Novel Jewels, the jewellery arm of Aditya Birla Group, is set to embark on a major expansion with plans to open 100 stores across India within the next 18 months, backed by a substantial Rs.5,000 crore investment. In addition to company-owned stores, the brand is also exploring a franchise model to accelerate its reach in new regions.

Since its late-July launch, Novel Jewels has been expanding rapidly, establishing 10 stores across key cities, including Delhi, Mumbai, Pune, Ahmedabad, Jaipur, and Indore. The brand has also invested in a dedicated manufacturing facility in Mumbai. By incorporating franchising, Novel Jewels aims to broaden its presence more swiftly in diverse markets.

This expansion strategy aligns with the growing shift in India’s jewellery market from unorganised players to branded retailers. Organized jewellers now account for nearly 40% of the industry, a trend Novel Jewels hopes to leverage as consumers increasingly seek trusted brands.