The acquisition is expected to be completed by April 30, 2026, after which AJPL will operate as a subsidiary of Senco Gold
Kolkata: Leading jewellery retailer Senco Gold has announced a strategic investment in August Jewellery Private Limited (AJPL), the parent company of digital-first jewellery brand Melorra, marking a significant step in strengthening its omnichannel presence. Through the transaction, Senco Gold will acquire 68% stake in AJPL, with the acquisition expected to be completed by April 30, 2026, after which AJPL will operate as a subsidiary of the company.
The investment aligns with Senco Gold’s broader strategy to deepen its digital capabilities and tap into evolving consumer preferences, particularly among younger, online-first buyers. Melorra’s technology-led design process and strong e-commerce orientation are expected to complement Senco’s established showroom retail strengths, enabling improved operational efficiencies and a more integrated customer experience across channels.
The acquisition involves an investment of approximately Rs 68 crore for the 68% equity stake. For the financial year ended March 2025, Melorra reported a turnover of Rs 33.24 crore, compared to Rs 173.62 crore in FY24 and Rs 605.47 crore in FY23, reflecting a period of business realignment and restructuring.
Just recently, Senco Gold had extended its strategic marketing agreement with AJPL, continuing it until March, 2026. According to the extension agreement, August Jewellery will remain Senco Gold’s partner under the same framework until March, 2026, working with Senco on areas linked to supply, coordination and market coverage. The partnership is positioned to help Senco Gold manage its retail network and engage with customers across markets where both companies operate.
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.
On the other hand, Senco has 190+ showrooms across 17 States and Union Territories in India, along with two stores in Dubai. In its lifestyle accessory segment, the brand operates eight Sennes showrooms.
With this acquisition, 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.
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