According to a media report, the brand will have pilot runs in Gurugram, Hyderabad and Bengaluru, as it aims for fast delivery of its jewellery in cities. The brand had just entered a strategic partnership with Amazon.in, offering 48-hour delivery of its products
Bengaluru: After several prominent jewellery players partnered with leading quick commerce platforms to deliver their products instantly to customers, Tata Group-owned jewellery retailer CaratLane is preparing to roll out its own quick commerce initiative, says a media report. CaratLane had only recently announced a strategic partnership with Amazon India, offering customers in cities like Mumbai, New Delhi, Bengaluru, Pune, Hyderabad, Chennai and Ahmedabad 48-hour delivery of its fine jewellery collections.
According to ETRetail, Saumen Bhaumik, MD, CaratLane, has said that the brand has pilot runs for its own quick commerce initiative planned for Gurugram, then Hyderabad and Bengaluru, targeting fast delivery time of four to six hours for its jewellery. “Quick commerce has proved many theories wrong, so we are trying to make sure the delivery process is shorter and faster with our own bandwidth and infrastructure,” Bhaumik was quoted as saying.
Meanwhile, in tandem with market trends, CaratLane has been diversifying its product range. Going beyond 18-carat and 14-carat jewellery, the brand launched a 9-carat jewellery range, to suit buyers in a high gold price scenario. However, it does not plan to enter the burgeoning lab-grown diamonds segment anytime soon.As stated by Bhaumik in the report, the brand’s jewellery range in the price bracket of Rs 50,000 and above is growing the fastest, with the mini solitaire category attracting many first-time diamond buyers.
Notably, Kalyan Jewellers joined hands with Swiggy’s quick commerce platform Instamart just before Akshaya Tritiya this year, enabling customers to order gold and silver coins and have them delivered to their doorstep in minutes across 100 cities, including top metros. Mia by Tanishq also partnered with Swiggy Instamart to deliver silver jewellery in more than 35 cities, including Gurgaon, Delhi, Kolkata, Pune, Bengaluru, Chennai, Mumbai and Hyderabad. Gargi by P N Gadgil & Sons also entered the world of instant commerce by making its fashion and silver jewellery available on Blinkit in Pune, followed by a Mumbai rollout at the end of May 2025.
Earlier, Big Basket had partnered with Tanishq for the sale of gold and silver coins, while Swiggy Instamart partnered with brands like Malabar Gold and Diamonds and Muthoot Exim, and Blinkit partnered with Malabar, Joyalukkas and MMTC to provide certified gold coins. Zepto had also partnered with Augmont 24K and Malabar Gold and Diamonds to sell gold and silver coins.
Omni-channel jewellery brand CaratLane was founded in 2008 by Mithun Sacheti and Srinivasa Gopalan and later acquired by the Tata Group. Along with the brand’s website – which is one of India’s largest online jewellery destinations – CaratLane now has 320+ brand stores across the country and one international store in New Jersey. CaratLane plans to launch more than 40 new stores this fiscal.
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