AJC Jewel opens second Esthara showroom in Kerala
AJC Jewel Manufacturers inaugurated its second Esthara Jewels showroom in Kerala on June 19, 2026, to strengthen its direct-to-consumer presence. The new facility focuses on retailing 925 sterling silver and gold-plated jewellery, aligning with the company's omnichannel retail strategy. Management expects this expansion to support a targeted consolidated revenue CAGR of 50% over the next three years.

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AJC Jewel Manufacturers announced the commencement of operations at its second retail showroom, owned by its wholly owned subsidiary Esthara Jewels Private Limited. The facility, located at Hilite Countryside Mall in Chemmad, Kerala, was inaugurated on June 19, 2026. This expansion strengthens the company's direct-to-consumer (D2C) presence and aligns with its strategy to build a differentiated retail platform focused on contemporary silver jewellery.
The new showroom will retail an extensive range of 925 sterling silver and gold-plated silver jewellery, catering to consumer preferences for affordable daily wear. This move complements AJC Jewel Manufacturers' established B2B gold jewellery manufacturing business. The company aims to create an integrated omnichannel platform through a combination of company-owned retail outlets and digital commerce under the Esthara Jewels brand.
Strategic Context
The expansion leverages favourable structural trends in India's gems and jewellery industry, including increasing consumer preference for branded products and expanding organised retail. According to the Gem & Jewellery Export Promotion Council (GJEPC), India's gems and jewellery exports stood at USD 27.72 billion in FY2025-26. Notably, silver jewellery exports grew by 52.21% year-on-year to USD 1.47 billion, reflecting robust global demand for value-added silver jewellery.
Management Commentary
Mr. Ashraf P, Chairman & Managing Director of AJC Jewel Manufacturers Ltd., stated that the commencement of operations marks an important step in strengthening retail presence and expanding direct engagement with customers. He highlighted the objective of building Esthara Jewels as a trusted destination for quality silver jewellery through contemporary designs and superior craftsmanship. The continued expansion of the retail network is expected to support the company's long-term growth strategy and contribute towards achieving its guidance of targeting a consolidated revenue CAGR of approximately 50% over the next three years, with standalone revenue of around ₹450 crore in FY27.
Operational Details
| Detail | Description |
|---|---|
| Subsidiary Name | Esthara Jewels Private Limited |
| Location | Hilite Countryside Mall, Chemmad, Kerala |
| Inauguration Date | June 19, 2026 |
| Product Focus | Retail sale of silver jewellery |
Historical Stock Returns for AJC Jewel Manufacturers
| 1 Day | 5 Days | 1 Month | 6 Months | 1 Year | 5 Years |
|---|---|---|---|---|---|
| +5.00% | +23.05% | +15.43% | +27.25% | +19.76% | +17.39% |
What are the specific capital expenditure requirements and funding strategies for the planned retail network expansion?
How will the company balance the shift towards D2C silver jewellery with its established B2B gold manufacturing margins?
What is the projected timeline for launching the digital commerce platform to complete the omnichannel experience?


































