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Himanshu Dodani
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The Untold Story of CaratLane – How a Digital Spark Became a ₹17,000 Crore Empire • This is Part 2 of Our Series: Disruptive Brands Changing the Game in India 1. Market Fit – Spotting the Gap in Tradition In 2008, Mithun Sacheti and Srinivasa Gopalan saw a gap in the jewellery market — young, urban Indians wanted modern, affordable jewellery without stepping into intimidating traditional stores. CaratLane catered to this need, targeting digitally savvy millennials in a ₹3 lakh crore industry ripe for disruption. 2. Value Proposition – Jewellery for the Modern Indian CaratLane’s promise was clear: elegant 18K gold and diamond jewellery with transparent pricing, doorstep try-at-home service, and a generous return policy. They combined style with simplicity, removing the complexity from jewellery buying. 3. Differentiation – Tech-Driven Trust in a Legacy Market Unlike traditional players, CaratLane embraced an omnichannel approach early on. Their app, website, and physical stores (165+ by 2023) worked in harmony. The “Try at Home” feature alone contributed to over 25% of total orders, a unique trust-building move in a trust-heavy industry. 4. The First Order – Proof of Concept Their first customer came through an organic Google search — a small but powerful validation of their user-friendly e-commerce platform and the market’s hunger for change. 5. Entrepreneurial Lessons – CaratLane’s Blueprint Know your audience. Marry tradition with innovation. Build trust through experience. Simplicity scales faster than flashiness. Growth follows consistency. In 2023, TATA fully acquired CaratLane at a ₹17,000 crore valuation — not just a success story, but a blueprint for every Indian startup dreamer.
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