In the vibrant and fiercely competitive jewellery landscape of South India, one name has always created ripples of admiration - AVR Swarnamahal. The brand has managed to carve a niche for itself in a region where jewellery is not just an accessory, but a cherished tradition, finds out Priyanka Talreja Garegrat
The AVR Swarnamahal brand identity finds its inspiration in the mythical Annapakshi, a mythical double-headed bird. What sets this bird apart is its extraordinary ability to distinguish truth from falsehood and purity from impurity – a trait that AVR Swarnamahal has steadfastly upheld and delivered to its valued customers for over 96 years, thus forging a legacy rooted in honesty and loyalty.
The Strategic Expansion: From Salem to the Kongu Belt
Originating from a humble single showroom in Salem, AVR Swarnamahal has since blossomed to encompass a network of over 20 showrooms throughout the Kongu belt. Siddhanth AVR, Director, AVR Swarnamahal Jewellers, Salem, reflects on the brand’s journey, stating, "The decision to expand arose when our customers voiced their desire for showrooms closer to their homes. They made it clear that the journey to Salem was quite extensive, and this motivated us to expand our presence in the vicinity. If you examine our stores, you'll find them strategically located within a 20km-50km radius of one another. We are majorly covering the Tamil Nadu region, with a store in Pondicherry and three stores in Bangalore."
Positioned as a catalyst for Swarnamahal's sustained success, the strategy of having short distances between stores strengthens the brand's presence in already established regions. Says Siddhanth, "We are currently making strides towards the creation of our flagship store in Chennai, poised to adorn the vibrant neighbourhood of Srinagar."
Designing Distinction: Swarnamahal's Contemporary Edge
In the competitive realm of jewellery in South India, AVR Swarnamahal not only competes, but also stands out, breaking through the clutter. Revealing the secret behind the brand’s success, Siddhanth says, "Our commitment to uncompromising quality and top-notch service sets us apart."
What truly captivates customers, however, is Swarnamahal's contemporary and distinctive designs. "We're dedicated to crafting unique pieces using cutting-edge technology, always pushing the boundaries of what's already in the market. Whether it's our innovative use of diamonds, gold, or polki, we strive to create a fusion that's unparalleled, establishing an entirely new category of jewellery. This unique range quickly becomes a trend, allowing us to stand out wherever our stores are located," elaborates Siddhanth.
Data-Driven Decisions: Calculated Expansion Approach
Each new store has the potential of bringing with it unforeseen challenges but this is not a cause of concern for Swarnamahal, as its moves are backed by data. “Everything is pre-planned. Our systems let us know the likes and dislikes of the customers in the area and then it is just like copying and recreating the same formula,” says Siddhanth.
Responding to Evolving Tastes
To remain attuned to the evolving needs of its customers, Swarnamahal creates focus groups that help it to keep its fingers are on the pulse of customers. Siddhanth highlights the significance of customer feedback, stating, "Customer feedback is of paramount importance to us. We actively organise focus groups, conduct surveys, and attentively gather feedback to provide our customers with precisely what they desire. Currently, customers are seeking lightweight jewellery with a bold appearance. We've addressed this demand through the use of electro-format jewellery, creating hollow gold pieces that deliver the illusion of substantial size. Remarkably, this jewellery maintains the same strength and durability as other gold pieces."
While Swarnamahal remains deeply ethical in its customer-centric approach, the brand is equally dedicated to sustainability. Across its stores, it upholds a no-paper printing policy, reflecting a conscientious commitment to eco-friendliness and a greener future.
People First: Fostering a Family Culture
In order to maintain a consistent and unwavering commitment to customer satisfaction, a brand of AVR Swarnamahal's stature requires a dedicated team capable of fostering meaningful daily interactions with customers. Siddhanth emphasises the multifaceted approach of his brand to ensuring this, stating, "We handle everything in-house, and to achieve this, we require a motivated and engaged team. Right from the onboarding process, we seek out employees who are genuinely excited to work with our brand. We invest the time to understand their individual preferences and aptitudes, allowing us to assign them roles that align with their passions. This way, they not only find their work enjoyable, but also feel a sense of fulfilment in their roles. We provide training modules for each position, and we have a dedicated training team that continuously updates our employees in their respective roles."
However, Swarnamahal goes beyond purely professional relationships with its employees. Siddhanth adds, "We consider our employees as part of our family. We strive to create a work environment that is as comfortable as possible. We firmly believe that only when our employees are content and at ease, can they deliver the exceptional service we aim to provide. Their well-being is a priority for us."
As Swarnamahal embarks on new journeys, it continues to captivate the hearts and adorn the lives of its patrons with timeless jewellery, setting the gold standard in the world of jewellery, while preserving a legacy of trust and loyalty. With an eye on the future and a heart steeped in tradition Swarnamahal is poised for yet another chapter in its sparkling success story