Incorporated in April 2022, Nityas Gems and Jewellery designs, manufactures and sells gold jewellery set with lab-grown diamonds, starting operations in July 2022 as a business-to-business supplier to jewellery retailers. It supplies organised and standalone retailers and wholesalers across 18 states and two union territories, counting GIVA, Palmonas, ONYA and Ladia Diamonds among its customers, and has shipped to buyers in the UAE, Australia, Canada, Taiwan and Kenya. Through Ayaani Diamonds and Jewellery, acquired in July 2025, it also sells direct to consumers via an online store and ten retail outlets across eight cities, seven company-operated and three franchised as at 31 August 2026.

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