The service is aimed at lightweight, daily-wear and gifting-led jewellery, with the brand using a hybrid logistics model and select stores to support faster delivery
Mumbai: WHP Jewellers has introduced ‘WHP Now’, a four-hour jewellery delivery service for customers on its existing e-commerce platform. The service is currently operational in Mumbai and is targeted primarily at lightweight, daily-wear and gifting-led jewellery, with the brand looking to address shorter delivery expectations among online consumers.
The brand has operated its e-commerce portal for the past four years and the new launch is based on insights derived from it. According to Aditya Pethe, Founder and Director, WHP Jewellers, the decision to introduce a faster delivery option was driven by the shift in consumer expectations following the growth of quick commerce.
“Nowadays, with quick commerce, the attention span of customers as well as product delivery time is reducing drastically,” said Pethe. He added that jewellery orders on conventional e-commerce platforms can typically have delivery timelines of seven to 15 days, prompting WHP to introduce a four-hour option for ready-stock products.
The service is positioned around occasions where customers may need jewellery at short notice, particularly gifting and last-minute purchases. Pethe said the brand identified customers who wanted jewellery on the same day but did not have the time to visit a store or wait for conventional e-commerce delivery timelines. “Jewellery is not exactly a necessity. So, one may ask why would somebody want the jewellery within four hours? But there are a lot of people who are on the go, they don’t have time to shop, mainly for gifting,” Pethe said.
The decision was based on both internal market analysis and customer queries. Pethe said around 60% of the decision came from the company’s own marketing analysis and tracking of market trends, while approximately 40% was based on customer demand. He noted that the company had previously seen orders being cancelled because of delivery timelines, even when the delivery period had been reduced to three days.
Launching the service also required changes to WHP’s logistics and inventory processes. The company initially conducted a pilot in a specific area around a month before the wider launch to assess the operational model and customer response. Based on the results, WHP expanded the service across its current operating area.
WHP Now uses a hybrid fulfilment model comprising logistics partners and an internal team. The fulfilment method depends on the delivery location and availability of inventory. The company is also integrating its physical stores into its e-commerce operations as part of its omnichannel strategy.
Pethe said the brand has currently identified three stores to support this model, located in Vashi, Borivali and Nalasopara. Orders eligible for four-hour delivery can be serviced from the relevant store when inventory is available locally. The company plans to expand this model as more stores are added.
There is no specific jewellery weight restriction for WHP Now. However, the service is primarily designed for lower average selling price products, where faster delivery is relevant to the purchase decision. The focus is on daily-wear, gifting and self-use jewellery rather than high-value purchases.
Pethe said the service has received a positive response since its launch, particularly around gifting occasions. He cited customers purchasing jewellery before attending weddings or parties and noted increased demand around Raksha Bandhan, when gifting-related purchases rose on the day itself.
For WHP, the initiative is also intended to broaden its digital customer base. Pethe said the service allows the company to cater to more customers while also reaching a younger audience. “The fundamental advantage is that obviously we can service more customers and a different segment of customers also, especially a younger audience,” he said.
WHP Jewellers is a new-age franchise retail brand backed by the deep-rooted credibility of Waman Hari Pethe Jewellers, launched with the trust of a heritage name without the constraints of a legacy format. It operates eight stores located at Dadar, Vile Parle (two stores), Vashi, Nalasopara, Vasai, Virar and Borivali.
Written by Chanelle Pais
Retail Jeweller India Exclusive
