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Senco Gold has partnered with August Jewellery to manage over 20 Melorra stores and expand youth-focused jewellery retail. The tie-up is valid until 30 September 2025.
Senco Gold Limited has entered a strategic franchise and marketing agreement with August Jewellery Private Limited, the parent company behind the omnichannel jewellery brand Melorra. Under this partnership, Senco Gold becomes the exclusive Master Franchisee for Melorra across India, enabling it to operate all company-owned outlets and supervise sub-franchisees under a centralised structure. The collaboration aims to enhance Senco’s appeal among younger demographics and strengthen its position in the modern jewellery space.
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Senco Gold is now the exclusive Master Franchisee for Melorra’s retail operations in India.
The partnership covers all existing company-owned Melorra stores and franchise outlets.
Senco gains access to 20+ Melorra stores and rights to open new ones until 30 September 2025.
The deal focuses on millennial and Gen Z buyers, especially in the diamond jewellery segment.
Senco Gold share price could see retail-driven upside as the brand targets younger customers.
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Melorra, known for its digital-first and trend-led jewellery offerings, has built a strong following among fashion-forward millennials and Gen Z. By aligning with Melorra’s retail model, Senco Gold will expand its reach in this high-growth segment. This shift allows Senco to boost incremental sales, particularly in high-margin categories like lightweight diamond jewellery. The retail consolidation under Senco’s leadership improves operational efficiency and customer engagement in metro and Tier-I markets.
Store Type | Previous Owner | Now Managed By |
Company-Owned (COCO) | Melorra (AJPL) | Senco Gold |
Franchise-Owned (FOFO) | Independent Partners | Sub-franchisees under Senco |
Franchise-Owned (FOCO) | Shared Investment | Sub-franchisees under Senco |
This partnership is expected to enhance Senco Gold’s product mix and widen its consumer base. By accessing over 20 active Melorra stores and gaining exclusive rights to expand retail locations, the company may unlock higher revenue streams. The broader retail exposure and synergy with Melorra’s youth-focused positioning may positively influence Senco Gold share price over the coming quarters. As store openings progress, Senco Gold share price could reflect improved market confidence and long-term value creation.
Senco Gold’s partnership with August Jewellery signals a clear strategy to tap into India’s evolving jewellery market with a focus on younger consumers. The franchise model offers scalability without ownership costs, allowing Senco to consolidate brand presence efficiently. This development may have a positive bearing on Senco Gold share price as it executes its youth-centric retail expansion.
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