Established jewellery retail companies and brands are opting for the online route to push their lower end range, reports say. For this, they are tying up with online e-commerce companies like Amazon, Flipkart and Snapdeal to sell products ranging between Rs.25,000 to Rs.40,000. Also, the shop-in-shop format is also getting popular with the retailers.

Such retailers are focusing more on the higher priced ranges in their brick and mortar store, reports add.

The jewellers face high costs due to high rentals, and with consumer buying sentiments being weak and favouring more of lower end jewellery unless an occasion arises, sales cannot always compensate for costs. The threat of cheap gold being made available in the market, owing to some gold being smuggled is also a deterring factor. The organised jewellery retailers are being prompted to take the e-commerce route, as it reduced costs and can deliver a wider reach, in an instant, reports add.