Shuddhi Jewels, a first of its kind chain of stores focused on retailing hallmarked and certified gold and diamond jewellery, is a joint venture between Gitanjali Group and MMTC Ltd, a Government of India enterprise and the leading importer of gold in India. The jewellery caters to the tastes of women in the age-group of 18-35 years with its youthful and modern designs. The uniqueness of the brand is its assurance of purity and quality that is guaranteed by a third party.