Senco Targets Men’s Lifestyle Budgets with Titanium-Gold Jewellery Line

Senco Gold & Diamonds is taking a distinct strategic approach to the evolving men's accessories market. Rather than competing strictly against rival jewellers, the Kolkata-headquartered brand is positioning its men's jewellery against traditional discretionary lifestyle spending—including smartphones, watches, and premium sneakers.

With India's men's jewellery segment expanding rapidly—growing 25–30% year-on-year in 2025 to account for roughly 15% of the country’s ₹8.70 lakh crore jewellery market—Senco is seeking to transform men's ornaments from occasional, wedding-centric purchases into daily fashion staples.

Redefining the Competition Beyond Traditional Jewellery

When a consumer considers spending ₹20,000 to ₹25,000, the choice often comes down to a phone upgrade, a new wristwatch, or a piece of fine jewellery.

Joita Sen, Director and Head of Marketing & Design at Senco, compares this broad competitive set to entertainment platforms like Netflix, which view even consumer sleep time as competition for attention. To capture a larger share of men's discretionary budgets, Senco is highlighting a unique value proposition that electronics lack: high durability, functional wearability, and long-term resale or exchange value.

Aham Ti22: Fusing Titanium, Gold, and Diamonds

To spearhead this push into everyday wear, Senco introduced Ti22, a specialized sub-collection under its dedicated men's umbrella brand, Aham.

• Material Innovation: Ti22 blends lightweight, durable titanium with gold and diamonds.
• Pricing Strategy: By reducing the total volume of precious metals required, Senco offers entry-level pieces starting around ₹10,000, extending up to ₹300,000 for high-carat designs.
• Adoption: While gold and diamonds continue to drive 98% of male segment sales, titanium currently accounts for 1–2%, serving as a contemporary entry point for younger or style-conscious shoppers.

Shifting Consumer Behavior: From Wedding Mandaps to Daily Wear

Senco’s market observations over the past three to five years highlight key changes in how men interact with jewellery:

• Product Preferences: Chains remain the top choice, but bracelets have surged to become the second most popular item for daily wear. Rings remain largely tethered to weddings.
• Self-Purchasing: Over the last five years, the proportion of male customers entering stores to buy pieces for themselves has risen by 5%.
• Regional Convergence: Influencers and social media platforms have bridged the gap between Tier 1 and Tier 2 cities, driving similar demand for experimental men's styling across non-metro markets.

Dual-Ambassador Marketing & Retail Footprint

Senco uses a segmented marketing strategy backed by targeted celebrity endorsements:

• Kartik Aaryan represents the broader Aham line as the face of the modern, style-experimental Indian man.
• Harshvardhan Rane fronts the Ti22 campaign, selected for his association with rugged, unconventional roles that mirror titanium’s industrial strength.

Currently, men's jewellery contributes approximately 5–7% of Senco’s overall revenue. Aham operates primarily as a shop-in-shop concept within existing Senco showrooms, though dedicated standalone retail stores remain a future possibility as consumer adoption grows.