Novel Jewels Limited is a newly launched business within the Group, which aims to create an aspirational national jewellery brand with a strong regional flavour. India's gems and jewellery market contributes approximately 7% to the GDP and is expected to reach US$ 70 Billion by 2025. The jewellery industry in India is largely driven by individual family-owned businesses with very few national brands. Novel Jewels Limited will invest Rs. 5000 crore to build a nationwide network of large format exclusive stores.