In an important evolution to the retail landscape in India, Tribe Amrapali, a sub-brand of the House of Amrapali creates contemporary and affordable designs cultivated out of experimental design philosophy, primarily focusing on silver, gold-plated silver and fashion jewellery, is moving towards opening their 20th store in the early months of this year.
Starting with an E-Store in March 2013, Tribe Amrapali is an enigma of traditional folklore in a young and vibrant embodiment. Interwoven with symbolic and diverse identities, Tribe comes from a rich, rustic world. The brand reveals a story like of a local myth, which is dynamic and diverse. In the last few months, Tribe Amrapali stores have opened at Mumbai Airport (T2, Domestic Departure), Hyderabad International Airport, Ambience Mall Vasant Kunj in Delhi, Ahmedabad Palladium, Mall of Asia in Bangalore, and most recently, Pacific Mall in Delhi which is their 18th store. Their 20th store is slated to open very soon in Pune.
“We have always seen a 50:50 ratio in the percentage of sales online and in store and our target audience would be the evolved women of today, spread across ages. Our collections are diverse, reflecting in our prices which range from 500/- to 1,75,000/-. With more stores, we hope to expand our reach to more consumers of jewellery in India, allowing them to engage with our products before purchase; and with 7 of our stores being in airports across India, we hope to expand our reach to more cities and countries in the world as well,” says Akanksha Arora, CEO of Tribe Amrapali.
As per Tribe Amrapali’s current plans, 7 out 20 Tribe Amrapali stores are in various airports across the country. In January 2014, the total domestic footfall was 1.01 crore passengers; footfalls include both arriving and departing passengers, and the footfall in January 2024 has more than doubled to 2.62 crore passengers.
Hyderabad, for example, has seen its domestic footfalls surge 3.5 times in the last 10 years, while Bengaluru has grown 3.2 times. One of Tribe Amrapali’s most recent store openings has been in Hyderabad. Additionally, Ahmedabad grew 2.7 times, while Guwahati grew 2.5 times and Delhi, the largest airport in India grew 2.4 times, during the last 10 years. Having a presence in almost all these major airports today, Tribe Amrapali wishes to expand its reach to new consumers and people from all over the world.
In the near future, Tribe Amrapali also plans to introduce new metals. In terms of the stones they use, it depends on the design and metal. They are currently using Semi-precious stones, fine quality crystals, glass, mirrors, moissanites, doublets etc. for their collections. This strategic move not only caters significantly to all jewellery enthusiasts in India but also bridges the gap, ensuring patrons access to their expanding range of products in almost all major cities in India.
