SAFA Gold & Diamonds has unveiled an aggressive growth blueprint backed by a Rs 4,000 crore investment, aiming to expand its retail presence to 350 stores by 2030. The announcement, made during the brand’s identity refresh event in Kochi, signals the company’s ambition to evolve from a strong regional player into a national and global retail force.

According to the company, the expansion programme will cover both domestic and international markets, with a structured rollout planned over the next five years. The strategy is designed to deepen SAFA’s footprint in India’s high-growth jewellery hubs while simultaneously tapping into key overseas regions with strong demand for gold and bridal jewellery.

Alongside the expansion plan, SAFA also introduced its renewed brand identity, including a refreshed logo unveiled in the presence of its leadership team and brand ambassador. The company said the rebranding reflects its transition into a more contemporary, globally aligned jewellery retail brand.

Industry observers note that the planned rollout of 350 stores will place SAFA in the league of major organised jewellery chains, intensifying competition in several markets. Retailers and manufacturers view this as further validation of the sector’s growth momentum, driven by rising consumer spending, evolving design preferences, and increasing trust in organised jewellers.

The Rs 4,000 crore investment signals confidence in long-term demand for gold, diamonds, and curated jewellery collections, as well as the potential of global Indian diaspora markets, where branded Indian jewellers continue to see strong customer traction.