While these markets remain important, the company is broadening its audience focus to include urban working professionals, particularly those purchasing jewellery as a form of self-expression.

Urban consumers increasingly view jewellery as a fashion accessory and personal statement rather than solely an investment or dowry asset.

This shift in positioning allows Kisna to appeal simultaneously to:

Traditional buyers in smaller towns

Urban consumers seeking contemporary design

Young professionals purchasing jewellery for personal use

Importantly, the company is pursuing this expansion without abandoning its cultural roots.

The Growing Role of Influencers and Artificial Intelligence

Kisna is gradually integrating influencer marketing into its media strategy. Although influencer collaborations currently represent a modest share of the overall marketing mix, their importance is expected to grow over time.

According to Awasthi, influencers are particularly useful for communicating product-specific features and trade-related unique selling propositions.

These partnerships allow the brand to highlight attributes such as design craftsmanship, diamond quality, and product versatility in formats that resonate with digital audiences.

Beyond marketing communications, Kisna is embedding technology deeper into the consumer journey.

The company currently uses artificial intelligence and digital tools to enhance its e-commerce experience, including:

360-degree jewellery visualization

Personalized product recommendations

Virtual previews based on customer preferences

Behavioural analytics and trend monitoring

Marketing automation systems are also being deployed to track purchase behaviour and customer engagement patterns.

These capabilities enable more precise targeting and help the brand tailor messaging to specific audience segments.

Gold Price Surge Reshaping Consumer Behaviour

India’s jewellery market is undergoing structural changes as precious metal prices continue to climb.

Awasthi pointed out that gold prices have nearly doubled in recent years, while silver prices have increased by up to 250%.

Such dramatic commodity inflation has had a profound impact on consumer purchasing behavior.

Middle-income buyers, in particular, are becoming more price-sensitive. While aspirations remain high, budgets have not expanded proportionately with metal prices.

For instance, a consumer who previously allocated Rs 1 lakh for jewellery purchases may not automatically increase the budget to Rs 2.5 lakh simply because gold prices have surged.

This reality has led to increased demand for value-engineered designs that appear substantial while remaining within affordable price ranges.

Market Polarization: Value Buyers vs Premium Consumers

According to Awasthi, the jewellery market is increasingly divided between two distinct consumer segments.

On one end of the spectrum are value-conscious buyers, typically middle-income consumers seeking designs that balance aesthetics and affordability.

On the other end are affluent customers pursuing premium and exclusive jewellery collections.

This bifurcation reflects broader trends across luxury and consumer goods industries where mid-tier segments face pressure while premium segments remain resilient.

For jewellery brands, success increasingly depends on serving both ends of this market simultaneously.

Lab-Grown Diamonds: Emerging but Not Dominant

Another emerging trend shaping the jewellery sector is the gradual rise of lab-grown diamonds.

Awasthi acknowledged that the category is gaining traction and that its growth is likely unavoidable.

However, he emphasized that natural diamonds continue to hold stronger cultural and emotional significance in India.

Their rarity and traditional symbolism reinforce their appeal, particularly for milestone purchases such as weddings and heirloom jewellery.

While lab-grown diamonds may capture a growing share of the market, Awasthi believes natural diamonds will remain resilient due to their enduring emotional and cultural value.

Offline Retail Remains the Cornerstone of Jewellery Sales

Despite the rise of digital commerce, physical retail continues to play a critical role in the jewellery industry.

Consumers increasingly prefer an omnichannel shopping experience, browsing online before completing purchases either digitally or in-store.

However, for high-value jewellery purchases, trust remains a decisive factor — and physical stores provide the reassurance and experiential engagement many buyers seek.

As a result, Kisna continues to prioritize retail expansion across India’s smaller cities.

A large share of India’s population resides in Tier-3, Tier-4 and Tier-5 towns, many of which are witnessing rising incomes and improving purchasing power.

For jewellery brands, these emerging markets represent one of the most significant growth opportunities in the coming decade.

Gen Z: Jewellery as a Form of Self-Expression

Younger consumers are beginning to reshape jewellery demand, although Awasthi cautions against overstating generational differences.

In his view, younger buyers share similar cultural values with older generations but differ in how they engage with jewellery.

For many Gen Z consumers, jewellery is less about investment and more about personal identity and self-expression.

This cohort tends to favor:

Contemporary designs

Lighter jewellery pieces

Budget-friendly collections

Online discovery and research

To reach these consumers effectively, brands must maintain a strong presence across mobile-first digital ecosystems, including social media platforms and OTT content channels.

Digital media, Awasthi noted, will increasingly act as the primary influencer shaping jewellery purchasing decisions.

Key Growth Drivers for the Next Decade

Looking ahead, several structural trends are expected to reshape India’s jewellery industry.

Awasthi identified three major drivers that will influence growth over the coming decade:

1. Rising Household Incomes
Economic growth is gradually increasing disposable income across urban and semi-urban India.

2. Financial Independence of Women
More women are entering the workforce and making independent purchasing decisions, expanding the jewellery market beyond traditional gifting.

3. Digital Platform Expansion
Online discovery, research and shopping are becoming integral to the jewellery purchase journey.

Additionally, the emergence of alternative gold formats such as 9K gold could provide more affordable options for consumers navigating rising commodity prices.