The Gulechha family started Kushal’s in Bengaluru back in 2006 to fill a gap in the market. At the time, shoppers mostly had to choose between costly real gold and diamonds or cheap street-market imitation pieces. By bringing imitation jewellery out of traditional bazaars and into bright, air-conditioned mall stores, the company built a business focused on style and convenience rather than the weight of precious metals. The company now operates more than 120 stores in over 40 cities, alongside its main website and shopping app.
Company directors say opening in Bareilly fits their focus on changing how people buy jewellery day to day. CEO Manish Gulechha noted that evolving customer tastes are driving steady demand for silver and fashion accessories. Marketing Director Ankit Gulechha added that the team focuses on light, simple pieces that women can easily wear every day, rather than saving jewellery only for big celebrations.
The Bareilly store carries a wide selection from the company’s catalogue, which includes around 15,000 active designs nationwide, with about 1,000 new variations added each week. Shoppers can find light 18K gold-plated items and copper alloy pieces for daily wear, as well as hallmarked 92.5 sterling silver made to resist tarnishing. For weddings and festivals, the store stocks heavier antique and temple sets with detailed carvings, as well as Zircon and Kundan bridal pieces.
To mark the opening week, the store is offering introductory discounts of up to 20 per cent on select items, along with gifts for early shoppers. Company leadership sees the Bareilly launch as one step toward making fashion jewellery a regular part of everyday personal style rather than something reserved for special events. As part of its long-term strategy, Kushal plans to expand its network to 300 stores across smaller cities, set up standalone shops for its silver collection, and grow its online sales alongside its physical stores.