Senco Gold

Senco Gold & Diamonds, established in 1938, stands as Eastern India's most prestigious and beloved jewellery brand, with a remarkable journey spanning over 85 years of excellence in craftsmanship, design innovation, and unwavering commitment to purity. The company's origins trace back to pre-Partition East Bengal (now Bangladesh), where the Sen family operated a traditional gold business in Dhaka. Following the Partition of India in 1947, the family relocated to Kolkata, where they rebuilt their business and eventually established what would become one of India's most respected jewellery retail chains. Senco Gold Private Limited was formally incorporated on August 22, 1994, in Kolkata, and later converted to a public company in 2007, setting the stage for its eventual listing on the National Stock Exchange.

The brand's headquarters in Kolkata places it at the heart of Bengal's rich cultural heritage, where gold jewellery holds profound significance in social, religious, and ceremonial contexts. Bengali goldsmith traditions are world-renowned for their distinctive characteristics - intricate filigree work (known locally as 'tarkashi'), delicate lightweight designs that appear substantial without the heavy weight, and unique regional aesthetics that differ markedly from South Indian or North Indian styles. Senco has not merely preserved these traditional skills but has elevated them, combining heritage craftsmanship with modern design sensibilities and manufacturing technologies to create pieces that appeal to contemporary customers while honoring centuries-old traditions.

As a publicly listed company on the National Stock Exchange (NSE: SENCO) since 2017, Senco operates with the transparency and corporate governance standards expected of a listed entity. Quarterly financial disclosures, independent audits, regulatory compliance, and public accountability provide customers with additional assurance about the company's practices and stability. The public listing also enabled Senco to raise capital for expansion, invest in modern manufacturing facilities, and build the infrastructure required to support their growing retail network across India.

Senco's manufacturing excellence is centered at their state-of-the-art facility in Ankurhati, Howrah, which employs advanced technologies including Computer-Aided Design (CAD), 3D printing for prototyping, and precision laser cutting. This blend of traditional craftsmanship and modern technology enables Senco to create designs that would be impossible through purely manual methods while maintaining the artisanal quality that discerning customers expect. The facility houses skilled artisans who specialize in various techniques from traditional Bengali filigree to contemporary casting methods, ensuring the brand can deliver both intricate handcrafted pieces and efficiently produced everyday jewellery.

The product portfolio at Senco is remarkably diverse, designed to serve customers across all occasions, preferences, and price points. The Vivaah collection represents their comprehensive wedding jewellery offerings, featuring rajwada-style grand pieces, heavy traditional designs, and elaborate bridal sets that honor Bengali wedding traditions. These pieces often incorporate traditional motifs, temple-inspired designs, and the characteristic lightweight-yet-substantial aesthetic that Bengali brides prefer. The Everlite collection is perhaps Senco's most revolutionary offering - designer jewellery engineered for lower weights through innovative techniques like hollow construction and strategic design, making fashion-forward gold pieces more accessible without compromising on visual impact. This collection has been particularly popular among young professionals who want stylish everyday pieces without significant capital investment.

The Aham collection caters specifically to men's jewellery needs - an often-underserved segment in the Indian market. Aham features masculine designs in gold, platinum, silver, and diamonds, including rings, bracelets, cufflinks, chains, and contemporary accessories. The collection recognizes that modern Indian men increasingly appreciate fine jewellery and want options beyond traditional gold chains. Senco's D'signia collection showcases premium diamond jewellery with contemporary designs, certified stones, and settings that rival international luxury brands. For customers interested in sustainable alternatives, Senco has introduced lab-grown diamond collections that offer the beauty of diamonds with environmental consciousness and more accessible pricing.

The brand also offers extensive collections of traditional Polki, Kundan, antique, and Meenakari work - techniques that require exceptional craftsmanship and are particularly popular for wedding and festive occasions. These heritage techniques, combined with Senco's quality standards, result in pieces that serve as both beautiful ornaments and family heirlooms to be passed down through generations. Additionally, Senco offers gold coins in various weights for investment purposes and gifting, silver jewellery and articles for customers seeking alternatives to gold, and platinum jewellery for those preferring the white metal's understated elegance.

Making charges at Senco range from ₹200 to ₹500 per gram, which is competitive for a branded jeweller with national presence and public listing. The Everlite collection often has lower making charges due to design optimization for weight efficiency. This pricing structure makes Senco accessible to middle-class families while delivering the brand assurance, certified quality, and consistent experience that organized retail provides. For customers in Eastern India comparing options, Senco typically offers better value than national chains like Tanishq while providing significantly more trust and consistency than local goldsmiths.

The retail footprint of Senco has expanded significantly in recent years. As of FY2025, the company operates approximately 175 showrooms across India, including 72 franchise stores and an international presence in Dubai. The geographic distribution reflects their Eastern India heritage - West Bengal alone accounts for approximately 94 stores (about 57% of their total network), with particularly strong presence in Kolkata across neighborhoods like BBD Bag, Beadon Street, Gariahat, New Town, and numerous suburban locations. Beyond Bengal, Senco has substantial presence in Bihar, Odisha (around 10 stores each), Jharkhand, Uttar Pradesh, Delhi NCR (8 stores), and has been expanding into other Northern Indian states.

The company's expansion strategy for FY26 includes opening 20-22 new showrooms plus approximately 70 shop-in-shop format stores, indicating confidence in growth opportunities beyond their traditional strongholds. This expansion is supported by the franchise model which allows faster scaling while maintaining brand standards. Senco's entry into the Dubai market marks their first international foray, targeting the substantial Bengali and Eastern Indian diaspora in the Gulf region who seek trusted brands from home for significant purchases.

Senco's commitment to purity is backed by comprehensive quality assurance processes. All gold jewellery is BIS hallmarked with the mandatory HUID (Hallmark Unique Identification Number) that can be verified through the government's online portal. The Senco Assurance Certificate accompanies every purchase, documenting gold purity, exact weight, making charges, and stone details where applicable. In-store purity verification equipment allows customers to check the gold content of pieces before purchase, building confidence through transparency. Diamonds sold by Senco come with certification from reputable laboratories, ensuring customers can trust the quality, color, clarity, and carat specifications of their purchases.

The brand operates several customer-friendly schemes designed to make jewellery purchases more accessible. Their gold savings scheme allows customers to make monthly deposits and accumulate funds for future purchases with bonus benefits upon completion. These schemes have proven particularly popular among middle-class families planning wedding purchases, as they enable systematic savings over 1-2 years while earning additional value. The schemes also help customers hedge against gold price volatility by locking in rates at favorable times.

Senco's digital presence has grown substantially, with a comprehensive e-commerce platform offering online shopping with home delivery across India. The platform features virtual try-on capabilities, detailed product photography, and video consultations with jewellery experts. For customers who prefer the in-store experience but value digital convenience, Senco offers reserve-online-pick-up-in-store functionality and digital catalogs that can be browsed before visiting showrooms.

The brand's marketing celebrates Bengali culture and heritage while appealing to pan-Indian sensibilities. Campaign themes often highlight the emotional significance of jewellery in Indian life - weddings, festivals, milestones, and everyday celebrations. Celebrity partnerships with regional stars help build brand recognition in key markets, while the emphasis on craftsmanship and heritage resonates with customers who value authenticity over mere fashion.

For customers seeking Bengali-style designs or shopping in Eastern and Northern India, Senco represents the most trusted choice. The combination of 85+ years of heritage, public company accountability, competitive pricing, extensive regional presence, and genuine expertise in Bengali craftsmanship traditions makes Senco an institution in Eastern Indian jewellery retail. Whether purchasing an elaborate bridal set for a traditional Bengali wedding, a lightweight everyday piece from the Everlite collection, or diamond jewellery for a special occasion, customers can trust Senco to deliver quality, authenticity, and value.