Senco Gold is a pan-India jewellery retail player with a history of more than five decades, with a fourth-generation entrepreneur in the jewellery industry as the promoter. They are the largest organized jewellery retail player in the eastern region of India based on number of stores with the widest geographical footprint in non-eastern states (Source: CRISIL Report). They primarily sell gold and diamond jewellery and also sell jewellery made of silver, platinum and precious and semi-precious stones and other metals. Their other offerings include costume jewellery, gold and silver coins and utensils made of silver. Their products are sold under the tradename of “Senco Gold & Diamonds”, through multiple channels, including 70 company operated showrooms and 57 franchisee showrooms as on date of the Draft Red Herring Prospectus (DRHP). Their strategy of operating through multiple channels enables them to allocate capital as required, as they continue to expand geographic presence and work towards an omni channel network. With a catalogue offering more than 108,000 designs for gold jewellery and over 46,000 designs for diamond jewellery, most of their designs are created and in-house by their designers in close collaboration with skilled local craftsmen (generally termed Karigars) in Kolkata and across the country. They also manufacture light weight jewellery in gold and diamonds based on designs prepared by their inhouse designers and also sourced from third partner manufacturing vendors. They have a dedicated design team, comprising 13 designers as on January 31st , 2022 focused on developing new products and designs that meet customers’ expectations. They also customize jewellery catering to individual requirements in terms of design, size, polish and weight. The manufacturing of their jewellery is carried out mainly by over 100 experienced Karigars in Kolkata, West Bengal and other parts of India under Karigar Agreements. They also manufacture machine crafted jewellery and source jewellery from third party vendors. Their presence in West Bengal gives them access to skilled karigars, who have been working with them for several years. Senco Gold offers a diverse jewellery collection, which includes gold jewellery, diamond jewellery, platinum jewellery and studded jewellery of various forms, across various price points (ranging from approximately Rs 2,000 to approximately Rs 500,000) to maximise their customer base. They offer their customers a wide variety of jewellery in order to cater to regional tastes. Further, they believe that their strategy and experience in selling light weight jewellery (with gold content between 1 gm – 10 gm for gold jewellery and with diamonds of less than 50 cents for diamond jewellery) has enabled them to reach out to a wide customer base across age groups. They also believe that they are able to reach out to a wider customer base through their presence in tier-II and tier-III locations. CRISIL estimates that 45-50% of sales volume for online sales is generated in these cities.

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