Amazon, Flipkart Up For Boosting Online Jewellery, Adds Features to the Segment
Amazon, Flipkart Up For Boosting Online Jewellery, Adds Features to the Segment

In an endeavour to boost the jewellery market Amazon and Flipkart are in constant efforts to strengthen delivery, adding customer-friendly features and even looking at exclusives in the segment. This comes despite industry experts citing very low jewellery sales online, especially on parallel marketplaces.

While Flipkart has a private fashion label Divastri, which also covers jewellery, the company is now working with major jewellery brands to develop exclusive design range for the platform based on consumer behaviour and trends online. Jewellery is expected to contribute up to 60% for the overall women accessories category on the platform, the company said.

Amazon has signed partnership agreements with 110 precious jewellery brands including Joyalukkas, Malabar, Senco, Gitanjali, MMTC and Kalyan Jewelers, sees about 20% of its 5 lakh designs sold exclusively on the platform by the brands.

Arun Sirideshmukh, head of Amazon Fashion said, “We are really excited about our growth momentum.” The precious jewellery category has grown over 150% year-on-year. Amazon says it brought about an India-specific innovation through its price-break-up feature, akin to the physical store experience where the customer gets price information of metal, stone, making charges and taxes.

 
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