Hyderabad:  India’s largest directly-owned gold jewellery chain, Kalyan Jewellers is converting  the  354 My Kalyan customer services centers  in South India to  mini diamond stores  enhancing the availability of affordable diamonds for customers.

Hailed as the industry’s first true customer service initiative, My Kalyan was started in 2010, with primarily with the intention of educating people in the rural/city about purity and malpractices in the industry and also to provide services like wedding purchase planning, sale of gift vouchers, advancing facility for wedding purchase and also for remitting the installments of the purchase advance scheme wherein they don’t have to go to the store in the city.  The concept  “ MY KALYAN” , was launched in Kerala by opening 101 service stores on the same day and now we have 551 of them spread across all the four southern states, Gujarat, Delhi, Punjab and Maharashtra.

“Customers have always wanted us to provide jewellery through these outlets but now, Kalyan has decided to sell diamonds to break the general misconception that diamonds are not meant for common man,” says T S Kalyanaraman, Chairman & Managing Director, Kalyan Jewellers about the industry’s first true customer relationship initiative.  A diverse range of diamond products including ear rings, pendants, necklaces, rings, nose pins etc will be available via My Kalyan stores, priced in the attractive range of Rs 5000 to Rs 15,000. Kalyanaraman adds that all diamonds sold here will be IGI certified with the accompanying gold being BIS certified.

With such an intense focus on promoting affordable diamonds, Kalyan is targeting a turnover of Rs 50 lakhs per store annually for the first few years, effectively translating into additional revenue of Rs 175 crores from the 350 My Kalyan centers, across these three states. The same concept will be launched in the reaming state by the end of this financial year and can target an annual turnover of Rs. 300 crores only from My Kalyan the next financial year.

Kalyan Jewellers will add 50 more My Kalyan centers in the next six months, in the southern states and 50 more in the states where the company has expansion plans  in this financial year. The jewellery chain is planning to have 1000 My Kalyan centers by the end of the fiscal 2016.