Bring on the sparkle

How online jewellery stores are trying to tackle the issue of lack of consumer trust

A wide availability of latest designs and ease of payment is pushing the urban, globally exposed Indian buyer in the age-group of 21 to 45 years to increasingly shop for jewellery online. According to Assocham-Forrester, the Indian e-commerce market is pegged at $38 billion (Rs 2,528.33 billion) and is projected to grow to $120 billion (Rs 7,988.74 billion) by 2020.

Among all the goods sold via e-commerce, fashion as a category — comprising apparel, accessories and jewellery — makes up the highest volume of sales in India. The huge growth in fashion sales powering e-commerce explains the large presence of