India’s Fashion Jewellery Boom: How Local Startups Are Challenging Big Brands
Kochi (Kerala) [India], June 18: India’s fashion jewellery industry, once dominated by a handful of legacy and celebrity-backed brands, is experiencing a quiet but profound shift. A growing crop of local startups is entering the market, challenging traditional players by leveraging digital-first strategies, regional craftsmanship, and a strong focus on everyday wear. This evolution is giving rise to a more diverse, accessible, and culturally rooted jewellery ecosystem.
Well-established names such as Giva, Rubans, Kushals, and Palmonas (the latter co-owned by Bollywood actress Shraddha Kapoor) continue to enjoy widespread recognition, particularly in urban centers. However, in recent years, smaller brands from non-metro cities have started to carve out their own niche, attracting a loyal customer base across India.
A Growing Appetite for Affordable Luxury Industry insiders note that the shift is being driven by a changing consumer mindset. The Indian fashion shopper — especially in the 20–35 age group — is increasingly seeking lightweight, tarnish-resistant, and stylish accessories that can be worn every day. “It’s not just about weddings and special occasions anymore,” says fashion retail analyst Meera Rao. “There is now a strong preference for minimalistic designs that balance affordability with aesthetic value.” In this evolving landscape, homegrown labels like Kots Trend, based in Kochi, are gaining traction. Originally launched in 2016 from Latur as a printed T-shirt brand targeting youth, Kots has since pivoted toward the fashion jewellery space under its new avatar — Kots Trend from a new location. The brand was also featured in startup magazine – Yourstory in 2016 which now offers a curated collection of anti-tarnish earrings, necklaces, chains, and bracelets, catering to both men and women.
From Apparel to Accessories: A Strategic Pivot According to sources close to the brand, the shift from apparel to accessories was rooted in a deep understanding of emerging market trends. “We observed a growing gap in the market — stylish, everyday jewellery with long-lasting finish that doesn’t burn a hole in the pocket,” says a person familiar with the brand’s evolution. What sets Kots Trend apart, according to its growing customer base, is its emphasis on premium look and feel, paired with value pricing. By eliminating intermediaries and opting for a direct-to-consumer model, the brand ensures quality control, faster delivery, and lower costs. All products are managed and shipped directly by the company — a departure from its previous dropshipping model.
Made in India, Made with Intention One of the defining features of many new entrants in the jewellery space is their commitment to the Make in India ethos. While many global fast-fashion labels still rely on mass production abroad, newer Indian brands are collaborating with local artisans and manufacturers to bring out designs rooted in Indian aesthetics. “We work closely with local craftspeople to maintain the authenticity and detailing of our jewellery,” says a Kots Trend founder Abhilash Pillai – “This not only helps preserve indigenous skills but also ensures a premium-quality product for our customers.” Men’s Fashion Jewellery Finds Its Footing Interestingly, the brand has also focused on a segment often overlooked in the fashion accessory space — men. From symbolic pendants like the “Om Power Chain” to subtle chains and bracelets, the brand’s men’s collection has found an unexpected but strong following. Market research supports this direction. According to a 2023 survey by the Indian Fashion & Lifestyle Association, over 38% of urban men aged 18–30 reported purchasing at least one fashion accessory in the past six months, indicating a shift in style preferences among male consumers.
Digital Is the New High Street As with most modern startups, online presence has been a game changer. With no reliance on physical stores, brands like Kots Trend are making use of Instagram Reels, influencer tie-ups, and niche Facebook groups to reach fashion-savvy audiences across India. Their e-commerce platform, Kots.in, is optimized for mobile-first buyers, with detailed product imagery, reviews, and secure payment options. “Instagram has become the new runway,” observes Bangalore-based digital strategist Ankit Deshmukh. “Smaller brands are now able to build communities, get feedback, and iterate designs rapidly — something traditional players often struggle with.” Challenges and Opportunities Ahead Despite the momentum, challenges remain. Logistics, return handling, and scaling manufacturing while maintaining quality are common hurdles faced by indie jewellery brands. Moreover, as competition heats up, differentiation will be key. Yet, the potential is undeniable. According to RedSeer’s latest report, India’s fashion jewellery market is expected to grow at a CAGR of 15% over the next five years, driven by digital adoption and rising disposable incomes among young consumers.
What Lies Ahead For brands like Kots Trend, the road ahead involves staying nimble and design-forward while preserving the core values of quality and affordability. Plans are reportedly underway to expand into new categories, including stackable rings and personalized charms, as well as to introduce limited-edition drops and festive collections. As fashion becomes more fluid and less occasion- bound, India’s jewellery industry appears to be at a turning point — one where creativity, culture, and commerce intersect. And in this new wave, it’s not just the giants who are glittering, but also the grassroots.
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