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DIPU MEHTA – MANAGING DIRECTOR, ORRA WINS THE MOST DISRUPTIVE INNOVATOR MD OF THE YEAR

Retail Jeweller India

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Dipu Mehta is regarded as an Innovator who looks beyond technology. Under his leadership, ORRA has come to stand out from its peers for fresh thinking in the process, services, and products — as well as technology.

Innovation is central to the brand’s image. Ever since it developed the 73-faceted ORRA Crown Star Diamond in 2020 ORRA has identified itself as “The Diamond Innovator”. This design, which Mr. Mehta patented, demonstrably gives the maximum fire and brilliance to any diamond. The Crown Star is his company’s edge over the competition and the biggest market differentiator.

Not content with making diamonds brighter, Mr Mehta has also grown the market. ORRA’s Advanced Purchase Plan, offering zero per cent EMI launched in Sept 2019. It has helped the brand democratise diamond jewellery consumption.

Improving on market-building programmes pioneered in the United States, Mr Mehta’s company developed a credit purchase scheme for diamonds, the first of its kind in India, bringing a hitherto unaffordable product within reach of middle-class buyers. Paying attention to evolving market demands, Orra has stayed relevant by introducing Divaa by ORRA, a range of lab-grown diamonds recently, thus striving to deliver the finest there is in Diamond Jewellery.

Disruption, in Mr. Mehta’s business practice, is not an end but a consequence of meaningful innovation. Under his leadership, ORRA has innovated to improve its core business strengths, working more effectively with its design partners, identifying and developing best-in-class vendors, and roping in the very best tech developers to create and sustain a cutting-edge, truly omnichannel shopping experience for its many customers. This disruptor has built a brand for all seasons.

Courtesy: Retail Jeweller India

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