Arundhati Jewellers expects 12-15% growth this festive season and healthy buying for weddings ahead

The brand works on the design diversity of Odisha, adapting elements of Odiya art, tradition and culture into its jewellery. It has just launched ‘Ameyaa’ and the ‘Arka Signature Collection’, the latter inspired by the Konark Sun Temple

Bhubaneshwar: The jewellery market in India is diverse, not only because of the large number of brands but also because every region in the country has unique influences on its jewellery. For jewellers such as Brahmananda Meher, Co-founder, Arundhati Jewellers, Bhubaneshwar, the festive season is an opportunity to showcase its work on designs that assimilate elements of Odiya culture. “Two years ago, we launched the Arka collection inspired by the Konark Sun Temple. This year, we have launched the Ameyaa collection and the Arka Signature collection. With these designs, we aim to take Odiya art, tradition and culture to the next level,” says Meher, adding that for the last five years, the brand has been working on the design diversity of Odisha.

The brand had a high growth trajectory, until current market conditions impacted its business. “Before the festive season, the brand was growing at a rate of 28-30%, but with the current hike in gold prices and the ongoing crisis in the Middle East, we felt the pinch, and the toned-down growth expectation for the festive season is around 12-15%, vis-a-vis the same period last year. However, the wedding season that lies ahead will improve the market scenario for us, as it is the best time to buy jewellery,” says Meher.

Product preferences are diversifying for the young generation, which creates a lot of opportunity for the brand to grow. “Silver is a must-buy product as people are replenishing silver products faster than gold. Diamonds have also done well in the last five years among the youth. Coloured gemstones are making an impact in lightweight categories that the youth loves,” elaborates Meher.

When the brand was launched in 2000, the first-generation jeweller had employed interesting marketing techniques such as one-act plays and jatras to help the people of Odisha understand the value and importance of gold. Since then, Arundhati Jewellers has expanded to seven stores in the State and is looking to open new ones at Puri and Cuttack. Over the years, the brand has leveraged print media, electronic media, social media and personal communication to build a loyal community of customers.

Written by Aparna Bhowmick

Retail Jeweller India Exclusive