By Invitation
Men’s Jewellery In Tier 2 and 3 India: A Market Coming of Age
By Vikas Kataria, Promoter, DP Jewellers
India’s jewellery market is undergoing a decisive transformation, and much of this momentum is emerging from Tier 2 and Tier 3 cities. Today, these markets account for nearly 60 to 65% of overall jewellery sales, with diamond demand alone witnessing a 15 to 20% year-on-year rise, supported by new store expansions and targeted campaigns. Within this shift, one of the most compelling growth stories is the rapid rise of men’s jewellery.
At DP Jewellers, we have seen the men’s segment grow by 20 to 25%, moving from virtually negligible participation a few years ago to contributing over 12 Percent of our sales. Affordable silver jewellery and chains have played a crucial role in smaller cities, offering aspirational yet accessible options. Fast fashion jewellery demand has also risen by nearly 50% in non-metros, driven by rising disposable incomes and the expansion of organised retail, with over 60% new outlets strengthening structured distribution.
A key cultural shift underpins this growth. Men in smaller cities are increasingly style-conscious, influenced by social media and global fashion conversations. Nowadays, they are also frequenting platforms such as Pinterest for styling guidance. They prefer established, organised jewellers, often after family endorsement, signalling a clear move away from unorganised retail towards trusted brands.
In terms of trends, men have always liked bolder pieces that make a statement. Pearl necklaces, single white or black strands paired with kurtas or shirts, have gained visibility through fashion weeks and celebrity styling. Structural bracelets and leather-silver stacks, gem-studded brooches for bandhgala jackets, and layered chains mixing gold, silver and titanium are increasingly popular.
Colour gemstones are another emerging preference. Sapphires and emeralds, in particular, are seen as markers of affluence. While semi-precious stones continue to be chosen for astrological reasons by firm believers, precious coloured stones are increasingly selected as style statements.
Importantly, affluent male buyers are also viewing jewellery as an asset class, complementing physical purchases with investments in gold ETFs. The modern Indian man in Tier 2 and 3 cities is confident, informed and willing to experiment, and tailored marketing combined with trusted retail formats is unlocking this powerful new chapter in jewellery consumption.
By Shivaram A
GJC Labham event, Meerut mein ek successful jeweller se baat ho rahi thi. Market mein unka naam hai. Growth story maane jaate hain.Maine poocha, “Aaj kal sabse bada tension kya hai?”
Unhone turant jawab diya: Competition.
Ab seedha sawaal aapse —Kya aapka bhi sabse bada tension competition hi hai?
Pehle Game Alag Tha
Kuch saal pehle tak:
- Customer 2–3 generations se wahi shop par aata tha
- Shaadi ka jewellery gradual accumulation hota tha
- Credit trust par milta tha
- Jeweller family member jaisa hota tha
Relationship sirf transaction nahi tha.Connection tha.
Competition limited tha. Life is predictable thi.
Aaj Reality Kya Hai?
Aaj market mein kaun kaun hai?
- Purane Sarafa wale
- High-street naye showrooms
- District aur state ke players
- National chains
- International brands
- Manufacturers retail mein
- Wholesalers retail mein
- LGD specialists
- Funded startups
Pehle customer ke paas “thali” thi. Aaj “buffet” hai.
Aur buffet customer loyal nahi hota. Woh compare karta hai. Google karta hai.
Experiment karta hai. Switch karta hai.
Aur isi wajah se hum uncomfortable ho jaate hain.
Lekin Sach Thoda Kadwa Hai
Competition badh raha hai. Bilkul, Par asli problem competition nahi hai.
Asli problem clarity ki kami hai.
Zyada tar jewellers:
- 2030 ka written goal nahi rakhte
- Apne market ka exact size nahi jaante
- Apna market share nahi jaante
- Repeat customer percentage track nahi karte
- Staff ko structured training nahi dete
Lekin competitor ka ad sab yaad rehta hai.Ye problem bahar ki nahi.
Andar ki hai.
Agar Serious Ho Toh Yeh 5 Kaam Karo
1. 2030 Vision Likho
5 saal baad aapka business kaisa hoga?
Revenue kitna?
Positioning kya?
Kitne stores?
Kaunsa segment?
Agar likha nahi hai, toh plan nahi hai.Clarity se darr kam hota hai.
2. Market Size Samjho
Agar aapka city Rs.1000 crore ka market hai
Aur aap Rs.60 crore kar rahe ho,
Toh problem competition nahi hai.Problem market share ka hai.Opportunity saamne hai.
3. Market Gap Identify Karo
Dusre kahan weak hain?
- Design?
- Pricing transparency?
- Marketing consistency?
- Customer follow-up?
- Staff expertise?
Sach yeh hai — zyada tar stores internally weak hote hain.
Bahar se strong lagte hain.
4. Apna Weakest Link Pakdo
Growth hamesha weakest system se rukti hai.
Aapka weakest link kya hai?
- Low walk-ins?
- Poor conversion?
- Kam repeat business?
- Untrained sales team?
- No performance tracking?
Sab kuch ek saath improve mat karo.
Sabse weak area se shuru karo.
5. Systematic Improvement Karo
Emotionally nahi.Occasionally nahi.
System ke saath.
Monthly review.Training discipline.Marketing structure.
Aur agar khud se clarity nahi aa rahi — help lo.
Strong business ego se nahi, correction se banta hai.
Ek Hard Reality
Jo cheez aapko pichhle 30 saal mein success de kar aayi…
Wahi cheez next 10 saal mein enough nahi hogi.
Legacy strategy nahi hoti.Location protection nahi hota.Reputation system nahi hota.
Agar aap evolve nahi karoge, koi aur aapka customer le lega.
Aur woh maafi nahi maangega.
Final Sawal
Aap serious ho growth ke liye?
Ya bas competition discuss karte rahoge?
Agar serious ho, toh action lo.
Main Indian Jeweller readers ke liye ek complimentary strategy discussion offer kar raha hoon jisme hum:
✔ Aapka 2030 goal clear karenge
✔ Aapka weakest link identify karenge
✔ Practical action roadmap banayenge
Ye casual baat-cheet nahi hai.Sirf serious jewellers ke liye hai.
Competition rukne wala nahi hai.
Sawal yeh hai —
Kya aap ready ho strong hone ke liye?
Shivaram
Retail Gurukul
📞 Direct call karein: 9036036524
www.retailgurukul.com
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JewelBuzz is Asia’s First Digital Jewellery Media & India’s No.1 B2B Jewellery Magazine, published by AM Media House. Since 2016, we’ve been the trusted source for jewellery news, market trends, trade insights, exhibitions, podcasts, and brand stories, connecting jewellers, retailers, and industry professionals worldwide.