AJC Jewel Manufacturers Limited has officially entered the premium silver jewelry retail market with the launch of Esthara Jewels, a new retail vertical that combines the company's manufacturing expertise with direct consumer engagement. The brand's flagship store recently opened in Thrissur, Kerala, accompanied by a comprehensive Direct-to-Consumer e-commerce platform.

Strategic Market Entry

As a subsidiary of AJC Jewel Manufacturers Limited, Esthara Jewels represents a significant strategic shift from the company's traditional B2B gold manufacturing operations toward organized retail. The brand specifically targets Gen-Z consumers and modern professionals seeking premium jewelry designs at accessible price points.

Product Portfolio and Craftsmanship

The debut collection showcases 925 Sterling Silver jewelry enhanced with 24K Gold plating, featuring intricate enamel work and high-quality Cubic Zirconia stones. The product line is organized around "The Regal Mind" design philosophy, offering three distinct series:

The Peacock Series pays tribute to Indian heritage with designs including the Majestic Peacock Chandelier Earrings and Regal Peacock Filigree Bangle, both featuring vibrant enamel work and precision-set CZ stones.

The Signature Series offers modern classics such as the Two-Tone Diamond Eternity Bangle and Exquisite Peacock Statement Ring, designed for both daily wear and special occasions.

Traditional Elegance collection includes handcrafted necklaces with floral motifs and 24K gold finishes that replicate the aesthetic appeal of traditional temple jewelry.

Comprehensive Customer Policies

Esthara Jewels has introduced extensive post-purchase policies designed to build customer confidence in the silver jewelry segment:

These policies address common concerns about silver jewelry maintenance and value retention, positioning the brand as a premium offering in the market.

Company Evolution and Vision 2028

Founded in 1999 as a retail startup in Malappuram by Mr. Kunhimohamed Perinkadakkat, AJC Jewel has transformed into a technology-enabled manufacturing platform. The Esthara Jewels launch represents a pivotal milestone in the company's Vision 2028 roadmap, which targets revenue of ₹1,200 crores.

The management emphasized that Esthara Jewels leverages the company's manufacturing excellence and state-of-the-art facility in Malappuram to deliver premium jewelry experiences previously associated with gold purchases.

Expansion Plans

The company has outlined expansion plans for Esthara Jewels across South India, with upcoming stores planned for major hubs in Tamil Nadu and Karnataka. This geographic expansion strategy aims to establish the brand's presence in key jewelry markets throughout the region.

Customers can experience the Esthara Jewels collection through the flagship store in Thrissur or via the brand's e-commerce platform at www.estharajewels.com .

AJC Jewel Manufacturers Limited has announced the opening of a new retail showroom by its subsidiary company, marking another milestone in the company's expansion strategy. The development was disclosed to BSE Limited under Regulation 30 of SEBI listing requirements.

Subsidiary Showroom Launch

Esthara Jewels Private Limited, a subsidiary of AJC Jewel Manufacturers Limited, has commenced operations at its new showroom located in Hilite Mall, Thrissur, Kerala. The showroom was officially inaugurated on 06/04/2026, representing a significant step in the company's retail expansion plans.

Business Strategy Alignment

The new showroom will undertake retail sales of silver jewellery, which aligns with AJC Jewel Manufacturers' broader business expansion strategy. This move demonstrates the company's commitment to strengthening its retail presence and expanding its market reach in the Kerala region.

Regulatory Compliance

The company has fulfilled its disclosure obligations by informing BSE Limited about this development pursuant to Regulation 30 of the SEBI (Listing Obligations and Disclosure Requirements) Regulations, 2015. The communication was signed by Ms. Reshmi N K, Company Secretary and Compliance Officer, ensuring proper regulatory compliance and transparency with stakeholders.