Birla Gold and Precious Metals Ltd (BGPML) has launched a new online venture catering to the jewellery segment, as per reports. Through the online presence named CherishGold.com, the company will retail jewellery with a variety of over 50,000 designs, all of which are certified by International Gemological Institute. The target group of the portal is working women and the upper middle class segment in India’s metro and tier-II cities, as per reports. The portal offers a convenient payment mechanism of ‘flexible payments’ and a return policy.

The company intends this venture to yield revenues worth Rs 100-crore revenue, in the current fiscal, as per reports.

BGPML is acquired by KSS Ltd, previously known as K Sera Sera Ltd. BGPML delves in investment in gold.