India’s digital gold rush: E-jewellery on the rise

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.

The Indian jewellery market, pegged at USD 91 billion in 2025, is expected to reach USD 146 billion by 2030. And e-commerce platforms are set to claim a growing slice of that pie.

Currently, online jewellery sales account for around 8-10 per cent of India’s market, while over 85 per cent of purchases still happen in stores. Although still small, online sales are growing fast and outpacing offline growth. This shows the market is moving toward a combined online-offline approach, rather than a competition between the two.

Online jewellery shopping’s transformation is being driven by multiple trust-building factors – BIS hallmarking, purchase protection, easy exchange options, and brand-backed authenticity. These have collectively demystified the once “offline-only” purchase, extending jewellery retail beyond metros into Tier-2 and Tier-3 cities.