Senco Gold & Diamonds has announced the launch of “Aparupa,” its new Durga Puja campaign celebrating the inner beauty, resilience, courage and strength that define every woman. The collection draws inspiration from the many forms and facets of Maa Durga while bringing together traditional jewellery, contemporary design and Bengal’s rich cultural heritage.
Quick Summary
- Senco Gold & Diamonds has launched its new Durga Puja campaign, “Aparupa.”
- The campaign celebrates the many forms and expressions of womanhood.
- “Aparupa” draws inspiration from Parvati, Gauri, Durga and Kali.
- The collection combines traditional jewellery with contemporary design.
- The collection features gold and diamond necklaces, bangles, earrings and rings.
- The jewellery is brought to life through handcraftsmanship by skilled karigars of Calcutta.
- The campaign is rooted in Bengal’s cultural heritage and the spirit of Durga Puja.
- The campaign includes offers on gold and diamond jewellery and the Flexi Advance facility.
Senco Gold & Diamonds Unveils ‘Aparupa’ Jewellery Collection, Celebrating the Many Forms of Womanhood This Durga Puja
Kolkata, Thursday October 01, 2026: Senco Gold & Diamonds, one of India’s leading jewellery retailers with a legacy spanning over 87 years and the largest jewellery retail player in Eastern India by number of showrooms, with over 189+ stores, has long celebrated women—not merely by adorning them with jewellery, but by recognising and championing their strength, resilience, individuality and spirit through its various initiatives.
Continuing the Celebration of Womanhood
Continuing this spirit of celebrating womanhood, Senco Gold & Diamonds has announced the launch of its new Durga Puja campaign, “Aparupa”—a celebration of the inner beauty, resilience, courage and strength that define every woman.
Durga Puja and Bengal’s Cultural Heritage
Durga Puja is a celebration of Maa Durga and holds a deeply special place in the hearts of Bengalis across the world. It is a time of devotion, joy, cultural heritage, togetherness and pride. Every year, people from across India and around the globe, especially Bengalis, return to their roots to reunite with loved ones and celebrate the spirit of the festival that is woven so deeply into the cultural fabric of Bengal.
Inspired by the Many Forms of Maa Durga
This Puja, Senco Gold & Diamonds celebrates every woman through “Aparupa,” drawing inspiration from the many forms and facets of Maa Durga. From the warmth of Parvati and the grace of Gauri to the strength of Durga and the fearlessness of Kali, the campaign celebrates the countless expressions of womanhood—her courage, wisdom, ambition, compassion, resilience and nurturing spirit.
Celebrating Every Expression of Womanhood
Aparupa is a celebration of every expression of womanhood. It recognises that there is no single way to be a woman, just as there is no singular definition of strength. Every woman has her own story, her own journey and her own unique way of navigating life.
Celebrating Every Version of Her
Through this campaign, Senco Gold & Diamonds seeks to celebrate every version of her—the woman who nurtures, the woman who leads, the woman who dreams, the woman who perseveres, the woman who challenges conventions and the woman who fearlessly embraces her own identity.
Traditional Jewellery Meets Contemporary Design
At the heart of the campaign lies the artistry and craftsmanship that make Durga Puja so special. “Aparupa” brings together the timeless allure of traditional jewellery and the refined sensibilities of contemporary design, celebrating the many facets of the modern woman while remaining deeply rooted in Bengal’s rich cultural heritage.
Gold and Diamond Jewellery Crafted by Skilled Karigars
The collection features necklaces, bangles, earrings and rings crafted in gold and diamonds, each brought to life through exquisite handcraftsmanship by the skilled karigars of Calcutta. Every piece reflects a harmonious blend of tradition, artistry and modern elegance—an ode to the enduring beauty of Bengal and the women who embody it.
Joita Sen on the Aparupa Campaign
Speaking about the campaign, Mrs. Joita Sen, Director and Head of Marketing & Design, Senco Gold & Diamonds, said, “With ‘Aparupa’, we wanted to celebrate the cultural richness and visual splendour of Bengal during Durga Puja, while also paying tribute to the many facets of a woman’s spirit. For us, jewellery is not just about adornment; it is about the artistry, karigari and craftsmanship that carry stories, emotions and traditions forward. The designs in this campaign draw inspiration from the different forms and expressions of Maa Durga and translate them into contemporary jewellery that celebrates the inner beauty and individuality of every woman. ‘Aparupa’ is our ode to the woman who is graceful yet strong, nurturing yet fearless, rooted in tradition yet confidently herself.”
Suvankar Sen on Unparalleled Beauty
Mr. Suvankar Sen, MD & CEO, Senco Gold & Diamonds, said, “‘Aparupa’ embodies the idea of unparalleled beauty—beauty that is divine, timeless and deeply human. At its heart is the incomparable beauty of Maa Durga and the many ways in which every woman reflects her grace, strength and spirit. Through this campaign, we have sought to capture that essence in jewellery that is rooted in tradition yet designed for the modern woman. Each piece reflects a delicate balance between cultural significance and contemporary styling, making it relevant beyond the festive season. ‘Aparupa’ is an invitation to every woman to embrace her individuality, celebrate her strength and step into Durga Puja with confidence, elegance and her own distinctive splendour.”
Major Offers on Gold and Diamond Jewellery
Major offers include making charges discount to upto Rs 1000/ gram on purchase of gold jewellery, 0% deduction on exchange of old gold, upto 50% discount on making charges on purchase of diamond jewellery and upto 25% discount on value of diamonds along with other exciting offers.
Flexi Advance for Gold Purchases
Customers can avail Flexi Advance to book their gold at today’s price. The key benefit is protection against rising gold prices: if the gold price goes up, the lower rate applicable to one’s earlier payment can benefit one’s purchase. Customers can check online offers at https://sencogoldanddiamonds.com/jewellery/category/all-products
Senco Gold & Diamonds Durga Puja Campaign
Link to view Senco Gold & Diamonds Durga Puja Campaignhttps://www.instagram.com/reel/DdrajhZiEgo/
About Senco Gold & Diamonds
Senco Gold & Diamonds (Senco) is a leading pan-India jewellery retailer with a rich legacy of over 87+ years, and the largest in Eastern India by number of showrooms. Senco has been featured in the Global Top 100 Luxury Brands list by Deloitte in its February 2024 report. The company’s credit rating has been upgraded by ICRA to [ICRA]A2+ with a “Stable” outlook for short-term borrowings, and [ICRA]A for long-term borrowings. Senco is also certified as a Great Place to Work.
Extensive Jewellery Portfolio
Senco offers an extensive range of jewellery, including gold, diamond, silver, and platinum, along with precious and semi-precious stones. Its vast catalogue features over 156,000 designs in gold jewellery and more than 86,000 designs in diamond jewellery, showcasing a diverse portfolio of handcrafted pieces. Most designs are developed in-house by Senco’s designers, in close collaboration with skilled local karigars in Kolkata and across India.
Senco Gold & Diamonds Brand Portfolio
The company’s brand portfolio includes Everlite, focused on lightweight jewellery; Gossip, its silver and costume jewellery line; and Aham, catering to men. It also offers premium wedding collections such as Vivaha and Rajwada, designed to celebrate timeless elegance and grandeur
FAQs
What is Senco Gold & Diamonds’ Aparupa collection?
“Aparupa” is Senco Gold & Diamonds’ new Durga Puja campaign and jewellery collection celebrating the many expressions of womanhood.
What inspired the Aparupa jewellery collection?
The collection draws inspiration from the many forms and facets of Maa Durga, including Parvati, Gauri, Durga and Kali.
What jewellery does the Aparupa collection feature?
The collection features necklaces, bangles, earrings and rings crafted in gold and diamonds.
Who crafts the Aparupa jewellery?
The pieces are brought to life through handcraftsmanship by skilled karigars of Calcutta.
What offers are available during the Aparupa campaign?
Offers include making charges discounts on gold jewellery, 0% deduction on exchange of old gold, discounts on making charges for diamond jewellery and discounts on the value of diamonds.
What is Senco Gold & Diamonds Flexi Advance?
Flexi Advance allows customers to book gold at today’s price, with the stated benefit of protection against rising gold prices.
Source: SVAR Media Network
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