Tara Jewels Limited’s fine jewellery will now be available online in one of the world’s leading e-commerce platforms Amazon.in. Star Princess Pvt Ltd., the distributor of Tara Jewellers has tied up with Amazon, to launch the brand’s collections on Amazon. The decision to put its jewellery online has been prompted by shifting consumer behaviour and will help deliver accelerated returns to stakeholders. The other major driver for getting the jewellery on an online platform is the changing consumer behaviour, especially of the young Indian women, who are exposed to global trends and are increasingly shopping online. According to the annual online shopping growth report* compiled by Forrester Consulting and Google search trends, about 100 million people in India will shop online by 2016 and about 40 % of these will be women. The Tara Jewellers collections that are now available on Amazon.in represent the best- in- class offerings that give customers certified diamond and hallmarked gold jewellery exemplifying fine craftsmanship and exquisite designs. The jewellery offered would cater to the evolving nature and buying behaviour of today’s women. The curated collection ranges from daily wear such as light weight necklace sets, rings, pendants, earrings, bangles to more occasion related exclusive designs. Along with the signature jewellery collections such as Hearts Embrace & Fleur, customers will also be offered International Bestsellers from around the world right at their doorstep.Tara Jewellers features affordable luxury collections which are certified quality diamonds by International third party Gem Labs andBIS hallmarked gold. As an inaugural offer, online customers can avail of up to 30% off** on diamond jewellery of Tara Jewellers. Commenting on the e-commerce foray Vikram Raizada, Executive Director and CEO (Retail) at Tara Jewels Ltd. stated, “We are very pleased that our jewellery will now be able to reach our customers through different touchpoints. With brick and mortar showrooms in North, West and Central India complemented by an online presence our jewellery will now be available to our customer through a bricks and clicks model.”