The Indian e-commerce market is rapidly evolving as one of the most vibrant sectors in the country. India's young demographic profile, increasing internet and smartphone penetration, a growing consumer base, a budding start-up ecosystem, and rising investments in the e-commerce sector are a few of the driving forces behind the boom in the sector. The process of searching and shopping online is becoming easier by the day, and luxury categories like the jewellery sector, which have normally been difficult to access, have discovered a novel way to reach a wider public. Kriti Chadha, the Co-Founder of Karatcart, is making her childhood dream a reality by creating unique and attractive jewellery designs. Karatcart is an online jewellery store with having beautiful collection of handmade jewellery designs for women.

Kriti Chadha is a graduate in engineering who has an intense love for jewellery and is channelizing her skills toward designing unique accessories. Through her positive and strong attitude, she has established and grown this brand for 10 years and continuously lead the company on the path of progress.Kriti engages in a one-on-one interaction with the Women Entrepreneur magazine.

Could you give us a brief overview of Karatcart? What are the various responsibilities you shoulder as the co-founder of the company?

Karatcart is an online jewellery store that offers one of the biggest curated collections of designer and handmade jewellery for women. It is a D2C Jewellery Brand since the term D2C was not even coined with a focus on making unique, affordable and skin-friendly jewellery. Customer satisfaction is our top priority; thus, we offer customization on jewellery, even for a single order of a single quantity. We have headquartered in Faridabad, Haryana and warehouses all over India from where we distribute products according to the customer's demand. Karatcart is the one-stop destination for making any given day an occasion where we understand that jewels are more than just accessories; they are an extension of one's personality. I am responsible for all the new designs and themes we launch in the market and overlook all the company's operations. I have to make SOPs, so the company runs like a piece of well-oiled machinery.

Take us through your early educational journey and the prior industry experience that you bring to the table.

I have completed B.tech in Electronics and Communications but have a childhood relationship with jewellery. As a child, I used to make my jewellery from Beads and pins and thus got the idea to convert my desire into reality. Engineering enhanced my technical skills, and I was more groomed to learn about machinery and technicalities easily, which helped us set up the manufacturing plant over the years. I strongly believe that one should always gather skills and decide to become an entrepreneur. One should always follow the route where one's interest lies.

“If you love what you do, you will always excel, and it will never feel like work or burden”

What motivated you to find Karatcart? Tell us about the underlying idea behind the company and some of its most unique features.

I was motivated to make jewellery and give people something unique to enhance their personalities. I also love to advise people on what accessories to match with clothes. Karatcart was born when Anubhav, my co-founder, joined me, and we decided to enter the ecommerce space. Back then, major online platforms were non-existent, so we were the first movers in the field, which served as our unique quality. We were the first manufacturers selling directly to the customer as we have our manufacturing units and are not just a re-seller like most online businesses. Karatcart helped the customers save up to 40 percent compared to other retail prices and was the first to launch affordable Kundan jewellery online. We were the first to bring adjustable

rings to the ring category online, and our range of 1000+ styles is unique, quality-assured, and affordable, introducing new designs every week. Our team takes careful note of prevailing jewellery trends and customer feedback to bring the best, and now we are leading the market with Kundan Hairbands.

What are some of the most significant milestones that you have achieved throughout your professional journey? What has been the driving force behind your success as a business leader?

Starting from a single room with one Karigar in my mother's home back in 2013, now we have a 10,000 sq. ft Factory area with more than 100 employees; I have always focused on women's growth and support. Today I can proudly say that my company has 90 percent women employees in Karatcart, one of the biggest household Jewellery Brands. I cannot take full credit for that, as a great team is behind any successful brand. My love for jewellery and the kind of love and support people have shown us in the past years motivates us to achieve more. With our passion and dedication, we aim to make Karatcart a 100-crore brand in the next three years.

Kriti Chadha, CO-Founder, Karatcart

Engineer by qualification, jewellery designer by passion, Kriti is a motivated and creative leader who believes in following one's interest. She looks up to Indra Nooyi, former CEO of Pepsi Co, and wishes to follow in her footsteps and make an impact on society.