GRT Jewellers

What GRT Jewellers does

GRT Jewellers India Private Limited is a privately-held Indian jewellery retail company founded in 1964 by Shri G. Rajendran in Chennai (then Madras). The company retails customized gold, diamond, silver, and platinum jewellery under the GRT brand, with current 22KT gold priced at Rs 13,315 per gram and product ticket sizes ranging from approximately Rs 57,671 to Rs 3,42,587. It operates 66 physical showrooms across South India plus one showroom in Singapore, accompanied by a full-service e-commerce platform (www.grtjewels.com), the Oriana mobile application for iOS and Android, and a corporate gifting vertical. The core customer base is South Indian consumers in Tamil Nadu with strong cultural affinity for gold jewellery tied to festivals (Akshaya Tritiya, Tamil Puthandu) and weddings; corporate clients form a secondary segment.

The underlying technology platform comprises an e-commerce storefront, mobile applications, a live video shopping service (GRT LIVE) for remote consultations, and GRT Verse, an immersive 3D metaverse-style virtual shopping environment with dedicated Gold, Diamond, and Silver rooms. The company offers BIS Hallmark certified gold jewellery and certified diamonds (IGI/EGL), alongside service features such as the Golden Eleven Flexi subscription purchase plan (offering price protection against gold price fluctuations), jewellery customization, a saving scheme, gift vouchers, and corporate sales. The current leadership comprises Managing Directors G.R. 'Anand' Ananthapadmanabhan and G.R. Radhakrishnan, representing the second generation of the founding family. All evidence indicates family control with no external institutional or public shareholders.

Revenue is generated primarily through one-time jewellery sales via physical showrooms and e-commerce channels, with margins derived from making charges and wastage fees on gold and diamond jewellery. Festival-tied promotional campaigns offering discounts on wastage charges, diamond value, and silver article wastage (e.g., 20% off on gold wastage, 12.5% off on diamond value during Tamil Puthandu and Akshaya Tritiya) are core to the go-to-market. The company operates as part of the larger GRT Group, which also encompasses GRT Hotels and Resorts (16 locations across South India) and the GRT Group of Educational Institutions, providing brand cross-leverage but remaining operationally distinct from the core jewellery retail business.

Name

GRT Jewellers

Legal name

GRT Jewellers India Private Limited

Website

https://grtjewels.com

Company type

Private

Founded year

1964

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

GRT Jewellers is a Chennai-based private Indian jewellery retailer founded in 1964, operating 66 showrooms across South India plus Singapore and selling BIS-hallmarked gold, diamond, silver, and platinum jewellery to South Indian consumers through physical retail, e-commerce, mobile app, and virtual shopping channels.

Ownership category

akta.pro rank

Product category

Fine Jewellery Retail

NAICS

Jewelry Retailers (458310), Jewelry Retailers (45831)

SIC

Retail-Jewelry Stores (5944)

akta.pro primary industry

Bridal & Engagement Jewelry Retail (CRAKAGAC)

akta.pro secondary industries

Precious Metal Jewelry (Gold/Platinum/Silver) (CRAKAAAD), Bespoke Fine Jewelry (Precious Metals & Gemstones) (CRAKAHAA), Bridal Jewelry Customization & Bespoke (CRAKACAG)

Keywords

• Gold jewellery retail
• Diamond jewellery retail
• Bridal jewellery collections
• Virtual jewellery shopping
• Jewellery purchase plans

Headquarters

HQ city

Chennai

HQ country

India

HQ region

Asia

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Jewellery Retail: Sale of gold, diamond, silver, and platinum jewellery through physical showrooms and e-commerce channels with margin from making charges and wastage fees

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels4 records

Core offering

GRT Jewellers designs, customises, and sells gold, diamond, silver, and platinum jewellery through 66 physical showrooms across South India and one in Singapore, supported by an e-commerce website, iOS and Android mobile apps (Oriana), and virtual shopping services (GRT LIVE video consultations, GRT Verse metaverse). Its offering spans BIS Hallmark certified gold in 22KT/18KT/14KT, IGI/EGL certified diamonds, solitaires and platinum pieces, bridal and contemporary sub-brands (Oriana, GRT Brides), jewellery customisation, gold coins, corporate gifting, and a monthly instalment purchase plan (Golden Eleven Flexi) with price protection against gold price fluctuations.

Product overview

GRT Jewellers is an Indian jewellery retail company founded in 1964, operating 66 showrooms across South India with presence in Singapore. The company offers a unified e-commerce platform (www.grtjewels.com) alongside physical retail stores. The product portfolio comprises core jewellery categories (Gold, Diamond, Silver, Platinum), sub-brands (Oriana, GRT Brides), virtual shopping experiences (GRT Verse metaverse, GRT LIVE video shopping), and service features (Jewellery Purchase Plan/Golden Eleven Flexi, Jewellery Customization, Saving Scheme, Gift Vouchers, Corporate Sales). The platform also includes mobile apps for iOS and Android. Jewellery is offered across multiple metal types and karats (22KT, 18KT, 14KT, 91.6 gold), with various collections including Sun, Dream Bloom, Knots and Hearts, Flio, and Celestial Charm. The company provides BIS Hallmark certified jewellery and certified diamonds, along with complimentary services like free shipping, insured delivery, and 15-day return policy.

Differentiator

Problem solved

Functional benefit

Brands

• Oriana: Premium jewellery collection brand under GRT Jewellers
• GRT Brides
• GRT Verse
• GRT Hotels and Resorts
• GRT Education

Products and services

• Gold Jewellery Gold jewellery offerings in 22KT, 18KT and 14KT purity, including rings, earrings, pendants, necklaces, bangles, bracelets, chains, nosepins and mangalsutras, all BIS Hallmark certified and priced by weight plus making charges; targeted at individual buyers in South India for festive, bridal and everyday wear.
• Diamond Jewellery Diamond jewellery featuring IGI/EGL certified diamonds in various settings, including engagement rings, diamond pendants, earrings and necklaces, for individual buyers and bridal purchasers.
• Silver Jewellery Silver jewellery offerings including silver articles, gifts, anklets, toe rings and other ornaments, positioned as affordable gifting and everyday wear options for individual consumers.
• Platinum Jewellery Platinum jewellery offerings including rings, chains and other platinum pieces for individual buyers seeking platinum alternatives to gold.
• Gold Coins Gold coins available in various weights, sold without wastage and making charges, targeted at individual buyers for investment, gifting and auspicious occasions such as Akshaya Tritiya.
• Solitaire Jewellery Solitaire diamond jewellery featuring loose diamonds and solitaire settings for individual buyers seeking higher-value certified diamond pieces.
• Oriana Premium Sub-brand Premium sub-brand of GRT Jewellers featuring contemporary and designer jewellery pieces aimed at individual buyers seeking modern designs.
• GRT Brides Sub-brand Bridal jewellery collection under GRT Jewellers targeting wedding and bridal wear customers in South India, with curated sets and designs for brides and families.
• Jewellery Customization Service Custom jewellery design service allowing customers to create personalised pieces, targeted at individual buyers and corporate gifting clients seeking one-of-a-kind or branded items.
• Golden Eleven Flexi Jewellery Purchase Plan Subscription-style jewellery purchase plan allowing customers to buy jewellery through monthly advance payments with price protection against gold price fluctuations (watches not eligible), targeted at individual buyers planning high-value festive or bridal purchases.
• GRT Saving Scheme Loyalty programme and saving scheme for regular customers of GRT Jewellers, enabling enrolled buyers to accumulate value towards future jewellery purchases.
• Gift Voucher Gift vouchers redeemable against jewellery and accessories at GRT Jewellers, targeted at individual and corporate gifting use cases.
• GRT LIVE Virtual Shopping Service Virtual shopping service enabling customers to book video-call appointments and shop from home with GRT sales staff, targeted at individual buyers who cannot visit physical showrooms.
• GRT Verse Immersive Virtual Shopping Platform Virtual shopping metaverse platform enabling customers to explore Gold, Diamond and Silver Rooms in an interactive 3D environment, targeted at individual buyers seeking an immersive online browsing and purchase experience.
• Corporate Sales — Corporate Gifting Solution Customisable corporate gifting solution offering jewellery items for business occasions such as employee recognition, client appreciation, corporate milestones and commemorations, sold through a dedicated sales channel to corporate buyers.
• GRT Jewellers Mobile App (Oriana) Mobile applications for Android and iOS (Oriana) enabling individual customers to browse GRT's catalogue, use GRT LIVE video shopping, manage the Golden Eleven Flexi purchase plan, and place orders online.
• GRT Calendar 2026 FlipHTML5 digital calendar published for 2026 to engage customers with jewellery campaigns and store references.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators3 records

Recent moves6 records

Expansion highlights7 records

Direct peers

• PC Jeweller: PC Jeweller is an Indian gold and diamond jewellery retailer with a multi-city showroom presence. It competes with GRT on traditional Indian gold designs and bridal offerings, though with a more North India-weighted footprint.
• Kalyan Jewellers: Kalyan is a South India-rooted jewellery chain that has scaled into a national and international brand with a similar gold and diamond product mix. It is a direct peer on showroom model, customer base, and category breadth.
• Malabar Gold & Diamonds: Malabar is a Kerala-headquartered jewellery chain with a comparable South Indian heritage base, omnichannel presence, and international showrooms (including Singapore). It is one of GRT's most direct competitors in gold and diamond jewellery.
• Joyalukkas: Joyalukkas is a Kerala-origin jewellery retailer with a similar multi-country showroom footprint, gold and diamond assortment, and bridal focus. It competes directly with GRT in South India and key international markets.

Broad incumbents

• Titan Company (Tanishq): Tanishq is India's largest branded jewellery retailer and Titan's flagship jewellery vertical. It directly competes with GRT in gold, diamond, and bridal jewellery but operates a much larger national footprint with greater scale and brand reach.
• Reliance Jewels: Reliance Jewels is the jewellery retail arm of Reliance Retail, offering gold, diamond, and bridal jewellery across India. It competes with GRT as a national, well-capitalised incumbent with strong backing from the broader Reliance ecosystem.

Emerging players

• CaratLane (Titan subsidiary): CaratLane is a digital-first jewellery retailer focused on lightweight, contemporary designs and solitaires. It competes with GRT for younger, urban consumers and represents the omnichannel/digital threat to traditional showroom retailers.
• BlueStone: BlueStone is an online jewellery retailer offering gold, diamond, and platinum jewellery with pan-India delivery. It represents the digital-native competitive set that pressures traditional showroom chains like GRT on price transparency and convenience.

Regional players

• PNG Jewellers: PNG Jewellers is a West India (Maharashtra/Gujarat) focused gold and diamond retailer. It is comparable in store-based retail model and gold-led assortment but serves a different regional market than GRT.
• Senco Gold and Diamonds: Senco is an East India-focused jewellery chain with gold, diamond, and bridal offerings. It is a regional peer with a comparable showroom-based retail model but limited geographic overlap with GRT's South India base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/GRTJewellers
• YouTubeyoutube.com/user/GRTJEWELLERS
• Facebookfacebook.com/grtjewels
• LinkedInin.linkedin.com/company/grt-jewellers-india-private-limited
• Instagraminstagram.com/grtjewellers
• Pinterestin.pinterest.com/grtjewels

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about GRT Jewellers