M K Sons Jewellers is a retail-focused jewellery company engaged in the marketing and sale of gold, diamond and cubic zirconia (CZ) jewellery through its own chain of showrooms since 2012. The business was originally established by promoter Ramchand Murlidhar Raimalani, who has been engaged in the jewellery trade since 1999 through his proprietorship firm, M. K. Sons Jewellers. On March 29, 2025, the company acquired the proprietorship business through a Business Succession Agreement to consolidate operations under a single corporate entity and streamline the business structure.

The company offers a diverse range of contemporary and bridal jewellery designs, with an emphasis on craftsmanship, design quality, and customer preferences. As of June 30, 2026, its portfolio comprised over 19,442 stock keeping units (SKUs), catering to varied customer preferences and price points. This included more than 14,582 gold jewellery designs and over 4,860 designs featuring diamonds and other precious stones.

In Q1 FY27, gold contributed 86.74% to its revenue, diamond 6.68%, color stones 6.5%, and platinum 0.81%.

Its collection spans rings, earrings, necklaces, solitaires, bangles, bracelets and mangalsutras, catering to everyday wear, gifting and various cultural occasions. As of June 30, 2026, the company offered jewellery under 11 different collections, with prices starting at approximately Rs 11,000 and extending to premium, high-value pieces. It regularly introduces new collections to keep its offerings aligned with changing customer preferences, regional tastes and local market demand.

In Q1 FY27, rings contributed 17.01% to revenue, chains 15.14%, bracelets 16.25%, bangles 9.63%, mangalsutra 4.02%, earrings 15.45%, necklace 7.99%, pendant 14.33%, and others 0.17%.

It has established a regional presence in Western India, with a focus on two key commercial centres, Mumbai and Ahmedabad.

As of June 30, 2026, the company operated five showrooms, comprising three in Mumbai and two in Ahmedabad, with a total operational area of 6,513 square feet. All showrooms follow the company-owned, company-operated (COCO) model, with revenue from showroom sales recognized directly in its books of accounts.

The company derives all its revenue from offline stores. In Q1 FY27, the average order value stood at Rs 2,15,416, and the average quantity of gold per order was 10.93 grams.

The company follows a cluster-based showroom expansion strategy, opening new outlets in the same or nearby districts as its existing stores. This approach helps improve supply chain and inventory management, strengthen local brand visibility, and optimize marketing expenditure.

Its showrooms offer jewellery certified under the Bureau of Indian Standards (BIS) Hallmarking system, providing customers with assurance regarding the purity of gold jewellery.

A majority of its portfolio comprises finished jewellery procured from external suppliers and manufacturers, including pieces subsequently modified by karigars, while only a limited portion is based on in-house designs. Its sourcing network comprised 70 manufacturers/wholesalers and 9 karigars as of June 30, 2026. The company also offers customization options, including design modifications, gemstone selection, changes in precious metals and personalized engravings.

The company aims to capitalize on the growth of India’s gold jewellery retail market and the gradual shift towards organized retailers. Rising consumer preference for certified jewellery, mandatory hallmarking and greater formalization are expected to support organized players. The company plans to respond to these opportunities by tailoring its product offerings to the changing market trends and customer requirements, while leveraging its supplier relationships and existing business connections to strengthen its market position.

Offer and its objects

The IPO comprises fresh issue of equity shares worth up to Rs 220.32 crore and an offer for sale of 34,00,000 equity shares aggregating up to Rs 55.08 crore by promoter Ramchand Murlidhar Raimalani.

Price band for the IPO is Rs 153 to Rs 162 per equity share of face value Rs 10 each.

The objectives for the fresh issue include Rs 152.83 crore for funding of inventory costs towards setting up of 1 new showroom in Maharashtra and expansion of existing showroom in Gujarat, Rs 30 crore for Repayment/pre-payment of certain borrowings, and remaining amount for general corporate purpose.

The company plans to strengthen its presence in existing markets by expanding its showroom network in Ulhasnagar, Maharashtra, and Ahmedabad, Gujarat, while also evaluating opportunities in other key cities. Its immediate plans include opening a new showroom in Ulhasnagar and expanding its existing showroom on C.G. Road, Ahmedabad. It also intends to enter new markets where customer demand and growth prospects align with its brand positioning.

The promoters are Ramchand Murlidhar Raimalani, Neelam Ramchand Raimalani and Kush Ramchand Raimalani. The promoters and promoter group hold an aggregate of 4,26,90,660 equity shares, aggregating to almost 100% of the pre-offer issued and paid-up equity share capital. Their post IPO shareholding is expected to be around 69.8%.

The issue, through the book-building process, will open on 28 October 2026 and will close on 30 October 2026.

Strengths

Its diversified jewellery portfolio spans 11 collections and more than 19,442 designs, covering gold, diamond and precious-stone jewellery across multiple price points and purchase occasions.

EBITDA margin improved from 5.92% in FY24 to 15.39% in FY26, further rising to 23.09% in Q1 FY27, reflecting improved operating profitability.

The company has built a sizeable digital audience, with over 591,000 Instagram followers, 76,800 YouTube subscribers and 43,000 Pinterest followers as of October 22, 2026. Digital campaigns, promoter-led engagement, exhibitions and in-store events help showcase designs and reach prospective customers.

Understanding of regional design preferences enables it to offer jewellery suited to local tastes and cultural occasions, helping it cater to customer requirements in its key markets of Mumbai and Ahmedabad.

Follows a cluster-based showroom strategy targeting high-density residential areas and middle-income consumers in Mumbai and Ahmedabad, which may support local brand visibility, inventory management and marketing efficiency.

Offers customized jewellery and regularly refreshes its collections to cater to changing customer preferences, fashion trends and seasonal demand.

Extensive experience of promoters and senior management personnel.

Weaknesses

Depends heavily on its Ahmedabad showroom on C.G. Road, which contributed 54.97% of Q1 FY27 revenue, while Gujarat accounted for 68.49%. Any decline in sales at this showroom or in the state could significantly affect overall revenue.

Volatility in prices and availability of gold, diamonds and precious metals can affect jewellery demand, inventory values and working capital requirements.

Operates only five showrooms across Mumbai and Ahmedabad, limiting reach and leaving it dependent on demand in two cities.

Relies on third-party manufacturers and karigars to produce its jewellery, none of whom work exclusively for it. The absence of long-term supply contracts could lead to supply disruptions, production delays and higher costs if suppliers prioritize other customers.

The inventory holding period increased from 122 days in FY24 to 193 days in FY26 and 333 days in Q1 FY27, increasing working-capital requirements and exposure to slow-moving stock.

Reported negative operating cash flows in FY24 and FY25 and again in Q1 FY27, despite reporting profits in these periods. Continued inventory investment and showroom expansion could constrain cash generation and increase funding requirements.

Faces competition from established jewellery chains and regional jewellers. Its limited geographical presence and smaller operating scale may constrain its ability to match larger players’ brand recognition, and purchasing power.

Limited protection for jewellery designs, as the company does not register its designs under the Designs Act, 2000, increasing the risk of imitation by competitors.

Valuation

In Q1 FY27, the company reported net sales of Rs 101.44 crore, with OPM of 23.09%. OP stood at Rs 23.42 crore, while OI was Rs 0.01 crore. Interest expense and depreciation amounted to Rs 1.89 crore and Rs 1.25 crore, respectively. As a result, PBT came in at Rs 20.29 crore. After accounting for tax expenses of Rs 5.27 crore, PAT stood at Rs 15.02 crore. EPS has not been annualized, as annualizing quarterly earnings may not accurately reflect the company’s full-year performance.

Net sales increased 53% to Rs 538.74 crore in FY26 as compared with FY25. OPM improved 441 bps to 15.39%, leading to 115% increase in OP to Rs 82.94 crore. OI increased 244% to Rs 0.12 crore. Interest cost rose 36% to Rs 7.33 crore, while depreciation cost increased 257% to Rs 4.20 crore. PBT surged 123% to Rs 71.53 crore. Tax expenses were Rs 19.73 crore as compared with Rs 8.76 crore. PAT soared 123% to Rs 51.8 crore.

The FY26 EPS on post-issue equity works out to Rs 9.2. At the upper price band of Rs 162, P/E is 18.

Listed peers such as Motisons Jewellers traded at FY26 P/E of 28, Tribhovandas Bhimji Zaveri trades at 21, Senco Gold trades at 9, and PNGS Diamond Jewellery trades at 27 as on 26 October 2026. OPM and ROE stood at 15.39% and 30.83%, respectively, in FY26. These were 17.77% and 12.77% for Motisons Jewellers, 11.27% and 24.14% for Tribhovandas Bhimji Zaveri, 11.49% and 22.85% for Senco Gold, and 21.63% and 12.55% for PNGS Diamond Jewellery, respectively.