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Novel Jewels (Aditya Birla Group) to open 100 stores in 18 months

Updated: Nov 13


Novel Jewels, a jewelry brand under the Aditya Birla Group, has announced plans to expand its footprint across India with 100 new stores over the next 18 months. Backed by an investment of Rs 5,000 crore, the expansion is set to bolster Novel Jewels' presence in the growing market for branded fine jewelry.


The company, which owns the Indriya jewellery label, also plans to explore franchise partnerships, driven by rising interest from potential franchisees. This strategic move aims to capitalize on India’s increasing demand for branded fine jewellery, as the market continues to shift towards more organized and trusted brands.



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