Sai Silks Kalamandir forays into ethnic silver jewellery with ‘Rasamayi’ sub-brand

It will be unveiled at Kalamandir’s store in Visakhapatnam, and is the brand’s response to the growing demand in the market for fine silver jewellery

Visakhapatnam: Leading ethnic fashion brand Kalamandir is all set to reveal its newest product – ethnic silver jewellery under the brand name ‘Rasamayi’ – in response to the growing market for fine silver jewellery. 

At the forefront of innovation and style, Kalamandir has long been synonymous with quality craftsmanship and elegance in ethnic wear. With a keen eye on market trends and consumer preferences, Kalamandir recently convened to discuss the market demand and unanimously approved the company’s strategic expansion into the realm of silver jewellery with the creation of a new division.

The decision to venture into ethnic silver jewellery comes as a natural progression for Kalamandir, leveraging its decades-long legacy of excellence in the fashion industry. The new segment Rasamayi will cater to connoisseurs of fine jewellery and feature ethnic silver jewellery items, including bracelets, rings, necklaces, earrings and more.

Prasad Chalavadi, Managing Director, Sai Silks Kalamandir Ltd (SSKL) said, “We are thrilled to embark on this exciting journey into the world of ethnic silver jewellery. Our customers have always looked up to us for unparalleled quality and elegance, and with the introduction of Rasamayi, we aim to exceed their expectations yet again.”

The grand unveiling of Rasamayi will take place at the Kalamandir store in Visakhapatnam, and will offer customers an exquisite collection of premium silver accessories that blend tradition with contemporary allure.

“As Kalamandir steps into this new chapter, it remains committed to delivering unparalleled quality, craftsmanship, and customer satisfaction. With Rasamayi, astute customers can expect nothing short of perfection in every piece,” said a statement by the brand. 

SSKL operates through four different format stores, namely Kalamandir, Mandir, Varamahalakshmi Silks and KLM Fashion Mall, as well as through e-commerce channels that include their own websites and other online e-commerce marketplaces.

The diverse range of products offered includes various types of ultra-premium and premium sarees suitable for weddings, party wear, as well as occasional and daily wear. In addition, the brand sells lehengas, men’s ethnic wear, children’s ethnic wear and value fashion products comprising fusion wear and western wear for women, men and children.

The company has declared Rs 1,351 crore in sales and PAT of Rs 97.60 crore in FY23 with per sq. ft realization of Rs 22,397. SSKL is the first large saree retailer to tap the markets to raise funds through an IPO and it has grown from a single store in 2005 to 60 stores with a total floor area of more than 6,00,000 square feet. 

Retail Jeweller India News