Melorra

Positioned itself as "Zara for the jewellery industry in India," offering lightweight jewellery designed for daily usage with new designs introduced weekly, in contrast to traditional heavy, occasion-wear gold jewellery.

Delivered hallmarked gold jewellery via a tech-enabled, asset-light, no-inventory, made-to-order manufacturing approach (the original online-only model before its offline expansion).

Over 10,000 designs, with 80% of products priced below Rs 50,000.

Targeted consumers seeking affordable, contemporary jewellery for everyday wear rather than traditional occasion-wear gold; positioned as "Zara for the jewellery industry in India" with lightweight designs for daily usage.

Over 80% of its product catalogue priced below Rs 50,000, targeting a segment underserved by heavy, expensive traditional gold jewellery.

Delivery reach expanded beyond India's 718 districts and 2,800+ towns to the US, UK, Singapore and UAE.

Hired Bollywood actor Shraddha Kapoor as brand ambassador, who launched the brand's first physical experience centre in Mumbai.

Used a proprietary design platform to introduce new designs weekly, aiming for continuous engagement with repeat online shoppers.

Relied heavily on digital marketing and social/influencer partnerships for customer acquisition; marketing spend reached Rs 120.3 crore in FY22 (a 175% jump from Rs 43.7 Cr the prior year).

Direct online sales through melorra.com, the brand's original and core sales channel.

Mobile commerce apps on Android and iOS; the iOS app was later removed from the Apple App Store amid the company's 2024 cash crunch.

Rolled out physical "experience centres" — 30+ locations across 13+ Indian cities at peak (32 at its height), starting with its first store in Bengaluru in December 2020, funded partly by the 2022 Series D raise.

Franchise Owned Company Operated (FOCO) and Franchise Owned Franchise Operated (FOFO) partner models inviting franchise operators to open Melorra stores.

Continuously introduced new lightweight jewellery designs on a weekly cadence to keep the online catalogue fresh.

Sourced and paid gold suppliers upfront to manufacture pieces — the company had to pre-manufacture stock to showcase in physical stores once it moved beyond its original made-to-order online model.

Heavy digital marketing and brand campaigns (including a celebrity ambassador), with marketing & promotion spend of Rs 120.3 crore in FY22.

Rolled out offline experience centres pan-India starting December 2020, funded in part by its 2021 and 2022 funding rounds.

A proprietary platform used for jewellery design and its e-commerce infrastructure, core to the original D2C model.

Physical experience-centre real estate built out from December 2020, at its peak numbering roughly 32 stores.

Melorra's jewellery design catalogue and brand were named as key assets Senco Gold sought when agreeing to acquire a 68% stake in parent August Jewellery Pvt Ltd in January 2026.

Relied on multiple financial lenders — Oxyzo, Incred and Northern Arc — for working capital financing; owed roughly Rs 100.5 crore in outstanding debt across these lenders as of October 2024.

Partnered with Bollywood actor Shraddha Kapoor as brand ambassador, who launched the company's first Mumbai experience centre.

Partnered with third-party franchise operators under FOCO and FOFO store models to expand its physical footprint.

Entered a strategic and marketing alliance with listed jeweller Senco Gold alongside its pending 68% stake sale, aimed at supply, coordination and market coverage support.

Core revenue stream from direct-to-consumer sales of gold jewellery via its website and apps; operational revenue reached Rs 364.4 crore in FY22, up from Rs 78.6 crore in FY21.

In-store retail sales through its network of company-run "experience centres" opened from December 2020 onward.

Sales through third-party online marketplaces became a growing distribution channel in the company's later, lower-margin phase.

Largest cost line at Rs 291.5 crore in FY22, around 62% of total expenditure.

Rs 120.3 crore in FY22, a 175% jump from Rs 43.7 crore the prior year.

Rs 30.1 crore in FY22.

Rs 9 crore in FY22.

Rs 4.1 crore in FY22.