Gold buyers go online shopping

Convinced about the convenience and security of onli­ne deals, net-savvy Indians are now shopping for gold and diamond jewellery onli­ne. With this, most online jewellery portals are pegging to double their sales this festival season.

“Indian consumer is moving the global way with credit card comfortability, online banking safety and fear of dealing with heavy traffic and rush,” said Ms Shipra Jain, chief mercha­n­dising officer of, a leading online jewellery store.

“As all gold and diamond jewellery retailed online com­es with certification from au­thorized bodies and th­ere is a lot of trust,” she added. The firm is confident of 30-40 per cent more business this year.

Schemes like cash on delivery and return options have lent more credibility to online shopping, said Mr Tej Kapoor, VP Fashion Category of

“Customers get wider cho­ice to check out for jewellery options than in retail format stores and hence lot more impulsive purchases happen when a good deal is offered,” he added. With even top brands going coming online, jewellery e-commerce space is in for a sea-change.

Lead­i­ng branded jewellery retailer Gitanjali Group, which entered the online segment recently, is expecting up to 40 per cent growth in sales during the festive season.

Similarly, GRT Jewellers, one of the top name in Chennai gold market, who ventured into the cyber spa­ce recently, is also pegging good sales through the medium.

“We have tied up with more e-commerce and jewellery portals to ensure that our collections reach all,” said Mr G.R Anantha­p­admanabhan, MD, GRT Group.

Precious jewellery apart, the demand is up even for 18-carat fashion jewellery that has impelled European brands like Juvalia & You to launch India portal.

“Rural folks too want bran­ded jewellery and to reach out to rural markets, we have even appointed agents in smaller cities,” said Mr Chaitanya Aggarwal, CEO of the portal, hoping to earn revenue of $0.5 million per month by the end of this year.

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