The leased space will enable vault‑secured storage and distribution operations for the branded jewellery retail venture.
World Trade Center (WTC) Thane, developed by Welspun One, has signed Novel Jewels Ltd (NJL)— the Aditya Birla Group’s branded jewellery retail venture—for 15,232 sq. ft. of space within its Grade‑A Urban Distribution Centre (UDC). The leased space will support vault‑enabled storage and distribution operations for NJL’s jewellery retail business.
WTC Thane is India’s first mixed‑use ecosystem integrating urban distribution, commerce, workplaces, and experience‑led business infrastructure under one address. Designed to support future‑ready supply chains, the development offers secure, scalable, and institutional‑grade infrastructure.
Neeraj Balani, Chief Customer Officer, Welspun One, said, “The partnership with Novel Jewels reflects the versatility of this platform and its ability to support businesses operating in high‑value categories that demand security, accessibility, and operational excellence. Strategically located in Wagle Estate, WTC Thane provides access to key consumption markets, enabling brands to stay closer to their customers.”
Novel Jewels will operate from WTC Thane to access key consumption markets across the Mumbai Metropolitan Region (MMR). The facility incorporates advanced security systems, business continuity infrastructure, life‑safety measures, and operational features designed to protect high‑value inventory. A multi‑level ramp allows 20‑foot trucks to access docks from levels 1-5, ensuring seamless inbound and outbound logistics.
Dinesh Dubey, COO, Incity & Head of Product Innovation, Welspun One, remarked, “WTC Thane has been planned as an integrated ecosystem where logistics, workplaces, and business infrastructure complement each other, enabling occupiers to operate more efficiently. For Novel Jewels, this translates into secure infrastructure, seamless connectivity, and proximity to key consumption markets within a single destination.”
The transaction highlights the growing preference among businesses handling high‑value inventory for institutional‑grade, compliant infrastructure that combines security, operational continuity, scalability, and proximity to consumption centres within a single ecosystem.