Jewellery is India’s highest-value ecommerce category — but also the most trust-sensitive. Customers spending ₹5,000-50,000 on jewellery online need absolute confidence in quality, authenticity, and returns.
Since June 2021, gold jewellery sold in India must carry BIS hallmark with HUID (Hallmark Unique Identification). This applies to online sellers too. Selling non-hallmarked gold jewellery is illegal and attracts heavy penalties.
Gold jewellery: 3% GST. Artificial/fashion jewellery: 5-12% GST depending on material. Silver: 3% GST. Diamond-studded: 3% GST (gold portion) + separate rates for stones.
COD on ₹10,000+ jewellery orders creates massive RTO risk. Fixes:
| Channel | Best For | Expected CAC |
|---|---|---|
| Instagram (organic + ads) | Fashion/artificial jewellery, ₹500-5K range | ₹150-400 |
| Google Shopping | Gold/diamond, search-driven buyers | ₹200-500 |
| Design inspiration, bridal jewellery | ₹100-300 (long cycle) | |
| WhatsApp catalog | Personal selling, high-value pieces | ₹50-100 (lowest) |
| Exhibitions + pop-ups | Building trust for online conversion | Varies |
At Growww Tech, we help jewellery brands build trust-optimized online stores with secure checkout, COD management, and conversion-focused design. Let’s build your jewellery brand online.
Related reading:
A 30-minute call — we'll map what works for your store, not a generic playbook. No sales pitch.
