Dubai-based Pure Gold Jewellers plans to expand its reach to new geographic areas with an aim to achieve a target of 50 stores by the end of 2013. The brand will open its doors to Bangalore, Chandigarh and Ludhiana, in conjunction with increasing their retail foothold in Mumbai, Delhi and Ahmedabad.

At present, the brand has 100 operational stores across India and Middle East. It aims to open 200 stores by the end of 2016 to spread its network through the length and breadth of the country. Commenting on the strategy, Amar Nanavati, CEO, Pure Gold Jewellers India said,"We intend to engage with our consumers at every level through the widespread geographic expansion. The benefits of economies of scale that are inherent in having a broad and diverse base of retail outlets will enable us to service our patrons with high quality diamond jewellery at competitive prices."