Established
2005
Franchise Units
60
Minimum Investment
₹ 1,50,00,000
Franchise Fee
₹ 5,00,000
Total Investment Range
₹ 3,00,00,000
Home Based
No
Description
The Indian jewellery market is undergoing a massive structural shift, moving rapidly from unorganized local goldsmiths to trusted, branded retail experiences. Standing at the forefront of this transformation is KISNA Diamond & Gold Jewellery, the flagship retail brand from the globally renowned House of HK (Hari Krishna Exports). Launched with a vision to democratize luxury, KISNA has established an impeccable reputation for making high-quality, certified diamond jewellery accessible to the everyday consumer across India.
Unlike conventional brands that focus solely on premium urban pockets, KISNA has uniquely positioned itself to capture the massive, underserved demand in Tier 2, Tier 3, and emerging urban clusters, alongside metropolitan high streets. The brand offers an exhaustive portfolio of over 10,000 unique, contemporary, and traditional designs across various price points—spanning rings, earrings, pendants, bangles, bracelets, and nose pins. Every single piece is 100% IGI Certified and BIS Hallmarked, addressing the primary consumer requirement in Indian retail: complete transparency and trust.
By operating on a consumer-first philosophy that includes a transparent 90% buyback and 95% exchange policy, KISNA has secured immense brand loyalty. For an entrepreneurial investor, partnering with KISNA means stepping instantly into a highly lucrative, recession-proof luxury market, backed by a corporate powerhouse that owns the entire value chain from mines to retail.
Background
Established Year: 2005
Franchising Commenced: 2012
Founders & Leadership: Founded under the vision of Savji Dholakia and Ghanshyam Dholakia, pioneers of the parent company, Hari Krishna Exports (HK Group). The retail franchise operations are actively managed via H.K. Jewels Pvt. Ltd.
Franchise Active Units: KISNA boasts an expansive, unparalleled footprint with a distribution network of 3,500+ shop-in-shop (SIS) retail outlets and an aggressively expanding footprint of 60+ Exclusive Brand Outlets (EBOs) across 28+ states.
Industry Category: Gems & Jewellery Retail
Market Presence & Journey: The House of HK is a globally certified diamond manufacturing giant and Sightholder, employing thousands of artisans at its massive, state-of-the-art facility (HK HUB) in Surat. Realizing the massive gap for branded, affordable diamond jewelry in India, the group introduced KISNA in 2005. Over two decades, it has evolved from a robust wholesale distribution network into one of the fastest-growing brick-and-mortar retail franchise chains in India, winning consecutive industry accolades from the GJEPC.
Support Training
1. Pre-Launch & Site Support
Location Analysis: Corporate retail teams evaluate real estate options, targeting high-street commercial zones or premium malls, specifically aiming for locations within proximity of major national jewellery clusters to tap into existing customer footfall.
Architecture & Store Layout: KISNA handles full structural blueprints, store design layouts, and visual merchandising schematics to ensure the showroom perfectly mirrors the luxurious aesthetic of corporate flagship stores.
2. Merchandising & Inventory Optimization
Trend Analysis Sourcing: Corporate core design groups provide specialized assortments tailored precisely to the local cultural demographic of your city (e.g., specific gold karats or design preferences).
Dead-Stock Exchange: Franchisees can return up to 20% of net non-moving inventory after 90 days of purchase without financial deductions, keeping the display fresh and liquid.
3. Operational & Technical Integration
Proprietary POS & Billing Systems: Integrated billing, customer relationship management (CRM), and real-time inventory management software are provided directly by the franchisor.
SOP Manuals: Comprehensive blueprints detailing day-to-day retail handling, gold/diamond weighing practices, store safety, and vault management guidelines.
4. Staffing & Training Academics
Recruitment Assistance: Helping the franchise owner screen and hire experienced floor executives, branch managers, and security staff.
Product Knowledge Training: Detailed on-site modules focusing on diamond 4Cs (Cut, Clarity, Color, Carat), gold purity, customer greeting etiquettes, and soft luxury sales techniques.
5. Marketing & Promotion Support
National Campaigns: The franchisor drives high-impact television, digital, print, and celebrity endorsement campaigns at the national level.
Local Level Store Marketing: Local store promotions, launch events, and seasonal billboard marketing budgets are co-shared on a structured 50:50 basis between the franchisor and the franchisee.
Exhibition Support: The company offers up to 30% extra stock support completely free of cost twice a year for special events like the "Diamond Utsav" exhibitions to maximize hyper-local sales spikes.
Ideal Candidate
Financial Capability: Aspiring partners must possess substantial investment capability ranging upwards of ₹2 Crores to seamlessly fund prime commercial real estate acquisition, high-end interiors, and hefty initial precious metal stock.
Business Background & Mindset: While direct experience in the luxury jewellery vertical is an asset, it is not mandatory. KISNA looks for professionals with solid backgrounds in retail management, corporate business, or existing multi-brand franchise operators with deep market acumen.
Active Operational Commitment: The brand emphasizes a pro-entrepreneur vision. The ideal franchisee is someone willing to involve themselves directly in the day-to-day supervisory operations, particularly during the initial 24 months, to build local relationships.
Location Preference: Entrepreneurs who own or can lease prime ground-floor retail space measuring between 500 sq. ft. to 1,500 sq. ft. in highly visible commercial zones, bustling wedding markets, or reputable lifestyle shopping malls.
Financial Detail
| Financial Metric | Detail / Estimated Costs (INR) |
| Minimum Capital Investment Required | ₹1.5 Crore to ₹3 Crore (Can scale up to ₹5 Crore+ for large flagship formats) |
| Initial Stock & Inventory Investment | ₹1.2 Crore to ₹2.5 Crore (Typically managed at a balanced ratio of 75% Diamond & 25% Plain Gold) |
| Franchise / Brand Fee | Frequently waived or nominal (Contact brand for active cycle policies, standardly around ₹5 Lakhs) |
| Store Infrastructure & Fit-outs | Approx. ₹5,000 per sq. ft. (Includes premium interior counters, lighting, specialized safety vaulting, and secure glass) |