US-based fine jewellery brand Angara has officially launched in India, beginning with a digital-first approach. Founded by Ankur and Aditi Daga in 2005, Angara builds on a family legacy of over 300 years in gemstone craftsmanship. The brand operates across the US, UK, and Australia, with offices and facilities in Ireland, Canada, and Thailand, and serves more than one million customers worldwide.
Digital Launch Followed by Omnichannel Expansion
Initially focusing on e-commerce, Angara plans to open physical retail locations in India in the coming months. These spaces are intended to give customers the opportunity to view collections in person before purchasing. The omnichannel strategy is designed to cater to both online shoppers and those who prefer to buy in-store.
Angara’s entry into India is based on its vertically integrated online model, which includes customisation options for gemstone selection, carat weight, metal type, and setting. The brand’s made-to-order system aims to streamline production and eliminate traditional retail markups, offering customers greater flexibility in creating personalised pieces.
Market Context and Consumer Trends
India’s jewellery market, valued at over $100 billion, is experiencing a shift towards more customised and individualised jewellery, moving away from mass-produced designs. Angara’s launch coincides with a rising interest in coloured gemstones, amid broader changes in demand between natural and lab-grown diamonds.
Sharing his views on the launch, Ankur Daga, Co-founder and CEO of Angara, said:
“India’s jewellery market is at a fascinating inflection point. We have spent nearly two decades perfecting the online jewellery shopping experience for customers across the world, combining centuries of expertise with state-of-the-art technology. Now, we bring that experience to India, offering exceptional quality, unmatched customisation, and designs that celebrate individuality.”
Aditi Daga, Co-founder of Angara, added:
“For too long, the Indian market has had to choose between traditional gold jewellery and premium luxury brands that come with exorbitant markups. Angara fills this gap by offering high-quality, customizable jewellery that is elegant, personal, and attainable. Fine jewellery should be as unique as the person wearing it, and our made-to-order approach ensures that every piece tells its own story.”
Strategic Goals and Industry Implications
Angara has set a target of becoming a $1 billion brand within five years. Its direct-to-consumer approach focuses on ethical sourcing, supply chain control, and pricing transparency, responding to evolving consumer priorities in India and internationally.
For jewellers, Angara’s expansion reflects the increasing relevance of digital-first models, customised offerings, and transparent pricing strategies. These developments are likely to influence both the fine jewellery and broader retail jewellery markets in the coming years.
