Senco Gold and Diamonds
Senco Gold and Diamonds is a publicly listed Indian jewellery retailer operating 201 owned showrooms across 17 states and Dubai, selling BIS Hallmarked gold, diamond, and platinum jewellery to retail consumers through physical stores, e-commerce, and digital gold/silver investment platforms.
- Company typePublic
- Founded1994
- HeadquartersKolkata, India
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
What Senco Gold and Diamonds does
Senco Gold and Diamonds is a publicly listed (NSE: SENCO) Indian jewellery retailer headquartered in Kolkata, founded in 1994 and led by MD & CEO Suvankar Sen. The company operates 201 owned showrooms across 17 Indian states with two international outlets in Dubai, complemented by a fully integrated omni-channel stack comprising its e-commerce site, the mySenco mobile app, WhatsApp and video-call shopping, and a toll-free contact centre. Its portfolio spans BIS Hallmarked gold (18KT/22KT/24KT), certified diamond and platinum jewellery, silver coins/bars/utensils, and investment products — organised around the sub-brands Vivaah (wedding), Aham (men's), Everlite (everyday wear), and Perfect Love Solitaires. Underlying technology includes an AI-powered Virtual Try-On (computer vision/AR) tool, the myDigiGold and myDigiSilver digital precious-metals platforms, the Swarna Yojana monthly savings scheme, gift cards, and an astrology-based styling service, all connected through a single customer ecosystem.
The business makes money primarily through retail jewellery transactions: gold remains the dominant revenue stream, with diamond at 10–11% of revenue (targeted to rise to 14–15%), platinum, and silver; the old gold exchange programme alone contributes roughly 50% of quarterly revenue, creating a recurring upgrade-driven revenue base. Pricing follows unit pricing based on gold weight plus making charges and wastage, with gift cards ranging ₹500–₹1,00,000 and all transactions settled as one-time purchases, exchanges, or scheme redemptions. Distribution is fully owned-direct with no third-party resellers. The customer base spans bridal/wedding buyers across regional Indian styles, festive occasion shoppers (Akshaya Tritiya contributes 15–20% of annual sales), daily-wear consumers, men's jewellery buyers, and digital precious-metals investors — primarily individual retail consumers rather than enterprise accounts.
Senco reported FY26 revenue of ₹8,430 crore (33% YoY), Q4 FY26 revenue of ₹1,997 crore (45% YoY), FY26 PAT of ₹574 crore (261% YoY surge), and a Q4 FY26 EBITDA margin of 13.7% (up 450 bps). Management has guided to 20–25% revenue growth in FY27 alongside 18–20 new showroom openings. The company is certified PCI DSS and ISO 27001 (LRQA) on the digital side, BIS Hallmarked for gold, and Great Place to Work certified, and has been ranked India's 2nd most trusted jewellery brand by TRA for four consecutive years (2020–2023).
Senco Gold and Diamonds firmographics
Firmographics- Name
- Senco Gold and Diamonds
- Legal name
- Senco Gold Limited
- Website
- https://sencogoldanddiamonds.com
- Company type
- Public
- Founded year
- 1994
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Senco Gold and Diamonds is a publicly listed Indian jewellery retailer operating 201 owned showrooms across 17 states and Dubai, selling BIS Hallmarked gold, diamond, and platinum jewellery to retail consumers through physical stores, e-commerce, and digital gold/silver investment platforms.
- Ownership category
- akta.pro rank
Senco Gold and Diamonds industry classification
Industry- Product category
- Jewellery Retail
- NAICS
- Jewelry Retailers (45831)
- SIC
- Retail-Jewelry Stores (5944)
- akta.pro primary industry
- Fine Jewelry Retail (Precious Metals & Gemstones) (CRAKAGAA)
- akta.pro secondary industry
- Custom Religious, Cultural & Ceremonial Jewelry (CRAKAHAK)
Keywords
Where Senco Gold and Diamonds is headquartered
LocationHeadquarters
- HQ city
- Kolkata
- HQ country
- India
- HQ region
- Asia
Offices4 records
Markets served
Senco Gold and Diamonds business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales, Others
Revenue model
- Retail Jewellery Sales: Core revenue from selling gold, diamond, and platinum jewellery through owned retail showrooms and e-commerce platform. Revenue mix includes gold (majority), diamond (10-11% of revenue, targeted to grow to 14-15%), platinum, and silver jewellery. Old gold exchange programme contributes approximately 50% of quarterly revenue.
- Gold and Silver Coins/Bars: Sale of gold and silver coins and bars for investment purposes. Ranges from 0.5 gram to 500 gram silver coins and 0.5 to 20 gram gold coins.
- myDigiGold: Digital gold investment platform enabling customers to purchase gold digitally with buyback guarantee
- myDigiSilver: Digital silver investment platform for silver accumulation and redemption
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Gift cards available in preset denominations and custom amounts |
| Unit Pricing | Pay-as-you-go | Jewellery products with gold price + making charges + wastage |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Senco Gold and Diamonds product offering
Product offeringCore offering
Senco Gold and Diamonds is an Indian omnichannel jewellery retailer selling gold, diamond, platinum and silver jewellery through 185+ owned showrooms across 17 Indian states plus two Dubai stores. The retail footprint is complemented by an e-commerce website, mobile apps, video call shopping, AI-powered virtual try-on, and digital gold/silver accumulation platforms (myDigiGold, myDigiSilver), with a Swarna Yojana savings scheme for accumulating gold through monthly instalments.
Product overview
Senco Gold & Diamonds is a Kolkata-based jewellery retailer offering a multi-category, omni-channel platform centred on physical showroom showrooms (185+ across India and internationally) supported by an e-commerce website, mobile app, and digital investment platforms. The core offering spans gold (18KT/22KT/24KT BIS Hallmarked), diamond (certified, across gold and platinum settings), and platinum jewellery, supplemented by silver coins/bars/utensils and religious idols. The portfolio is organized around named sub-brands — Everlite (everyday wear), Aham (men's), Vivaah (wedding), and Elements of Nature/Expressions of Love collections — alongside digital products myDigiGold and myDigiSilver for gold and silver investment. Services include a monthly savings scheme (Swarna Yojana), gift cards, virtual try-on powered by AI, and astrology-based styling. The company operates over 201 showrooms across 17 Indian states and internationally in Dubai, projecting over ₹8,430 crore revenue in FY26.
Differentiator
Problem solved
Functional benefit
Brands
- Aham: Men's jewellery collection featuring gold, diamond, platinum and silver pieces including bracelets, kadas, rings, chains, cufflinks and pendants designed for the modern man.
- Everlite
- Vivaah
- myDigiGold
- myDigiSilver
- Aham (Father's Day Collection)
Products and services
- Gold Jewellery BIS Hallmarked gold jewellery across traditional, contemporary and bridal designs, sold through owned showrooms and digital channels to Indian consumers.
- Diamond Jewellery GIA- and IGI-certified diamond jewellery with buyback guarantee and insurance, available across bridal, festive and everyday collections.
- Platinum Jewellery Platinum jewellery for occasion and bridal wear, sold alongside gold and diamond lines at Senco showrooms.
- 9KT and 14KT Jewellery Lower-purity 9KT and 14KT gold jewellery offering affordable everyday options for price-sensitive consumers.
- Coins, Bars and Beans Investment-grade gold coins, bars and bean formats for wealth accumulation and gifting purposes.
- Everlite Collection Everyday-wear lightweight jewellery sub-brand designed for daily and office use, targeted at routine jewellery buyers.
- Aham Men's Jewellery Dedicated sub-brand for men's jewellery including rings, chains, bracelets and kadas, offering contemporary male-oriented designs.
- Vivaah Wedding Collection Curated wedding and bridal jewellery sub-brand catering specifically to Indian wedding and bridal purchases.
- Silver Utensils and Idols Silver articles including utensils and religious idols sold for home use and gifting purposes.
- myDigiGold Digital gold accumulation platform allowing customers to buy, sell and accumulate fractional digital gold online.
- myDigiSilver Digital silver accumulation platform allowing customers to buy, sell and accumulate fractional digital silver online.
- Swarna Yojana Savings Scheme Precious metal savings scheme enabling customers to accumulate gold through monthly instalments that are redeemable for jewellery.
- Senco Gold Gift Cards Stored-value gift cards available in denominations from ₹1,000 to ₹1 lakh, redeemable across Senco showrooms.
- Senco Astrology Service Astrology consultation service offered as a complementary offering to jewellery customers.
Quantifiable outcome
- 151% YoY net profit growth in Q4 FY26
- +3 more outcomes
Companies that use Senco Gold and Diamonds
Customer profileNamed customers3 records
Segments6 records
Ideal customer profiles4 records
Senco Gold and Diamonds technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
AI capability3 records
Feature4 records
Senco Gold and Diamonds partnerships and signals
Strategic signalScale indicators14 records
Recent moves7 records
Expansion highlights5 records
Senco Gold and Diamonds competitors and assessment
Company assessmentDirect peers
- Titan Company (Tanishq): India's largest listed jewellery retailer through its Tanishq brand, with national showroom coverage, strong diamond and bridal positioning, and significantly larger scale than Senco across gold, diamond and platinum jewellery.
- Malabar Gold & Diamonds: Leading Indian jewellery retailer with showroom networks across India, the Middle East and other international markets, offering gold, diamond and platinum jewellery with strong regional and bridal focus directly comparable to Senco.
- Kalyan Jewellers: Listed Indian jewellery retailer with pan-India and international showrooms, comparable product mix across gold, diamond and bridal jewellery, and a similar multi-brand, multi-format strategy to Senco.
- Joyalukkas: Privately held global Indian jewellery retailer with extensive showroom presence in India and the Middle East, directly competing with Senco in gold, diamond and bridal jewellery across similar customer segments.
- PC Jeweller: Listed Indian jewellery retailer focused on gold and diamond jewellery through owned showrooms across northern and western India, competing in the same mass-premium segment as Senco.
- Tribhovandas Bhimji Zaveri (TBZ): Heritage Indian jewellery retailer listed in India, with strong gold and diamond jewellery assortment and a comparable trusted-brand positioning targeting bridal and occasion-led buyers.
- Thangamayil Jewellery: Listed South-India based jewellery retailer with regional showroom strength in gold and diamond, broadly comparable in scale and product mix to Senco, providing a regional peer reference.
Broad incumbents
- Reliance Jewels: Jewellery retail arm of Reliance Retail, offering gold and diamond jewellery across India as part of a much larger retail conglomerate; competes with Senco in physical retail but is part of a broader retail portfolio.
Emerging players
- CaratLane (Titan subsidiary): Digital-first omnichannel jewellery brand owned by Titan, targeting younger consumers with lightweight gold and diamond jewellery online; overlaps with Senco's mySenco and Melorra digital initiatives and pressures online share.
- Melorra: Digital-native lightweight gold and diamond jewellery brand acquired by Senco in January 2025; directly comparable as an online-first jewellery proposition targeting younger Indian consumers and now part of the Senco ecosystem.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Senco Gold and Diamonds social profiles
Digital presenceSenco Gold and Diamonds compliance and trust
Trust signalCompliance4 records
Senco Gold and Diamonds financial estimates
Financial estimateRevenue estimate
Valuation estimate
Senco Gold and Diamonds leadership team
Management profileNumber of profiles
Profiles1 record
Senco Gold and Diamonds funding detail
Funding detailFunding overview
Funding rounds3 records
Investors10 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Senco Gold and Diamonds M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Senco Gold and Diamonds
What does Senco Gold and Diamonds do?
Senco Gold and Diamonds is an Indian omnichannel jewellery retailer selling gold, diamond, platinum and silver jewellery through 185+ owned showrooms across 17 Indian states plus two Dubai stores. The retail footprint is complemented by an e-commerce website, mobile apps, video call shopping, AI-powered virtual try-on, and digital gold/silver accumulation platforms (myDigiGold, myDigiSilver), with a Swarna Yojana savings scheme for accumulating gold through monthly instalments.
Is Senco Gold and Diamonds a public or private company?
Senco Gold and Diamonds is a public company. It is classified as public and is currently operating.
When was Senco Gold and Diamonds founded?
Senco Gold and Diamonds was founded in 1994. It employs 1,001 to 5,000 people.
Where is Senco Gold and Diamonds based?
Senco Gold and Diamonds is headquartered in Kolkata, India, in the Asia region.
How does Senco Gold and Diamonds make money?
Four revenue lines are on record. Retail Jewellery Sales are the primary driver. The others are gold and Silver Coins/Bars, myDigiGold and myDigiSilver.
Who are Senco Gold and Diamonds's main competitors?
Direct peers on record are Titan Company (Tanishq), Malabar Gold & Diamonds, Kalyan Jewellers, Joyalukkas, PC Jeweller, Tribhovandas Bhimji Zaveri (TBZ) and Thangamayil Jewellery. Reliance Jewels is listed as a broad incumbent. Emerging players are CaratLane (Titan subsidiary) and Melorra.
Does Senco Gold and Diamonds have an API?
No public API is recorded for Senco Gold and Diamonds.
What industry is Senco Gold and Diamonds in?
Senco Gold and Diamonds's product category is Jewellery Retail. Its primary akta.pro industry code is CRAKAGAA, Fine Jewelry Retail (Precious Metals & Gemstones), with a secondary code of CRAKAHAK, Custom Religious, Cultural & Ceremonial Jewelry. Its NAICS code is 45831 and its SIC code is 5944.