Pothys Swarna Mahal ventures into e-commerce to drive sales as it gears up for potential IPO, says report

The jeweller aims to drive 20% of total sales through digital channels in future

Chennai: Pothys Swarna Mahal, the jewellery brand of retail giant Pothys, is set to launch its e-commerce platform as the group gears up for a potential public listing, says a media report. The upcoming online portal will enable customers to explore jewellery collections and make digital purchases, with its launch expected within the next two months.

The jewellery retailer has partnered with a global cloud computing company to integrate customer relationship management (CRM) and marketing solutions. Additionally, Pothys Swarna Mahal is building a hybrid e-commerce system, aiming to drive 20% of its total sales through digital channels in future.

“In the jewellery industry, today more people want to check out the collections online before they come and buy in-store. While majority of large ticket purchases will continue to happen at the store level, we need to have a portal where customers can check out our catalogue and make small ticket buys digitally,” said Ashok Pothy, Founder-Director of Pothys Swarna Mahal, talking to the Hindu Businessline.

Although Pothys’ textile division has been selling online for some time, its jewellery business was yet to venture into e-commerce. The upcoming platform is expected to enhance accessibility for customers, particularly those enrolled in Pothys Swarna Mahal’s chit and gold savings schemes.

“In the chit segment, we have a lot of customers who have joined from other States. For these people, once a chit reaches maturity, they can even complete the purchase in the online route,” Pothy added.

Pothys Swarna Mahal has been leveraging technology to streamline customer service operations, and respond to customer queries faster and better. As part of its digital transformation, the brand is now evaluating the adoption of AI-driven tech solutions across the entire group.

With its upcoming e-commerce expansion and increasing reliance on digital technologies, Pothys Swarna Mahal is positioning itself for growth in an evolving retail landscape while strengthening its market presence ahead of a potential IPO.

The company currently operates five jewellery stores across South India—four in Tamil Nadu and one in Kerala. It plans to expand its footprint with five additional stores by next year. On a consolidated basis, the Pothys group recorded revenue of approximately Rs 5,200 crore in FY24, with industry analysts estimating jewellery sales contribute over 20% of the total revenue.

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