Goldiam International Limited (526729) Earnings Call Transcript & Summary

May 23, 2024

BSE Limited IN Consumer Discretionary Textiles, Apparel and Luxury Goods earnings 43 min

Earnings Call Speaker Segments

Operator

operator
#1

Ladies and gentlemen, good day, and welcome to Goldiam International's Q4 FY '24 Earnings Conference Call hosted by Monarch Networth Capital Limited. [Operator Instructions] Please note that this conference is being recorded. I now hand the conference over to Mr. Rahul Dani from Monarch Networth Capital Limited. Thank you, and over to you, Mr. Dani. Please go ahead.

Rahul Dani

attendee
#2

Thank you. Good afternoon, everyone. On behalf of Monarch Networth Capital, we're delighted to host the Senior Management of Goldiam International. We have with us Mr. Rashesh Bhansali, Executive Chairman; and Anmol Bhansali, Managing Director of the company. We will start the call with the opening remarks from Rashesh sir and then we'll move to Q&A. Thank you, and over to you, sir.

Rashesh Bhansali

executive
#3

Thank you, Rahul. Hello, everybody. On behalf of Goldiam International, we welcome you all to our Q4 FY '24 earnings call. This has been a remarkable year for Goldiam. Despite starting off with an 11% decline in the first quarter, we have ended the year with a full year growth of 13% and a quarterly growth of 10%. This achievement is a testament to the hard work and initiatives taken by us to drive growth and profitability. For the quarter, our revenue grew by 12% year-on-year to INR 1,513 million, while EBITDA increased by 21% year-on-year to INR 274 million. Our margin stood at 18.1%, reflecting a growth of 140 basis points year-on-year. PAT was INR 178 million, marking a 10% growth here. Throughout the year, we have focused on improving the contribution from our lab-grown diamond jewelry segment. We are pleased to announce that this segment now represents 49% of our revenue, up from 21% in the year FY '23, the previous year. For the quarter, lab-grown diamonds contributed 54% compared to 23% year-on-year. A significant achievement for Goldiam has been our ability to improve our inventory position, thereby enhancing our working capital cycle. We have kept pace with the latest trends and created a niche in our customers' mindset with our unique offerings. Despite concerns about falling lab-grown diamond prices, our strength in offering higher caratage and converting it into high-end jewelry has led to stable margins for the company. Our niche remains in design, and we believe that the margin profile in lab-grown diamonds will remain healthy. As on March 31, 2024, we had an order book of INR 120 crores despite during May, we received 2 additional export orders of INR 30 crores each, totaling to INR 60 crores. We will execute these orders also within the next 3 months. As lab-grown diamonds continue to gain traction in the U.S., we are rapidly expanding our footprint in other geographies as well. FY '25 marks a new era for Goldiam as we launch our retail operations for lab-grown diamonds in the domestic market under the brand Erah. We have tirelessly worked towards this goal and have appointed Mr. Abhinav Kumar, an industry expert with a rich pedigree as President of India Retail for Goldiam and for Erah. We plan to have our first few stores running -- up and running by Q3 FY '25 in time for the festive season and aim to become the largest retailer of lab-grown diamond jewelry in our country. Lab-grown diamonds offer an attractive value proposition and combined with Goldiam's unique design capabilities, we remain extremely optimistic about the domestic market. This pricing strategy provides a great product for the first time and value buyers who have typically been exposed to inferior quality alternatives like Zirconia and Swarovski. Overall, we remain extremely optimistic about the years ahead for both natural and lab-grown diamonds. With these, I close my opening remarks. Thank you very much for joining.

Operator

operator
#4

[Operator Instructions] The first question comes from the line of Dixit Doshi with Whitestone Financial Advisors Pvt. Ltd.

Dixit Doshi

analyst
#5

Sir, in the inventory that we have, so I suppose we use -- we grow and use our own diamonds that we grow ourselves, and we also buy lab-grown diamonds from outside. So when we record inventories because we have been reading in papers that lab-grown prices -- diamond prices have been decreasing recently. So do you have to mark down the inventory?

Rashesh Bhansali

executive
#6

Yes, we do mark down the inventory as and when we believe that we are buying at a much differential price. So even in the third quarter, as you see the margin in the third quarter in the stand-alone, you'll see it is down. That's because a huge inventory markdown has happened and Goldiam as a prudent company, right, works on inventory at cost or market price, whichever is less. So we have taken a markdown in the inventory to ensure that the [Technical Difficulty] as per current pricing of purchase or growth of lab-grown diamonds.

Dixit Doshi

analyst
#7

Okay. Okay, sir. And this INR 120 crore order book was as of 31st March '24 and another INR 60 crore order that we received. So total, it would be like INR 180 crore order book, which has to be executed in Q1, is it -- Q1, Q2?

Rashesh Bhansali

executive
#8

We are trying to execute all of that in Q1, but the last INR 60 crores, we have just received in the last 10 days. And our delivery time for that is in another 3 months. So maybe there might be some spillage over to the next quarter.

Dixit Doshi

analyst
#9

Okay. And if you can give us some metrics about the stores that we are planning in India, how big the stores would be, what could be the CapEx per store or inventory, how much...

Rashesh Bhansali

executive
#10

Absolutely, Mr. Dixit. Is Anmol online?

Anmol Bhansali

executive
#11

Yes, yes. I'm here.

Rashesh Bhansali

executive
#12

Anmol, I would like to take -- introduce Anmol and let him answer these details.

Anmol Bhansali

executive
#13

Thank you for your question. We're planning a store CapEx for malls around INR 2.5 crores that includes about INR 1.8 crore to INR 1.9 crore in inventory and the balance between build-out costs plus the rental deposit. For high street stores, we are planning a store CapEx of INR 3.2 crores to INR 3.5 crores depending on size of store available, location, et cetera, where inventory would be about INR 2.7 crores to INR 2.8 crores with the balance being build-out plus deposit costs. So we'll be having a mix of mall as well as high street store depending on location and favorable mix available.

Dixit Doshi

analyst
#14

Okay. Okay. And if recently, DBS also slashed prices of CVD. So do you have any view on the pricing because -- and its impact on the demand in itself because consumers generally get concerned when the prices decline so rapidly?

Anmol Bhansali

executive
#15

Right. So I would request you to differentiate in the news articles and in the media between the B2B wholesale prices as well as the consumer prices. So most of the reporting is now related to consumer prices and, of course, that is going to be an ongoing situation because retailers have not passed on as much of the cost benefit as they've received from the B2B trade side. So for us, we already see -- we have been seeing price stability for quite a while now. Unfortunately, the media is commenting more on B2C and consumer prices. Therefore, I would request you to please see that angle. In light of consumer demand, at the moment, we see no change. And I think the trend of lab-grown still continues to be very, very strong. And most consumers in the price brackets that we service are trending increasingly to purchasing lab-grown diamonds.

Dixit Doshi

analyst
#16

And my last question, sir. We entered a few markets outside U.S. also. So how has been the response in these new geographies?

Anmol Bhansali

executive
#17

So response has been very positive. We are growing our accounts. We have basically introduced our products in -- a little bit in Middle East as well as in certain countries in Europe. And in both of these regions also, lab-grown has also started selling through.

Operator

operator
#18

[Operator Instructions] Next question comes from the line of Bhavesh Chauhan with Aditya Birla Money.

Bhavesh Chauhan

analyst
#19

My question was regarding the price falls in lab-grown diamond. Since, sir, it is artificially made, can it happen that over time, over the next 2, 3 years, we might see a further 40%, 50% fall until like nearing cost plus some profit margin at that levels?

Anmol Bhansali

executive
#20

Thank you, Mr. Bhavesh. So just I'll address that question first and then open it up to our Chairman as well. We believe the B2B prices up to a certain size, which is really what is the commercial sizes that sell in the U.S. and across the world have reached a stable bottom. We, as growers ourselves, we don't see very massive declines coming ahead and we believe this is really the low point in terms of prices. This cost plus model is already being followed and has been being followed for in the lab-grown diamond growing site for quite a while now. And I would say the -- certain hard costs, like actually the labor required to cut and polish rough diamonds into polished diamonds to be used in jewelry purposes, that does not change regardless of the material. So we believe that we are at a very good base and a very strong base and have been for the last few months up to the -- about 3 to 4 carats of polished diamond size. I'll open it up to our Chairman, if he wants to add any further comments or anything.

Rashesh Bhansali

executive
#21

Mr. Bhavesh, I think Anmol, our Managing Director, has answered this absolutely to the team. I also would like to tell you that there's a certain cost involved of electricity, which is a lot of cutting and polishing, whether in Bombay, Surat, Ahmedabad or wherever your factories are, right? And if you see all the costs involved because human labor is still -- there's a big part of it in cutting these diamonds. So we also believe that the fall will not be in this kind of a range anymore, and we've come almost to the bottom. So we are very happy that we are offering our retail offerings soon within the next 2 quarters and where we can give to consumers the price -- the jewelry price at the absolutely correct market price.

Bhavesh Chauhan

analyst
#22

Okay. That's helpful, sir. And my second question is on how the acceptability of this lab-grown diamond has been in the U.S.? Obviously, it's growing very fast, but any particular number that how it has grown over the last, let's say, 5 years or 3 years in the U.S. as an industry?

Rashesh Bhansali

executive
#23

Sure. So as an industry, lab-grown diamonds have basically taken the U.S. by storm. So you have to understand it caters very well to a market or middle income market who, for a long time, has not been able to afford solitaire-oriented and large diamonds. So lab-grown fits as the perfect midway segment for them to buy in into the solitaire jewelry. As per the last report, we've seen lab-grown diamonds in unit sales have crossed 50% of the engagement ring market in the U.S. In value terms, it's still much lower. However, it's growing very rapidly. We believe in the segments we cater to and the retailers we cater to, this is going to be a predominant part of our sales as time progresses.

Bhavesh Chauhan

analyst
#24

Okay. Lastly, sir, apart from the U.S., where -- which are the other nations who have taken very good acceptability of this product?

Anmol Bhansali

executive
#25

So U.S. is the largest by far. It's also, of course, the largest jewelry market in general. We believe we see already some traction coming in Europe. And I think even domestically in India, through private client sales, we are seeing good traction. However, on a mass market scale there at the moment, there's no other large region that has launched lab-grown diamonds.

Operator

operator
#26

Next question comes from the line of Bhavya Gandhi with Dalal & Broacha Stock Broking.

Bhavya Gandhi

analyst
#27

Congratulations for the retail brand. A couple of questions from my end. Sir, if you can throw some light on the EBITDA and gross margin for LGD business for this quarter and for, I mean, on full year basis. Just wanted to know what has been the trend? Are we losing gross margins or EBITDA margins on LGD?

Anmol Bhansali

executive
#28

Thank you for the question, Bhavya. On the EBITDA and gross margins for the LGD business, yes, for the quarter, it would be slightly more subdued as we have taken an inventory adjustment versus the full year. However, we do believe that we will maintain our margins as we -- and protect them as they have been in the past year as we move forward as well.

Bhavya Gandhi

analyst
#29

Okay. If you can indicatively provide what would be the absolute inventory that would have been taken in this quarter?

Anmol Bhansali

executive
#30

Let me get back to you on that separately, Mr. Bhavya.

Bhavya Gandhi

analyst
#31

Okay. And in the investor PPT, is the average realization that you've mentioned, is it for the quarter? Or is it for the full year for natural and lab-grown?

Anmol Bhansali

executive
#32

Right. It's for the quarter.

Bhavya Gandhi

analyst
#33

It's for the quarter. Okay. Got you. And also, if you can just talk about the overall environment. I know you said that the prices are near rock bottom, but about the natural diamond, how has been the environment for natural diamonds, because it still constitutes 50% of our revenue? Yes.

Anmol Bhansali

executive
#34

Absolutely. So in general, we do believe that natural diamond jewelry will still remain a significant minority part of our sales. It will always be some significant portion of our sales. So yes, we are, of course, still very well invested in that industry. In terms of sales, we definitely see the trend continuing where customers are more and more increasingly moving bridal jewelry to lab-grown because they want the benefit of a larger carat diamond and a large solitaire look. However, there is certain strength pockets for mined -- for natural diamond jewelries, largely in the lower price points, where the difference between lab and natural diamond jewelries in terms of pricing is not that significant. Other than this, I'll open it up to our Chairman, if he wants to add any more comments related to the mine diamond and natural diamond market.

Rashesh Bhansali

executive
#35

So Bhavya, it's very important that all analysts understand that Goldiam's majority market is U.S.A. And in U.S.A., it's been very well accepted, the lab-grown diamonds. Mine diamonds also work with a certain segment of consumers out there and which will continue to work. Again, a focus you have to understand is that U.S. is, of course, the largest retailer for jewelry in the world, but there are other markets. China is one, Europe is another one. Australia is the other one. And I mean, diamond jewelry is sold all over the world. And in those areas, lab-grown diamond still has a very small share. I'm very hopeful and positive that the share will change. But currently, it's only natural diamonds that sell over there. So the business of natural diamond is there, and it will continue to be there. But Goldiam's ability and focus is customer-oriented. The customers of Goldiam are asking for more and more lab-grown diamonds and that's what we are catering to.

Bhavya Gandhi

analyst
#36

Right. And the incremental INR 120 crore order that we've received, that is completely LGD? And is it from new customers or from old customers?

Rashesh Bhansali

executive
#37

Well, there's a mix. There are orders from newer customers here as well. So at least 10% to 12% will be completely new customers from this. And no, it's not completely LGD. It's a mix between LGD and natural. And the open order of INR 120 crore plus the new order, right, will have a mix of close to 65% LGD and the balance natural.

Bhavya Gandhi

analyst
#38

Okay. Got it. And if you can share the wholesale rate for 1 carat LGD in the current market, average would also work.

Rashesh Bhansali

executive
#39

Sorry, explain me the question again.

Bhavya Gandhi

analyst
#40

Yes. One carat wholesale rate, I mean, the cost of manufacturing and the wholesale rate for 1 carat LGD in the Indian markets.

Rashesh Bhansali

executive
#41

Anmol, do you want to take this?

Anmol Bhansali

executive
#42

So the wholesale rate, Bhavya, we can get back to you on. We would not want to share it also so publicly, but we can get back to you with those figures. And our cost of manufacturing is, honestly, pretty much the same as the current 1 carat B2B wholesale rate.

Bhavya Gandhi

analyst
#43

Okay. Got it.

Anmol Bhansali

executive
#44

And that's also a result of a great reason why we have shifted a lot of our focus to distribution as against CapEx-oriented into the growth of lab-grown machinery.

Bhavya Gandhi

analyst
#45

Got it. Fair enough. Fair enough. And if you can share, I mean, what sort of average selling price are we looking when it comes to retail? What invoice value are we targeting? And if you can throw some light on that.

Anmol Bhansali

executive
#46

Absolutely. So we are very excited for Erah Retail to open up in Q3 this year. The retail entity and the brand will be focused on non-wedding day jewelry, which is modern jewelry retail, both within malls as well as high streets. We will have a significant mall-based presence. And we hope that we will -- within the first year of operations and store launch itself, effectively in calendar year 2025, become the largest COCO lab-grown diamond jewelry retailer in India. Our average retail price that we're looking at, ballpark is between the range of INR 45,000 to INR 55,000, which places us in between -- slots us right where modern mall-based jewelry retailers are currently selling in India today.

Operator

operator
#47

Next question comes from the line of Rashmi Sharma with Samar Wealth.

Rashmi Sharma

analyst
#48

So my first question is, over the past 3 years, we have grown at a CAGR of 14% and profit has increased by 21%. So what is your guidance for the next 3 years?

Anmol Bhansali

executive
#49

I'd deflect this question to our Chairman regarding revenue and profit guidance in the future.

Rashesh Bhansali

executive
#50

Rashmi, thank you for your question. I think as a company, we've always been conservative. We've been working towards more businesses that are more margin-oriented businesses. But you see, Goldiam's growth will continue the way you've been seeing it. And we'll be happy to maintain EBITDA margins at close to 20%, 21%.

Rashmi Sharma

analyst
#51

Okay, sir. So sir, my next question is, like regarding the brand Erah, like what revenue and margins can we expect from this brand? And secondly, what -- which states we will focus on and begin with the early stages?

Anmol Bhansali

executive
#52

So thank you, Ms. Sharma. I couldn't get the second part of your question. But related to margins for the Erah brand, I would like to say that we are targeting this brand to be set up where breakeven at revenue per store would be around INR 30 lakhs to INR 35 lakhs of monthly sales. So that's where we are targeting the Erah brand to be. Gross margins would be higher than our competitors who are large mall-based jewelers in our country. All of them are predominantly in natural -- all of them are in natural diamond jewelry only. And because of us being in lab-grown diamond jewelry, we'll be able to get a certain gross margin higher than what they can achieve. And that's how we are trying to set up the Erah brand. I hope this answers the question.

Rashmi Sharma

analyst
#53

Yes. My second question was at which stage will you focus on and begin with in the early stages?

Anmol Bhansali

executive
#54

Which states would we begin with? Is that the question?

Rashmi Sharma

analyst
#55

Yes, yes.

Anmol Bhansali

executive
#56

Yes. So we are targeting within the first 6 months to launch in 3 regions. One is -- and the first one will be in Mumbai because it's the home city where our head office is based. We will also be targeting a launch in Bangalore and NCR, Delhi NCR.

Operator

operator
#57

Next question comes from the line of Pradeep Rawat with Yogya Capital.

Pradeep Rawat

analyst
#58

So I have a couple of questions. First, do you see any kind of step-up in competition for lab-grown diamonds, both in India as well as in the U.S.?

Anmol Bhansali

executive
#59

Sure. Thank you, Mr. Pradeep. So on the B2B side, there's no step-up in competition. It's always been there. And we believe because of our initiatives over the last few years, we have created a very strong presence as a dominant lab-grown diamond retail supplier to our large retailers. They know us and love us for what we can offer in this category. And given the tailwind, it's helped us over the past few years. So not really a step-up in competition, but what has been existing continues to exist for us, at least on the jewelry side of things. In India, there are a few on the retail side, more unorganized players who are cropping up in each major metro city, we believe we will be significantly differentiated from them in the way we are setting up our operations, be it very professionalized and corporatized in terms of team building, getting the right people with the right experience in roles to maximize our chance of success as well as from the get-go, creating an omnichannel presence as well that can help us in succeeding on a nationwide scale in this venture.

Pradeep Rawat

analyst
#60

Great. And with regard to strategy, we have one business of B2B and other we are going to focus on retail. So going forward, where should be our incremental focus and resource to be allocated? Would it be more on B2B? Or would it be more on retail?

Anmol Bhansali

executive
#61

Right. Great question. So B2B, our business in the U.S., the way it's been set up is growing steadily on its own. The incremental requirement for cash is not very significant over there, especially as we have in the last few years, transitioned to having a very significant dot-com or online sales percentage in -- as a portion of our sales. Those are coming to us at negative working capital. So incrementally, no capital is needed to grow the dot-com portion of the business. The idea for us is to, as a net cash company, as a zero-debt company and as a company that has significant cash flow coming out from the B2B operations every year, utilize these cash flows and our balance sheet strength to invest in a retail brand in India. And of course, we will do it prudently and judiciously, taking it step by step as and when the business merits further expansion.

Pradeep Rawat

analyst
#62

Yes, sir. Just to follow up on that, so going forward in, let's say, 5 to 7 years, how many stores are you planning to open?

Anmol Bhansali

executive
#63

Okay. So Mr. Pradeep, that's a difficult question to answer. I think the vision is there. So some of our competitors in mall-based jewelry and modern jewelry have between 200 to 300 stores across the country already. There's no reason why we don't see. If lab-grown is proved successful, which we hope it will be in the domestic market, there might not be one, but multiple such retailers who can achieve that scale over the next 5 to 7 years. So our attempt will certainly be to -- and our vision is to be amongst that 1 or 2 retailers who are able to scale up to that level over that time period. However, we will take it very judiciously in step-by-step, understanding what the business needs are as well as understanding whether the operating metrics prove and require further expansion.

Operator

operator
#64

Next question comes from the line of Yogesh Bhatia with Sequent Investments.

Yogesh Bhatia

analyst
#65

Sir, actually, I have 2 questions. One question is, can you give us some background of Mr. Abhinav whom we've recently appointed for the lab-grown diamond business and for the retail business, basically? And my second question is, do we have any capacity constraints to produce the lab-grown diamonds as and when we need it for our store? Do we need to build up capacity or we can deliver it from outsourcing it from the market?

Anmol Bhansali

executive
#66

Sure. Thank you, Mr. Bhatia. So the first question was related to the background for Mr. Abhinav Kumar. He has joined us most recently from Melorra, where he was Head of Off-line Business Sales, predominantly focused on opening stores for Melorra. Prior to that, he has long since an experience with urban fashion, Aldo, being the Head of Aldo for all of India. And prior to that, within the Tanishq and Titan Group of companies. Your second question related to whether we need to invest in CapEx to provide inventory into our stores? The answer is no. At the moment, given where prices are, there is really no incremental benefit in adding machinery. The B2B market prices are pretty much similar to the cost of growing diamonds yourself. So we'll be able to leverage our deep networks of sourcing lab-grown diamonds to help us create the inventory required for our jewelry retail business.

Operator

operator
#67

Next question comes from the line of [ Sriram R. ] with -- an individual investor.

Unknown Attendee

attendee
#68

I have 2 questions. First is, can you explain the distribution model of LGD and traditional diamonds? Like who are your customers, et cetera? And then my second question is, what is the market size of LGD with respect to exports made out of India? How many players are there? And what is the entry barrier in this business?

Anmol Bhansali

executive
#69

Sure. Thank you, Mr. Sriram. So the distribution model, let me explain it briefly regarding our B2B business, which is the crux of what we do today. We are OEM jewelry manufacturers for some of the largest U.S. and now global retailers of fine jewelry. So that really comes -- we service, and we provide finished jewelry designed internally at Goldiam to some of these large retailers, namely companies like the Signet Group of Jewelers, which is the world's largest jewelry company, department stores in the U.S., wholesale clubs in the U.S. as well as mass market discount retailers as well. At Goldiam, we do not service the super luxury end of retailers primarily because they have their own integrated factories. So that is the -- that's our crux and the focus of our distribution model. We service all these retailers on 2 fronts. One is the jewelry that is in their stores, which we create, manufacture and ship through our U.S. office to their stores. And secondly is we also service their online website. So their own dot-com website, we list all of our products and a much larger SKU list of products. And as and when orders are received on a daily basis, we make custom jewelry and ship it within 5 to 10 business days to them. So that's our distribution model. It is truly the same for both natural diamond as well as lab-grown diamond jewelry. At Goldiam, we are, as we like to say, a jewelry OEM company. So in some sense, yes, we are stone agnostic. The market size -- your second question regarding the market size of lab-grown diamonds. So I'll have to get back to you with absolute figures. But just directionally speaking, lab-grown has been growing very quickly. More than 50% of unit sales of engagement rings in the U.S. in the past year has now come from lab-grown diamond jewelry sales. So it's -- this is a huge jump from 5 years ago where lab-grown diamond, even in unit sales, was probably in single digits. Regarding absolute numbers, please let me get back to you off-call and I'll try and put those reports out on an industry level basis.

Unknown Attendee

attendee
#70

No, I'm just trying to understand like how many players are there in India and what is the entry barrier in this business. I'm just trying to understand why somebody with money cannot replicate this model.

Rashesh Bhansali

executive
#71

Absolutely. So I'd like to answer the one question. There are already in India, there are 6,000 reactors growing, 6,000 machines growing such diamonds currently.

Anmol Bhansali

executive
#72

Yes. And for us, in terms of the differentiator or the moat, we truly believe and have always believed that it is only in distribution where differentiation lies and where margin lies. So the further we can integrate to our customers and become the end-all solution for them for lab-grown diamond jewelry, the better we'll be able to compete and define our moat even more. So an example of that is, of course, it's easy for somebody with significant capital to come in and grow diamonds, but then do you have the distribution to be able to cut them to manufacture jewelry, to design jewelry, to be an entrant into large U.S.-listed retailers and then service them both in-store as well as online. So that is a -- that component is a much bigger challenge and it's in that distribution where margin as well as moat lies for us.

Unknown Attendee

attendee
#73

You're saying that the traditional players who deal with gold will find it difficult to do this business. Is that what you're saying?

Anmol Bhansali

executive
#74

So Mr. Sriram, just to define, in our industry, in the export business, there are no traditional players that deal with gold. Everybody -- almost 100% of jewelry exports -- exports that leave our country has started diamond jewelry. Whether it's lab-grown or natural, it's all studded. So if you could define your question, maybe we could help.

Unknown Attendee

attendee
#75

I'm trying to understand...

Anmol Bhansali

executive
#76

Sorry?

Rashesh Bhansali

executive
#77

The non-studded part of gold that gets exported from a country is chains, is gold chains. But when you come to jewelry, it is only studded diamond jewelry, right, with either diamonds or cubic zirconia or any other color stones or lab-grown diamonds. It's only that, that gets exported as jewelry.

Unknown Attendee

attendee
#78

Okay. No, no, my question was, the traditional players like the Titan and Kalyan. If they could...

Rashesh Bhansali

executive
#79

You're talking about Indian retailers?

Unknown Attendee

attendee
#80

Correct. Correct. Correct.

Rashesh Bhansali

executive
#81

Okay.

Unknown Attendee

attendee
#82

So I mean, what differentiates us? I mean if -- tomorrow, if they were to get into our business, what would be our differentiator?

Rashesh Bhansali

executive
#83

So Anmol and me, both will have different answers on this. But for me, the most important thing is if Titan, definitely Tanishq, wants to come into this business, I think it will be a boon for all of us as well because it immediately validates lab-grown diamonds to the entire consumers in our country. Because today, the consumer in our country is still understanding lab-grown diamonds, though I know the demand is there and we've been selling privately very well. But the minute Titan comes out, the trust factor on lab-grown diamonds is completely accepted and it moves further. And the cost of education for a new brand to the consumers reduces dramatically.

Operator

operator
#84

Next question comes from the line of Bhavya Gandhi with Dalal & Broacha Stock Broking.

Bhavya Gandhi

analyst
#85

Thanks for the second opportunity. Just wanted to know, we mentioned that we want to be the largest COCO retail brand in LGD, right? And I assume that the nearest brand, which is there out would be closer to INR 60 crores, INR 70 crores when it comes to COCO sales. So are we targeting INR 60 crores, INR 70 crores for FY '25?

Anmol Bhansali

executive
#86

So thanks for the question, Bhavya. I was mentioning that in terms of number of stores. As per the data we have within our plan of calendar year 2025, the minimum stores we would be launching is 15, and that would automatically make us the largest COCO lab-grown diamond jewelry retailer in India. And of course, from there, based on performance and the sales figures and operating the stores to a certain level, we'll be taking further capital allocation calls.

Bhavya Gandhi

analyst
#87

You mentioned 15 stores in calendar FY '25. That is why 3Q itself, you were planning to open 15 stores?

Anmol Bhansali

executive
#88

Calendar 2025.

Bhavya Gandhi

analyst
#89

Yes. Okay. Got it. I mean that would be 3Q FY '25, right?

Anmol Bhansali

executive
#90

Onwards. From that time onwards.

Bhavya Gandhi

analyst
#91

Okay. And is it possible for you to share what revenue per store are we looking at?

Anmol Bhansali

executive
#92

Right. So I mentioned on the call, Mr. Bhavya, that our target revenues for breakeven are between INR 30 lakhs to INR 35 lakhs in terms of monthly sales per store.

Bhavya Gandhi

analyst
#93

Okay. Breakeven. Okay. Got it. And with respect to your brand, what would be the brand strategy? I know you mentioned that you are looking at non-wedding jewelry. But, say, for example, if there's an Aditya Birla GIVA store, what value proposition we will have? I mean, from a consumer standpoint, why will he choose Erah over some other brand? Senco is also sort of getting into lab-grown diamond. So if you can throw some light on that.

Anmol Bhansali

executive
#94

Sure. So the non-wedding day jewelry market or in other terms, the modern jewelry markets in India is predominantly centered around our largest omnichannel players who have started rapidly expanding stores in the last half-decade or decade. So they are in the range of between 150 to 280 stores. And their average sales prices are in that range of INR 35,000 to INR 50,000 per ticket. We believe that at this price point given where gold is currently, the consumer is -- almost has to downtrend in terms of the amount of diamonds that they can enjoy. Now that problem is solved by transitioning within that same ticket price to lab-grown diamonds. So the entire value proposition is to tell the consumer and to educate the customer that at the same price and at the same budget of spending within these jewelry retail stores, you will enjoy 4x, if not more, the diamond content that you otherwise would enjoy. So again, we'll be focusing on providing trust in terms of certification from labs like IGI, et cetera, and creating ourselves to be the predominant fine jewelry retailer in the lab-grown space in modern jewelry retail.

Bhavya Gandhi

analyst
#95

Got it. And also, can you throw some light on the return or the exchange policy, because largely people prefer return or exchange policy because it incentivizes them to buy.

Anmol Bhansali

executive
#96

Sure. Thank you, Bhavya. We will -- we are currently in the process of benchmarking to competition and putting that all down in paper. Closer towards store launch, we're happy -- we'll be happy to share that officially. However, given the fact that we would like to be a well-trusted jeweler and establish ourselves well, we will be doing a strong policy that favors our consumers most definitely.

Bhavya Gandhi

analyst
#97

Got it. And can you throw some light on the corporate advertisement expenditure for '25 and '26?

Anmol Bhansali

executive
#98

Right. Again, we will discuss that with our marketing team heads who are joining us this month, and we can get back to you closer towards the store launch date, which is Q3 of this year -- of this financial year.

Operator

operator
#99

Next question comes from the line of Pradeep Rawat with Yogya Capital.

Pradeep Rawat

analyst
#100

Thank you for the opportunity again, sir. So my question was regarding the stores we are opening. So what kind of gross margins or EBITDA margins would we generate from these new stores?

Anmol Bhansali

executive
#101

Sure. Thank you, Mr. Pradeep. So we are targeting gross margins to be higher than our competition because we are in lab-grown jewelry. It will be in the range of high 30s or low 40s as a percentage. And EBITDA, we aren't looking at, at the moment. That's our -- metric is related to gross margins.

Operator

operator
#102

Ladies and gentlemen, that was the last question for today. We have reached the end of question-and-answer session. I would now like to hand the conference over to the management for closing comments.

Rashesh Bhansali

executive
#103

Well, thank you, everybody, for joining in. I hope we have answered all your queries. And we look forward to more sessions with you in the future. And have a good weekend, and thank you all very much.

Anmol Bhansali

executive
#104

Thank you very much, and thank you to the Monarch team as well.

Operator

operator
#105

Thank you. On behalf of Monarch Networth Capital Limited, that concludes this conference. Thank you for joining us. You may now disconnect your lines.

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