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Tuesday, 28th February 2006 (10519 views)

P C Chandra Jewellers has launched a new lightweight diamond jewellery brand, building on its recent entry into the lightweight gold jewellery market.

The new D'Elite range was unveiled at Calcutta's Chowringhee Road showroom by the face of the company, Deepika Padukone, the Business Standard reports.

P C Chandra already boasts a strong presence in the high-end wedding market but this is the first time it will be addressing a mass audience with its diamond products.

"This is jewellery that can be worn on all occasions, where you might need that extra glitter," explained deputy managing director Proshanto Chandra, speaking at the launch.

The new range consists of "moderately priced" rings, earrings and necklaces, retailing for between Rs 10,000 and Rs 150,000.

Chandra Jewellers entered the lightweight gold jewellery market a few years back through its Goldlite brand – which is currently growing 20 to 25 per cent annually.

It claims to be the largest jewellery chain in eastern India, owning five showrooms in Calcutta and outlets in Asansol, Bardhamaan, Malda and Siliguri.

 

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