Amrapali Jewels scales accessible retail with 39-store Tribe format

Jaipur-based Amrapali Jewels reported FY25 revenue of ₹147.5 crore and net profit of ₹9.62 crore as it balances silver, gold and fashion jewellery. Its accessible Tribe by Amrapali format has reached 39 stores, including airport locations.

— Source publishedWed, 22 Jul, 2026, 14:15 IST·First seen Wed, 22 Jul, 2026, 14:19 IST·Source Forbes India

What happened

Jaipur-based Amrapali Jewels is balancing silver, gold and fashion jewellery demand, while its accessible Tribe by Amrapali format operates 39 stores, including

Key facts

  • ₹147.5 crore FY25 revenue
  • ₹9.62 crore FY25 net profit
  • 39 Tribe by Amrapali stores
  • Four manufacturing units in Jaipur
  • About 1,600 artisans employed
  • Fashion jewellery starts at about ₹900
  • Bespoke handcrafted pieces reach ₹10 lakh
  • Silver, gold and fashion jewellery each contribute roughly one-third of FY26 revenue

Why this matters

Tribe’s airport and accessible-retail presence makes Amrapali a relevant partner for travel retail, mall operators and distribution alliances seeking differentiated Indian jewellery brands.

What to watch

  • Tribe store count growth, especially the mix of company-operated, franchise, mall and airport locations.
  • Same-store sales growth, sales per square foot and payback periods for new stores.
  • Gross-margin and net-profit movement relative to FY25 revenue of ₹147.5 crore and profit of ₹9.62 crore.
  • Average transaction value, repeat-purchase rates and evidence of Tribe-to-Amrapali customer trade-up.
  • Airport retail expansion, lease costs and the share of travel retail in Tribe sales.
  • Gold and silver price volatility, which could shift demand toward fashion jewellery or pressure working capital.
  • Discounting intensity and accessible-jewellery expansion by national chains and digital-first rivals.
  • Prioritize store openings in high-footfall malls, airports and affluent tier-1 and tier-2 catchments rather than pursuing store-count growth alone.
  • Use Tribe loyalty, CRM and digital clienteling to identify customers ready to trade up into higher-margin Amrapali collections.
  • Build airport-specific gifting, travel-friendly silver and low-ticket assortment with high inventory turns.
  • Increase sourcing discipline and assortment standardization to protect gross margins as the network expands.
  • Clarify brand architecture between Tribe's accessible positioning and Amrapali's heritage-led premium proposition.

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