With 20 years of IT experience across industries, Vishal Sisodiya found his niche in retail. In a chat with The Retail Jeweller, Sisodiya, IT Head, PMJ Jewels, discusses digitising front-end and back-end operations, turning the brand into a digitally precise, predictive national omnichannel powerhouse.
Edited Exerpts:
What’s the latest tech-led initiatives you’re leading at PMJ Jewels?
PMJ Jewels, which originally began as a B2B brand, has grown into a robust B2C player with over 40 stores across South India. With strong trust already in place, we’re now focused on significantly improving the digital customer experience. We’re currently revamping our website—a six-month project I’m heading. In parallel, we’re integrating AI with our ERP systems to improve forecasting and inventory alignment. We are also looking at making in-store digitalisation and moving towards omnichannel approach.
The AI-ERP integration sounds like a strategic move. How will it benefit PMJ Jewels?
The fusion of AI with our ERP system allows us to do much more than collect data—it enables us to analyse and predict. We’ll be able to forecast consumer behaviour by region, track evolving trends, and align our inventory to reflect what’s likely to be in demand. For example, a popular jewellery design in Telangana might not have the same pull in Tamil Nadu. With this technology, we can proactively adapt both our online and offline offerings.
Once the website revamp is complete, what new features can consumers expect?
We’re adding several AI-powered tools to enhance user experience. For instance, once a customer selects a harem, the system will suggest matching items like jhumkas to complete a look. The virtual try-on feature will be more intuitive, offering “similar looks” much like how apparel or beauty brands operate. We’re also increasing online inventory visibility from 20% to 40–50%, with a focus on lightweight jewellery for pan-India delivery. While our strength remains bridal and half-saree collections rooted in the South, this move is a step toward positioning ourselves as a national brand.
What are you doing to digitise the in-store experience?
In-store, we’ve introduced a digital catalogue system that hosts our extensive design library. If a specific design isn’t available physically, sales staff can instantly access and showcase alternatives. We’re also connecting this catalogue to our ERP system for smoother operations and showcasing better customer preferences in store. Another key feature is the in-store order portal, allowing staff to offer customised options—say, resizing a jhumka from 30g to 15gOnce the customised design is complete, it is sent to the customer for approval, ensuring a seamless and personalised journey. Orders placed in-store can also be conveniently delivered to the customer’s preferred address. These initiatives are part of our broader strategy to evolve from a regional jewellery chain into a fully omnichannel, nationally recognised brand.
We’ve implemented a powerful image search system. When customers bring reference images—usually on their phones—our staff uploads them to our system, which scans our massive design bank and shows close matches. This not only saves time but also ensures accuracy, especially useful across our wide network of stores.
Tell us about the ‘Video Store’ model at PMJ Jewels?
This model connects our boutique stores with our flagship or “mother” stores that carry the full inventory. Through a live video setup with 40x zoom capability, customers in smaller towns can explore intricate pieces from our larger outlets in real-time. Once the customer finalises a selection, the jewellery can be transferred to their nearest store for pickup, offering a high-end experience without the need to travel.
Have you employed any inventory-focused technologies?
Yes, we’ve adopted smart RFID (Radio Frequency Identification) technology. Unlike barcodes, RFID offers real-time visibility and alerts if a tag is tampered with or if an item goes missing. It ensures security and simplifies our daily inventory checks, making them more accurate and efficient.
Have these tech upgrades made a tangible impact?
Absolutely. While some benefits are long-term and indirect, our analysis shows that these tech initiatives have contributed to a 15–20% increase in overall sales.
Written by Pratyasha Kumari
