Aditya Birla Group's jewellery business under the brand name 'Novel Jewels' will start its operations in July this year. The Group's foray into branded jewellery retail marks a pivotal milestone to tap into new growth and expand its presence in the vibrant Indian consumer landscape.
Last year, the company announced its intention to foray into the retail jewellery business with an investment of around Rs 5,000 crore. Under Novel Jewels, it planned to build large-format exclusive jewellery retail stores across India featuring in-house jewellery brands.
Novel Jewels aims to transform the customer experience by creating unique designs and a strong regional flavour. This venture will capitalise on the Group’s expertise in lifestyle retail and understanding of consumer preferences.