Aditya Birla Group Ventures into the Branded Jewellery Retail Business

Aditya Birla Group, a prominent conglomerate, has recently entered the branded jewellery retail business with a substantial investment of Rs 5,000 crore. This move represents the group’s third significant venture into a new business sector within the past two years, following its expansions into paints and B2B e-commerce for building materials.

Aditya Birla Group has revealed that its foray into the branded jewellery retail business will be facilitated through a newly established venture called ‘Novel Jewels Ltd’. This subsidiary will be responsible for developing and operating large-format jewellery retail stores throughout India, featuring a portfolio of in-house jewellery brands.

By strategically building large-format jewellery retail stores across India, Aditya Birla Group aims to provide a comprehensive and immersive shopping environment for customers. These stores will be designed to offer a diverse selection of jewellery collections, catering to varying tastes, preferences, and occasions.

Kumar Mangalam Birla, Chairman of Aditya Birla Group, emphasized that the conglomerate’s entry into the branded jewellery retail business is a strategic portfolio choice. This decision enables the group to leverage new growth opportunities and strengthen its presence in the dynamic Indian consumer market.

Birla highlighted the increasing disposable income of consumers, which has led to a shift in preferences towards design-led, bespoke, and high-quality jewellery. By recognizing and catering to these evolving consumer demands, Aditya Birla Group aims to capture a significant share of the market and provide customers with a wide range of jewellery options that reflect their aspirations and discerning taste.

Aditya Birla Group, a conglomerate with a valuation of $60 billion, encompasses several flagship companies, including Grasim Industries, Hindalco, Aditya Birla Fashion and Retail, and Aditya Birla Capital, among many others. These companies represent key pillars of the group’s diversified business portfolio.

In June, Aditya Birla Ventures, the venture capital arm of Aditya Birla Group, played a significant role in a funding round for GIVA, a startup specializing in silver jewellery. Aditya Birla Ventures co-led the funding round, which marked GIVA’s Series B funding stage. During the announcement of the venture, Aryaman Vikram Birla, the founder of Aditya Birla Ventures, expressed confidence in the growth potential of the silver jewellery market across both online and offline channels.

As of March 31, 2022, Aditya Birla Fashion and Retail Limited (ABFRL) recorded a revenue of ₹8,136 crore. The company’s fashion brands and retail formats are spread across a network of 3,487 stores and over 30,000 multi-brand outlets. These figures highlight the extensive reach and scale of ABFRL’s operations in the fashion and retail sector.

During the company’s Annual General Meeting (AGM), Birla stated that ABFRL’s projected revenue for the year 2026 is expected to reach ₹21,000 crore. This ambitious target reflects the company’s confidence in its growth potential and its commitment to achieving higher milestones in the future.