The Khimji Dayabhai Co Group, one of India’s most respected jewellery houses, has unveiled its new brand identity ‘Arnika’ at a grand event in Odisha’s capital. With more than a century of craftsmanship, tradition, and trust, the group has now stepped into a new chapter by introducing a brand that blends heritage with modern vision.
A Century-Old Legacy Reimagined
Founded in 1936 as a small goldsmith enterprise in Baripada, Khimji Dayabhai Co Group has grown into a household name in jewellery craftsmanship. Known for its exceptional artistry and customer trust, the company has continuously adapted to changing times while holding onto its deep-rooted values.
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The launch of ‘Arnika’ marks a strategic evolution for the group, reflecting a new identity that resonates with movement, meaning, and timeless elegance. By introducing the new brand, Khimji Dayabhai Co Group aims to bridge its rich legacy with the aspirations of a modern generation of jewellery lovers.
The Unveiling of ‘Arnika’
The unveiling of Arnika’s name and logo was a highlight moment, conceptualised and designed by Scarecrow M&C Saatchi, a leading creative agency. The new identity was revealed by CEO Nishit Nanda, who has led the group’s strategic shift toward innovation while staying rooted in heritage.
Speaking at the event, Nanda said, “We didn’t choose Arnika. It chose us. Arnika is not just a brand. It’s a belief, in movement, in meaning, in her.” His words highlighted the emotional depth behind the creation of the new identity.
A Brand Built on Meaning, Not Just Market
For the Khimji Dayabhai Co Group, Arnika represents more than just a change in name. It is a vision that speaks to the essence of life, femininity, and timeless flow. Managing Director Rajendra Nanda emphasized this point, saying, “We didn’t change for the market. We changed for meaning.”
This shift underlines the company’s philosophy of creating jewellery that not only appeals aesthetically but also carries symbolic depth, connecting with the spirit of its wearers.
A Launch Event Full of Elegance
Themed “Glow with the Flow,” the launch event was designed to capture the essence of Arnika. Guests were treated to an immersive cultural experience, which included a mesmerizing Jal Tarang performance, underwater-inspired installations, and a grand reveal of the brand’s new identity.
The event showcased the creativity and artistic direction that the group has put into shaping Arnika, leaving attendees with a sense of anticipation for what the new brand will offer.
Marketing Vision Behind Arnika
Dimple Shah, Head of Marketing at Khimji Dayabhai Co Group, played a pivotal role in the brand transformation. She explained that Arnika was not just about creating a new label, but about embodying a feeling and a rhythm of life.
“We weren’t just looking for a new name. We were listening to the rhythm of her life, to the way she moves. Arnika speaks of grace and flow; it’s not just a word, it’s a feeling,” Shah said.
Her words reflected the deeper philosophy driving the creation of Arnika — a jewellery brand that connects emotion, elegance, and individuality.
Arnika’s Debut Collection
The much-anticipated Arnika debut collection is now available at the group’s new store in the state capital. Customers will find jewellery that blends the richness of traditional designs with contemporary style, making it appealing to both classic and modern tastes.
The introduction of Arnika represents the group’s forward-thinking approach, targeting a younger audience while maintaining the trust of its loyal customer base.
A New Chapter for Odisha’s Jewellery Market
With the launch of Arnika, Khimji Dayabhai Co Group has added a new dimension to Odisha’s jewellery industry. The brand is expected to attract both long-time patrons and new customers who value craftsmanship rooted in tradition but expressed in a modern, fluid identity.
By combining creativity, emotion, and artistry, Arnika stands as a symbol of evolution — a bridge between past and future, heritage and innovation.
The unveiling of Arnika by Khimji Dayabhai Co Group marks a milestone in the company’s journey. From its humble beginnings in Baripada to becoming a leading jewellery house in India, the group continues to evolve while preserving its values.
Arnika is not just a new brand identity; it is a celebration of movement, meaning, and timeless beauty. With its first collection now available in Odisha’s capital, the brand promises to redefine elegance and carry forward a legacy that has been cherished for generations.
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