The extended collaboration reflects agreement from both sides on the outcomes achieved so far and the direction of the partnership going forward
Kolkata: Senco Gold has extended its strategic marketing agreement with August Jewellery Private Limited (AJPL), operator of the Melorra brand, continuing it until March, 2026. The extension forms part of Senco Gold’s ongoing approach to working with industry partners to support its retail operations and business plans, and signals continuity in the relationship between the two companies.
As part of the agreement, Senco had agreed to operate more than 20 existing Company Owned and Company Operated (COCO) Melorra stores as a franchisee of AJPL. Additionally, the Franchisee Owned and Franchisee Operated (FOFO) and Franchisee Owned Company Operated (FOCO) Melorra stores of AJPL would become sub-franchisees under Senco, exclusively selling products of the Melorra brand. Senco would also hold the rights to open new Melorra franchisee stores under the brand.
With the extension now confirmed, August Jewellery will remain Senco Gold’s partner under the same framework until March 2026.
Through this extension, Senco Gold aims to maintain consistency across its operations while working with August Jewellery 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. The continuation of the agreement also allows August Jewellery to retain its role within Senco Gold’s partner ecosystem for the agreed duration.
The extended collaboration reflects agreement from both sides on the outcomes achieved so far and the direction of the partnership going forward. This allows for planning over a longer time frame and supports coordination across business functions. The companies will continue to work together with the stated objective of meeting their respective business goals during the extended term of the agreement.
Senco Gold & Diamonds has a robust network of 192+ showrooms across 17 States and Union Territories in India, and two in Dubai. In its lifestyle accessory segment, Senco currently has eight Sennes showrooms.
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