Taraash

What Taraash does

Taraash is an Indian direct-to-consumer jewelry brand owned by ACPL Jewels Pvt. Ltd., specializing in 925 sterling silver jewellery and 999 purity silver coins. The company was established in 2006 and operates from Mumbai, selling online through its own Shopify-hosted e-commerce storefront (taraash.com). The product portfolio spans 821+ in-stock SKUs across categories including anklets, bangles, bracelets, chains, earrings, finger rings, pendants, nose pins, mangalsutras, toe rings, rosary, rakhis, jewellery sets, and silver coins, serving men, women, and kids at price points from INR 600 to INR 39,120.

The parent company ACPL Jewels began manufacturing silver chains in 1948 and has received the Gem & Jewellery Export Promotion Council Award for highest silver jewellery exports for over 20 consecutive years, with distribution reaching 50+ countries. Taraash's operations leverage this integrated manufacturing base, with state-of-the-art facilities supporting both domestic and export supply. The company also operates a sub-brand, Blisse Allure, within sterling silver jewellery. No external funding rounds are disclosed; the business is founder-led and family-owned, with sister entity UCG Jewels LLP in the broader group.

Taraash runs a unit-pricing DTC model with free shipping on prepaid orders above INR 1500, Cash on Delivery option, and a 7-day return policy. Marketing is digital-first across owned website, email newsletter, and social media (Facebook, Twitter, Instagram), supported by SEO and a blog. The company does not currently use third-party retail partners, marketplaces, or physical retail locations based on available information. All product, customer, and operational evidence indicates a stable, vertically integrated Indian silver jewellery e-commerce business.

Name

Taraash

Legal name

Taraash (Brand owned by ACPL Jewels Pvt. Ltd.)

Website

https://taraash.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Taraash is an Indian direct-to-consumer e-commerce brand of ACPL Jewels Pvt. Ltd., selling 925 sterling silver jewellery and 999 silver coins across 821+ SKUs to men, women, and kids in India, with exports to 50+ countries via parent manufacturing.

Ownership category

akta.pro rank

Product category

Sterling Silver Jewelry

NAICS

Jewelry Retailers (458310), Jewelry, Watch, Precious Stone, and Precious Metal Merchant Wholesalers (42394)

SIC

Retail-Jewelry Stores (5944), Jewelry, Silverware & Plated Ware (3910), Wholesale-Jewelry, Watches, Precious Stones & Metals (5094)

akta.pro primary industry

Fine Jewelry Retail (Precious Metals & Gemstones) (CRAKAGAA)

Keywords

• Sterling silver jewellery
• 925 silver jewelry
• Silver coins bars
• Silver jewellery e-commerce
• Indian silver jewellery manufacturer

Headquarters

HQ city

New Delhi

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Retail E-commerce Sales: Direct-to-consumer online sales of 925 sterling silver jewellery through the Taraash.com website. The company sells various jewellery categories including anklets, bangles, bracelets, chains, earrings, pendants, rings, and silver coins directly to end consumers in India and internationally through exports to 50+ countries.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Taraash is a direct-to-consumer e-commerce brand that manufactures and retails 925 sterling silver jewelry for men, women, and kids across 14+ categories (anklets, bangles, bracelets, chains, earrings, finger rings, pendants, toe rings, mangalsutras, nose pins, rosary, rakhis, jewellery sets), along with 999 purity silver coins and bars for gifting and investment. The company operates the taraash.com Shopify storefront with over 821 in-stock products priced from Rs. 600 to Rs. 39,120, supported by Cash on Delivery, free shipping over INR 1500, and a 7-day return policy.

Product overview

Taraash is an Indian e-commerce jewelry company specializing in 925 sterling silver jewelry and 999 pure silver coins. The company operates as a direct-to-consumer online retail platform offering a comprehensive jewelry portfolio for men, women, and kids. The core product line includes anklets, bangles/kadas, bracelets, chains, earrings, finger rings, pendants, nose pins, mangalsutras, toe rings, rosary, and rakhis. The company also offers 999 purity silver coins in various weights and designs. Taraash positions itself under two brands: its primary Taraash brand (established 2006 by parent company ACPL Jewels Pvt. Ltd.) and the Blisse Allure sub-brand. The products span various styles including CZ (cubic zirconia), enamel, Mother of Pearl, antique finish, and plain designs, with price points ranging from under Rs. 1000 to above Rs. 5000.

Differentiator

Problem solved

Functional benefit

Brands

• Blisse Allure: A sub-brand offering 925 sterling silver jewellery, with products such as earrings, necklaces, and jewellery sets.

Products and services

• 925 Sterling Silver Jewellery Collection The core product line featuring 925 sterling silver jewelry across categories including anklets, bangles, bracelets, chains, earrings, finger rings, pendants, nose pins, mangalsutras, toe rings, rosary, and rakhis for men, women, and kids. The line comprises 821+ in-stock products priced from Rs. 600 to Rs. 39,120.
• 999 Purity Silver Coins and Bars

Quantifiable outcome

• 821+ products in stock across 14+ jewellery categories
• +2 more outcomes

Named customers4 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

Feature2 records

Scale indicators4 records

Recent moves4 records

Expansion highlights5 records

Direct peers

• Giva: Giva is an India-based direct-to-consumer fine jewelry brand selling 925 sterling silver and gold jewelry online, competing head-to-head with Taraash in the modern everyday silver jewelry category with a similar target audience of Indian men and women.
• Melorra: Melorra is an India-based DTC fine jewelry brand offering lightweight gold and silver jewelry for everyday wear, directly overlapping with Taraash's modern, affordable silver positioning and online-first go-to-market.
• CaratLane: CaratLane (Titan-backed) is a leading Indian online jewelry retailer offering 925 silver, gold, and diamond jewelry direct to consumers. It competes with Taraash on silver jewelry assortment while also addressing broader fine jewelry demand.
• Peora: Peora is an online jewelry retailer offering sterling silver, gold plated, and gemstone jewelry with a fashion-forward assortment, directly comparable to Taraash in product mix and online DTC delivery model targeting modern Indian consumers.
• Sukkhi: Sukkhi is an Indian online-first jewelry brand offering affordable gold-plated and imitation jewelry, partially overlapping with Taraash's fashion-forward everyday jewelry positioning for the mass-market Indian consumer.

Broad incumbents

• Joyalukkas: Joyalukkas is a large Indian jewelry retailer with both gold and silver jewelry assortments across extensive physical and online channels, competing with Taraash on the silver jewelry category while also serving gold and diamond segments.
• Malabar Gold & Diamonds: Malabar Gold & Diamonds is one of India's largest jewelry retail chains, offering gold, diamond, silver, and platinum jewelry across physical stores and online, competing with Taraash for share of Indian household jewelry spend including silver.
• Tanishq (Titan): Tanishq is India's largest fine jewelry retailer offering gold, diamond, and silver jewelry through extensive retail and digital channels, overlapping with Taraash on the silver and contemporary jewelry segments while also dominating gold.
• PC Jeweller: PC Jeweller is a major Indian jewelry retailer with a broad gold, diamond, and silver assortment across physical stores and online, competing with Taraash in the silver and mid-priced jewelry category with significantly larger scale.

Emerging players

• Pipa Bella (now Obara): Obara (formerly Pipa Bella) is an Indian online fashion jewelry brand selling everyday and occasion jewelry for women, with a comparable DTC model and price points that overlap with Taraash's mid-range silver offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/taraashsilver
• Facebookfacebook.com/TaraashSilver
• Instagraminstagram.com/taraashjewellery
• LinkedInlinkedin.com/company/acpl-jewels-private-limited.

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 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 Taraash