CaratLane collaborates with PhonePe to streamline jewellery purchases with Digital gold


The strategic partnership will help revolutionise jewellery shopping and make it more accessible to its customers

CaratLane, India’s largest digitally native omni channel jewellery brand, has partnered with PhonePe to help consumers save and redeem their accumulated Digital Gold for jewellery. Consumers who have invested in 24K Digital Gold on PhonePe with CaratLane can redeem it for a jewellery of their choice at CaratLane and can also avail up to 7% extra on redemption amount (7% for Diamond jewellery, 4% for Gold jewellery, and 2% for Gold coins). This offer is valid till 31st January 2024. Digital Gold saving will now enable millions of people to plan and own precious dream jewellery with complete peace of mind.

This strategic alliance combines CaratLane’s standards of craftsmanship along with PhonePe’s cutting-edge technology, and the transformative potential of digital gold to revolutionise the way people acquire and gift beautiful everyday jewellery.

PhonePe and CaratLane offer 99.99% purity-certified 24K Digital Gold through this partnership, Digital Gold eliminates the hassle of worrying  over security and logistics, allowing for a shift in consumer behaviour.

CaratLane’s partnership with PhonePe is a testament to the brand’s commitment to provide customers with the most secure and seamless way to convert their Digital Gold into beautiful everyday jewellery. Through this initiative, the company is also seeking to extend its brand purpose, #KhulKeKaroExpress to millions of digital gold customers.

Expressing enthusiasm about the partnership, Avnish Anand, Chief Executive Officer at CaratLane, said, “The whole point of building the Digital gold business is to provide a simpler cost effective solution to consumers who buy and gift gold for future jewellery purchases. Today most such customers buy gold coins. This strategic partnership with PhonePe is a crucial step in making that happen. PhonePe already has a huge base of customers who are buying digital gold. This partnership can give those Digital gold buyers an option to redeem that gold for beautiful jewellery. PhonePe is another customer centric brand which is focused on solving such problems at scale. We feel that we can combine our capabilities and provide a wonderful experience and great value to such consumers. We are very excited about this. This is very similar to digitisation of payments. We have seen how that has transformed consumer behaviour in this country. We are aiming to do something similar in the jewellery space.”

Sharing her thoughts on this partnership, Sonika Chandra, Chief Business Officer – Consumer Payments at PhonePe, said, “We are delighted to have partnered with CaratLane for this unique offering that will enable our consumers to enjoy the best of both worlds– the convenience of investing in Digital Gold and being able to redeem it for jewellery. Gold Savings is one of the key investment options for customers in India, and we have seen a strong inclination towards digital gold investment on our platform in the last few years. We are confident that this partnership  will transform the way people invest in Gold.”

All CaratLane Digital Gold customers who have invested via PhonePe can redeem their gold balance amount for beautiful everyday jewellery at any of CaratLane’s 260+ stores, online or through CL Live and Try at Home services.