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National/ Kolkata, January 19, 2024: India’s leading jewellery retailer, Senco Gold & Diamonds, having over 80 years legacy, spreading over of 150+ locations nationwide, announced that it has joined Open Network for Digital Commerce (ONDC) Network, marking a significant milestone as the first national jewellery brand to showcase hallmarked products on the ONDC platform. Through this maiden integration, Senco Gold and Diamonds extensive catalogue will be avilable across various shopping apps within the expanding ONDC Network, facilitating smooth and efficient transactions.

This strategic move will have a catalytical impact on Senco Gold and Diamonds and will help the brand to expand its customer base, providing its exquisite and unique designed jewellery by famous karigars of Bengal, to potential buyers across all ONDC seller apps. This collaboration will also align seamlessly with the company’s visionary commitment to the ‘Make in India’ initiative, thus strengthening its presence across the nation.

Expressing his sheer joy & enthusiasm, about becoming the first jewellery brand in India to join the ONDC Network, Mr. Suvankar Sen, MD & CEO, Senco Gold & Diamonds, said, ‘As pioneers in both product and technological innovation, we take pride in being early adopters of the ONDC Protocol. Through this ground-breaking collaboration, our goal is to establish numerous consumer touchpoints. Our passion lies in creating jewellery with exceptional craftsmanship and aesthetics that resonate with everyone, including the young upwardly mobile generation. We are confident that the strategic integration with the ONDC network will significantly enhance the accessibility of these meticulously crafted exquisite pieces to consumers nationwide, ensuring a seamless and enjoyable shopping experience.’

Saahil Goel, CEO and Co-Founder of Shiprocket, said, ‘As pioneers in ONDC network integration, Shiprocket is committed to fostering e-commerce for merchants across every corner of BHARAT. Our Seller App stands as a testament to this dedication, serving as a steadfast partner in their growth journey. Through meticulous research, we observed a remarkable 3X growth rate in jewellery shipments, contributing significantly to 70-75% of Shiprocket’s holiday season shipments. Notably, we anticipate a surge in deliveries from Rajasthan, projecting a frequency of one jewellery shipment every 4 seconds. Recognising the unique market dynamics, we believe in connecting brands, particularly those with rich heritage like Senco Gold & Diamonds, to their target audience. Our shared passion with Senco Gold & Diamonds lies in bridging the gap between brands and consumers, showcasing exceptional craftsmanship and aesthetics tailored for the mobile-first generation. In line with the nation’s pursuit of the India@100 dream, we are poised to accelerate growth by empowering the MSME sector with transformative avenues for consumer engagement. With ONDC integration, Shiprocket continues to pave the way for seamless connectivity and accessibility, ensuring that even the smallest businesses can thrive in the digital commerce landscape’.

T Koshy, MD & CEO, ONDC, said, ‘ONDC Network is built to enable all kinds of businesses to strenhthen their reach to a bigger consumer market without any entry barriers. With a legacy brand like Senco Gold & Diamonds joining the Nedtwork, it will serve as a key addition to our fashion category. Cosumers can now shop for some of the best diamond and gold jewellery directly from the ONDC Network.’

In the rapidly evolving landscape of India’s tech ecosystem, initiatives like the ONDC Protocol play a pivotal role in driving innovation and growth. Leveraging its existing reputation for innovative products, Senco Gold and Diamonds aims to capitalize on the ONDC Network to introduce its offerings to new customers across the country.

Senco Gold & Diamonds, which was ranked the 2nd most trusted jewellery brand in India by TRA (Trust Research Advisory) for the 3rd consecutive year, offers an extensive jewellery collection, including gold, diamond, silver, platinum, and precious and semi-precious stones. Its brands include Everlite, which specializes in lightweight jewellery; Gossip, offering silver and costume jewellery; and D’Signia, providing a premium jewellery shopping experience. Senco Gold & Diamonds also houses the Aham collection for men and the Vivaha collection, a premium designer wedding jewellery range.

About ONDC
Incorporated on 31st December 2021, Open Network for Digital Commerce (ONDC), a Section 8 company, is an initiative of the Department for Promotion of Industry and Internal Trade (DPIIT), Ministry of Commerce &

Industry, Government of India to create a facilitative model that revolutionises digital commerce, giving greater thrust to penetration of retail e-commerce in India. ONDC is not an application, platform, intermediary, or software but a set of specifications designed to foster open, unbundled, and interoperable open networks.

About Senco Gold and Diamonds
Senco Gold & Diamonds is a leading pan-India jewellery retail player which recently achieved a significant milestone of getting listed on NSE and BSE. With a legacy of more than eight decades, Senco Gold & Diamonds is the largest jewellery retail player in the eastern India based on number of stores. Senco has over 150 showrooms spread across India with a mix of Own and Franchisee model and having various formats like D’Signia, Everlite and Standard to cater to various customer segments.

The Company offers an extensive range of jewellery, including gold, diamond, silver, platinum, as well as precious and semi-precious stones. With a catalogue offering more than 130,000 designs for gold jewellery and more than 72,000 designs for diamond jewellery, Senco offers a large variety of designs of handcrafted jewellery, most of which are designed in-house by its designers in close collaboration with skilled local craftsmen and karigars in Kolkata and across the country.

The company has Brand Ambassadors like Kiara Advani, Vidya Balan and former Indian cricket legend Sourav Ganguly. Company’s brands include Everlite, focused on lightweight jewellery; Gossip, the silver and costume jewellery brand; D’Signia showroom format which offers a premium jewellery retail shopping experience to its connoisseur customers. Senco Gold & Diamonds also has an Aham collection of jewellery catering to men; and a Vivaha collection, which is a premium designer wedding jewellery range.