The brand positions silver as the starting point of the customer journey, allowing buyers to engage with it early
Indore: Jewellers Madanlal Chhaganlal (JMC) has launched ‘Chandi’, its standalone silver jewellery brand and store connected to its existing JMC showroom, as part of its strategy to tap into growing demand for silver across everyday wear and gifting segments. The new format is designed to attract younger consumers and first-time buyers, while building long-term relationships within the brand.
The concept positions silver as the starting point of the customer journey, allowing buyers to engage with the brand early and move across higher-value categories over time.
“We saw that silver is becoming more relevant, both as a fashion choice and for gifting across occasions,” said Shobhit Nagar, Partner, Jewellers Madanlal Chhaganlal. “The idea was to bring it into the JMC family as a dedicated offering, so a customer can start with their first piece of jewellery and continue with us through to wedding purchases.”
Chandi operates as an independent store, although it is physically connected to the JMC showroom. The store has been designed with a distinct identity, including a separate layout and visual theme aimed at a younger audience.
“It is a separate store, even though it is connected to the main showroom. Everything from the layout to the colours has been designed differently to appeal to a younger customer,” Nagar said.
The launch reflects a structured approach to customer acquisition, with a focus on retaining buyers as their purchasing power evolves.“Our focus is to engage customers at the beginning of their buying journey. If someone is starting out with silver, we want to be part of that decision and grow with them over time,” Nagar said. “The aim is to eventually become their long-term jeweller.”
The product assortment spans multiple use cases, including everyday wear, modern designs, gifting options and statement pieces, allowing the brand to cater to a wide range of occasions and preferences.
“The collection covers everyday wear, contemporary styles, gifting, and statement pieces. It is designed to serve different needs -be it self-purchase or occasion-based buying,” Nagar said.
Pricing at Chandi ranges from entry-level products to high-value silver offerings, enabling the brand to address both individual buyers and larger ones for festive and corporate gifting.“The price range starts at around Rs 1,000 and goes up to Rs 10-15 lakh, so it caters to a wide customer base,” Nagar said.
With this launch, JMC is expanding its retail format to include a dedicated silver brand, targeting a new customer segment while strengthening its overall offering across price points and purchase occasions.
Founded in 1949, Jewellers Madanlal Chhaganlal has two showrooms in M.G.Road and Bada Sarafa, Indore.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
