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Candere by Kalyan Jewellers: Increasing revenue and improving customer experience with Google Cloud

About Candere by Kalyan Jewellers

Candere by Kalyan Jewellers is India’s leading phygital jewelry brand specializing in fine customized diamond jewelry. As a JewelTech, it offers its customers a best-in-class shopping experience from their homes through the online channel alongside experiencing the exquisiteness of each jewelry piece by touch and feel in their all-new Experience center.

Industries: Retail & Consumer Goods
Location: India

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With Google Cloud, Candere by Kalyan Jewellers has improved revenue and grown to become a multinational, omnichannel business by using data to deliver improved customer experiences.

Google Cloud results

  • Grew web traffic to 25 million visitors in 2022, up from 3.7 million in 2017
  • Creates a sales funnel to track customer experiences and improve conversions
  • Delivers shared calendars to ensure merchandising and product teams are on the same page

Used analytics and intelligence to help grow revenue to 1,412 million Indian rupees in 2022, up 83% from 2017

Founded in Mumbai in 2013 by software engineer Rupesh Jain, Candere by Kalyan Jewellers is now an omnichannel JewelTech player that provides high quality fine diamond jewelry. It offers products ranging from rings, earrings, necklaces and chains to bangles and bracelets, incorporating gold, diamonds, platinum and gemstones.

Operating as Candere during its startup and early development phase, the business was acquired in 2017 by Kalyan Jewellers. Today, Candere by Kalyan Jewellers has more than 250 employees and over 5,000 jewelry designs, with plans to complement its online presence with four or five physical stores by early 2023.

"As a digital native organization, we view technology as critical to our success. We pride ourselves as an organization that adds technology and data to the age old traditional manufacturing and sale of jewelry. Google Cloud helps us unleash this potential of technology and data," says Anshuman Singh, Head of Data Analytics at Candere by Kalyan Jewellers.

This technology-driven ethos has enabled Candere by Kalyan Jewellers to leverage data generated by customer interactions and online behavior to improve products and services.

The business ramped up its use of Google Cloud from 2020 with data fed from multiple sources, such as a Salesforce customer relationship management system and an Adobe Commerce e-commerce platform, into BigQuery for analysis. The data then gets converted through Looker Studio into a range of reports and dashboards. The dashboards are generated through BigQuery BI Engine, an in-memory analysis service that enables the organization to analyze data stored in the warehouse with sub-second query response times.

"As a digital native organization, we view technology as critical to our success. We pride ourselves as an organization that adds technology and data to the age old traditional manufacturing and sale of jewelry. Google Cloud helps us unleash this potential of technology and data."

Anshuman Singh, Head of Data Analytics, Candere by Kalyan Jewellers

Candere by Kalyan Jewellers is now able to create dashboards to answer different business queries. For example, one dashboard provides insights from data captured from gateways used to capture payment details from customers, allowing business teams to monitor sales and revenue performance in near real-time. Another enables the organization to monitor consumer sentiment as expressed on social channels, such as Facebook and Instagram, to identify trends and address issues before they escalate and compromise user experiences.

"Prior to the deployment of BigQuery and Looker Studio, our team did not have the visibility to slice and dice our sales, and understand the types or combinations of products that were selling well. Attribution of a transaction, whether from the Kalyan website or directly from the Candere by Kalyan Jewellers website was missing," explains Singh. "Now we have this data, we can make more informed decisions about what features to create and where to focus our energies and resources."

"Before we deployed BigQuery and Data Studio, our team could not see what types or combinations of products were selling well, whether a product was selling from the Kalyan website or the Candere by Kalyan Jewellers marketplace, or which jewelery vendor made the sale from that marketplace. Now we have this data, we can make more informed decisions about what features to create and where to direct our investments."

Anshuman Singh, Head of Data Analytics, Candere by Kalyan Jewellers

Creating a sales funnel to generate revenue

The insights derived from these Google Cloud products enable Candere by Kalyan Jewellers to create a sales funnel that tracks the sales process from awareness to action, and move customers through that funnel as quickly and efficiently as possible.

By tracking the performance of marketing communications sent to consumers, including the open rates of each message, click throughs on the links within, and conversion rates, the business is able to evaluate each campaign and fine-tune the messages and offers included to improve sales.

These capabilities also give Candere by Kalyan Jewellers the ability to time campaigns to maximize conversions during two demand peaks each year that occur around festivals in April to May, and October to November.

The business also launches promotions, offers and other publicity-generating initiatives to coincide with wedding seasons in India that typically run from October to mid-January, and mid-April to the end of May.

Growing revenue, website traffic and data team numbers

This tech and data driven approach has enabled Candere by Kalyan Jewellers to grow its revenue to 1,412 million Indian rupees (approximately USD$17.28 million as on November 10, 2022) for FY2022, while web traffic has increased to 25 million in 2022. To seize the opportunities data presents to its business, Candere by Kalyan Jewellers has grown its data team from two people in 2020 to 12 today.

This burgeoning growth indicates Candere by Kalyan Jewellers is effectively fulfilling its mission of providing an online alternative to traditional jewelry retailers. Before globalization, the local jeweler was part of the social fabric for many Indian families. With jewelry playing a significant role in events such as weddings and demonstrations of religious symbolism, experienced jewelers were on hand to meet the needs of generations of Indian families and communities.

However, as globalization gained momentum, people increasingly left their local communities to pursue employment and opportunity overseas. In many cases, this made returning to visit their local jeweler for festivals, weddings and other special occasions expensive and impractical. Unfortunately, this led to jewelers typically lacking the knowledge of tradition and family preferences, and an inability to customize pieces of jewelry to meet specific needs.

Team image

Using Cloud Functions to write code and respond faster

Candere by Kalyan Jewellers’ technology focus has also prompted the business to implement a serverless environment powered by Cloud Functions. This ensures its data and technology specialists do not have to manage servers, configure software, update frameworks or patch operating systems. Instead, the team can focus on writing code snippets that respond quickly to events. The business can also connect Google Cloud products to one another or third party services, using events to minimize orchestration issues.

Automated response to events means no manual intervention is needed to spin the service up or down, while the business can manage its costs more effectively by being billed only for each function’s execution time.

Cloud Functions and other serverless Google Cloud products such as Cloud Run, used to deploy containerized applications, are helping Candere by Kalyan Jewellers record extensive cost savings while improving agility and performance.

Candere by Kalyan Jewellers is now ramping up its use of machine learning-powered services such as Vision API Product Search and Recommendations AI to add and enhance services for customers.

"A large number of customers come to us requesting a certain type of jewelry, and provide a photo to illustrate what they want," explains Singh. "Our go-to location for imagery is a bespoke page where customers can upload their photo. Using image recognition and keywords, we can show them the closest match we have, and if they like it, they can buy it. If they don’t, we can create a customized piece for them."

Collaboration enabled by Google Workspace

Candere by Kalyan Jewellers also uses Google Workspace applications to enable collaboration, including Gmail for internal and external email communications, and Drive for file storage and access. Team members can work together in real time on documents, slides and spreadsheets without needing to share individual copies, improving productivity and version control issues.

Drive also retains a range of creative assets, including photographs of jewelry items that can be picked out and shared with customers.

"Without Google Cloud and Google Workspace, we would not be able to survive as a business," concludes Singh. "Every piece of data is captured, stored and analyzed through Google Cloud, ensuring we can properly plot our expansion and transformation into an omnichannel business. With Google Cloud, old gold and digital gold is the way forward for us!"

"Without Google Cloud and Google Workspace, we would not be able to survive as a business. Every piece of data is captured, stored and analyzed through Google Cloud, ensuring we can properly plot our expansion and transformation into an omnichannel business. With Google Cloud, old gold and digital gold is the way forward for us!"

Anshuman Singh, Head of Data Analytics, Candere by Kalyan Jewellers

Tell us your challenge. We're here to help.

Contact us

About Candere by Kalyan Jewellers

Candere by Kalyan Jewellers is India’s leading phygital jewelry brand specializing in fine customized diamond jewelry. As a JewelTech, it offers its customers a best-in-class shopping experience from their homes through the online channel alongside experiencing the exquisiteness of each jewelry piece by touch and feel in their all-new Experience center.

Industries: Retail & Consumer Goods
Location: India