KISNA
From modest beginnings to helming one of India’s most trusted names in jewellery, Ghanshyam Dholakia is the driving force behind the glittering success of KISNA Diamond & Gold Jewellery, the flagship consumer brand of the Hari Krishna Group. With a deep-rooted commitment to craftsmanship, authenticity, and innovation, he has transformed KISNA into a household name, celebrated for making diamonds accessible to every Indian woman. Under his visionary leadership, KISNA has grown from a focused retail idea to a nationwide phenomenon, boasting over 80 exclusive showrooms and 1,500+ shop-in-shop outlets across India.
A passionate advocate of ethical business, community engagement, and customer-first values, Ghanshyam Dholakia continues to steer KISNA into new frontiers… bridging tradition with modernity, and purpose with progress.
Here, in an exclusive conversation with Sumita Chakraborty, Editor-in-Chief, TheGlitz, Ghanshyam Dholakia speaks about KISNA Diamond & Gold Jewellery, the new store opening and more.
Over To Ghanshyam Dholakia, Managing Director, KISNA Diamond & Gold Jewellery
From humble beginnings to leading one of India’s foremost jewellerybrands, what inspired your journey into the diamond and jewellery industry,and how did KISNA come to life under the Hari Krishna Group?
The journey started with a vision to make diamond jewellery accessible to every Indian household. We identified a key market opportunity in the segment of lightweight, everyday-wear diamond jewellery. This strategic insight laid the foundation for KISNA, catering to the evolving needs of the modern Indian woman. KISNA was born to bridge this gap, offering elegant designs backed by the trusted legacy of Hari Krishna Group.
The idea was to bring traditional yet modern craftsmanship and authenticity to the common Indian woman. KISNA has been built on strong values of integrity, continuous innovation and customer focus approach. Over time, it has grown into more than just a brand, it’s an emotion embraced by women across the nation. With over 80+ exclusive showrooms and presence in 1500 + SIS outlets across the country, KISNA aims to become the fastest growing jewellery brand in the industry with a vision (#HarGharKisna) to fulfil the aspiration of every Indian woman to own a diamond jewellery.
The recent launch of KISNA’s 82nd exclusive showroom in Borivali marks a major milestone. What does this expansion mean to you personally, and how does it reflect the brand’s long-term vision of ‘Har Ghar KISNA’?
The new Borivali showroom located on the first floor of the mall, is KISNA’s 3rd exclusive showroom in Mumbai and 82nd across the country, reinforcing our expansion across metro and emerging markets. Spanning 1,500 sq. ft., it is one of KISNA’s largest showrooms and marks a significant step in our retail growth journey. Strategically positioned in a high-footfall area, the showroom offers excellent visibility, accessibility and convenience for walk-in customers. Designed with customer experience at its core, the space reflects KISNA’s commitment to offering a premium yet welcoming environment that fosters lasting relationships. This expansion validates our ‘Omni-Channel’ retail approach and strengthens our brand promise, premium quality with personalised service, making diamond jewellery accessible to every Indian household.
Building a trusted diamond and gold jewellery brand in India comes with unique cultural and market-specific challenges. What have been some of the toughest hurdles in KISNA’s journey, and how did you navigate them?
Establishing brand trust required a strategic shift towards a structured, transparent, and quality-assured market approach. We addressed this by introducing standardised pricing, certified jewellery, and consistent product quality to establish trust. Expanding into Tier 1, Tier 2 and Tier 3 markets required strong operational systems and streamlined processes to maintain brand consistency. Continuous training and support enabled our teams to deliver a premium customer experience across all locations. At every stage, we remained rooted in our core values, integrity, transparency and customer satisfaction, which helped us build lasting trust and loyalty.
KISNA is known for combining world-class craftsmanship with everyday elegance. How do you ensure innovation in design while maintaining the authenticity and tradition Indian customers value?
We have an in-house design team that draws inspiration from India’s heritage while embracing global fashion trends. We also leverage advanced CAD technologies for precision in every piece. Collections are thoughtfully curated for daily wear, bridal occasions, and festive moments, ensuring relevance across generations. Customer feedback is central to our design process, enabling us to evolve with their tastes while honouring traditional motifs and craftsmanship.
Regular store visits by our merchandisers help us stay connected with market preferences, assess performance, and refine our offerings based on real-time insights.
With over 1,500 shop-in-shop outlets and now more than 80 exclusive showrooms, what key strategies have driven KISNA’s rapid retail expansion across metro and non-metro markets?
KISNA has built a strong retail footprint through a combination of 1,500+ Shop-in-Shop outlets and over 80+ exclusive showrooms, enabling wide reach and deep market presence. Our expansion is backed with comprehensive training and operational support to ensure consistency and efficiency. We curate region-specific collections to cater to local tastes, making our offerings more relevant to diverse consumer segments. All showrooms follow a standardised format, delivering a consistent and seamless brand experience across locations.
Strategic decisions around expansion and showroom locations are guided by detailed market insights and data analysis. We place strong emphasis on customer experience from offering a diverse product range to delivering excellent post-sale service.
You’ve always emphasized ethical sourcing and transparency in jewellery. How important is sustainability and trust in today’s jewellery industry and how does KISNA lead in this area?
At KISNA, we believe that responsible business is the foundation of lasting success. We follow 100% natural diamond sourcing through a fully integrated mine-to-market model, enabling end-to-end control over quality, ethical compliance and transparency across the entire value chain. We offer certified natural diamond jewellery, ensuring authenticity, quality and complete transparency for our consumers.
Training programs for our sales teams ensure ethical selling practices and consistent customer engagement, helps us build consumer confidence at every touchpoint. For us, trust is not just a value, it’s the core of our brand promise and the most precious treasure we offer.
The Borivali showroom launch was accompanied by community initiatives like a blood donation drive and meals for the underprivileged. How do you see the role of corporate social responsibility in your business philosophy?
We believe that giving back to society is the highest form of success. CSR is not a one-time effort; it is a part of our brand DNA. Our CSR initiatives include tree plantation drives, eye check-up camps, blood donation camps and food distribution to the underprivileged. These are just a few among many initiatives we undertake to give back to society. Many of these initiatives are carried out in honour of our customers, turning their purchases into acts of kindness. It also strengthens local relationships and brings purpose to our growth journey.
Looking ahead, what excites you most about KISNA’s future? Are there new product lines, technology integrations, or market segments that you’re particularly focused on for the next phase of growth?
The next phase is focused on digital transformation, Tech-enabled retail ecosystem and expanding regional jewellery lines. As part of our expansion strategy, we’re actively scaling our retail presence with new showroom launches planned across the country. We are investing in omnichannel capabilities to seamlessly connect our physical stores with digital platforms for a unified customer experience. Sustainability and responsible sourcing will continue to be key pillars with more initiatives around community-driven CSR.
Our long-term goal is to fulfil the aspiration of every Indian woman to own diamond jewellery and make KISNA the most trusted jewellery brand in every household across the nation.
