Mumbai, June 17th, 2026: Father’s Day is often marked by grand gestures, but for many, the memories that endure are built on quieter moments. A reassuring hand on the shoulder before a big decision, a father waiting up late until his child gets home safely, and the countless sacrifices that often become visible only with time. These are the moments that remind us why, for so many, our first hero has always been our dad.
This Father’s Day, Aham by Senco Gold & Diamonds celebrates these everyday heroes who wear their identity with confidence and authenticity.
Meaning “self” or “inner identity”, Aham was created for the modern man who values substance as much as style. Aham by Senco reflects a growing shift in how men choose to express themselves, not through excess, but through thoughtful details that tell a story about who they are. From contemporary bracelets and kadas to rings, chains, cufflinks and pendants, each piece is designed to complement the many roles a man plays, whether as a father, mentor, guide or role model.
Today’s fathers are redefining masculinity in their own way. They are more present, more emotionally expressive, and more involved in the everyday milestones of family life. They celebrate achievements, navigate challenges, and create lasting memories, often without expecting recognition in return. Through their quiet strength, unwavering support and unconditional love, they continue to be heroes in the eyes of their families. Aham acknowledges this evolution by offering jewellery that feels personal, meaningful and reflective of character.
Speaking about the significance of the collection, Ms. Joita Sen, Director and Head of Marketing & Design, Senco Gold & Diamonds, said, “Fatherhood is often defined by the things that go unsaid. The strength to support, the patience to guide, and the willingness to put family first are qualities that deserve to be celebrated. For many of us, our fathers are our first heroes, shaping our values and standing beside us through every stage of life. With Aham, we wanted to create jewellery that reflects the individuality and quiet confidence of the modern man. This Father’s Day, we want to meaningfully celebrate the fathers and honour father figures whose influence shapes our lives every day.”
Crafted in gold, diamonds, platinum and silver, Aham blends timeless craftsmanship with contemporary design sensibilities. For the men who seek jewellery that feels effortless, versatile and deeply personal, making it a thoughtful choice for Father’s Day gifting.
More than an accessory, every piece from Aham serves as a reminder that style is most powerful when it reflects identity. This Father’s Day, Aham invites families to celebrate the men who have always been their heroes, whose strength lies not in what they say, but in everything they do.
The Aham collection is available across Senco Gold & Diamonds showrooms, on the Senco app and at sencogoldanddiamonds.com.
About Senco Gold&Diamonds:
Senco Gold Ltd. (Senco) is a leading pan-India jewelry retailer with a rich legacy spanning over 85 years and is the largest jewelry retailer in Eastern India by number of showrooms. The brand has been recognized as the 2nd Most Trusted Jewelry Brand by TRA for the fourth consecutive year and was also ranked among the Most Desired Jewelry Brands by TRA in 2024, outperforming several industry peers.
Senco’s trailing twelve-month sales reached approximately ₹6,800 crore, demonstrating consistent year-on-year growth and reinforcing the brand’s strong market positioning. In October 2025, Senco Gold & Diamonds recorded its highest-ever retail sales of over ₹1,700 crore, registering a robust 56% YoY growth compared to October 2024. This performance included 60% YoY value growth in gold and 32% YoY value growth in diamonds. In terms of volume, the brand achieved 4% growth in gold, 5% growth in diamonds, and 8% growth in silver.
Currently, Senco operates 198+ showrooms across 17 states in India, along with two international showrooms in Dubai, UAE, through a combination of company-owned and franchisee models. The brand offers multiple retail formats including Classic & Modern, D’Signia, Everlite, House of Senco, and Sennes to cater to diverse customer segments and preferences.
With this launch, Senco continues to strengthen its presence in Maharashtra, expanding its reach across key cities and bringing its signature craftsmanship to a wider audience. Senco Gold Ltd. offers an extensive portfolio of jewellery across gold, diamond, silver, platinum, and precious and semi-precious stones. With a catalogue of over 156,000 gold jewellery designs and 86,000 diamond jewellery designs, the brand presents a wide range of handcrafted creations. Most designs are developed in-house by Senco’s design team, working closely with skilled local karigars in Kolkata and across India, blending traditional craftsmanship with contemporary aesthetics.
