Jewellery brand Gitanjali ties up with Myntra to boost sales

Jewellery brand Gitanjali has joined hands with Bangalore-based lifestyle e-commerce firm Myntra. The partnership is expected to combine the strengths of the two companies and boost sales by leveraging the potential of online retail.

Gitanjali's strength in the branded jewellery space and its experience in marketing of jewellery are expected to complement Myntra's user base. Myntra has also partnered with a specialised delivery channel to ensure products reach customers safely and on time.

With this association, over 500 products from nine leading diamond jewellery brands from Gitanjali such as Asmi, D'damas, Diya, G Divas, Gili, Nakshatra, Parineeta, Sangini and World of Solitaire will be available on Myntra, at prices ranging from Rs. 4,000 to over Rs 1,10,000.

Mehul Choksi, chairman and MD, Gitanjali Group said in a statement, "We have taken many e-commerce initiatives over the last few years, with our own websites and e-marketplaces. The partnership with Myntra is part of these larger initiatives with many unique features of its own to reach out to millions of online consumers."

Mukesh Bansal, founder & CEO, Myntra said, "This is one more step in our ongoing commitment to offer our customers with a varied range of products on Myntra."

Gitanjali expects to achieve sales of up to Rs 150 crore through this partnership by 2016, with a target of Rs 30 crore by 2014.

(Edited by Prem Udayabhanu)