Senco Gold has received approval for investment in the equity share capital of August Jewellery (AJPL), having brand name ‘Melorra’, thereby acquiring 68% of the equity share capital of AJPL for an amount aggregating to Rs 68 crore. The board of directors of the company at its meeting held on January 21, 2026, has approved the same. The said acquisition is expected to be completed by April 30, 2026. Post-acquisition, AJPL shall become a subsidiary of the company.
The proposed investment in AJPL marks a strategic step towards reinforcing the company’s digital and omnichannel strategy to cater to the fast-growing young consumer segment. The proposed investment is also a part of the company’s long term growth strategy. AJPL’s robust design and e-commerce capabilities complement the company’s core competencies. The proposed integration is expected to create significant synergies, drive operational efficiencies, and enhance innovation and customer experience across platforms.
Senco Gold is a pan-India jewelry retailer. The products are sold under its brand name ‘Senco Gold & Diamonds’. It primarily sells gold and diamond jewelry along with jewelry made of silver, platinum, precious and semi-precious stones, and other metals.
