Zaamordiamonds.com sells diamonds, platinum and solitaires. The brand is from the house of VBJ since 1900, a heritage brand synonym with superior quality. They started online retail to serve across the globe exclusively for the quality and design conscious customers.
Who is your target consumer and what consumer area/sensitivities does your brand stand for? What are the price points your brand ranges in?
All diamond lovers are our target customers. Only the difference is few are online and the rest are still not. Right now majority of the customers are in the age group of 23-40 and from Tier I, II& III cities.
We have diamond jewellery starting from Rs.3500 to Rs.10L and the sweet spot is Rs.15k-25k.
There exist many players in this segment, what’s your strategy to beat the existing competition?
Design and delivery are our prime strength and 30 per cent of our team size comprises of designers. We have anability to introduce 500 new designs every month. All our designs are exclusive and 100 per cent in-house developed. We have state of the art of manufacturing facility in Chennai and Mumbai which helps us to deliver most of our orders within 7 days.
Secondly, our strength is solitaires. We have “India’s largest virtual Solitaire Collection” houses more than 3 Lakh solitaires worth 1.2billion INR.
Keeping in mind the growing customer preferences, what’s your Omni-channel strategy? Do you sell through own ecommerce or through marketplaces and which ones?
We are building our own in-house systems to bring synergy between offline and online business. VBJ has customers for traditions and across the globe wherever Indians live.
What’s the technology that is being used to make store operations efficient and who are your tech partners in the same?
Our co-founder is a tech wizard and he runs two successful tech businesses. We have the best developers and coders in-house to feed our needs. We are using exclusively designed software to handle our operations.
How do you manage your supply chain and logistics effectively?
Logistics of precious jewellery is the most challenging part of the business. We work with major courier partners who do secure and insured shipping. We follow organized method to manage our supply chain and logistics, which is handled by the highly efficient team with the help of exclusively, designed software.
What are your expansion plans?
Since it’s an e-commerce business, there is no geo restriction. In the last 15 month of operations, we have shipped to 24 states and 150 plus cities. We are looking for strategic partners as investors.
In a rapidly evolving digital commerce landscape, Digihaat emerges as a transformative force, leveraging the Open Network for Digital Commerce (ONDC) protocol to empower underserved sellers and expand e-commerce access in India. In an exclusive interaction, Rahul Vij, COO of Digihaat, sheds light on how this buyer application is reshaping the industry by ensuring a fair, transparent, and sustainable marketplace for both sellers and buyers.
Digihaat is an ONDC protocol-enabled buyer application that acts as a front-end interface connecting sellers to buyers. Explaining the platform, Rahul Vij stated, “Digihaat operates like any other buyer application, but its entire supply chain, backend services, and technology stack are sourced through the ONDC protocol. This allows any seller onboarded via ONDC to gain access to a vast digital marketplace.”
Unlike traditional e-commerce platforms, Digihaat does not impose a centralized control over sellers but instead provides them with a democratized ecosystem, where they can independently manage their inventories and sales without paying heavy commissions.
Digihaat is committed to making e-commerce more accessible and inclusive, particularly for small and rural businesses. “The idea is to help sellers increase their audience reach and integrate them into India's digital economy. We align closely with the local for local initiative, ensuring small businesses, entrepreneurs, farmers, and artisans get a fair marketplace,” said Vij.
A key challenge in the current e-commerce ecosystem is the lack of visibility and support for local and underserved businesses. By leveraging ONDC, Digihaat ensures that these sellers are not overshadowed by larger players but receive equal opportunities to showcase their products across the country.
Seller onboarding is facilitated through seller network participants (SNPs), who assist in managing catalogues and deliveries. Vij explained, “These network participants take care of onboarding, managing the catalogue, and ensuring seamless deliveries for sellers. They play a crucial role in bridging the gap between independent sellers and the ONDC ecosystem.”
Currently, e-commerce penetration in India is at just 6 percent, leaving immense room for growth. Digihaat aims to onboard the remaining population through a transparent, efficient, and scalable model. “Our vision is to empower not just buyers but also millions of sellers across India. When a revolution of this scale happens, the ease of selling and buying transforms, much like India’s UPI revolution,” he remarked.
By lowering entry barriers and simplifying digital transactions, Digihaat intends to replicate the success of digital payment systems within the e-commerce space.
Digihaat is aligned with the Make in India movement by promoting local artisans, MSMEs, and traditional businesses. The platform has launched a dedicated section, Amazing India, featuring handicrafts, textiles, and artisanal products year-round.
“Amazing India will permanently showcase various indigenous crafts and self-help group products, reinforcing our commitment to India’s rich heritage. Different festivals and seasons will highlight different crafts, from textiles to handmade diyas and jewelry,” explained Vij. This initiative ensures a sustainable and consistent platform for local businesses to thrive.
Technology is at the heart of Digihaat’s operations. The platform integrates AI-driven solutions to improve seller discoverability and optimize operations.
“We are building a tech-first marketplace that simplifies seller onboarding and enhances buyer experiences. AI will help enhance product visibility and create a seamless experience for both sellers and buyers,” he shared.
Sustainability is a growing concern in e-commerce, and Digihaat takes a proactive approach to addressing this challenge.
“Our open network model removes middlemen, ensuring sellers retain a larger share of their profits. By eliminating unnecessary operational inefficiencies like inventory holding costs and logistics complexities, we maintain a transparent, sustainable, and cost-effective model,” highlighted Vij.
Unlike traditional e-commerce platforms, Digihaat does not impose predatory commissions or hidden fees. The platform's goal is to create an affordable network that benefits both buyers and sellers without inflating costs through deep discounting tactics.
Digihaat evaluates its success based on the number of unique sellers gaining customers, the percentage of first-time buyers, and the overall user retention rate.
“For us, success means empowering first-time sellers and buyers to embrace digital commerce. Our goal is to digitize as many small businesses as possible while ensuring an experience that matches leading e-commerce platforms,” he emphasized.
Digihaat envisions a future where ONDC fosters a truly open e-commerce ecosystem.
“ONDC ensures that once a seller is listed, they can operate independently without paying exorbitant commissions. Digihaat acts as a trusted window for these sellers, giving them the visibility and confidence to reach new digital shoppers,” asserted Vij.
Digihaat is not just targeting Tier II and beyond markets but is a pan-India initiative. Sellers come on board via self-help groups, SMEs, and established brands, creating a universal network where small businesses and major players coexist with equal opportunities.
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