CaratLane, the omnichannel jewellery brand owned by the Tata Group, is witnessing strong customer response for its 9-carat gold collections, particularly in the gifting segment. The lighter, more affordable jewellery—starting as low as ₹5,000—has found quick acceptance, prompting the company to expand it beyond online sales to retail stores.
“We thought there would be resistance, but we didn’t see any. We originally started it only for online. Then we started doing experiments with a few stores and it has done really well, especially for gifting,” said Saumen Bhaumik, MD, CaratLane. He added that about 1% of the company’s sales last month came from 9-carat jewellery.
Product Strategy
Bhaumik said that while rising gold prices have led to lower consumption in terms of grammage, CaratLane’s focus on diamond-studded and lighter gold jewellery has helped cushion the impact. “Gold has a bearing because it carries the diamond, but the actual impact is relatively low,” he said, noting that nearly 90% of the company’s sales come from diamond-studded jewellery.
During FY25, CaratLane posted a 24% year-on-year rise in revenue to ₹3,583 crore from ₹2,889 crore in FY24. The company is targeting around 20% growth this fiscal.
Accelerated growth and global expansion
The company is also sharpening its international focus, with the United Kingdom emerging as a priority market following India–U.K. Free Trade Agreement (FTA). “We’ve run a few experiments in the UK over the last few months and are seeing green shoots,” Bhaumik said. The company plans to build its presence digitally first before setting up physical stores. Australia and Canada are also on its radar. CaratLane currently serves customers in over 30 countries from India, though overseas sales contribute only about 2% of revenue. It has one international store in New Jersey and will open another in Dallas next month.
On Wednesday, the company opened its 348th store in Chennai and aims to add 10–15 stores every quarter going forward.