Last updated: 28 October 2026
Quick answer: Kushal’s costs more than market imitation jewellery because you pay for design variety, finishing and plating quality, a large range of 92.5 sterling silver pieces, and the overheads of mall stores and a national brand. It is still fashion jewellery: most non-silver pieces are plated base metal, so the price reflects design and retail, not resale value.
What is Kushal’s jewellery made of?
Kushal’s sells two broad kinds of jewellery, and the price logic differs:
- Fashion jewellery such as antique, kundan, zircon and temple styles. In an Indian Retailer interview, the company lists brass, kundan and zircon among its materials. These are plated pieces, not gold.
- 92.5 sterling silver, described in a July 2025 PTI report as BIS-hallmarked. Product pages list 92.5 silver as the base metal, with gold, rose gold or rhodium polish options and stated weights (for example a 2-gram 92.5 silver earring).
The older version of this article suggested Kushal’s uses gold and diamonds; that was wrong. Its business is fashion and silver jewellery.
Why does Kushal’s cost more than street-market jewellery?
1. Design range and turnover
The PTI report says Kushal’s offers more than 10,000 designs across bridal, festive, office and everyday wear. Keeping that many designs in stock, and refreshing them, costs money that a roadside stall does not spend.
2. Finishing and plating
Fashion jewellery lasts only as long as its plating and stone setting. Branded pieces generally get more consistent finishing and checking than unbranded lots, which is part of the price. Plating can still wear, so check the care and exchange terms before buying.
3. Silver content in the 92.5 range
Sterling silver has real metal value that rises and falls with silver prices, plus making charges. Expect these pieces to cost noticeably more than plated brass of similar size.
4. Mall retail and expansion
Kushal’s opened its 100th store at Nexus Koramangala, Bengaluru, in July 2025, with stores in 38 cities and plans for 150 stores by the end of that financial year (PTI). Rent, staff and display in malls add to every price tag.
5. Brand trust and service
A national brand gives you a bill, a store to return to and a written exchange or return policy. Unbranded sellers often offer none of these. See how Kushal’s exchange policy works.
How does Kushal’s compare with other jewellery options?
| Option | Typical base | Price relative to Kushal’s fashion range | Resale value | Best for |
|---|---|---|---|---|
| Roadside / unbranded imitation | Alloy or brass, thin plating | Lower | None | One-time outfits, trial styles |
| Kushal’s fashion jewellery | Brass/alloy with plating, kundan, zircon | — | None | Weddings and festivals where you want a fine-jewellery look |
| Kushal’s 92.5 silver | Sterling silver, often gold/rhodium polished | Higher | Some (silver weight) | Daily wear, gifting, sensitive skin preferences |
| Gold jewellery (Tanishq, Malabar, local jewellers) | Hallmarked 22K/18K gold | Much higher | Yes (gold value minus deductions) | Investment and heirloom pieces |
For a store-by-store comparison, read Kushal’s vs Malabar Gold vs Tanishq.
Is Kushal’s jewellery worth the price?
Worth it if you want many looks for weddings and festivals without buying gold, you value a bill and exchange option, or you want sterling silver from a known retailer.
Skip it if you want jewellery that keeps its value, you need a piece only once (a cheaper imitation or rental may do), or you react to plated metals.
How can I check I’m getting value?
- Read the base metal on the tag or product page: “92.5 silver” and “brass/alloy” are priced very differently.
- Check the hallmark on silver. Silver hallmarking is still voluntary in India, but hallmarked pieces now carry a 6-digit HUID (since 1 September 2025), according to Business Today. See is Kushal’s jewellery genuine.
- Compare online and in-store prices before buying: how to check Kushal’s prices online.
- Ask about plating care and keep pieces away from perfume and water; our guide to polishing artificial jewellery at home helps once the shine fades.
Disclosure: links below are affiliate or DigiRake store links; we may earn a commission at no extra cost to you.
You can browse Kushal’s jewellery on Amazon.in, and store pieces in a lined jewellery box to slow plating wear and tarnish.
Frequently asked questions
Is Kushal’s jewellery real gold?
No. Kushal’s sells fashion jewellery (plated base metals with stones) and a 92.5 sterling silver range. Some silver pieces have a gold-colour polish, but they are not gold jewellery.
Does Kushal’s jewellery have resale value?
Fashion pieces have little or no resale value. Sterling silver pieces hold some value based on silver weight, usually far less than the retail price.
Who owns Kushal’s?
Kushal’s was founded in 2006 and co-founder Manish Gulechha leads the business, per PTI. More background: who owns Kushal’s jewellery.
Why are Kushal’s silver pieces pricier than its fashion pieces?
Because you pay for the silver itself as well as design and making. Plated brass or alloy pieces have far less metal cost.
Sources: The Week / PTI, 21 July 2025; Indian Retailer interview; Kushal’s product page; Business Today, June 2026. Checked 28 October 2026.