Focus East: P.C. Chandra Jewellers is on an expansion path in 2024: Uday Kumar Chandra

Established in the year 1939, Kolkata-headquartered PC Chandra Jewellers has become a formidable name among leading jewellery brands not just in East India but across the country, with a legacy of more than eight decades. Its first showroom was set up in Bowbazar, North Kolkata. 

PC Chandra Jewellers’ founder, Late Purna Chandra Chandra, had the dream and vision of crafting jewellery pieces which were iconic, bold, timeless, creating a unique and thriving business model standing the test of time and touching millions of lives. The brand is known for its enduring craftsmanship, superior quality, and modern, contemporary designs with around 66 showrooms currently present across 10 cities in India and in different locations of West Bengal. It is catering to a diversified set of consumers through its omnichannel marketing approach.

The brand’s philosophy is ‘A jewel of jewels’, stressing on creating jewellery that speak of exclusivity. PC Chandra Jewellers focuses on continual innovation delivering jewellery, which is unmatched in quality, purity and design. It emphasizes on precision, enhancement, and a keen eye while crafting those jewellery pieces with its products going through several quality checks to offer the best to the consumers.

It’s jewellery pieces derive inspiration from floral patterns, abstract designs, animal motifs and cosmic elements, tailoring to the changing fashion preferences and tastes of the modern women and has become a household name in eastern India.

It gives a signature touch to its designs making women feel beautiful and appreciated at the same time. It has associated itself with some well-known faces as celebrity endorsers and brand ambassadors such as Sharvari Wagh, Kriti Kharbanda, Deepika Padukone and others.

In a conversation with Adgully, Uday Kumar Chandra, Managing Director, P.C. Chandra Jewellers, delves into his observations on the current market trends in the jewellery industry in the East market and the evolution of consumer behaviour in the same. He points out, “With gold prices skyrocketing, preference is for lighter jewellery with a good spread. The preference for diamonds has been an ongoing trend for quite some time due to its versatility. Silver jewellery is in fashion for regular wear and for occasions.”

Speaking about the focus areas of P.C. Chandra Jewellers as well as its marketing as well as media mix strategy and the medium in which it is investing more, he shares, “While the media of the millennium is digital, TV and print cannot be ignored. Though connected TVs are finding their way into homes due to the internet bandwidth boom, traditional TV still dominates. Press rules in places where vernacular is strong. So, though digital spend is increasing, traditional media is still occupying a bigger chunk of the pie.”

He adds, “P.C. Chandra Jewellers is also following the trend using influencers for targeting different age and interest groups. YouTube influencers have also proved to be working as a driver of sales.”

Noting the performance of P.C. Chandra Jewellers in 2023 and the growth projections as well as expansion plans for 2024, he says, “P.C. Chandra Jewellers is on an expansion path, having launched new showrooms in and outside West Bengal and is poised to open more. Also, the e-commerce business is growing fast, both from our own website and marketplace.”