Kalyan Jewellers, on Friday, announced a tie-up with iDNA Graphics to launch its customised ‘Helix-DNA’ jewellery. “The Helix-DNA jewellery collection, with its range of rings, bracelets and pendants, is an innovation in jewellery design, and will have the DNA pattern engraved onto the jewellery,’’ Sanjay Raghuraman, COO, Kalyan Jewellers, said at a press conference here.
According to Mr. Raghuraman, the procedure involves using a DNA collection kit, and the DNA is collected by rubbing the cotton swab on the inside of the mouth. The kit is sent to the technology partner, iDNA, to generate an image, which is then embossed on the product. The process takes less than a week.
The company will extend this concept to other products such as ‘Mangalsutras’. Initially, the product will be available at 15 of Kalyan’s 55 showrooms across India. It also has six showrooms in the United Arab Emirates. It now planned to add 17 more stores this year, and had set a target of 100 showrooms by 2016. Kalyan was also planning to enter other Asian markets such as Malaysia and Sri Lanka as well as other Gulf countries like Qatar, Mr. Raghuraman told this correspondent.
For its expansion, the company will invest Rs.800 crore in the domestic market and around Rs.400 crore in the overseas markets.
