Senco Gold to Buy 68% Stake in Melorra for INR 68 Cr
Senco Gold to acquire a 68% stake in Melorra owner August Jewellery for INR 68 crore, with the stake rising to 79%.
You're reading Entrepreneur India, an international franchise of Entrepreneur Media.
Senco Gold has signed agreements to acquire a 68% stake in August Jewellery Private Limited, which operates the digital-first jewellery brand Melorra, for INR 68 crore in cash.
The investment will be made in tranches through fresh equity issuance. An entity of the promoter group will make a further investment to take the combined stake to 79%, after which August Jewellery will become a subsidiary of Senco Gold. The funds are meant for growth and expansion and for discharging existing liabilities. Integration is targeted by February 2027.
The deal is structured through a Share Subscription Agreement and a Shareholders’ Agreement. Senco’s board first approved the investment in January 2026. Senco is already associated with the company as master franchisee managing Melorra’s stores, and the two extended their strategic and marketing tie-up to March 31, 2027.
Incorporated in 2015 and based in Bengaluru, August Jewellery designs and sells gold, silver and stone-studded jewellery, focused on lightweight, trend-driven pieces.
The acquisition adds a digital-native brand and customer base to Senco’s traditional retail network, with the challenge of integrating the two operating models.
Senco Gold has signed agreements to acquire a 68% stake in August Jewellery Private Limited, which operates the digital-first jewellery brand Melorra, for INR 68 crore in cash.
The investment will be made in tranches through fresh equity issuance. An entity of the promoter group will make a further investment to take the combined stake to 79%, after which August Jewellery will become a subsidiary of Senco Gold. The funds are meant for growth and expansion and for discharging existing liabilities. Integration is targeted by February 2027.
The deal is structured through a Share Subscription Agreement and a Shareholders’ Agreement. Senco’s board first approved the investment in January 2026. Senco is already associated with the company as master franchisee managing Melorra’s stores, and the two extended their strategic and marketing tie-up to March 31, 2027.
Incorporated in 2015 and based in Bengaluru, August Jewellery designs and sells gold, silver and stone-studded jewellery, focused on lightweight, trend-driven pieces.
The acquisition adds a digital-native brand and customer base to Senco’s traditional retail network, with the challenge of integrating the two operating models.
