Gitanjali Group launches a new brand identity and logo

MUMBAI: The country's largest brandedjewellery retailer Gitanjali Group has launched a newbrand identity andlogo in line with its strategy to be a diversified player with business spreading from jewellery to lifestyle segment.

"The new logo is yet another historic milestone on our journey from being a diamond and jewellery manufacturer to becoming the largest integrated jeweller in the world and a key player in the luxury-lifestyle space," said Mehul Choksi, CMD, Gitanjali Group. "It reflects all the values that have been at the core of our business philosophy as well the vision and direction in which we aim to grow."

Since the last decade, Gitanjali has become the largest player in the branded jewellery segment inIndia, with a rapid expansion of the brand portfolio that includes straddling across price-points. at present, four of the top five jewellery brands - Nakshatra, Gili, Asmi and D'damas -- in the country are from Gitanjali.

After the acquisition ofUS jewellery chains Samuels and Rogers in 2006 and 2007, the Group had rapidly increased its international presence. Just last year, the firm acquired Italian jewellery brands Stefan Hafner, Nouvelle Bague, IO SI, Porrati and Valente. At the same time, it has also strengthened its presence in the luxury lifestyle sector under the banners of Gitanjali Lifestyle, Giantti Luxury Ensemble and other formats in the Indian market.

The new identity and logo is created by JWT. "In the process of revitalizing the identity of Gitanjali it was important to maintain the stature and represent the diverse offerings of the brand, Kalpita Bose- VP, Head of Design, JWT, said.