AJC Jewel launches Esthara Jewels, a premium silver jewelry retail vertical with a flagship store in Thrissur and D2C e-commerce platform.
The brand targets Gen-Z with 925 Sterling Silver and 24K gold-plated designs, backed by a comprehensive lifetime warranty and buyback policy.
This marks AJC's strategic shift from B2B gold manufacturing to organized retail, supporting its Vision 2028 revenue target of ₹1,200 crores.
Expansion plans include opening new stores across South India in Tamil Nadu and Karnataka.