Over the past couple of years, the Indian jewellery sector has witnessed the integration of technology innovations into its operations. Various brands have been leveraging technologies such as augmented reality (AR), artificial intelligence (AI), live video assistance, computer-aided design (CAD), and computer-aided manufacturing (CAM) to transform the online jewellery segment. However, despite these advancements, the offline jewellery segment continues to outpace its online counterpart in terms of sales. This raises the question of what factors contribute to the offline segment’s success and what drives customers to physical jewellery stores.
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