The Hindu Business Line : Customised branded silver jewellery from Vivagenta

IMAGINE purchasing branded jewellery with the option of modifying it to your liking. Vivagenta, a silverware and silver jewellery brand, lets you do just that. It offers customised jewellery through its stores, apart from its own designs.

D Silk N Silver Pvt Ltd, the company behind the Vivagenta brand that was launched a few months ago, is planning expansion with a store each in Mumbai, Kolkata and Bangalore in the current calendar year. It currently has two stores in Delhi. Speaking on the value proposition of offering customised services to clients, Mr Umesh Kumar, Director, Vivagenta said, "If we allow customers to modify our designs to fit their taste, it would ensure re-occurring business for us from them." He expects 40 per cent of his business to come through the custom made service. This is also something that differentiates Vivagenta from its competitors, he said.

The company expansion would be a mix of own stores as well as franchise showrooms. "While the Mumbai store would be owned by us, the other two would be on franchisee basis," said Mr Kumar.

The company has its production facility at Delhi and the new stores would be serviced through this facility itself, said Mr Kumar. He expects a turnover of Rs 6-7 crore for the next fiscal.

The company also expects to acquire 10-15 per cent of the organised market for silverware in the next two to three years. At Rs 100 crore, the organised sector is estimated to be 5 per cent of the total market. Speaking in favour of stronger protection of intellectual property rights, he said India suffers because of lack of hallmarking of designs and concepts. If there would be hallmarking of designs for jewellery, India could do even better globally, he said.