Industry : Others (Diverse Industries)
Surha is a contemporary Indian jewellery brand built on the foundation of heritage craftsmanship, modern design, and digital scalability. The business concept integrates local artisan-based production with a Direct-to-Consumer (D2C) online distribution model, creating a transparent and efficient ecosystem that delivers premium handcrafted jewelry at affordable price points. At its core, Surha aims to bridge the gap between traditional artisans and modern consumers. The brand sources directly from skilled Indian craftsmen, removing layers of intermediaries and ensuring fair compensation, while maintaining control over quality, design, and pricing. This model not only enhances profitability and customer value but also generates tangible socio-economic impact by sustaining traditional livelihoods. From a consumer perspective, Surha addresses a growing demand for jewellery that is authentic, handcrafted, and culturally rooted, yet suitable for everyday contemporary wear. The collections are limited-edition drops, designed to create exclusivity and emotional connection with buyers. Digitally, Surha operates as a D2C e-commerce brand leveraging performance marketing, social commerce, and storytelling to build brand visibility and recall. Technology is used across the value chain, from design collaboration with artisans to customer engagement via data analytics and social insights, enabling cost efficiency, design responsiveness, and high scalability. In summary, Surha’s business concept combines Indian heritage craftsmanship with modern digital commerce principles, building a brand that delivers premium artistry, fair trade, and design innovation, all while reshaping the jewellery category to be more inclusive, ethical, and future-ready.
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Year of Establishment2024