The Gitanjali Group, a USD2.5 billion global conglomerate listed on the NSE and the BSE, opened the showroom with a glamorous launch event at hotel Mina Al Salam. The highlight of the event was the presence of Priyanka Chopra. The event was attended by a large number of press members and prominent members of the Asian community residing in Dubai.

As part of the launch, a press conference was held, following which a fashion show was conducted where the Gitanjali Group presented it's leading brands and the latest design trends, showcased by 11 models. The interiors were adorned with blue lights, since blue is associated with Asmi. The show ended with Priyanka Chopra unveiling the new line of jewellery by Asmi.

The store's interiors were innovatively designed with gleaming glass cases and brands on display. The store has the key attributes of Gitanjali stores around the world and will offer an extraordinary range of jewellery, keeping in mind the preferences of the international clientele visiting Dubai.

Commenting on the launch, Priyanka Chopra said: "I'm extremely pleased to be part of Gitanjali Jewels' flagship store opening in Dubai. I feel part of the family as I endorse one of their most spirited brands - Asmi - which means ‘I Am' in Sanskrit. The brand represents the new-age Indian woman, celebrating her economic and social independence. The brand aims to fulfil every woman's innate need for self-expression, while lauding her inner fire. Thus I love it, as it has a contemporary and feminine look that is distinctly evocative of strength and grace."