CaratLane, one of India’s leading omnichannel jewellery brands, has started piloting a 4–6 hour jewellery delivery service in select PIN codes of Gurgaon, marking its foray into the quick commerce space. This new offering sets CaratLane apart as the first major jewellery brand to test ultra-fast delivery of precious items using its in-house infrastructure.
Following the initial rollout in Gurgaon, the company plans to expand this express delivery model to Hyderabad and Bangalore soon.
🚀 Why CaratLane Quick Jewellery Delivery Stands Out
Unlike other jewellery retailers such as Kalyan Jewellers, who are partnering with third-party quick commerce platforms like Blinkit or Zepto, CaratLane is opting for a fully in-house solution. This approach offers better control over logistics, product handling, and customer experience, especially critical for high-value purchases.
📊 CaratLane FY25 Performance Snapshot
The launch of CaratLane quick jewellery delivery aligns with a strong financial year for the company:
- Revenue Growth: 24% YoY increase in topline for FY25
- Product Innovation: New launch of a 9-carat jewellery line, complementing existing 14- and 18-carat ranges
- Retail Expansion: Opened 50 new stores in FY24; plans 40+ more in FY25
- Online-Offline Influence: While only 10% of revenue is directly online, digital channels influence 70–80% of buyer decisions
❌ No Lab-Grown Diamonds for CaratLane
Despite rising trends in lab-grown diamonds, CaratLane is standing firm in its focus on natural diamonds. The company cited profitability challenges and brand positioning as reasons to avoid entering the lab-grown diamond segment.
📈 Consumer Trends: Premiumisation & First-Time Buyers
CaratLane is seeing increased demand in the premium jewellery segment:
- The ₹50,000+ price segment is growing rapidly
- Mini solitaires ranging from 20–70 cents are becoming increasingly popular
- First-time diamond buyers are driving much of this demand, seeking both accessibility and quality
🏬 Omnichannel Strategy Remains Core
CaratLane continues to strengthen its phygital (physical + digital) model:
- In FY25, store expansion remains a key focus
- Buyers increasingly research online before purchasing offline, showcasing the importance of a seamless multichannel journey
- The brand leverages digital touchpoints not just for sales, but for influencing purchasing decisions
