Flipkart’s online jewellery section is only three years old, but it has already made it to the top sellers’ list. Jewellery is set to take up the position of bestsellers in Flipkart by early to mid 2016. The reason for this meteoric growth is the fact that jewellery sales has grown by nearly ten times since early 2015.
Indian movies are influencing people’s fashion and style choices heavily. Buyers are choosing to pick up pieces of jewellery that are promoted in the latest Bollywood movies. They want to pull of the looks that their favourite stars don with ease.
“Rajasthani maang tikkas have been flying off our shelves after the release of Salman Khan blockbuster Prem Ratan Dhan Payo. Similarly, during the release of Goliyon Ki Rasleela Ram-Leela and Bajrangi Bhaijaan, we saw a sharp rise in sales of chand baalis (worn by Deepika Padukone) and mace pendants (worn by Salman Khan). And post Bajirao Mastani’s trailer release, the Marathi nath has been one of our top selling products,” maintains Rishi Vasudev, VP of fashion at Flipkart.
Vasudev says that there is an increase in the sale of precious jewellery during Valentine’s Day, Diwali, Dhanteras, and Akshaya Tritiya. Earrings, bangles, chains, rings, and necklaces are the most in demand. Currently, Flipkart has close to a thousand sellers who deal with jewellery, says Vasudev.
So far, the leading online marketplace has sold costume jewellery, which is not valued beyond Rs. 20,000. However, the company is shortly planning to launch the sale of precious jewellery valued at Rs. 50,000 and more.
Leading offline brands like Malabar Gold, Zhaveri, PC Jewellers, and P.N. Gadgil have listed their wares on Flipkart. Other exclusive online jewellery stores like BlueStone and Caratlane have also put their goods on Flipkart.
Vasudev says more will be on boarded over the coming months. “We will have most of the large offline national/regional brands on board, over the next few months. We are also targeting to bring traditional jewellery markets such as, Dariba Kalan of Delhi, Johari Bazaar of Jaipur and Zaveri Bazaar of Mumbai to the customer’s doorstep.” He says.
With more options available to buyers, online sellers find their scope expanding rapidly. Jewellery sellers should take this opportunity to go online and make the most of the climate.
Editor team is specialized in introducing the marketplace content targeting the Indian online sellers. They plan and coordinate to bring the appealing content for the small businesses on how to partner with the e-commerce sites like Amazon and Flipkart and strategies for improving their online business.
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