Brands chase India's men's jewellery boom as segment nears 15% of market
BlueStone, Giva, Candere, PNG and others are redesigning collections, stores and celebrity campaigns (Aditya Roy Kapur, Shah Rukh Khan) to reposition jewellery as everyday male self-expression. PNG's men's category has grown 25-30% over 3-5 years.
Indian jewellery brands are targeting the fast-growing men's segment, redesigning collections, store experiences and celebrity-led campaigns (Aditya Roy Kapur, Shah Rukh Khan) to position jewellery as everyday self-expression rather than occasion or bridal purchases.
Why this matters
The men's push comes as BlueStone scales aggressively post-IPO, targeting 705 stores and ₹12,000 Cr revenue by FY30 after swinging to a ₹26 Cr FY26 profit on ₹2,441 Cr revenue.
Retail-brand signals are accelerating, up +315600% QoQ.