By Startup Story Team
When you think of gold jewellery in South India, one name immediately stands out – Lalitha Jewellery. Behind the sparkle of this trusted brand lies a story of grit, vision, and a humble man named M. Kiran Kumar, who transformed personal hardship into a jewellery empire worth thousands of crores.
Humble Beginnings: Selling His Mother’s Bangles.
Kiran Kumar’s story begins in Nellore, Andhra Pradesh, where he grew up in a modest household. At the age of just 12, financial struggles forced him into child labour. With no formal training or resources, he sold his mother’s gold bangles, not out of ambition, but out of necessity.
But this wasn’t just a one-time act. He used the small earnings to buy earrings, which he then sold in Chennai for a small profit. That single step into the gold trade would change his life forever.
Learning the Craft, Building a Dream:
By the age of 14, Kiran began working with local goldsmiths, learning the fine art of making jewellery. Over time, he developed not just skill but an understanding of what customers really wanted: trust, fairness, and transparency – things that were often missing in traditional jewellery stores.
Birth of Lalitha Jewellery:
In 1985, Kiran Kumar opened his first jewellery store in Chennai under the name Lalitha Jewellery. His approach was simple but revolutionary: treat customers with honesty, offer transparent pricing, and eliminate the hidden charges that had plagued the industry for decades.
A Customer-First Revolution:
Lalitha Jewellery quickly built a loyal customer base thanks to a few bold moves:
- No making charges on most jewellery.
- Lowest wastage percentages in the industry.
- Encouraging people to click photos of jewellery designs and compare prices before buying.
- Promoting only hallmarked gold for assured purity.
He made sure his message was loud and clear: “Dabbulu evariki oorike raavu” (money doesn’t come easily). This slogan – spoken by Kiran himself in advertisements – resonated with middle-class Indians across Tamil Nadu, Andhra Pradesh, and beyond.
A Brand Without Celebrities:
While other jewellery brands chased big-name celebrities, Lalitha did something different. Kiran Kumar became the face of his own ads. His relatable tone, simple language, and no-nonsense advice won hearts and built massive brand trust.
People didn’t just see an ad – they saw a man like them, who understood their struggles and offered a fair deal.
Record-Breaking Growth:
From that one small store in Chennai, Lalitha Jewellery expanded rapidly across South India. Today, it boasts over 50 showrooms, including a 130,000 square foot store in Hyderabad – one of the largest jewellery showrooms in the world.
By 2017, Lalitha Jewellery had achieved an annual turnover of ₹11,000 crore – a jaw-dropping figure for a business that started with just a few bangles.
Giving Back with Grace:
Kiran Kumar didn’t forget where he came from. Over the years, he has contributed generously to temples, disaster relief funds, and community welfare initiatives. His business practices have always promoted ethical buying, card payments, and BIS-certified gold – showing that good business can also be good for society.
A Legacy That Shines Bright:
The story of Lalitha Jewellery is more than just a business success. It’s a powerful reminder that:
- You don’t need to be born rich to build something valuable.
- Integrity and trust matter more than glitter and glamour.
- Simplicity, honesty, and hard work never go out of style.
Today, thousands of families trust Lalitha Jewellery for their most precious moments – weddings, festivals, and life milestones. And it all started with a boy, a pair of bangles, and a dream.
