Bollywood star actor Salman Khan's Being Human Foundation has ventured into the jewellery segment with the launch of an independent line of diamond jewellery in collaboration with Style Quotient Jewellery Pvt. Ltd.
Style Quotient Jewellery will be the exclusive global licensee of Being Human jewellery and will design, manufacture, distribute and retail the brand.
Being Human is a registered charitable trust that works in the areas of education and healthcare for the underprivileged.
Priced between Rs 5,000 and Rs 50,000, the Being Human range of jewellery will include fashion and fine jewellery crafted in 18-carat gold for both women and men.
The collection will be retailed at Being Human outlets, a few other jewellery stores and online marketplace Amazon.
"Part proceeds of the sales will go to charity," a statement from Being Human said.
"We have kept the prices of jewellery low and the quality is good. Being Human is a brand with a soul and with this association, we are moving to the next step of expansion," Khan said while addressing the media in Delhi.
He added that the foundation will also enter the body-building and fitness equipment segments, apart from expanding its clothing and jewellery lines.
The Being Human jewellery line has been launched in Nepal, the Middle East and Bangladesh apart from India. The company is also looking at expanding to Sri Lanka, the US and the UK.
"His (Salman Khan’s) presence will boost our brand equity and will assist us to move effortlessly into the western and northern regions, which is our focus currently," said Prasad Kapre, chief executive officer and director at Style Quotient Jewellery.
Earlier in June, textile and apparel manufacturing company Mandhana Industries, which has the exclusive global license to design, manufacture, retail and distribute Being Human clothing, had said in a notice to BSE that it will demerge its retail business into Mandhana Retail Ventures Ltd.
The company had also said that Mandhana Retail Ventures is in the process of signing a new contract with the Being Human Foundation, the specifics of which are under negotiation.
