The Online Jewellery trade in India. Challenges and Solutions
More than anywhere else in the world, India has had the largest culture of jewelry for hundreds of years. Jewelry, gold and precious stones are deeply rooted in the Indian tradition and go as far back as far as the start of the Indian civilization itself.
Until today, jewelry in India is not simply an accessory or a show of status. Each piece, and every stone represents something deeply mystical, be it sacred planets or protection against evil spirits.
For women across India, jewelry also often represents a form of financial security. Especially in Tier III cities where many women do not own a credit card or even a bank account, jewelry can be a symbol of independence.
While an emerging market of online jewelry sales is surging, displaying rapid growth in the last 5 years, traditional...