Shrenuj & Co. Ltd., has stepped into retailing, with the launch of its ‘Diti’ branded retail stores across India. The stores will be based on the shop-in-shop format, with deliverables of diamond studded jewellery in gold and platinum. Price points for the jewellery have been kept at an average of Rs.15,000 ($346) per piece. This is the company’s first retail venture in India, although it does have its own retail chain overseas. %% The Diti stores will be scaled up to 170 numbers within three years, of which 10 would be flagship stores, the rest being shop-in-shop. It has slated an invest Rs.40 crore ($9.24 million) for its retail venture which would span across 29 cities. %% The company ahs strategised to concentrate in retailing within developing markets, citing opportunities in India, China and the Middle East. Shrenuj & Co. Ltd. is a DTC sightholder.