Once a domain of velvet-lined trays and neighbourhood jewellers, jewellery shopping in India is undergoing a glittering transformation. What was long anchored in trust, tradition, and touch is now increasingly just a click away.

India's deep-rooted love affair with gold and diamonds is entering a bold new chapter - online. As digital platforms gain credibility through hallmark certifications, brand assurances, and seamless service, Indian consumers are warming up to the idea that buying fine jewellery doesn't necessarily require a trip to the store.

And the numbers prove it. According to a recent FICCI-Deloitte report, 73 per cent of consumers now begin their product discovery journey online - even for tactile categories like jewellery - while 53 per cent still lean on offline stores to

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