Aurya Diamonds has officially entered the Indian luxury retail sector with the inauguration of its contemporary jewellery gallery in Bengaluru. The brand, led by founder Shikha Dadha and co-founder Saad Salman, focuses exclusively on certified lab-grown diamonds.
This launch signifies a transition in the regional market environment, prioritising interactive and immersive consumer spaces over traditional counter-service models prevalent in the industry.
According to reports from City Today News, the launch was conducted over a two-day period in late March 2026. The initial phase of the event was attended by senior Karnataka ministers, including Shri Ramalinga Reddy, Shri Santosh S Lad, and Shri B. Z. Zameer Ahmed Khan, who noted the brand’s contribution to the state’s evolving retail environment.
The second day, themed around ethical luxury, featured participation from actor Urvashi Rautela and filmmaker Madhur Bhandarkar, alongside various regional influencers.
Retail Strategy and Consumer Interaction
The Bengaluru gallery in Jayanagar represents a departure from the conventional retail format. The space is designed to encourage customers to touch and try pieces in a relaxed setting, reflecting the preferences of modern buyers who value transparency and direct engagement.
As noted by City Today Media, the brand creates versatile jewellery ranging from everyday essentials to high-glamour occasion pieces, all crafted with meticulous attention to detail.
Shikha Dadha, who brings over 15 years of experience in marketing and retail, was recently recognised with the Bharat Icon Awards 2025 for Social Impact. She stated that the diamond industry is undergoing a structural shift where luxury is no longer restricted by price or sourcing concerns.
The brand targets consumers who view jewellery as an extension of identity and self-expression, offering bold elegance that aligns with mindful consumption habits.
Market Context and Regulatory Framework
The introduction of Aurya Diamonds occurs as the Indian lab-grown diamond (LGD) market reaches a valuation of approximately USD 453.7 million in 2026, according to Future Market Insights. This sector has been supported by government initiatives, including the 2023 Union Budget decision to abolish basic customs duty on seeds used for LGD production.
This fiscal move was intended to facilitate domestic manufacturing and position India as a global hub for the technology, a goal championed by the Gem & Jewellery Export Promotion Council (GJEPC).
The Bureau of Indian Standards (BIS) implemented the IS 19469:2025 standard in early 2026, which provides a legal definition and classification for diamonds. This regulatory clarity has helped establish trust in the synthetic diamond market, which is projected to grow at a compound annual rate of nearly 15 per cent over the next decade.
The standardisation ensures that consumers receive consistent quality and certification, matching the rigour applied to mined stones.
Business Outlook and Investor Perspectives
Saad Salman, co-founder and investor, highlighted that lab-grown diamonds represent a significant disruption within the jewellery sector. From a business perspective, the brand aims to capture the potential of the middle and upper-middle-class demographics by offering products that are economically efficient and ethically sourced.
The scalability of the LGD model allows for higher-growth retail opportunities compared to the inventory-heavy traditional diamond trade.
Operations lead Reetesh Gade added that the contemporary Indian consumer is redefined by a demand for quality combined with intelligent value.
The brand seeks to meet these expectations by providing IGI-certified stones that offer the same chemical and physical properties as mined diamonds but at more accessible price points.
