Page 22 - Bullion World Volume 02 Issue 12 December 2022

Bullion World | Volume 2 | Issue 12 | December 2022

Opportunity and Potential for Jewellery

Ecommerce Market in India

Mr Deepak Tulsian, Jewellery Ecommerce Consultant, Mywisdomlane.com

Online jewellery retail in India is growing at a CAGR (Compound annual Product segments
growth rate) of 28% and would account for 4.2% of the overall jewellery • Imitation or fashion Jewellery:
market in India by 2025 Costume jewellery with an
average price below Rs. 1500
Introduction • Silver Jewellery: 925 Silver
The jewellery e-commerce market in India is estimated at 2% of the overall jewellery with an average price
jewellery market in India in 2021. A comparison with the current jewellery below Rs. 5000
e-commerce penetration in the global market and the developed countries • Gold and Silver Coins: Coins
showcases more than 10% future potential for jewellery e-commerce and bars with an average price
penetration in India. below Rs. 50,000
• Low Price Precious Jewellery:
Gold and diamond jewellery
with an average price below Rs.
50,000
• High Price Precious Jewellery:
Gold and diamond jewellery
with an average price above Rs.
50,000

Sales channels
• Online marketplace: Examples
include Amazon, AJIO, Flipkart,
Tata CLiQ, Nykaa, Nykaa
Fashion, Myntra, JioMart,
Jaypore, Pernia’s Pop-up Shop,

The jewellery eCommerce market penetration significantly varies by product LimeRoad, LBB
segments and by sales channels. This article analyses e-commerce • Brand website: Ecommerce
opportunities across five product segments and three sales channels. website or mobile App of digital-
first jewellery brands and offline
Segment-wise Jewellery Ecommerce Opportunity jewellery retailers
• Online influenced offline retail:
Jewellery discovered online
but sold in a retail store, Try
at home, or through assisted
selling such as chat, phone call
or video shopping
The low online penetration in
the Indian jewellery market
can be explained by the
dominance of the high-price
precious jewellery segment,
which accounts for 60% of
the overall jewellery market in
India.

22