Ranka Jewellers extends silverware offering under sub-brand ‘Aahi’ by Ishita and Aashna Ranka 

Noting a high demand for silver articles across Tier I, Tier 2 and Tier 3 cities, the duo decided to launch the silver brand, which has gained sales traction across Maharashtra as well as Delhi, Tamil Nadu, Karnataka, and West Bengal 

Pune: While heading the e-commerce division of Ranka Jewellers for over six years, Ishita and Aashna Ranka of Ranka Jewellers, the 7^th generation jewellers from the brand with a legacy spanning 144 years and counting, observed and studied the consumer behaviour across product categories online. Noting a high demand for silver articles across Tier I, Tier 2 and Tier 3 cities, the duo has launched ‘Aahi’. 

“The cultural significance of silver is deep-rooted in Indian traditions. We wanted to create an organized and systematic experience for consumers indulging in silver purchases. Wide design variety, high quality of products, quick delivery time, and prompt customer service was our primary focus as we built this,” said Aashna Ranka, Co-Founder, Aahi. 

The silver brand’s offerings comprise deity’s idols, puja essentials like diyas, plates, bells, tableware such as jugs, glasses, home decor items, high-end silver watches, and purses in a price range of Rs 600 up to Rs 1 lakh.  

The products from Aahi are retailed within the Ranka Jewellers showroom at Pimpri Chinchwad. Moreover, silver articles constitute about 80% of the brand’s online sales on the parent company’s website. “It is one of the largest spaces in Maharashtra dedicated purely to silver articles and we are also retailing the products online on Aahi’s website,” added Aashna. 

Ishita Ranka, Co-Founder, Aahi, commented that with the significance of silver in most Indian festivities as an auspicious element, the brand ensures that the products are delivered to the customers on time once the orders are placed. “We believe in the magic of gifting, where each piece tells a story. Aahi’s vision is to spread the enchantment of silver and make it accessible to all. Amidst the increasing demand for thoughtful gifts and the aspiration to adorn homes and temples with elegance, Aahi’s wide variety of products fulfills every household’s needs,” she explained. 

The co-founders noted that in the silver category, the silver deities’ collections are a popular purchase among the customers. Additionally, the demand for silver is greater during the peak festive and wedding seasons which start close to August and end in March. “We have received great sales traction across Maharashtra, not just Pune. We’ve also built good presence in Mumbai, Delhi, Tamil Nadu, Karnataka, and West Bengal,” explained Aashna. 

Aahi and its products have been promoted through strategic digital marketing, in-store engagement events, activities, and offers, helping the brand gain adequate traction in a short span of time. “Apart from the promotions, Aahi’s range of products catering to different occasions makes the brand the first choice of silverware for our customers. They select our range of silver gifts for baby showers, housewarming, anniversaries, weddings, and even for corporate gifting,” said Ishita. 

The new silver brand is leveraging the loyal customer base of Ranka Jewellers, who were invited to the brand’s launch preview. To furthe popularise the brand, and acquire and retain more customers, the brand is using AI chatbots, seamless customer service, and tools to capture micro data points and get in touch with each consumer visiting the website. They also have plans to collaborate lifestyle influencers to build the brand in various localities in India. 

Written by Aparna Bhowmick 

Retail Jeweller India Exclusive