India’s jewellery industry is poised for transformation as THYNE, a new-age personalized jewellery brand, officially launched in February 2026. Incorporated as Thyne Jewels Private Limited in October 2025, the company introduces a technology-enabled platform designed to address one of custom jewellery’s most persistent challenges: the gap between personalization and certainty.
Headquartered in Noida and Kolkata, THYNE was founded by Anindita Banerjee with a vision to reimagine how jewellery is designed and purchased in India. The concept emerged from her own wedding jewellery shopping experience, where she observed that despite abundant design options, genuine personalization remained limited.
“I was planning the most important day of my life and couldn’t find jewellery that felt authentically mine,” Anindita explains. “That frustration became the foundation for THYNE. Customization was often slow, restrictive, unpredictable, and expensive, while catalogue-led selling constrained individual expression.”
Instead of spending her traditional wedding gifts on a honeymoon, Banerjee chose to invest them into building a solution. In August 2025, she began developing what would become THYNE alongside her husband and co-founder Prashun Pranjal, an IIT Kanpur graduate with expertise in technology systems, and her childhood friend Akash Verma, a fourth-generation gold and silver jewellery manufacturer with a strong B2B presence across eastern and northern India.
By October 2025, Thyne Jewels Private Limited was formally incorporated, laying the foundation for a proprietary system integrating design, feasibility validation, pricing transparency, and controlled manufacturing workflows.
AI-Assisted Design Platform
At the core of THYNE’s offering is its AI-assisted design platform, enabling customers to actively participate in creating their jewellery. Unlike traditional retail models that allow only minor modifications to fixed catalogues, THYNE is built from the ground up for deep personalization.
Customers can customize curated collections or create entirely original designs. Every design decision, including metal type, finish, stone colour, size, and detailing, is evaluated in real time for manufacturability, ensuring creations are fully buildable and production-ready.
Transparent Pricing
The platform also introduces dynamic, transparent pricing. As customers design their pieces, pricing updates instantly based on their selections. This eliminates ambiguity, unexpected costs, and post-design negotiations that have historically characterized custom jewellery purchases.
By connecting design, pricing, and production within a unified system-driven workflow, THYNE reduces inefficiencies and miscommunication common in traditional customization processes.
Technology Meets Craftsmanship
Importantly, technology at THYNE enhances rather than replaces craftsmanship. The company collaborates closely with skilled artisans to ensure modern systems support traditional jewellery-making expertise. Each piece undergoes rigorous quality control and is delivered in under 12 days, combining speed with reliability without compromising artistry.
Market Context
The launch comes as India’s online jewellery market, currently valued at over $3 billion, experiences rapid growth driven by digital-first consumers seeking personalized alternatives to traditional retail.
Industry Recognition
Through its B2B operations, THYNE has already received recognition at a leading business awards platform for its innovative approach to bespoke fine jewellery. This early validation signals growing industry interest in structured, transparent personalization models.
THYNE’s February 2026 launch represents a broader shift in India’s jewellery sector, where technology-enabled personalization is beginning to challenge long-established retail models. By connecting AI-assisted design with transparent pricing and traditional craftsmanship, the platform aims to redefine how a new generation of Indian consumers approaches jewellery purchases, moving from passive selection to active creation.
Customers can explore the platform at thyne.ai or follow updates on Instagram @thyne.ai
