ACPL Exports has launched TrueSilver, its first direct-to-consumer (D2C) silver jewellery brand, marking its entry into India’s domestic and digital retail market. The announcement was made on February 10, 2026 in New Delhi.

The company stated that the move represents a strategic expansion aimed at addressing growing domestic demand for everyday silver jewellery while diversifying revenue streams beyond exports.

TrueSilver debuts with close to 900 products across women’s, men’s and children’s categories. Over 80% of the collection is designed for women, including bracelets, earrings, rings, necklaces and anklets. The range includes silver, gold and rose gold finishes. All jewellery is BIS hallmarked.

The brand will retail through its D2C platform and marketplaces including Amazon India and Myntra.

ACPL Exports currently supplies to international markets including the US, Europe, the UK, the Middle East and Australia, with the US contributing nearly 50% of export revenue.

“TrueSilver marks a strategic next phase in our growth, enabling us to take our manufacturing and quality expertise directly to the Indian consumer,” said Sidharth Gupta of ACPL Exports. “We are targeting Rs 100 crore in annual revenue for TrueSilver in the near term and aim to scale the business to Rs 250 crore over the next two to three years, supported by an expansion to 100 retail stores. Our focus is on building a trusted, scalable silver jewellery brand backed by strong design, consistent quality, and sustainable practices.”

The company expects its branded portfolio to contribute 30–40% of overall revenue over time.