Mahendra Brothers and Malabar Gold Launch New Jewelry Brand

Mahendra Brothers, a Diamond Trading Company (DTC) Sightholder and manufacturer of diamond jewelry has entered into a Joint Venture with jewelry chain Malabar Gold to launch Mine, an exclusive diamond store brand.

The brand will have an independent space within the Malabar Gold showrooms, with a clearly defined brand imagery, identity and ambience. Malabar Gold has 25 stores across South India and in UAE.

Mine was launched at two locations in Bangalore this week, and will be extended to five more locations across South India including Hyderabad, Mangalore, Cochin and Calicut over the next few months.

“The brand has been named Mine as it comes straight from the diamond source and also aspires to create a sense of pride for owning and gifting,” Mahendra Brothers’ Saunak Parikh said.

According to M.P. Ahammed, chairman of Malabar Gold, “We wanted to cater to the increasing demand for diamond jewelry in the Indian market. With quality diamonds and jewelry from Mahendra Brothers combined with our retailing strength, we aim to create a platform for a great consumer experience.”

The brand will offer a wide array of diamond studded jewelry in gold and platinum starting from every day wear to the bridal jewelry, as well as exclusive custom made designs.