International News
ACPL Exports enters the domestic D2C silver jewellery market with the launch of TrueSilver
Blending craftsmanship with contemporary design, ACPL Exports’ strategic expansion into modern, everyday silver jewellery
ACPL Exports, India’s leading silver manufacturing and export house, has announced the launch of TrueSilver, its first direct-to-consumer (D2C) jewellery brand, marking a strategic expansion into the domestic and digital retail space. Built on ACPL’s decades of global manufacturing expertise, TrueSilver brings the company’s craftsmanship and quality standards directly to the Indian consumer through a modern, design-led, and digitally native brand. The brand is aimed at addressing the growing domestic demand for everyday wear silver jewellery category.

Targeted at millennials and Gen Z, the brand focuses on contemporary design, accessible pricing, and certified purity standards. ACPL continues to expand its B2C export presence across key markets, including the US, Europe, the UK, the Middle East, and Australia, with the US accounting for nearly 50% of its export revenue.
TrueSilver launches with close to 900 products for women, men, and children. Over 80% of the collection is designed for women, featuring bracelets, earrings, rings, necklaces, and anklets. Reflecting evolving trends, the range is offered in gold and rose gold finishes alongside silver. TrueSilver’s distinctive strength lies in its extensive personalised jewellery collection for both men and women. All jewellery is BIS hallmarked.

“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, Director, ACPL Exports. “We are targeting Rs.100 crore in annual revenue for TrueSilver in the near term and aim to scale the business to ₹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 launch of TrueSilver is a key pillar of ACPL Exports’ broader strategy to diversify revenue streams and strengthen its domestic presence. The company expects its branded consumer portfolio to contribute 30–40% of overall revenue over time. Sustainability and responsible manufacturing remain central to ACPL’s operations, supported by zero-waste facilities, ethical labour practices, and global quality benchmarks.
TrueSilver will be available through its D2C platform as well as leading marketplaces, including Amazon India and Myntra. Backed by ACPL’s export-grade manufacturing expertise and global quality benchmarks, the brand will offer contemporary design, consistent quality, positioning TrueSilver as a new-age silver brand built for everyday wear.
source: TrueSilver
International News
Geopolitical Flashpoints and Macro Crosswinds Keep Bullion Markets In Check AUGMONT BULLION REPORT
Gold Increasingly Rivaling US Treasuries As A Preferred Reserve Asset For Central Banks Globally, For The First Time In Decades
Gold prices slipped below $4,700 and silver below $80, retracing a portion of last week’s gains after President Trump publicly rejected Iran’s diplomatic response as “TOTALLY UNACCEPTABLE,” keeping inflationary concerns elevated. Tehran had proposed relocating part of its highly enriched uranium stockpile to a third country while refusing to dismantle its nuclear infrastructure — a position Washington found insufficient.
Geopolitical conditions deteriorated further over the weekend, with renewed cross-border attacks threatening to unravel the fragile ceasefire established in early April. US Central Command confirmed that American forces intercepted Iranian strikes and conducted defensive operations, while guided missile destroyers transited the Strait of Hormuz. The US subsequently reported sinking several Iranian vessels in the strait on Monday, as Iran escalated with fresh missile and drone strikes against the UAE. The Strait of Hormuz remains effectively closed, sustaining elevated energy prices and amplifying inflation risk globally.
Persistent inflationary pressure has reinforced expectations that central banks may tighten policy further — a headwind that typically weighs on precious metals. The April NFP report, released May 8, delivered a significant upside surprise: 177,000 jobs added against a consensus of 65,000, though below March’s 185,000, signaling a gradual cooling trajectory. The unemployment rate held at 4.3%. Rate cut expectations have shifted to late 2027 or early 2028, limiting dollar weakness and capping gold’s near-term upside.
On the USDINR front, currency markets were highly volatile, driven by crude oil dynamics. The rupee depreciated to record lows near 95.2 per dollar on May 7 following a 6% crude oil surge after Iran’s military escalation and a strike on a UAE oil facility. The move constrained capital inflows and triggered a surge in importer hedging activity. India’s physical gold demand has weakened sharply. Imports declined from approximately 100 tonnes in January to 65–66 tonnes in February, fell further to 20–22 tonnes in March, and are estimated at just 15 tonnes in April — among the lowest monthly readings in decades outside the Covid period.
Sentiment last week reflected a tug-of-war between safe-haven demand and the hawkish overlay from elevated energy prices. Analytically, the most notable shift in the pre-NFP environment is a structural repricing of gold: the metal has transitioned from a data-reactive asset to one driven by fiscal sustainability, monetary policy credibility, and sovereign reserve allocation. While Fed hawkishness remains a short-term constraint, 2026 has been defined by what analysts are calling “The Great Bullion Pivot” — gold increasingly rivaling US Treasuries as a preferred reserve asset for central banks globally, for the first time in decades.
Gold has been trading within a $4,500–$4,750 range (approximately ₹148K–₹154K). Having tested the upper boundary last week, profit-booking pressure may push prices back toward the lower end this week. Silver has been ranging between $71–$82 (approximately ₹235K–₹265K), and similarly, having touched the top of its range, a reversion toward support levels is likely in the near term.
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