The Senco Gold board has approved an investment to acquire a controlling 68% stake in August Jewellery (AJPL), the company behind the fast-fashion jewellery brand Melorra, for a cash consideration of Rs 68 crore, as per the exchange filings.
The acquisition, cleared under Regulation 30 of the Sebi Listing Obligations and Disclosure Requirements, will be executed through a primary infusion of funds, following which AJPL will become a subsidiary of Senco Gold.
Strengthening the digital play
The company said the investment is a strategic move aimed at reinforcing its digital and omnichannel strategy, particularly to address the fast-growing young consumer segment. AJPL’s design-led, e-commerce-first operating model is expected to complement Senco Gold’s existing strengths in the gems and jewellery business.
Senco Gold added that the integration is expected to generate operational synergies, improve efficiency and enhance customer experience across platforms, aligning with its long-term growth plans.
About Melorra’s parent
Incorporated in January 2015 and headquartered in Bengaluru, August Jewellery operates in the manufacture, design and sale of gold, silver and stone-studded jewellery, with a focus on lightweight, trend-driven designs under the Melorra brand.
The company currently operates 21 stores across India and launches new designs on a weekly basis, inspired by global runway trends.
Senco Gold is already associated with AJPL as the master franchisee managing its stores, according to the disclosure.
Financial snapshot
AJPL reported a turnover of Rs 3,324.87 lakh in FY25. The company’s revenues stood at Rs 17,362.71 lakh in FY24 and Rs 60,547.18 lakh in FY23, as per the filing.
The acquisition does not qualify as a related-party transaction, and none of Senco Gold’s promoters or group entities have an equity interest in AJPL, except in the capacity of a creditor. No regulatory or governmental approvals are required for the deal, which is expected to be completed by 30 April 2026.
Senco Gold share price
The Senco Gold share price remained flat during early trade on Thursday. The stock is down 0.88% in the last 1 month. However, it has 32.75% in 2025.