Anuti Jewels: Balancing Omnichannel Growth and Operational Agility

In April 2026, Anubhav Mittal and Shruti Mittal, founders of Anuti Jewels, needed to consider the company’s next phase of growth after achieving rapid expansion within India’s premium jewellery market. Anuti had built a strong digital customer base across major Indian cities and operated a single experiential studio in Gurugram. The jeweller was known for minimalist gold jewellery, customizable collections, and contemporary luxury positioning among millennial and Gen Z consumers.

Despite strong growth, the company faced several strategic and operational challenges, including rising gold prices, increasing customer acquisition costs, growing competition from organized jewellery players, and rising online return rates. The founders also faced operational trade-offs as they balanced make-to-stock and make-to-order models. The dilemma intensified after a venture capital firm offered to financially support aggressive omnichannel expansion.

Should Anuti prioritize rapid offline retail growth or continue operating through a leaner digital-first strategy focused on agility and capital efficiency?