Service Details

The MTO service enables customers to have jewellery crafted according to their individual preferences, including design, diamond specifications, metal choice, size, and other customization requirements. Every piece will be manufactured against confirmed customer orders, offering a personalized buying experience while maintaining the company's quality and craftsmanship standards.

Operational and Strategic Rationale

The Make to Order model reflects Namra Jewels' focus on evolving consumer preferences for personalized jewellery and a more consultative purchase experience. The company expects this approach to:

  • Optimize inventory deployment
  • Improve working capital utilization
  • Provide greater flexibility in responding to changing customer requirements and design trends
  • Support demand-driven manufacturing

Management Commentary

Upendra Narottamdas Shah, Managing Director (DIN: 00748451), commented that the introduction represents "another step towards building a customer-centric retail platform." Management believes personalized jewellery is becoming increasingly important in the buying experience and stated this initiative enables the company to:

  • Better address individual customer preferences
  • Strengthen operational efficiency through demand-driven manufacturing
  • Align with long-term objectives of building a scalable retail business founded on quality, flexibility, and prudent capital allocation

Company Background

Mini Diamonds (India) Limited is a BSE-listed public limited company established in 1987, originally focused on diamond import and export business. The company has:

  • A sophisticated manufacturing facility in Mumbai equipped with cutting-edge technology including Sarin Technology, Auto Bruiting Machines, Semi-Automatic Polishing Mills, and Sawing Machines
  • Expertise in both diamond processing and jewellery manufacturing
  • Capabilities in manufacturing, marketing, and sales of lab-grown diamond jewellery
  • Market presence in both Indian and international markets through B2B and B2C channels

The company emphasizes the integration of diamond processing expertise with jewellery manufacturing to create meticulously crafted pieces.