GILI, the first Indian jewellery brand, was launched in 1994 when jewellery was treated as a rare commodity made and sold by proprietors employing artisans. Gili broke this mould: it shifted the paradigm "from occasional need...to a need for every occasion".
The brand was thus a pioneer in bringing real diamond jewellery closer to consumers and making it easier to buy.
Gili leads the Indian market in casual-wear jewellery today. It is sold through 150 outlets in India, besides a few select but growing number abroad. Two standalone stores also offer the consumer the full “Gili World” experience. Gili can claim to have attained superbrand status in 2003/2004.