Tribe Amrapali is accelerating its offline expansion as rising gold prices and changing consumer preferences create new growth opportunities for silver and fashion jewellery in India. The jewellery retailer plans to open 8-10 new stores this year, with airport locations emerging as a key focus of its retail strategy.
The company currently operates 39 Tribe Amrapali stores and 15 Amrapali outlets across India. Airport retail has become an important growth engine, contributing nearly 50% of Tribe Amrapali’s offline business. Higher passenger traffic, extended operating hours and stronger visibility are helping these locations outperform traditional retail formats as the brand expands its physical footprint.
At the centre of the strategy is a belief that handcrafted jewellery remains an experience-led category. Tribe Amrapali is prioritising offline growth because physical stores allow consumers to experience the design, craftsmanship and finish of its products before becoming repeat buyers through digital channels. This store-first approach is shaping an omnichannel model where retail builds trust and online channels support long-term customer relationships.
The expansion comes as India’s jewellery market witnesses a broader shift in consumer behaviour. With gold becoming increasingly expensive, Tribe Amrapali sees growing potential for silver jewellery and accessible fashion accessories. The company expects silver to gain a larger share of consumer spending over the coming decade, with fashion jewellery also moving into the space traditionally occupied by more affordable silver products.
To support this growth, the company is strengthening its manufacturing capabilities. It currently produces more than 200,000 pieces every month and has the capacity to increase output by another 50%. Nearly 1,600 artisans work across its brands, reinforcing the company’s focus on domestic production and handcrafted design.
Tribe Amrapali is also broadening its lifestyle proposition through Tribe Home, which offers home accessories, paintings and decorative objects. The extension is aimed at existing customers seeking gifting and home décor products while staying connected to the brand’s design-led identity.
With 8-10 new stores planned, airport retail contributing strongly to offline business, expanding manufacturing capacity and rising demand for silver jewellery, Tribe Amrapali is positioning itself for its next phase of growth. Its strategy reflects a wider shift across India’s premium D2C fashion and lifestyle market, where physical retail, craftsmanship and evolving consumer preferences are creating new opportunities for established brands.
Source: Based on original reporting, with additional editorial adaptation and analysis.
