ACPL Exports launches TrueSilver silver jewellery brand, targets 100 stores
ACPL Exports has launched TrueSilver, a direct-to-consumer silver jewellery brand, marking a shift from its export-led business to a consumer-facing omnichannel model. The brand has started online on its own website and marketplaces including Amazon India and Myntra, with close to 900 SKUs across women, men and kids. It targets everyday-wear silver jewellery buyers with certified purity, contemporary design and accessible pricing, and plans to expand into physical retail in metro markets.
Launch details
- Format
- Digital-first D2C brand, moving into offline retail
- Products
- Silver jewellery across women, men and kids; over 80 per cent of the portfolio focused on women
- SKUs
- Close to 900 SKUs
- Price range
- Ticket sizes currently Rs 2,000–Rs 5,000 online, expected to rise to Rs 7,000–Rs 8,000 in offline retail
- Channel
- Own website and marketplaces including Amazon India and Myntra
- Store count
- Expansion to 100 retail stores targeted
- Store size
- 700–800 sq. ft. per store
- Investment
- Capex of around Rs 50 lakh per store, funded through internal accruals
What comes next
TrueSilver aims to expand to 100 retail stores, prioritising metro markets including Delhi, Mumbai, Bengaluru and Kolkata, and later plans to expand into global markets like the US, UK and UAE.
People behind it
- Sidharth GuptaDirector, ACPL Exports
Other recent launches
Frequently asked questions
What did ACPL Exports launch?
ACPL Exports has launched TrueSilver, a direct-to-consumer silver jewellery brand, marking a shift from its export-led business to a consumer-facing omnichannel model.
When was it announced?
ACPL Exports announced it on 10 February 2026.
What are ACPL Exports's plans after this launch?
TrueSilver aims to expand to 100 retail stores, prioritising metro markets including Delhi, Mumbai, Bengaluru and Kolkata, and later plans to expand into global markets like the US, UK and UAE.
Based on company announcements, filings and reporting by ET Retail. Details were checked against the source on 13 Nov 2026; we add nothing the source does not state.
Key facts
- Company
- ACPL Exports
- Type
- New brand
- Date
- 10 Feb 2026
- Category
- Silver jewellery
- Figure
- 100 stores
- Source
- Media reports
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