Sukkhi Jewellery

What Sukkhi Jewellery does

Sukkhi Jewellery (legally Sukkhi Online Private Limited) is an India-based, Mumbai-headquartered, online-first fashion jewellery retailer founded in 2012. The company designs, manufactures, and sells affordable Indian ethnic and contemporary fashion jewellery under a portfolio of sub-brands spanning more than 1,057 SKUs. Core construction techniques include gold plating, kundan work, meenakari, and pearl work, with no proprietary technology patents or AI/ML components disclosed.

The product portfolio is segmented by price tier and occasion: Sukkhi (traditional and festive gold-plated costume jewellery for weddings and festivals), Scintillare by Sukkhi (demi-fine daily wear with 18k gold plating and anti-tarnish properties on stainless steel), Pissara by Sukkhi (92.5 sterling silver with cubic zirconia, accompanied by authenticity certificates and six-month warranties), Studio Sukkhi (contemporary gold-plated fashion pieces), and Ayles by Sukkhi (lab-grown diamond luxury). Categories range from necklace sets, earrings, bangles, bracelets, rings, and pendants to men's jewellery, maang tikkas, mangalsutras, anklets, armlets, nose rings, and jewellery organizers.

Sukkhi runs an omnichannel model combining a direct-to-consumer e-commerce storefront at sukkhi.com with five company-owned retail showrooms across Mumbai (Bandra, Borivali, Dadar, Andheri, Kurla). Revenue is generated exclusively through one-time product sales to individual consumers across four pricing tiers — budget under ₹499, mid-range ₹499-999, premium ₹999-2,999, and sterling silver (Pissara) ₹1,000-4,000+ — with sustained 50-90% off MRP discounting. Primary customer segments are women purchasing for weddings, festivals, parties, and daily wear, supplemented by gift buyers and a small men's jewellery line; the secondary geographic segment being actively developed is tier II and tier III Indian cities. The company is led by founder Bhavesh Navlakha and co-founder Prashant Gupta, with Anurag Bhargava as chairman, and is backed by Carpediem Capital (Rs 51 crore raised in 2018) and a more recent VentureSoul Partners relationship disclosed in 2025. Distribution is supported by digital marketing on Instagram, email, press coverage, and celebrity endorsement via Karisma Kapoor.

Name

Sukkhi Jewellery

Legal name

Sukkhi Online Private Limited

Website

https://sukkhi.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Sukkhi Jewellery is an India-based, online-first fashion jewellery retailer that designs and sells affordable Indian ethnic and contemporary jewellery across five sub-brands serving women and gift buyers in metro and tier II/III cities through e-commerce and physical retail stores.

Ownership category

akta.pro rank

Product category

Fashion Jewelry

NAICS

Jewelry Retailers (458310), Jewelry and Silverware Manufacturing (33991)

SIC

Costume Jewelry & Novelties (3960), Retail-Jewelry Stores (5944)

akta.pro primary industry

Designer/Artisan Fashion Jewelry (Independent Brands) (CRAKABAC)

akta.pro secondary industries

Fashion Jewelry Sets & Giftable Collections (CRAKABAL), Precious Metal Jewelry (Gold/Platinum/Silver) (CRAKAAAD)

Keywords

• Fashion jewelry
• Costume jewelry
• Necklace sets
• Lab-grown diamonds
• Sterling silver jewelry

Headquarters

HQ city

Mumbai

HQ country

India

HQ region

Asia

Offices5 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel

Revenue model

1. Direct Product Sales: One-time transaction-based sales of fashion jewellery products through e-commerce website and physical retail stores. Products include costume jewellery, 92.5 sterling silver, and demi-fine jewellery across various price points.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Sukkhi Jewellery designs, manufactures, and sells fashion jewelry across multiple sub-brand lines covering traditional/festive costume jewelry, 18k gold-plated demi-fine pieces, sterling silver jewelry, contemporary fashion pieces, and lab-grown diamond jewelry. The company distributes its products through its own e-commerce site and an expanding network of exclusive physical retail stores in India.

Product overview

Sukkhi Jewellery is an online-first fashion and ethnic costume jewelry brand offering a multi-brand portfolio across four sub-brands: Sukkhi (traditional and festive gold-plated Kundan and pearl jewelry), Scintillare by Sukkhi (demi-fine daily wear with 18k gold plating and anti-tarnish properties), Pissara by Sukkhi (92.5 sterling silver with cubic zirconia), Studio Sukkhi (contemporary fashion pieces), and Ayles by Sukkhi (lab-grown diamond luxury). The company operates over 1,000 SKUs across jewelry categories including necklace sets, earrings, bangles, rings, pendants, men's jewelry, and bridal accessories. The business follows an omnichannel strategy with physical retail stores in Mumbai and e-commerce operations, targeting tier II and III markets in India with expansion plans to open 100 stores while aiming for Rs 500 crore revenue within five years.

Differentiator

Problem solved

Functional benefit

Brands

• Scintillare: Demi-fine jewellery collection featuring 18k gold plated pieces with stainless steel chains, anti-tarnish properties, suitable for daily wear
• Pissara
• Studio Sukkhi

Products and services

• Sukkhi (core brand) jewelry collection Traditional and festive costume jewelry offering affordable necklace sets, earrings, bangles, rings, pendants, and bracelets targeted at Indian consumers for weddings, festivals, and everyday wear.
• Scintillare by Sukkhi collection Demi-fine jewelry line featuring 18k gold-plated pieces positioned above the core costume line for mid-tier buyers wanting finer-finished jewelry at accessible prices.
• Pissara collection Sterling silver jewelry line from the Pissara sub-brand offering silver pieces such as necklaces, earrings, rings, and bangles for consumers seeking precious-metal jewelry.
• Studio Sukkhi collection Contemporary fashion-focused jewelry line from Studio Sukkhi targeting style-driven buyers with modern silhouettes and trend-led designs.
• Ayles lab-grown diamond jewelry Lab-grown diamond jewelry line from the Ayles sub-brand positioning diamond jewelry at accessible price points for aspirational buyers seeking diamond pieces.

Named customers1 record

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Joyalukkas: Global Indian jewelry retailer with extensive showrooms across India, the Middle East, and Asia. Overlaps with Sukkhi on fashion and bridal gold jewelry but at much higher unit price points and with established international brand trust.
• Zaveri Pearls: Indian online and offline jewelry retailer offering affordable fashion, pearl, and bridal jewelry. Overlaps with Sukkhi on the accessible ethnic and fashion jewelry assortment served through omnichannel distribution.
• Tanishq (Titan Company): India's largest jewelry retailer (Titan Company subsidiary) operating thousands of stores across metros and tier II/III cities. Competes with Sukkhi across bridal and fashion jewelry with vastly larger brand trust, capital, and physical footprint.
• Malabar Gold & Diamonds: One of India's largest jewelry retailers with hundreds of showrooms across India and the Middle East. Operates in the same ethnic bridal and gold-jewelry category as Sukkhi but at a much larger scale and with stronger gold-backed product positioning.
• PC Jeweller: Listed Indian jewelry retailer with a multi-store presence focused on gold and diamond jewelry. Competes with Sukkhi for the same aspirational bridal and festive buyer in tier I and tier II cities.

Direct peers

• Kushal's Fashion Jewellery: Indian fashion jewelry retailer with a multi-store retail presence offering affordable ethnic and contemporary designs. Closely comparable to Sukkhi on price points, store-based expansion, and target customer.
• CaratLane: Titan Company's online-first D2C jewelry brand offering fashion and bridal jewelry across price points with omnichannel retail. Directly competes with Sukkhi in Indian online jewelry and now co-exists in the tier II/III omnichannel expansion thesis.
• Voylla: India-based D2C fashion and ethnic jewelry brand with similar online-first positioning, ethnic-meets-contemporary design language, and discounted pricing model aimed at mass-market Indian women shoppers.

Emerging players

• Limelight (by Labgrown Diamond company): India-focused lab-grown diamond jewelry brand that overlaps directly with Sukkhi's Ayles sub-brand. Important comparative reference for Sukkhi's premium-tier extension strategy.
• Melano (St. Melano): India-based D2C fashion and demi-fine jewelry brand targeting modern Indian women with affordable, design-led pieces. Comparable to Sukkhi's Scintillare and core lines on customer persona and price range.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/sukkhi_jewellery
• Xx.com/SukkhiJewellery
• Facebookfacebook.com/sukkhijewellery
• LinkedInlinkedin.com/company/sukkhi-online-private-limited

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries3 records

Funding overview

Funding rounds2 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sukkhi Jewellery