American e-commerce company Amazon, which got a capital of Rs 100 crore in 2016, and Indian e-commerce company Flipkart, which earlier merged with Snapdeal, are boosting the sales of jewellery by strengthening delivery, adding customer-friendly features and even looking at exclusives in the segment.

Flipkart Working with Major Jewellery Brands

Indian online market place Flipkart has its own private fashion label Divastri, which also covers jewellery. But the company is now working with major jewellery brands to develop exclusive design range for the platform based on consumer behavior and trends online.

Jewellery is expected to contribute up to 60% for the overall women accessories category on the platform, the company said.

Amazon Partnering with 110 Precious Jewellery

Amazon has partnered with a 110 precious jewellery brands such as Joyalukkas, Malabar, Senco, Gitanjali, MMTC and Kalyan Jewelers. The company has about 20% of its 5 lakh designs sold exclusively on the platform by the brands.

“We are really excited about our growth momentum,” said Arun Sirideshmukh, head of Amazon Fashion, who said the precious jewellery category has grown over 150% year-on-year.