ACPL Exports has entered the silver jewellery D2C market with the launch of TrueSilver, marking a strategic shift from a global export-led business to a consumer-facing omnichannel play, Sidharth Gupta, Director, ACPL Exports, told ETRetail.
“We are targeting Rs 100 crore in annual revenue for TrueSilver in the near term and aim to scale it to Rs 250 crore over the next two to three years, supported by an expansion to 100 retail stores,” he said.
The Agra-based manufacturer-exporter, which derives nearly 50 per cent of its export revenue from the US and serves 37+ countries, sees branded retail as a significant growth lever.
“Over time, we expect our branded consumer portfolio to contribute 30–40 per cent of overall revenue,” Gupta said.
TrueSilver has launched with close to 900 SKUs across women, men, and kids, with over 80 per cent of the portfolio focused on women.
“The intent is to tap the growing demand for everyday-wear silver jewellery with certified purity, contemporary design and accessible pricing,” he stated.
Ticket sizes currently range between Rs 2,000 and Rs 5,000 online and are expected to rise to Rs 7,000–8,000 as we enter the offline retail.
The brand has adopted a digital-first strategy to build awareness and acquire consumers.
“We have started as a pure-play D2C brand because the digital audience is easier and more cost-effective to reach. But this is just the first phase, and we will move aggressively into offline,” Gupta noted.
TrueSilver is already live on its own website and marketplaces, including Amazon India and Myntra.
Metro markets, including Delhi, Mumbai, Bengaluru, and Kolkata, are being prioritised for physical retail.
“Our initial stores will be company-owned, funded through internal accruals, and over time, we will also develop a franchise model,” he said.
Each store will span 700–800 sq. ft. with a capex of around Rs 50 lakh.
“We expect store-level breakeven within four months and overall brand breakeven within 18 months,” he asserted.
Going ahead, the brand also plans to expand its presence in global markets like the US, UK, and UAE.
