Senco Gold enters strategic tie-up with August Jewellery to expand retail footprint
Senco Gold Limited has announced a strategic and marketing partnership with August Jewellery Private Limited (AJPL), known for its omnichannel jewellery brand 'Melorra.' This collaboration marks a significant step in expanding Senco Gold's presence in the high-growth, youth-centric jewellery market.
Under this agreement, Senco Gold will operate as the exclusive Master Franchisee for Melorra. All existing company-owned and operated (COCO) stores of Melorra will now be run by Senco, while franchisee-owned stores (FOFO and FOCO) will become sub-franchisees under Senco's management. This arrangement allows Senco the exclusive right to open new Melorra stores, strengthening its retail footprint across India.
The tie-up, which remains in effect until September 30, 2025, positions Senco to leverage Melorra's strong brand appeal among Gen Z and millennial consumers. The partnership is expected to drive incremental sales, particularly in high-margin diamond jewellery, while granting Senco access to over 20 existing Melorra stores.
With no acquisition or related party transaction involved, this collaboration is strategically focused on enhancing customer reach and retail efficiency in the domestic market. By aligning with Melorra's digital-first and trend-forward approach, Senco Gold is set to reinforce its leadership in the modern jewellery segment and attract a younger, fashion-conscious audience.
Aman Shukla is a post-graduate in mass communication . A media enthusiast who has a strong hold on communication ,content writing and copy writing. Aman is currently working as journalist at BusinessUpturn.com
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