Aditya Birla Group is launching Novel Jewels on July 26, entering India's branded jewellery market with an investment of Rs. 5,000 crores, aiming to establish exclusive stores and compete with major players like Tanishq and Reliance Jewels
The Aditya Birla Group is set to enter India's branded jewellery market with the launch of Novel Jewels on July 26. This initiative represents the conglomerate's latest foray into consumer-facing businesses.
With an investment of Rs. 5,000 crores, Novel Jewels aims to establish a significant presence in the market by opening large, exclusive jewellery stores across India, showcasing its in-house jewellery brands.
Novel Jewels will be entering a competitive landscape dominated by established players like Tata Group-owned Tanishq, Reliance Jewels, Kalyan Jewellers, Malabar Gold, Joyalukkas Jewellers, and Senco Gold.
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