Caratlane announces strategic partnership with Amazon India

Tata Group brand Caratlane has partnered with Amazon India to bring its fine jewellery collection to the latter’s multi-brand e-commerce platform and expand its offering in the premium fashion and accessories category. The collaboration aims to enhance access to certified gold and gemstone jewellery for consumers across metros and smaller towns.

Through this partnership, shoppers can now browse a curated selection of rings, earrings, necklaces, and bracelets for women and children, crafted in gold and adorned with certified diamonds or gemstones, Ad Gully reported. To mark the launch, customers can access discounts of up to 20% on select products. Amazon will offer 48-hour delivery in key metros including Mumbai, Delhi, Bengaluru, Pune, Hyderabad, Chennai, and Ahmedabad, while catering to other cities through its pan-India logistics network.

“We are excited about this partnership with Amazon, India,” said Caratlane’s managing director Saumen Bhaumik, Indian Retailer Bureau reported. “This collaboration helps us further our mission of making stunningly beautiful jewellery more accessible, blending convenience with craftsmanship. Together, we’re reaching many new hearts and homes across India.”

The launch supports both brands’ goal of making fine jewellery more discoverable and accessible through organised online channels. “CaratLane resonates deeply with today’s modern Indian consumer- aspirational, design-forward, and digitally savvy,” said Amazon India Fashion and Beauty’s director Siddharth Bhagat.