Gitanjali takes e-commerce route

India’s premium jewellery retail Gitanjali, spearheading its retail operations, has come up with a new e-commerce channel. Rather than establishing its own online store, the company is offering e-franchises, a low cost investment model.

According to the company, the new business expansion model is an extension of the Gitanjali’s store-based franchisee. While the brand’s physical store requires an investment of Rs one crore and above in inventory, the e-franchisees will need an investment of Rs 5 to 15 lakh to partner with the brand. As an intermediary, e-franchisee will retail the brand’s products for a commission. Further, the Gitanjali’s e-franchises model offers three options such as E-com Partner, for online retailers selling multiple brands; Retail SIS, for family jewellers, and boutique and ethnic store owners; and Direct Sellers, for housewives, financial planners and new entrepreneurs.