Tribe Amrapali

Name

Tribe Amrapali

Legal name

TBA Jewels Pvt Ltd

Website

https://tribeamrapali.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Tribe Amrapali is a digital-first handcrafted jewelry brand under TBA Jewels Pvt Ltd (Amrapali Jewels subsidiary), selling silver and gold-plated jewelry across Traditional, Tribal, Contemporary, and Men's collections to consumers worldwide via e-commerce and franchise retail in India.

Ownership category

akta.pro rank

Product category

Fashion Jewelry

NAICS

Jewelry and Silverware Manufacturing (33991), Jewelry Retailers (458310), Jewelry Retailers (45831)

SIC

Jewelry, Precious Metal (3911), Jewelry, Silverware & Plated Ware (3910), Retail-Jewelry Stores (5944)

akta.pro primary industry

Precious Metal Jewelry (Gold/Platinum/Silver) (CRAKAAAD)

akta.pro secondary industries

Bespoke Fine Jewelry (Precious Metals & Gemstones) (CRAKAHAA), Artisan/Hand-Fabricated One-of-a-Kind Jewelry (CRAKAHAI), Fashion Jewelry Sets & Giftable Collections (CRAKABAL), Custom Fashion/Costume & Alternative Materials Jewelry (CRAKAHAC)

Keywords

• Handcrafted jewelry
• Sterling silver jewelry
• Gold plated jewelry
• Fashion jewelry
• Bridal jewelry

Headquarters

HQ city

Jaipur

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Jewelry Product Sales: One-time purchase model for handcrafted jewelry including necklaces, earrings, rings, bangles, bracelets, pendants, anklets, cufflinks, nose pins, hair accessories, toe rings, and charms. Products range from affordable fashion pieces ($17-$50) to premium sterling silver pieces ($100-$500+).

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Tribe Amrapali designs and sells handcrafted silver and gold-plated jewelry direct to consumers through its own e-commerce site and India-based franchise stores. The assortment is structured across Traditional, Tribal, Contemporary, and Men's collections, with 40+ themed sub-collections spanning necklaces, earrings, rings, bangles, pendants, anklets, cufflinks, nose pins, hair accessories, toe rings, and charms in 925 Sterling Silver and gold-plated finishes at price points from $17 to $500+.

Product overview

Tribe Amrapali is an online handcrafted jewelry store and subsidiary of TBA Jewels Pvt Ltd, the parent company of Amrapali Jewels. The company operates a multi-collection jewelry platform organized into four main product categories: Traditional (heritage-inspired designs), Tribal (bold ethnic motifs), Contemporary (modern fashion-forward pieces), and Men's. Within these categories, the company offers over 40 named sub-brand collections including Amoli (Rudraksh and spiritual designs), Navratna (nine gemstone traditional pieces), Fantasia, Birdsong, Impressions, Shyla, Gulrang, Good Vibes Only (evil eye), Piya (wedding jewelry), Nova (minimal everyday pieces), Zia (Jadau sterling silver), Shiva, Promise of Love (mangalsutras), Rajnandini, Suryakamal, Ghungroo, and others. Product types span necklaces, earrings, rings, bangles/bracelets, pendants, anklets, cufflinks, buttons, nose pins, hair accessories, toe rings, and charms. The company also features movie collaborations (Bahubali, Manikarnika) and partnerships (Pachranga x Tribe, Mantra4U x Tribe).

Differentiator

Problem solved

Functional benefit

Brands

• Tribe Amrapali: Main brand offering handcrafted jewellery including necklaces, earrings, rings, bangles, pendants, and accessories across Traditional, Tribal, and Contemporary categories

Products and services

• Traditional Jewelry Collection Heritage-inspired jewelry in 925 Sterling Silver and gold plating including necklaces, earrings, rings, bangles, bracelets, pendants, anklets, cufflinks, buttons, nose pins, hair accessories, and toe rings, targeted at women shopping for traditional and ceremonial occasions.
• Tribal Jewelry Collection Tribal-inspired jewelry featuring bold, ethnic motifs in silver and gold-plated finishes across necklaces, earrings, rings, bangles, bracelets, pendants, anklets, cufflinks, buttons, nose pins, hair accessories, and toe rings.
• Contemporary Jewelry Collection Modern, fashion-forward jewelry including necklaces, earrings, rings, bangles, bracelets, pendants, anklets, cufflinks, buttons, nose pins, hair accessories, and toe rings targeted at consumers seeking everyday contemporary styles.
• Men's Jewelry Collection Jewelry collection for male consumers featuring bangles, bracelets, buttons, cufflinks, rings, and other accessories in silver and gold-plated finishes.
• Accessories Jewelry accessories including hair pins, buttons, and other small embellishments available as standalone products on the Tribe Amrapali website.
• Navratna Collection Premium silver jewelry collection featuring nine gemstones handcrafted with antique gold plating, targeted at consumers seeking traditional astrological and ceremonial pieces.
• Piya Wedding Jewelry Collection Silver jewelry collection curated for brides and wedding occasions.
• Promise of Love Mangalsutra Collection Gold plated silver mangalsutra collection targeted at married women and bridal buyers.

Named customers10 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• Amrapali JewelscoreStrategic or Co-development PartnerTribe Amrapali is an Amrapali Jewels company. Tribe operates as the modern, digital-first brand under the Amrapali Jewels umbrella, leveraging the heritage brand's craftsmanship and reputation while targeting contemporary consumers through D2C e-commerce channels.
• TBA Jewels Pvt LtdcoreOthersParent company TBA Jewels Pvt Ltd is the operating entity behind the Tribe Amrapali brand. The company website footer identifies TBA Jewels Pvt Ltd as the rights holder.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Mirraw: Mirraw is an India-based online marketplace and D2C brand specializing in ethnic and traditional Indian jewelry with global shipping. It is comparable to Tribe Amrapali in its traditional/tribal Indian design aesthetic, multi-currency pricing, and worldwide e-commerce reach.
• Melorra: Melorra is an India-based D2C fine jewelry brand offering lightweight gold and gemstone jewelry designed for everyday wear. It competes directly with Tribe Amrapali in the modern, accessible fine jewelry category targeting working women and Gen Z consumers.
• CaratLane: CaratLane is a leading Indian D2C and omni-channel jewelry brand (majority-owned by Titan Company) offering gold, diamond, and precious-stone jewelry online and through physical stores. It is the closest direct competitor to Tribe Amrapali in the online jewelry space with similar target audience and modern-traditional design positioning.
• BlueStone: BlueStone is one of India's largest online jewelry retailers, offering gold, diamond, and precious-stone jewelry with a strong D2C e-commerce platform and offline stores. It directly competes with Tribe Amrapali in the online fine and fashion jewelry segment with similar price ranges and contemporary-traditional design mix.
• Novica: Novica is a global online marketplace for handcrafted artisan jewelry and accessories sourced from artisans worldwide. It is comparable to Tribe Amrapali in its handcrafted artisanal positioning, direct-from-artisan model, and global e-commerce shipping.
• Sunita Shekhawat: Sunita Shekhawat is a Jaipur-based designer jewelry brand known for handcrafted traditional Indian pieces with a modern sensibility. It shares Tribe Amrapali's Jaipur origin, handcrafted positioning, and traditional-meets-contemporary design language targeting premium buyers.
• Sangeeta Boochra: Sangeeta Boochra is a heritage Indian jewelry house specializing in traditional silver and oxidized jewelry with contemporary appeal, sold through its own stores and online. It is highly comparable to Tribe Amrapali in its silver-based handcrafted aesthetic and traditional-modern design fusion.

Broad incumbents

• Etsy: Etsy is a global online marketplace for handmade, vintage, and artisan goods including a large jewelry category. It is broadly comparable to Tribe Amrapali's handcrafted positioning and global reach, though it operates as a marketplace rather than a single-brand retailer.
• Tanishq: Tanishq (a Titan Company brand) is India's largest jewelry retailer with extensive brick-and-mortar and online presence across gold, diamond, and traditional bridal jewelry. It represents the broad incumbent competitor against which Tribe Amrapali positions its modern, handcrafted D2C offering.

Emerging players

• Pernia's Pop-Up Shop: Pernia's Pop-Up Shop is an Indian online luxury and designer fashion platform featuring curated jewelry, couture, and accessories from Indian designers. It overlaps with Tribe Amrapali in curating modern Indian designer jewelry for fashion-forward consumers.

Market position

Strengths5 records

Weaknesses2 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/tribebyamrapali
• Xx.com/tribebyamrapali

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 Tribe Amrapali