Senco Gold Limited has announced an extension of its strategic partnership with August Jewellery Private Limited (AJPL), the parent company of the omnichannel brand Melorra. The company informed stock exchanges on December 29, 2025, that the strategic and marketing tie-up has been extended till March 31, 2026, on the same terms and conditions as the original agreement.

Partnership Extension Details

The extension maintains the existing framework of the collaboration between Senco Gold and August Jewellery:

Key Operational Structure

The partnership continues under the Master Franchise Agreement model with several operational aspects:

• All of Senco Gold's existing Company Owned & Company Operated (COCO) stores function as franchisees of AJPL's Melorra brand
• Melorra's current Franchisee Owned & Franchisee Operated (FOFO) and Franchisee Owned Company Operated (FOCO) stores operate as sub-franchisees under Senco Gold
• Senco Gold maintains its role as Master Franchisee for Melorra with rights to open new franchise stores
• Stores under this agreement exclusively sell Melorra products

Strategic Benefits and Market Position

This extension reinforces Senco Gold's strategic positioning in the Indian jewelry market. The partnership provides several key advantages:

Market Expansion: The tie-up gives Senco Gold continued access to younger demographics, including youth and Gen Z consumers, leveraging Melorra's strong brand recall in these segments.

Product Portfolio Enhancement: The arrangement enables Senco Gold to continue offering Melorra's products, focusing on high-margin diamond jewelry sales.

Retail Footprint: The agreement maintains Senco Gold's access to over 20 stores currently operated by AJPL, sustaining its expanded retail presence.

Regulatory Compliance and Financial Structure

Senco Gold confirmed that the extended arrangement does not constitute a related party transaction, maintaining an arm's length arrangement between the entities. The company has fulfilled its disclosure obligations under Regulation 30 of SEBI (Listing Obligations and Disclosure Requirements) Regulations, 2015.

The extension demonstrates Senco Gold's commitment to its omnichannel strategy and its focus on capturing the evolving preferences of modern jewelry consumers. As the Indian jewelry market continues to grow, this partnership positions Senco Gold to maintain its competitive edge in the design-led jewelry segment while expanding its reach across different consumer demographics.

Senco Gold Limited , a prominent player in the Indian jewelry market, has announced a significant strategic partnership with August Jewellery Private Limited (AJPL), the company behind the popular omnichannel brand Melorra. This move is set to reshape Senco's market presence and potentially revolutionize its product offerings in the competitive jewelry sector.

Strategic Tie-Up Details

The partnership, formalized through a Master Franchise Agreement, outlines a comprehensive restructuring of both companies' retail operations:

• Senco Gold will become the exclusive Master Franchisee for Melorra.
• All of Senco's existing Company Owned & Company Operated (COCO) stores will transition to operate as Melorra franchises.
• Melorra's current Franchisee Owned & Franchisee Operated (FOFO) and Franchisee Owned Company Operated (FOCO) stores will become sub-franchisees under Senco Gold.
• Senco Gold will acquire the rights to open new Melorra franchises.

Implications for Both Brands

This strategic alliance is poised to bring several benefits to both Senco Gold and Melorra:

1. Expanded Market Reach: Senco Gold gains access to Melorra's youth-oriented customer base, particularly GenZ, known for its high brand recall.
2. Product Diversification: The partnership is expected to boost sales of high-margin diamond jewelry, potentially enhancing Senco's product mix.
3. Retail Network Expansion: Senco will immediately gain access to over 20 stores currently operated by AJPL, significantly expanding its retail footprint.

Terms of the Agreement

The Master Franchise Agreement stipulates that:

• Senco Gold will exclusively sell Melorra products in the operated stores.
• The initial term of the agreement extends until September 30, 2025.
• The partnership does not involve any share exchange or joint venture formation.

Market Implications

This strategic tie-up represents a significant move in the Indian jewelry market, potentially altering the competitive landscape. By combining Senco Gold's established presence with Melorra's appeal to younger demographics, the partnership could create a formidable force in the industry.

As the jewelry market continues to evolve, particularly with changing consumer preferences among younger generations, this collaboration may set a new trend for established brands looking to modernize their appeal and reach.

Investors and industry observers will be keenly watching how this partnership unfolds and its impact on both companies' market positions in the coming months.

Note: This article is based on the official disclosure made by Senco Gold Limited under Regulation 30 of the SEBI (Listing Obligations and Disclosure Requirements) Regulations, 2015.