Luxury jewellery label Vasundhra Raj has expanded into Chhattisgarh with the rapid-fire launch of two flagship stores — first in Bilaspur, then in Raipur — signalling a deliberate push into Central India as consumer appetite for premium jewellery grows beyond the country’s traditional metro markets.
The brand’s first Chhattisgarh outpost opened at Shri Krishna Shopping Plaza on Srikant Verma Marg in Bilaspur. At 6,000 sq. ft., the store makes an immediate visual statement with a signature golden leaf façade, hand-painted murals and artisanal interiors designed to blend heritage craft with contemporary sensibility.
Hot on its heels, a second store launched on Pandri Road in Raipur — the state capital and its most commercially active city. Slightly smaller at 5,000 sq. ft., the Raipur store takes a more intimate, experience-led approach, with hand-painted walls and intricate detailing calibrated to what the brand describes as the city’s “evolving, aspirational consumer base.”
Both stores carry Vasundhra Raj’s core collections: the Jadau & Polki line, which features uncut diamonds, meenakari work and heirloom-style designs, and the Gold & Diamond range spanning 22-karat gold jewellery, natural diamonds, bridal pieces and solitaires.
Commenting on the expansion, Vasundhra Raj, Founder & Creative Director, said, “Chhattisgarh represents a significant opportunity for us as a growing luxury market with a deep appreciation for craftsmanship & culture. With Bilaspur and Raipur, we are not only expanding our footprint but also reimagining how customers engage with fine jewellery in emerging retail destinations. Each store is designed to offer a distinct yet consistent brand experience, rooted in our design philosophy while adapting to the preferences of the local community.”
The twin launches are part of a broader retail build-out by the brand in India’s non-metro luxury segment, a space that has seen rising interest from premium labels as disposable incomes climb and demand for experiential retail spreads beyond the country’s major cities.
