Kushal’s Fashion Jewelry shifts to national scale via tech-led retail
09 March 2026, Mumbai
Kushal’s Fashion Jewellery is aggressively executing a nationwide expansion roadmap, targeting a portfolio of 300 stores within the next three years. This strategic push transitions the brand from its traditional Southern India stronghold - where it established its early market dominance - toward deep penetration in Western and Northern high-growth corridors, specifically targeting Maharashtra and the National Capital Region. By deploying a cluster-based expansion model, the company aims to balance operational standardization with localized inventory, ensuring that 40 per cent of its product assortment resonates with regional design preferences while maintaining core brand identity.
Omnichannel integration and digital growth
Recognizing that contemporary consumer behavior is increasingly channel-agnostic, the retailer is prioritizing a robust omnichannel ecosystem. With digital sales currently accounting for approximately 20 per cent of revenue, the firm has set a target to elevate this contribution to 50 per cent through intensified investments in proprietary technology and data-driven personalization. Manish Gulechha, Co-founder of Kushal’s, emphasizes that the brand’s internal engineering team is pivotal in creating seamless inventory visibility and personalized content, allowing customers to bridge the gap between digital discovery and in-store purchase. As the organized fashion jewellery market continues to formalize, this tech-led infrastructure is positioned to capture demand for versatile, everyday-wear accessories that blend traditional aesthetics with contemporary styling.
Founded in 2006, Bangalore-based Kushal’s Fashion Jewelry is a leading retailer of premium fashion and 92.5 sterling silver accessories. The brand offers over 10,000 designs, including antique, kundan, and zircon collections. Currently operating over 100 stores, Kushal’s maintains a growth strategy supported by significant private equity funding to scale operations nationally.
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