Senco Gold Limited, one of India’s leading jewellery retailers, has entered into a Master Franchise Agreement with August Jewellery Private Limited (AJPL), which operates under the brand name Melorra, to expand and streamline its jewellery retail presence across the country.

Under this agreement:

• Senco will operate all existing Company Owned & Company Operated (COCO) Melorra stores as a franchisee.
• Existing Franchisee Owned & Company Operated (FOCO) and Franchisee Owned & Franchisee Operated (FOFO) stores will now become sub-franchisees of Senco.
• Senco will have the right to open new franchise stores as the exclusive Master Franchisee of Melorra.
• The agreement is domestic in scope and will be valid till 30th September 2025.
• The stores under this arrangement will exclusively sell Melorra products.
• There is no acquisition or share exchange involved, and the transaction does not constitute a related party transaction.

The strategic move is expected to:

• Strengthen Senco’s access to youth and Gen Z consumers through Melorra’s digitally native brand presence.
• Drive incremental sales of high-margin diamond jewellery.
• Enable Senco to leverage the existing network of over 20 Melorra stores across India.

This development marks a significant milestone for Senco Gold as it expands its footprint in the contemporary jewellery market while aligning with emerging retail formats.

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