The partnership is positioned to help Senco Gold manage its retail network and engage with customers across markets where both companies operate
Kolkata: Leading jewellery retailer Senco Gold has extended its strategic and marketing alliance with August Jewellery Private Limited (AJPL), the parent company of digital-first jewellery brand Melorra, from the earlier expiry date of June 30, 2026 to September 30, 2026. The extension continues on the same terms and conditions, with the agreement covering operational transactions only and involving no acquisition or related-party dealings.
Earlier, Senco Gold had said it would acquire 68% stake in AJPL by April 30, 2026, after which AJPL was to operate as a subsidiary of the company.
By prolonging this alliance, Senco aims to sustain the benefits of its collaboration with Melorra in areas such as branding, distribution and omnichannel reach, reinforcing its position in the competitive jewellery market. The move signals continuity in Senco’s partnership-driven growth strategy and provides clarity to investors and other stakeholders about the ongoing structure of this tie-up.
Founded in 2015, Melorra has built its positioning around fast-fashion, lightweight jewellery aimed at modern consumers. The brand operates through a network of 21 physical stores across India and is known for its technology-driven approach, including frequent design launches and trend-led collections.
Senco Gold operates 198+ showrooms across 17 States in India, along with two international showrooms in Dubai, UAE, through a combination of company-owned and franchisee models. In its lifestyle accessory segment, the brand operates eight Sennes showrooms.
With this partnership, Senco Gold aims to accelerate its digital and omnichannel journey while leveraging Melorra’s design agility and online reach to strengthen its footprint in the evolving jewellery retail landscape.
Retail Jeweller India News
