As consumer preferences pivot towards established retailers, the presence of jewellery outlets within malls has surged notably. From a modest 1% of total mall space just two years ago, these stores now occupy nearly 5%, reflecting a substantial shift in consumer behavior.

The organised jewellery retail sector, led by renowned brands like Tanishq, Reliance Jewels, Kalyan Jewellers, Malabar Gold & Jewels, and Joyalukkas, has witnessed remarkable growth. Their expansion efforts have propelled the segment to contribute a significant 15-20% of mall revenues, despite occupying a comparatively smaller space.

Fueling this growth further, the Aditya Birla Group has announced a substantial Rs 5,000 crore investment to capitalize on the burgeoning jewellery retail market. With the cost of real estate accounting for a minimal portion of store opening expenses, jewellers are seizing the opportunity to expand their footprint, leveraging increased advertising and marketing expenditures. This paradigm shift underscores the evolving dynamics of both the retail and consumer landscapes in India.