Khanna was present at the inauguration of the brand’s new 6,000 sq. ft flagship store in Puducherry, which has an entire floor dedicated to silver jewellery
Puducherry: Challani Jewellery Mart announced the appointment of actor Raashi Khanna as its brand ambassador at the launch event of its new flagship showroom in Puducherry. The large format 6,000 sq. ft store, located at Anna Salai, was inaugurated on May 29, 2026 by Chief Minister of Puducherry, N. Rangasamy, in the presence of Khanna.
The new store launch marks the brand’s entry into the Union Territory of Puducherry and represents the next phase of its regional growth strategy, while the association with Khanna signals a strategic push to strengthen the brand’s appeal among younger, style-conscious consumers. Known for her pan-India popularity and contemporary image, Khanna brings a blend of relatability and aspirational value that aligns with the retailer’s positioning in the competitive South Indian jewellery market.
The association is expected to amplify brand visibility across digital and on-ground campaigns, while deepening engagement with evolving consumer segments.
Meanwhile, the store, spread across three floors, has been designed to showcase the brand’s jewellery portfolio across key categories. It houses gold, diamond, bridal and contemporary jewellery collections, supported by category-focused merchandising and dedicated display spaces.
A key differentiator of the new outlet is an entire floor dedicated to silver jewellery. The section brings together contemporary, traditional, handcrafted and occasion-led collections, reflecting the category’s growing importance within organized jewellery retail.
Commenting on the new launch, Jayantilal Challani, Chairman and MD, Challani Jewellery Mart, said, “Customers in and around Puducherry had to travel all the way to Chennai to find their desired jewellery. We wanted to bring that experience closer to them — a world-class, relaxed shopping destination with our full range of gold, diamond, silver, antique and temple jewellery, right here in Puducherry.”
The showroom has been developed to offer customers a comprehensive retail experience through spacious layouts, curated collections and personalized service. The format combines traditional jewellery craftsmanship with a modern retail environment aimed at serving a wide spectrum of consumer preferences.
With the Puducherry launch, Challani Jewellery Mart adds another strategic location to its retail network as it continues to focus on market expansion, product diversification and customer engagement across the region.
Chennai-based Challani Jewellery Mart currently operates 18 jewellery showrooms across Tamil Nadu and Puducherry. With a growing presence across South India, the brand is gearing up for an ambitious national rollout in the next five years.
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