American fine jewellery brand Angara enters India

Angara, the global direct-to-consumer fine jewellery brand known for its deep expertise in coloured gemstones, diamonds, and pearls, has officially entered the Indian market, marking a significant milestone in its global expansion strategy.

The Los Angeles-based brand, founded by Indian-origin entrepreneurs Ankur and Aditi Daga, is now bringing its made-to-order, digitally native model to India's $100 billion jewellery market.

Launched in 2005, Angara has established a formidable presence across the United States, the United Kingdom, and Australia, catering to over one million customers worldwide. Its India entry comes at a moment when consumer behaviour is shifting away from traditional, mass-market jewellery toward more personalised, ethical, and design-forward alternatives.

“We have spent nearly two decades perfecting the online jewellery shopping experience for customers across the world," said Ankur Daga, Founder and CEO of Angara. "Now, we bring that experience to India, offering exceptional quality, unmatched customisation, and designs that celebrate individuality."

Angara's history

Angara’s story traces back over 300 years through the Daga family’s gemstone trade lineage. The brand today combines this legacy with a vertically integrated, AI-driven online model that allows customers to customise every element of their purchase—from gemstone type and carat weight to setting and metal.

By keeping production in-house and selling directly to consumers, Angara avoids traditional markups, offering fine jewellery at competitive prices.

In the coming months, Angara plans to open experiential retail spaces to complement its digital presence. This hybrid model is designed to cater to both tech-savvy urban consumers and those who prefer a tactile, in-store experience for high-value purchases.

“For too long, Indian consumers have had to choose between conventional gold jewellery or global luxury brands with high markups,” said Aditi Daga, Co-founder of Angara. “Angara fills this gap with high-quality, customisable jewellery that is elegant, personal, and within reach."

Aiming to become a $1 billion brand 

Operating without external funding, Angara has scaled past $100 million in revenue and now sets its sights on becoming a $1 billion brand in the next five years. The company maintains offices and operations across India, Thailand, Ireland, Canada, and Australia, with plans to grow its team and infrastructure further in India.

With its proprietary AI tools and a robust logistics and fulfilment backend, the brand ensures seamless product delivery while maintaining rigorous quality standards. Angara’s customisation engine allows thousands of unique combinations, ensuring every piece is both personal and precise.

Angara’s direct control over sourcing and manufacturing also enables it to meet the rising demand for ethically sourced, sustainable jewellery.