Encouraging results from a jewellery showcase held alongside the Back to Our Roots initiative have led Abaran to consider Udupi as a possible location for a permanent outlet
Udupi: Abaran Timeless Jewellery went back to Udupi, the city where the brand was founded, to mark its 90th anniversary recently. The initiative, called Back to Our Roots, was organized to revisit the company’s origins while also evaluating the potential of Tier II markets for future expansion.
According to Pratap Madhukar Kamath, Director of Abaran Timeless Jewellery, the decision to go back to Udupi was both symbolic and strategic. The 90th anniversary provided an opportunity to reconnect with the brand’s earliest customers while offering them access to designs usually seen in the brand’s Bengaluru showrooms. The event also served as a way to test newer product categories and gauge how Tier-II city customers engage with them.
A two-day showcase held alongside the celebrations featured an extensive range of jewellery, including bridal and heritage designs, along with contemporary gold, diamond and silver ornaments. Lightweight collections, which are becoming a growing segment for younger consumers, were also part of the display. The brand reported a positive response, with 95% conversion rate and participation not only from Udupi but also from surrounding towns.
The encouraging results have led Abaran to consider Udupi as a possible location for a permanent outlet. Kamath observed that towns such as Udupi are playing an increasing role in shaping the jewellery retail market. With a blend of traditional preferences and openness to modern designs, these markets provide opportunities for growth beyond metropolitan centres.
At present, Abaran operates three flagship showrooms and two boutiques in Bengaluru. While its core base remains in the city, the brand is focused on strengthening its regional reach without losing connection to its legacy. The Udupi initiative is seen as part of a wider plan to balance heritage with expansion, bringing designs to a broader audience while remaining rooted in its founding city.
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