ACPL Exports, a sterling silver manufacturer and exporter, has launched TrueSilver, its first direct-to-consumer (D2C) jewellery brand, marking a strategic move into India’s domestic and digital retail market. The brand targets rising demand for everyday silver jewellery among millennials and Gen Z, with contemporary designs, accessible pricing and BIS-hallmarked purity.

TrueSilver debuts with nearly 900 products across women’s, men’s and children’s categories, with over 80% focused on women. Collections include bracelets, earrings, rings, necklaces and anklets, offered in silver as well as gold and rose gold finishes. A strong personalised jewellery segment is positioned as a key differentiator.

Sidharth Gupta, Director, ACPL Exports, said, “We are targeting INR 100 crore in annual revenue for TrueSilver in the near term and aim to scale the business to INR 250 crore over the next two to three years, supported by an expansion to 100 retail stores. Our focus is on building a trusted, scalable silver jewellery brand backed by strong design, consistent quality, and sustainable practices.”