Bhubaneshwar: In a heartfelt celebration of heritage and transformation, Khimji Dayabhai Co. Group unveiled its new identity, Arnika, at an intimate, cinematic launch event in Bhubaneshwar. With over a century of craftsmanship, trust, and tradition, the brand now steps into a new chapter. This chapter gently reimagines how it speaks to the modern Indian woman: fluid in her.
Founded in 1936, Khimji Dayabhai Co. Group began as a humble goldsmithing enterprise in Baripada, growing into one of India’s most respected jewellery houses. Known for its uncompromising quality and emotional resonance, the brand has adorned generations of women across the country. Today, led by NishantNanda, the group moves forward with a vision that bridges timeless heritage with modern progress.
“We didn’t change for the market. We changed for meaning,” said Rajendra Nanda, Managing Director. “Arnika is not a departure. It’s a deepening. A name born of water, graceful, adaptive, and quietly powerful. Just like her.”
The brand name and logo were unveiled by Nishit Nanda, CEO, who led the strategic evolution of the identity.“We didn’t choose Arnika. It chose us. It’s not a break from the past. It’s a continuation with clarity. Arnika is not just a brand. It’s a belief. In movement. In meaning. In her,” said Nishit Nanda.
The launch event, themed “GLOW WITH THE FLOW,” featured an immersive JalTarang performance, underwater-inspired installations, and a reveal of Arnika’s new identity system. The campaign’s emotional core was crafted in collaboration with Mumbai based creative agency Scarecrow M&C Saatchi, with Dimple Shah, Head of Marketing, Khimji Dayabhai Co. Group, leading the strategic transformation. “We weren’t just looking for a new name. We were listening,” said Shah. “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.”
The campaign’s visual soul was brought to life by Kapil Tammal, National Creative Director at Scarecrow M&C Saatchi, in collaboration with celebrated photographer Prasad Naik. Shot entirely underwater, the campaign captures jewellery not as ornamentation but as an extension of breath, movement, and identity. “We didn’t shoot a campaign. We built a world,” said Kapil. “Prasad didn’t light the frame. He let the water do it. The typography flows. The mark ripples. The voice? It’s hers: unfiltered, unforced, unapologetic.”
Arnika’s debut collection will be available in a new store starting September 23.With Arnika, Khimji Dayabhai Co. Group doesn’t just rebrand, it reimagines. It honours the woman who doesn’t follow the current.
