The launch serves as a hedge against slowing demand for high-value gold jewellery, and targets younger, price-sensitive consumers who may defer gold purchases
Hyderabad: The Manepally Group has launched ‘Mandira by Manepally’, a premium 92.5 sterling silver jewellery brand, as it looks to capture demand for affordable luxury amid elevated gold prices.
The Hyderabad-based legacy jeweller has positioned the new line as a design-led alternative to gold, offering bridal and occasion jewellery with gold-like aesthetics at a significantly lower price point. The move reflects a broader shift in the Indian market, where consumers are prioritising design, versatility and accessibility over pure metal value in select categories.
‘Mandira by Manepally’ debuts with over 6,000 designs spanning bridal sets, long harams, chokers, vaddanams, bangles and temple jewellery, alongside Nakshi, Kundan, Pachi and contemporary collections. The pieces are crafted in sterling silver with gold-finish detailing to replicate the visual appeal of traditional gold jewellery.
‘Mandira by Manepally’ retails at two flagship destinations in Hyderabad. The 12,000 sq. ft. Panjagutta Factory Outlet is a comprehensive retail, wholesale and B2B destination, designed to serve customers, retailers, franchise partners and entrepreneurs under one roof. The A.S. Rao Nagar showroom is a dedicated two-level retail destination where brides and families can complete their entire wedding jewellery shopping experience. The company plans to scale this retail format across Telangana, Andhra Pradesh and other Indian markets.
The launch serves as a hedge against slowing demand for high-value gold jewellery. By introducing a lower-cost entry point, the new brand aims to retain customer engagement, drive footfalls and attract younger, price-sensitive consumers who may defer gold purchases.
However, the premium silver positioning brings execution challenges. Maintaining brand equity while expanding beyond gold, managing margins in a design-heavy category and differentiating from organized fashion jewellery players will be key monitorables.
As ‘Mandira by Manepally’ scales, the key test will be whether consumers accept silver as a viable substitute in high-ticket segments such as bridal, and how effectively the brand balances aspiration with affordability in a competitive, fast-evolving category.
Beyond jewellery, the new brand is committed to empowering women entrepreneurs by creating opportunities through retail partnerships, wholesale access, franchise development, marketing support, business guidance and growth initiatives. The brand aims to build an inclusive ecosystem where aspiring women business leaders can grow alongside a trusted legacy brand.
Gaurav Krishna Manepally, Managing Director, Manepally Jewellers, said, “Mandira is our vision of making premium jewellery aspirations accessible without compromising on craftsmanship, elegance or trust. Every creation carries forward the values that have defined the House of Manepally for 136 years while responding to the evolving aspirations of today’s customers.”
Vamshi Krishna Manepally, Managing Director, Manepally Jewellers, added, “Jewellery is deeply rooted in India’s culture and celebrations. Through Mandira, we are offering a destination where every bride and every family can experience exceptional craftsmanship, heritage-inspired designs and affordable luxury.”
Manepally Jewellers operates a strong retail network anchored in Hyderabad, with a legacy spanning over 136 years. The brand has built its presence through multiple large-format showrooms and continues to expand across South India, leveraging heritage, trust and design-led retail to drive growth.
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