Amazon, Flipkart drawn by online jewellery segment bling

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BENGALURU: Amazon and Flipkart are boosting the jewellery category by strengthening 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 horizontal 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, which has partnered with a 110 precious jewellery brands such as Joyalukkas, Malabar, Senco, Gitanjali, MMTC and Kalyan Jewelers, sees about 20% of its 5 lakh designs sold exclusively on the platform by the brands.

“We are really excited about our growth momentum,” said Arun Sirideshmukh, head of Amazon Fashion, who said 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.