{"id":14214,"date":"2026-06-23T11:23:03","date_gmt":"2026-06-23T11:23:03","guid":{"rendered":"https:\/\/www.incredmoney.com\/blog\/?p=14214"},"modified":"2026-06-23T11:23:41","modified_gmt":"2026-06-23T11:23:41","slug":"all-about-that-bling-the-advit-jewels-limited-ipo","status":"publish","type":"post","link":"https:\/\/www.incredmoney.com\/blog\/all-about-that-bling-the-advit-jewels-limited-ipo\/","title":{"rendered":"All About That Bling: The Advit Jewels Limited IPO"},"content":{"rendered":"
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Advit Jewels is filing a \u20b9165 Cr IPO on June 23, 2026. Advit Jewels, based in Jaipur, Rajasthan, is a seller of Kundan Polki jewellery, and sells majorly to B2B clients with B2C sales making a smaller portion of revenue. Below is a breakdown of their IPO and business.<\/em><\/div>\n<\/div>\n
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Advit Jewels IPO Summary<\/h2>\n
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The Big Picture<\/h2>\n
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India\u2019s bridal jewellery market runs on a specific tension: buyers want something that is artisanal and ethnic, the production is spread thin across an unorganised cottage industry.<\/p>\n<\/div>\n<\/div>\n

Kundan Polki, one of the most coveted forms of jewellery, is almost entirely handcrafted, and\u00a0cannot\u00a0<\/strong>be mechanised. That scarcity creates a structural moat.<\/p>\n

Advit Jewels, operating under the brand Rambhajo since 1921, is one of the few organised players in this niche.<\/mark>\u00a0Based in Jaipur, they make 100% handcrafted jewellery from stunning\u00a0Polki diamonds and studded jewellery,\u00a0<\/strong>serving nationwide retailers, regional jewellers and walk-in clients.<\/p>\n

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They\u2019re now raising funds through a fresh issue of \u20b9165 Cr. The IPO window is open\u00a0June 23rd to 25th, 2026<\/strong>. The proceeds will go toward working capital and repayment of bank debt.<\/p>\n

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Business Model Explained<\/h2>\n

Advit Jewels makes jewellery the traditional way. Every piece passes through the hands of a\u00a0karigar<\/em>, an artisan trained in traditional\u00a0Kundan\u00a0<\/em>techniques.<\/p>\n

The company employs\u00a035 karigars<\/mark>\u00a0in-house, owns the design-to-dispatch process entirely, and does not outsource manufacturing. This keeps quality control tight and margins high.<\/p>\n

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Some of Advit Jewels\u2019 fine artisanal products. Source: RHP<\/em><\/figcaption><\/figure>\n<\/div>\n

The business runs on three channels:<\/p>\n

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  • B2B<\/strong>: Wholesale to retailers, regional jewellers and family jewellery stores across 18 states. Orders are placed through personal relationships and exhibition-based engagement. Credit terms run 40 to 45 days.<\/li>\n
  • B2C<\/strong>: Walk-in and appointment-based sales at the company\u2019s display centre in Jaipur. Average ticket sizes are higher than B2B, and there is no receivables risk.<\/li>\n
  • Job work<\/strong>: Contract manufacturing for third-party designs. This segment has a low margin, and its share is declining.<\/li>\n<\/ul>\n

    How the money flows:\u00a0<\/strong>The procurement strategy relies on outright purchases and Gold Metal Loan (GML) schemes from authorised banks, while\u00a0Polki\u00a0Diamonds and gemstones are acquired via domestic open-market vendors. The company converts these inputs into finished jewellery entirely by hand through skilled artisans and sells at a markup, maintaining a gross margin of ~34% (9MFY26).<\/p>\n

    Unit Economics (per kg of finished goods)<\/h2>\n
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    On a single kilogram, Advit Jewels earns about \u20b917 lakhs of gross profit (FY25), and due to relatively low employee costs and little to none additional expenses, is able to keep most of that, with per kilo EBITDA Margin actually being ~31% in FY25!<\/p>\n

    From EBITDA to Net Profit<\/h2>\n
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    Working capital loans from HDFC Bank and ICICI Bank amounting to ~\u20b977 Cr are a big factor in the Finance costs for Advit Jewels in FY25.<\/p>\n

    Operating Metrics<\/h2>\n
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    • Adj. EBITDA per kg\u00a0<\/strong>has more than doubled since FY23. The company holds ~200 days of inventory,\u00a0which means it is selling jewellery made from gold bought six months earlier at lower prices<\/mark>, while realising revenue at current gold-linked prices.<\/li>\n<\/ul>\n
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      • B2B revenue per customer\u00a0<\/strong>has grown 2.4x from \u20b90.70 Cr in FY24 to \u20b91.67 Cr as of 9MFY26 (annualising to \u20b92.22 Cr). Note that 81% of B2B revenue comes from repeat\/existing accounts. B2C revenue has remained relatively flat at \u20b90.13 to \u20b90.16 Cr. This divergence shows that B2B business is an important growth lever.<\/li>\n<\/ul>\n
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        • Inventory\u00a0<\/strong>(consisting of both raw materials and finished goods)\u00a0has risen sharply\u00a0<\/strong>from \u20b910.42 Cr in FY23 to ~\u20b9100 Cr as of 9MFY26. As gold prices continue to rise, a larger inventory is beneficial as it allows them to sell at a higher margin.<\/li>\n<\/ul>\n
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          Financial Highlights<\/h2>\n
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          • Revenue remained flat this year\u00a0<\/strong>despite customer count falling 26%, meaning that the company is serving fewer accounts at higher values per account, of which B2B sales are an important part.<\/li>\n<\/ul>\n
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            • PAT Margin is also stable<\/strong>, from 22.3% in FY23 to 20.3% in FY25 and 20.6% in 9MFY26. The main lever that will raise margins is Finance costs, once the bank loans are paid off.<\/li>\n<\/ul>\n
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              Peer Comparison (FY25)<\/h2>\n
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              Advit Jewels\u2019 EBITDA and PAT Margins are by far the\u00a0highest in the peer set<\/strong>.<\/p>\n

              Bluestone, despite significantly higher gross margins, generates almost no EBITDA because of its heavy marketing and retail expansion spend.<\/p>\n

              Advit\u2019s advantage comes from the Kundan Polki specialisation, which commands a premium and faces limited organised competition.<\/p>\n

              Valuation<\/h2>\n
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              Key Risks<\/h2>\n

              Gold Price Exposure<\/mark>:<\/strong>\u00a0The company holds ~200 days of inventory with no hedging programme. A correction in gold prices would shrink inventory value, and eventually lead to lower margins.<\/p>\n

              Limited Operating History<\/mark>:<\/strong>\u00a0Advit Jewels has just six years of operating history, all of which have coincided with a constant\u00a0surge in gold prices<\/strong>\u00a0and\u00a0strong domestic demand<\/strong>.\u00a0The business has not been tested through a down cycle<\/mark>.<\/p>\n

              Conclusion<\/h2>\n

              The business Advit Jewels has built is genuinely interesting and the profitability compared to its peers is astounding to say the least. The Kundan niche provides pricing power and limits competition in ways that machine-made jewellery businesses cannot replicate.<\/p>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

              Advit Jewels is filing a \u20b9165 Cr IPO on June 23, 2026. Advit Jewels, based in Jaipur, Rajasthan, is a seller of Kundan Polki jewellery, and sells majorly to B2B clients with B2C sales making a smaller portion of revenue. Below is a breakdown of their IPO and business. Advit Jewels IPO Summary   The […]<\/p>\n","protected":false},"author":2,"featured_media":14215,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[59],"tags":[2],"class_list":["post-14214","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ipo","tag-blog"],"acf":[],"yoast_head":"\nAll About That Bling: The Advit Jewels Limited IPO - InCred Money<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.incredmoney.com\/blog\/all-about-that-bling-the-advit-jewels-limited-ipo\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"All About That Bling: The Advit Jewels Limited IPO - InCred Money\" \/>\n<meta property=\"og:description\" content=\"Advit Jewels is filing a \u20b9165 Cr IPO on June 23, 2026. Advit Jewels, based in Jaipur, Rajasthan, is a seller of Kundan Polki jewellery, and sells majorly to B2B clients with B2C sales making a smaller portion of revenue. Below is a breakdown of their IPO and business. 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Advit Jewels, based in Jaipur, Rajasthan, is a seller of Kundan Polki jewellery, and sells majorly to B2B clients with B2C sales making a smaller portion of revenue. Below is a breakdown of their IPO and business. 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