Caratlane to launch silver jewellery brand Shaya

By

Maverick Martins

Published
Sep 12, 2018

Titan Ltd owned jeweller CaratLane is all set to enter the Indian silver jewellery market with its new brand Shaya which is expected to be launched later this month.
 

CaratLane, the country’s leading omni-channel jeweller which currently sells diamond and gold jewellery is eyeing a major share of the country’s silver jewellery market with Shaya.
 
"For the last two years we have been working on this project and in the last one year it has picked up steam. We also see it as a natural progression for what we do for our customers," Mithun Sacheti, CEO of Caratlane, told the Economic Time.

"Our aim this year is to expand our portfolio. We are adding the Rs 10,000 price point in our portfolio which was missing earlier. With the launch of Shaya, we want to own the online jewellery business under Rs 10,000 category," added Sacheti.
 
Initially, Shaya will be sold exclusively online and will not be stocked at Caratlane’s physical outlets as the company believes that the online market for silver jewellery at the above price points in huge to generate sales.
 
Caratlane began business as an online jewellery platform and was acquired by Titan Ltd two years ago. Currently, the brand has 37 physical outlets across India and also sells through its own e-commerce portal & Tata Cliq.