Mahatva Soni’s integrated growth strategy

Mahatva Soni, Director of Manik Chand Jewellers in Guwahati, is a third-generation jeweller currently pursuing a B. Com Honours degree at Royal Global University. In an interview with The Retail Jeweller, he shares Manik Chand Jewellers’ strategic plans for regional expansion in North-East India, the development of its e-commerce platform, and the goal of transforming the brand into a modern, fashionable label

E-Commerce Platform Development

Our upcoming e-commerce website is designed to extend Manik Chand Jewellers’ reach across the North-East region, including suburban and remote areas. As one of the first precious jewellery brands to deliver to these locations, we aim to address a significant market gap. The website will feature a 70:30 ratio of lightweight to heavy jewellery, targeting young consumers with affordable, contemporary designs. This approach contrasts with our physical stores, which primarily offer traditional, heavier pieces.

Regional Expansion

Manik Chand Jewellers currently operates six stores in North-East India—four in Guwahati, one in Silchar, and one in Shillong. Over the next five years, we plan to open five additional stores, starting with a new outlet in Jorhat, Assam. Our new stores will implement a customer-centric stock management system, maintaining a 50:50 ratio of traditional to trendy designs, aligning with our contemporary direction.

“We aspire to position ourselves as a contemporary trendsetter while honouring our traditional brand heritage”

-Mahatva Soni, Director, Manik Chand Jewellers, Guwahati

Embracing Fashion and Modernity

We aspire to position ourselves as a contemporary trendsetter while honouring our traditional brand heritage. We have teamed up with popular designers and celebrities, and hosted exhibitions to enhance our brand visibility.
We collaborated with fashion designer Madhuri Gupta for the ‘Fashion Fiesta’ event, showcasing trendy jewellery on influential women, including doctors, police officers, and Miss Femina India, Prakshi Goyal. The event, heavily promoted on social media, drew 250 attendees with an 8 per cent conversion rate.

Another collaboration with designer Archana Kochhar for the launch of ‘The Luxury Diamond Collection’ featured Sunny Leone.

Partnering with local influencers and leveraging festivals like Rongali Bihu has boosted our social media reach by 50 per cent.

Our Shillong exhibition with Vintage Vogue at The Marriott Hotel attracted 300 visitors from Siliguri and Guwahati, achieving a 20-30 per cent conversion rate and a 50 per cent increase in enquiries. Exhibitions offer insights into trends, and we will continue hosting and attending them.

Written by Pratyasha Kumari