In an indication of growing e-commerce in the jewellery sector, a new Bangalore based start up Melorra received seed funding from Mumbai-based LightBox venture, say reports. Melorra is run by August Jewellery Pvt Ltd. and currently is only available on the iOS platform. It plans to add an Android app soon and launch its online portal within the next few months. Melorra deals in diamond, coloured stone, gold and fine jewellery with an average selling price of Rs.16,000 and targets women in the 18 to40 age group. 

The start -up has Saroja Yeramilli, who had earlier been with brands like Kaya, Titan, as its CEO and R.Krishnakumar. As of now, Yeramilli says that Melorra aims to develop a brand for the millennial generation and make available designs that are more relevant to the modern woman’s wardrobe. 

The start- up Melorra has its own in-house designers based in India, the US and the UK. Production is carried out in India, while deliveries are through Sequel Logistics. The company has two warehouses in Jaipur and Mumbai.