Tribe Amrapali, a dynamic extension of the prestigious House of Amrapali, is revolutionizing the Indian retail scene with its contemporary and budget-friendly jewellery designs. Embracing an adventurous design philosophy, the brand specializes in crafting exquisite pieces in silver, gold-plated silver, and fashion jewellery. Taking a significant leap forward, Tribe Amrapali is poised to open its 20th store in the early months of this year, marking a milestone in its journey.
Ever since its launch with an E-Store in March 2013, Tribe Amrapali has stood out as a symbol of traditional folklore infused with youthful energy. Grounded in deep cultural roots, the brand intertwines local myths into its collections, crafting a vibrant tapestry of identity and self-expression.
Tribe Amrapali’s recent expansions into prime locations such as Mumbai Airport, Hyderabad International Airport, and Ambience Mall Vasant Kunj highlight its rapid growth. The opening of their 18th store at Pacific Mall in Delhi is a testament to their increasing influence in the retail sector. Now, with their 20th store poised to launch in Pune, they are further cementing their position in the market.
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Akanksha Arora, CEO of Tribe Amrapali, explains, “Historically, we’ve maintained a balanced 50:50 ratio between online and in-store sales, targeting the modern woman across various age groups. Our collections are diverse, mirroring our price range of INR 500 to INR 1,75,000. With the expansion of our store network, we aim to reach a broader audience of jewellery enthusiasts in India, offering them the opportunity to interact with our products firsthand. Additionally, with seven of our stores situated in airports across India, we aspire to extend our reach to more cities and countries worldwide.”
The strategic move by Tribe Amrapali to expand into airport locations resonates with its aim of reaching a wider audience, both at home and abroad. Presently, seven out of their twenty stores are located in airports across India, leveraging the rising traffic in these key hubs. Recent data highlights a significant surge in domestic footfall, with numbers more than doubling from 2014 to 2024.
Metropolitan centers such as Hyderabad, Bengaluru, Ahmedabad, and Delhi have experienced remarkable growth in airport foot traffic over the last decade, offering abundant opportunities for retail expansion. Tribe Amrapali’s establishment in these pivotal airports allows them to engage with travelers from varied backgrounds, facilitating global connectivity and interaction.
As consumer tastes evolve, Tribe Amrapali intends to add new metals and increase the variety of stones it offers. The brand hopes to establish a stronger presence in India’s major cities and make itself easily accessible to jewellery fans all over the country by overcoming geographical divides and providing a wide choice of products.
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