Senco Gold Limited IPO

Senco Gold Limited is the largest organised jewellery retail player in the eastern region of India based on number of stores. The company, which has been serving customers for more than five decades, sells various types of jewellery such as gold, diamond, silver, platinum, precious, semi-precious stones, and other metals.

For the year ended March 31, 2023, sale of gold jewellery accounted for 89.69% of the company’s revenue from operations, followed by 6.77% revenue from sale of diamond and precious/semi precious stones. The company’s products are sold under the “Senco Gold & Diamonds” trade name, through multiple channels, including showrooms and online platforms.

As on March 31, 2023, the company has 136 showrooms, which have a total area of approximately 4,09,882 sq. ft., in 96 cities and towns over 13 states across India. Out of this 136 showrooms, 75 stores are company operated showrooms and 61 are franchisee-based showrooms.

The company operates showrooms under the names Senco, D’signia, and Everlite & Gossip. The company’s standard showrooms have an average ticket size of about Rs 48,000.00, D’Signia showrooms have an average ticket size of approximately Rs 51,000 and Everlite showrooms have an average ticket size of about Rs 29,000.00, each for the fiscal 2023.

The company has a wide-ranging catalogue offering more than 1,20,000 designs for gold jewellery and more than 69,000 designs for diamond jewellery. The company has a manufacturing facility located at the Gems and Jewellery Park, Ankurhati in Howrah, West Bengal, and also undertakes wholesale exports of their jewellery primarily to Dubai, Malaysia, and Singapore.