Rocket Internet is launching 21Diamonds in India, an online jewellery store where you can design your own jewellery to your exact specifications.
The platform enables users to choose the design/stone/metal – and you get a customized ring (the company has its own production facility). 21Diamonds is already present in 17 countries and the India operations is headquartered in Gurgaon.
Recent updates from online jewellery stores:
Important to note that except for Jabong, none of the other ventures get the same marketing dollars (?) and it would be interesting to see how Rocket Internet manages to make its presence felt in these separate ecommerce categories.
Right now, it does seem to be a spray-and-pray strategy, but building the backend operation is where the real powers of Rocket Internet will show up.