Prayagraj, 22 Oct (HS): North India is a major expansion

focus. PNG Jewellers currently has around 81 stores in India and aims to cross

100 before March 2027. The brand has a goal of 10–12 stores in North India by

then. Lucknow completed one year of operations this September. PNG also has a

store in Patna as part of its expansion beyond its home markets. Prayagraj will

be PNG Jewellers’ sixth store in Uttar Pradesh, after Lucknow, Kanpur,

Gorakhpur, Varanasi & Ayodhya. Prayagraj store is scheduled to open on November

4 at Hotel Grand Continental, opposite PVR Cinema, Civil Lines, with Kangana

Ranaut inaugurating it. PNG is also considering a second Lucknow store around

December.

Heritage & Legacy: Nearly 194 years old – among India’s

most respected and historic jewellery brands. Currently sixth in its sixth generation. Its

longevity is built on customer trust and consistently delivering on its

promises. Strong cultural alignment between Pune (brand’s home) and North

India. Combination of family-owned trust and corporate-scale operations. Jewellery

positioned as an emotion and tradition, not just a product. First store outside

Maharashtra after IPO; Indore chosen as the first step in national expansion.

Expansion & Market Strategy: Expansion in North India is part of national

growth plans targeting high-potential markets.

Uttar Pradesh is a key focus, with another two or three stores being

considered in the state before March 2027. PNG also has a store in Patna,

Bihar.

New stores follow a franchise-invested, company-operated

model: the partner invests, while PNG manages the staff, products, campaigns

and operations. The 100-store target mentioned at the meet includes PNG

Jewellers and YOOU by PNG stores; Silvostyle stores are counted separately. Long-term

plan to establish presence in 6+ states; aim to be among Top 3 brands in each market.

Past successful expansions in Goa and Maharashtra; Indore seen as next

strategic hub. Store property in Indore was retained during closure; reopening

driven by post-IPO growth strategy.

Product &

Collection Innovation

Unique collections with strong storytelling:

Katha – crafted from 100-year-old dyes.

Saptam – inspired by 7 blessings & 7 pheras.

Pratha – traditional wedding collection.

Nakshi – peacock motifs.

80% designs reflect traditional tastes; balance targets

modern trends.

18-carat Mangalsutra innovation – 10–12% savings in cost

& weight over 22-carat. YOOU by PNG Jewellers – lightweight, trendy designs

for 25–32-year-old working women.

Silvostyle by PNG Jewellers

– exclusive silver jewellery brand with 10–11 stores (expansion

planned). Range includes 14, 18, and 22 carat gold with diverse designs and

unique product concepts. Focus on cultural storytelling to create emotional

connection, not just product appeal.

Diamond & Precious Jewellery Performance: Industry diamond

sales steady, but PNG diamond jewellery showing 100% growth. Global trend

alignment – similar to Karbo (70% in Pushkeni) with 19th-century legacy

influence. Younger generation increasingly choosing PNG for trust and gifting

campaigns. Rising interest in bridal diamond jewellery driven by younger urban

buyers.

Competitive Differentiation: Faces both local and corporate

competition; advantage lies in:

Heritage-driven trust. Story-led collections and unique

product lines. Strong emotional connect with customers. PNG differentiates

through design and brand values rather than competing solely on discounts. Belief

that jewellery buying is driven by trust & tradition, not just pricing

offers. Brand Ambassadors: Madhuri Dixit, Ranbir Kapoor.

E-commerce & Digital Sales: FY last year: Rs. 265 crore

online sales; projected Rs. 350 crore this year. Average online purchase value

increased from Rs. 20–25k to Rs. 60–70k.

Presence on own portal plus Amazon, Flipkart, Tata CLiQ,

etc. Pan-India delivery, including remote locations like J&K. Fixed-design

traditional jewellery (Rani Haar, Thushi, Nath) performs strongly online. Growing

acceptance of buying high-value jewellery online, especially among NRIs and

metro buyers.

Hindusthan Samachar / Abhishek Awasthi