Kalyan Jewellers, one of India’s leading jewellery brands, today announced their plan for expansion in South India. The company has earmarked Rs 300 crores towards expansion in key markets across the five states. This is in line with the company’s articulated strategy of investing in market penetration to touch 250 showrooms in five years.
Kalyan Jewellers plans to open eight showrooms across the Southern market, and the new launches will include two showrooms each in Andhra Pradesh, Tamil Nadu and Karnataka and one showroom each in Kerala and Telangana.
Speaking about the expansion plan, Mr TS Kalyanaraman, Chairman & Managing Director, Kalyan Jewellers said, “In the past year, our focus was to expand our operations in the non-South geographies, and we forayed into 10 new markets. We entered Assam, Chhattisgarh, Jharkhand and also added showrooms in Maharashtra, Delhi, West Bengal, Uttar Pradesh and Madhya Pradesh. This year, South consolidation is a key focus. We see immense potential in the growing number of metros and mini metros here. We typically allot anywhere between Rs. 30-45 crores for a showroom, and we will continue to deploy our larger format showroom strategy, as it is a proven success model. We will also announce our outside south expansion plan soon.”
In keeping the legacy of trust associated with the brand, Kalyan Jewellers also announced the new ‘4-level assurance’ certificate initiative. The certificate gives customers an assurance of Purity, Manufacturing Quality, Resale and Exchange value and Quantity raw materials used in the product. This pioneering move, also guarantees customers free lifetime maintenance of jewellery along with great value on purchase, exchange and resale. While all jewellery retailed at Kalyan Jewellers goes through multiple purity tests and are all BIS hallmarked, the 4-level assurance certificate promises customers payment on the value of purity mentioned in the invoice during exchange or resale. The product information section under 4-level Assurance further clarifies that gold rate is charged on the total value of gold in the ornament - after reducing the weight of other materials like lac, gemstones, glass, enamel etc, from the total weight of the product.
Kalyan Jewellers has been focusing on hyper-localisation in the context of merchandise, and communication, and has recently also announced the on-boarding of four regional ambassadors and influencers for the state of Maharashtra, Punjab, West Bengal and Rajasthan. The brand has plans to further expand in these regions, and these ambassadors will be a part of the brand’s communication in the respective markets and will also be involved in Kalyan’s customer centric initiatives.
In the South, Kalyan is associated with Prabhu (Tamil Nadu), Nagarjuna (Andhra Pradesh/Telangana), Shivraj Kumar (Karanataka) and Manju Warrier (Kerala) who continue to successfully establish the regional connect. Amitabh Bachchan, Jaya Bachchan,Swetha bachchan and Katrina Kaif represent the brand globally.