Mahakali Jewellers from Mehsana, expanding their store from a 100 sq. ft. outlet to a whopping 15000 sq. ft catering to a wider audience with an understanding of the growing opportunities and increased inventory

Established in 1999, Mahakali Jewellers has taken modest and measured steps to grow from a 100 sq. ft. silver outlet to a 2200 sq. ft. store in nearly 20 years, with catchments extending 50 km around the city periphery. The market forces- a strengthening economy, the district’s growing population, and the invasion of national chains- propelled the brand to think big

2023 The recent decision to launch a plush 15000 sq. ft. retail outlet, slated to be fully functional in August, has been driven by a deep understanding of the growing opportunities in the district and to hold back the well-to-do customers eager to travel outside the town to satisfy their cravings for wider choices and better experiences

75 km away from the bustling capital city of Gujarat, in the small town of Mehsana, a jeweller’s extraordinary zeal and assertion is giving shape to an imposing 16500 sq. ft. store, the largest by far in the district. “The store rivals even some of the grand establishments of Ahmedabad or Vadodara,” says Akash Patel, Owner of Mahakali Jewellers.

The success story of Mahakali Jewellers unfolded in 1999 with a modest 100-square-foot silver outlet. Ever since the jeweller has taken measured steps to grow the business. The first giant leap came only after a decade when they opened a meagre 200 sq. ft. store in 2012. It was followed by two subsequent growth spurts when the brand advanced with 450 sq. ft. in 2014 and 2200 sq. ft. in 2018.

The recent decision to increase the store size seven-fold, a plush 16500 sq. ft. retail outlet, slated to be fully functional in August, has been driven by a deep understanding of the growing opportunities in the district. “Our catchments go well beyond the geographic spread of the city, extending 50 km around the city periphery,” he says.

“We do not want customers from Mehsana to go to big cities to purchase jewellery. We want to bring the city experience to the district”

Kiritbhai Patel, Director, Mahakali Jewellers

With careful consideration of customer demand, Mahakali Jewellers has so far focused on gold jewellery. Patel says, “In response to the demand, we have dedicated 70% of our inventory to antique jewellery and approximately 30% to plain gold jewellery.”

However, the new store is bringing unlikely choices for the customer to the fore. The jeweller is introducing platinum, Polki and natural diamonds. “We are confident of creating a market for these categories,” says Patel.

The brand is ready to invest in marketing to create an aspiration for these categories. “These categories align with the overall industry trends, and it is only a matter of time before the customers begin to embrace it,” says Patel. As per plans, the new segments will contribute an incremental 25% to its overall turnover by the end of 12 months from the store’s opening.

The upcoming store and its revamped inventory mix come from Patel’s nuanced understanding of the fundamental shift driven by a strengthening economy and the district’s growing population in the market. Mehsana is home to Asia’s largest road construction equipment manufacturing factories and is a significant automobile and spice manufacturing centre.

Reflecting on the inclination of these well-to-do customers’ eagerness to travel outside the town to satisfy their cravings for wider choices and better experiences, he says, “We do not want customers from Mehsana to go to big cities to purchase jewellery. We want to bring the city experience to the district.”

Recognising that many neighbouring city residents came to Mehsana to buy jewellery, and many travelled outside, Patel pictured becoming the destination of choice. “We wanted a store which would provide everything to customers so they don’t have to go out of the city to buy jewellery. We wanted to make things easier; we see an opportunity,” says Patel.

The jeweller is all set to deploy 360-degree marketing of the brand to reach a wider audience. “On target are the customers from the outskirts but also the thriving local community of industrialists and businesspeople in Mehsana,” says Patel.

The market forces, and partly the invasion of national chains, propelled the brand to think big. “Though Tanishq is no competition, as we have garnered immense trust and popularity among customers in the area, its presence in the city tells us about the untapped opportunity in our district. We hope to double our customer base and turnover in a year,” he says with a definite air of pride and self-assurance.

Soma Bhatta with inputs from Maithili Patange

The Retail Jeweller Magazine