Founded in April 2026, Nityas Gems and Jewellery Limited is engaged in designing, manufacturing, and selling lab-grown diamond-studded gold jewellery in India. The company works through both B2B and D2C models, supplying jewellery to retailers and wholesalers while also selling directly to customers through its subsidiary, Ayaani Diamonds and Jewellery Private Limited. It manages the entire jewellery process from raw materials and design to manufacturing, quality checks, distribution, and sales. Its product range includes rings, earrings, pendants, bracelets, mangalsutras, necklaces, bangles, and more for daily wear, special occasions, and custom designs. The company serves well-known jewellery retailers like GIVA, Palmonas, ONYA, and Ladia Diamonds, and also provides customised jewellery based on client requirements such as purity, weight, and finish. Its B2B business is a key part of operations, with products supplied across 18 states and 2 union territories, along with retail presence in seven cities and online sales to reach end customers.