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Shares of PC Jeweller are trading nearly 5% higher at Rs 235 on the BSE after e-commerce portal Flipkart joined hands with the company in order to create a platform for online jewellery shopping.
The focus will be on the replicating the comfort, convenience and brilliance that is associated with shopping at the jewellery retailer's large format showroom online on Flipkart.
"We are focussed on our online jewellery brand WearYourShine by PC Jeweller and going forward, we would also like to work with Flipkart towards creating a seamless offline-online integration wherein customers get a flexibility to buy online and exchange or return offline across over 46 showrooms of PC Jeweller."
"We see online jewellery sales becoming a huge market in the next few years, contributing a good share to our business," PC Jeweller executive director and chief operating officer R K Sharma said.
The stock opened at Rs 229, touched a high of Rs 239 and a low of Rs 227 on the BSE. A total of 87,852 shares exchanged hands on the BSE so far.
