ACPL Exports has forayed into the domestic direct-to-consumer silver jewellery space with the launch of its new brand, TrueSilver.
ACPL Exports, one of India’s foremost silver jewellery manufacturers and exporters, has forayed into the domestic direct-to-consumer (D2C) segment with the launch of its new brand, TrueSilver. This marks the company’s entry into India’s digital and retail jewellery space, bringing its long-standing global manufacturing expertise directly to local consumers through a contemporary, design-focused, digitally native brand. TrueSilver is positioned to tap into the rising demand for everyday silver jewellery in the domestic market.
Aimed primarily at millennials and Gen Z, the brand emphasises modern aesthetics, affordable price points, and assured purity. While ACPL continues to strengthen its B2C export footprint across the US, Europe, the UK, the Middle East, and Australia—with the US contributing nearly half of its export revenues—TrueSilver represents a significant step toward building a strong homegrown consumer brand.
The debut collection features nearly 900 designs for women, men, and children, with women’s jewellery accounting for over 80% of the range. The assortment includes bracelets, earrings, rings, necklaces, and anklets, and is offered in silver as well as gold and rose-gold finishes to reflect current trends. Personalised jewellery for both men and women is a key highlight of the brand, and all products carry BIS hallmark certification.
Commenting on the launch, Sidharth Gupta, Director at ACPL Exports, said that TrueSilver represents a new growth chapter for the company by allowing it to connect directly with Indian consumers. He added that the brand is targeting annual revenues of ₹100 crore in the near future, with plans to scale to ₹250 crore over the next two to three years, supported by an expansion to around 100 retail stores. The focus, he noted, is on creating a reliable and scalable silver jewellery brand rooted in strong design, consistent quality, and sustainability.
TrueSilver forms a core part of ACPL Exports’ long-term strategy to diversify revenue and deepen its domestic presence. Over time, the company expects its branded consumer business to contribute 30–40% of total revenues. Sustainability remains integral to ACPL’s operations, driven by zero-waste manufacturing, ethical labour practices, and adherence to global quality standards.
The brand will be available via its own D2C platform as well as leading online marketplaces such as Amazon India and Myntra. Leveraging ACPL’s export-grade manufacturing capabilities, TrueSilver aims to deliver contemporary designs and dependable quality, positioning itself as a modern silver jewellery brand designed for everyday wear.