ACPL Exports, a long established silver jewellery manufacturer and exporter based in Agra, has entered the direct to consumer space with the launch of its own brand, TrueSilver. The move marks the company’s shift from a largely export driven business to building a consumer facing retail brand with an omnichannel footprint in India and overseas markets.
The company has set an initial revenue target of ₹100 crore for TrueSilver in the near term and aims to scale the brand to ₹250 crore within the next two to three years. Retail expansion will play a central role in this plan, with ACPL targeting up to 100 exclusive brand outlets across key Indian cities. The brand’s leadership expects the consumer business to account for 30 to 40 per cent of the group’s overall revenue over time.
TrueSilver has launched with a catalogue of nearly 900 designs across women, men and children, with women’s jewellery forming more than 80 per cent of the range. The focus is on daily wear silver jewellery backed by certified purity, modern styling and pricing positioned for regular purchase. Online price points currently range from ₹2,000 to ₹5,000, while average ticket sizes in physical stores are expected to move towards ₹7,000 to ₹8,000 as the retail network expands.
The brand has adopted a digital first approach in its opening phase and is live on its own website as well as leading marketplaces such as Amazon India and Myntra. Physical stores are being planned initially in metro markets including Delhi, Mumbai, Bengaluru and Kolkata. Each store will span around 700 to 800 square feet with an estimated investment of about ₹50 lakh per outlet. The company expects individual stores to reach operating break even within four months.
ACPL Exports currently ships to more than 37 countries, with nearly half of its export revenue coming from the United States. TrueSilver is also expected to explore international markets such as the US, UK and UAE as the brand scales its retail presence.
