Business Overview and History

History of the company

• 2008- foundation year
• 2011- identified as the top 20th ecommerce sites in India in a study conducted
by Dataquest, Sapient Nitro and JuxtConsult Tiger Global started its investment
in CaratLane
• 2015 (August) -launched an app that uses 3D imaging technology and facial
recognition that allowed customers to virtually try the jewellery that was
available on their site.
• 2016 – Titan purchased a 62% stake joining forces with Tanishq which is India’s
most desired and largest jewellery brand.
• 2019- Titan increased its stake from 62% to 66.47%
Business Overview and History
• Subsidiary of Titan Jewellery, and marketed as a partnership
with Tanishq
• Biggest online jewellery company in India.
• 143 plus retail stores across 40+ indian cities
• Launched an app that uses facial recognition and 3D imaging
technology to allow customers virtually try on the earrings available
on their site
• Their mission is to make beautiful jewellery accessible, affordable and
forever wearable. Jewellery that not only makes a woman look
beautiful, but also make her feel beautiful and loved.
Product Model
• Wide Range of products like Rings, Earrings, Pendants, Bangles,
Chains and Necklaces, etc with different material like Gold,
Diamond, Platinum, Casual, Formal, Fashionable, etc
• Certified products by reputed laboratories such as GIA, HRD and
IGI all their Gold Coins also come with a ‘BIS hallmarking
• every piece produced for CaratLane.com was manufactured
exactly as per the given specifications.
• a customer can choose the pattern of the solitaire to mount it in
the jewellery piece
Product Model
• consultation centre for the customer, wherein they also provide
a 3-D model of how the piece would look like
• They have tied up with a strong network of 4000 vendors
globally, who supply products on request
• CaratLane has launched an app that makes use of cutting edge
Facial Recognition and 3D imaging technologies
Revenue Model
• CaratLane manufacture its own
B2C , Pureplay , diamonds. It takes on a sales e-
Internet business commerce revenue model. They
sell the jewellery manufactured by
CaratLane them online. The advantages of
Virtual Storefront
Revenue Model having low overheads and
inventory costs as an internet
Sales E
commerce business allow it to increase its
Revenue Model operating margin and offer lower
prices
 Billing and Payments
EMI
• Caratlane is in association with Fastbanking
• Easy installment options
• Currently for orders from Rs 15,000 to Rs 3,00,000
• Orders from rs 1000 to rs 15,000 caratlane is offering Buy now Pay
later
Billing and Payments
Offline Payments
• Via Cheque, cash deposits or money transfer through western union
• Customers should contact on 1800-102-0103

Online payments
• Credit cards- visa, master & American express
• Debit cards- visa & Rupay
• Online Transfer- Can choose from all major banks in India
Fulfilling and Delivery
Customized products
• CaratLane has efficient delivery system which allows the custom-made jewellery
to be shipped to the customers within 10 working days.
Free Shipping Charges
• Within Indian, they offer free shipping on every order. The shipping charges for
our international customers are charged at the time of order booking.
Delivery Time
• The maximum time for delivery of the product is of 7 days. But they try to deliver
the product as early as possible.
Returns & Refund 
Return Policy For Money back
• 15 day money back on Gold Coins, loose diamonds (up to Rs 5 Lac) 100%
refund for returns within 15 days. No questions asked. (Not applicable on
engraved and personalized products)
• 100% of Invoice value up to Rs.1,00,000 For orders delivered in India
• Upto $1,500, For orders delivered in USA and Canada
• Not Applicable on Orders delivered to Australia, United Kingdom,
Singapore, Dubai, and other countries.
Returns & Refund 
Money-Back guarantees for solitaires lose diamonds
• For lifetime exchange 100% return value for gold, platinum, diamond,
preset and 90%, return value for gemstones For loose diamonds, 90% of
the value is applicable, up to 10 lakh.
Terms and condition
• Once you return the product, the quality assurance department will review
it.
• Amount will be sent to the customer within 10 days via online mode.
• In case the customer doesn’t have an invoice, 10% will be deducted from
the value.
• In case the exchanged value is higher than the value
Services post sales
Services post sales-
Order Status :
• Going through order details
• Directly contacting sales representative
Placing an exchange order
• calling on their contact number directly
• Raising an exchange request via App.
Resizing & Repair policy-
• Resizing can be done free of cost except
in certain cases.
• Resizing Depends on the amount of
correction required
• Product can be repaired /replaced for
charges determined by company
depending upon the conditions.
Target Segmentation
• CaratLane mainly caters to women between the ages of 25-50 years of age.
• The women are placed in metropolitan cities like Mumbai, Delhi and
Chennai. They belong to the upper-middle-income class.
• Their target woman loves jewellery or has a specific inclination towards
diamonds and gold.
• They also target married men who want to buy presents for their wives
who belong to the above category.
Target Segmentation
Monthly metrics
• Revenue - 12 cr
• Website visitors - Approx 0.5 million
• Female vs. Male ratio of visitors: 67:33
• Female vs. Male ratio of transactions: 55:45
• Female vs. Male ratio of revenue: 62:38
Marketing Strategies
• Started business online & as of now physical store
• Racked cost by 25% lower than different Retailers
• Caratlane App
• Consultation Centre
• B2B Section
• Try at Home
• Virtual Trial
• Email Marketing
• Influencer marketing
Financial Analysis

As on/ for the period ended March 31 Unit 2021 2020

Revenue Rs.Crore 723 625
Profit after tax Rs. Crore 4 -25
PAT margins % 0.6 -4
Adjusted Debt/Adjusted Networth Times 19.3 20.7
Interest coverage Times 2.5 -0.5
Gross Profit margin % 22.74% 20.43%
Net Profit margin % 0.22% -4.34%
THANK
YOU