ACPL Exports, one of India’s leading silver manufacturing and export houses, has launched TrueSilver, its first direct-to-consumer (D2C) jewellery brand, marking a strategic entry into the domestic and digital retail space. Built on ACPL’s decades of global manufacturing expertise, TrueSilver brings export-grade craftsmanship and certified quality directly to Indian consumers through a modern, design-led, digitally native brand focused on the growing everyday silver jewellery segment.
Targeted at millennials and Gen Z, TrueSilver offers nearly 900 BIS-hallmarked products for women, men, and children, with over 80% of the collection designed for women across bracelets, earrings, rings, necklaces, and anklets. The range also features gold and rose gold finishes and a strong personalised jewellery collection. The brand will be available via its D2C platform and leading marketplaces such as Amazon India and Myntra.
Announcing the launch, Sidharth Gupta, Director, ACPL Exports, said TrueSilver aims to achieve ₹100 crore annual revenue in the near term and scale to ₹250 crore over the next two to three years with plans to expand to 100 retail stores. The initiative supports ACPL’s strategy to strengthen its domestic presence, with branded consumer business expected to contribute 30–40% of overall revenue, backed by sustainable, zero-waste manufacturing and global quality standards.