Leading ecommerce players, Amazon and Flipkart, are now trying to boost their jewellery sale this year. They have added a range of customer-friendly features and launched exclusive designs to attract more business in the segment.
This comes despite industry experts citing very low jewellery sales online, especially on horizontal marketplaces.
Flipkart, which has an exclusive private label Divastri that also covers jewellery, is now looking to partner with major jewellery brands across India to provide a wide range of options for their customers.
Jewellery is expected to contribute up to 60% for the overall women accessories category on the platform, the company said.
On the other hand, Amazon has roped in 110 leading jewellery brands like Joyalukkas, Malabar Gold, Senco, Gitanjali etc to get an edge over Flipkart in the segment.
“We are really excited about our growth momentum,” said Arun Sirideshmukh, head of Amazon Fashion, who also said the precious jewellery category has grown over 150% year-on-year.
The sluggish pace of online jewellery business in India is expected to revive with this strategic move from the top two ecommerce players.