Following its plans on big scale retail expansion in India, fine jewellery retail brand Nirvana has opened a store in Hyderabad, in the plush lifestyle store Inorbit, reports say. This being its first steps into South India’s diamond jewellery ,market, it plans to make a stronger mark in the region in the years ahead, and is considering Bangalore and Chennai as its next destinations, reports add.

The retail brand is part of the portfolio of Fine Jewellery India Ltd.

Nirvana's retail expansion will involve fully owned stores and franchise outfits. It has partnered with Franchise India, reports add. At present the brand has five stand-alone stores and 110 stores in different formats. It has a major presence across large format lifestyle stores.

The current domestic demand for diamond jewellery is on the increase, and the brand is simultaneously growing its portfolio, targeting the working women category, reports add.