In a world where clicks outshine bricks, the Gem & Jewellery Export Promotion Council (GJEPC) is revolutionising India’s gems and jewellery exports through the championing of policy supporting e-commerce. By tackling policy bottlenecks and creating a seamless digital ecosystem, GJEPC is empowering Indian artisans and MSMEs to dazzle on the global stage, unlocking new opportunities in a booming online market.
The Gem & Jewellery Export Promotion Council (GJEPC) has been instrumental in spearheading the growth of India’s cross-border e-commerce exports in the gems and jewellery sector. Since the onset of the Covid-19 pandemic, GJEPC has undertaken several initiatives to drive e-commerce growth through an enabling ecosystem.
Recognising the immense potential of the international markets, the Council has actively engaged with numerous government departments like Directorate General of Export Promotion (DGEP), Directorate General of Foreign Trade (DGFT), DG-Systems, Express Cargo Clearance System (ECCS), Indian Customs EDI Systems (ICES), Customs, Reserve Bank of India (RBI), Department of Commerce, Department of Post, Authorised Dealer Banks, Authorised Couriers, Custodians at various Customs Ports, etc., to address policy and procedural challenges.
For instance, the USA offers market access through its “de minimis” policy, which allows for hassle-free imports of goods valued up to US$ 800 without incurring duties or customs fees. This policy has been effectively utilised by countries like China to gain a significant market share. However, Indian exporters face challenges due to policy, procedural, and compliance hurdles, hindering their ability to fully capitalise on this opportunity.
The Council has successfully advocated for crucial policy changes, including: clarification of Courier mode exports for gems and jewellery after a 22-year period of uncertainty; modification of the Bureau of Civil Aviation Security (BCAS) negative list; streamlined Customs procedures; introduction of new postal products for e-commerce; introduction and expansion of the Dak Ghar Niryat Kendra (DNK) network; increased courier mode export limits; and recognition of US$ 1000 by RBI as low-value shipping bills.
GJEPC has also worked towards creating an enabling e-commerce ecosystem through initiatives like tie-ups with key stakeholders like marketplaces, logistics providers, and banks; providing comprehensive guidance on compliances and regulations; establishing dedicated e-commerce facilitation desks in various regions; and conducting numerous workshops and seminars to educate exporters on e-commerce best practices.
Mr. Vipul Shah, Chairman, GJEPC, said, “E-commerce has transformed the way gems and jewellery reach global consumers. GJEPC’s relentless efforts to simplify policies, enhance infrastructure, and empower exporters are bearing fruit. By addressing critical challenges and creating a robust ecosystem, we are enabling Indian artisans and MSMEs to compete globally. The potential of this sector is immense, and together, we can make India a leader in gems and jewellery e-commerce.”
The Council’s efforts have already yielded positive results. Over 300 GJEPC members have onboarded the eBay platform, generating over US$ 1.5 million in sales.
Exporters like Ms. Hiral Pareek and Mr. Aditya Jain, who embraced e-commerce early on, have witnessed significant growth in their businesses.
Hiral Parikh, Director, Minal Infojewels, located in SEEPZ, Mumbai, said, “GJEPC’s initiatives have been instrumental in opening new markets for us. The streamlined procedures and access to global marketplaces have significantly boosted our e-commerce sales. Before GJEPC’s support, navigating the complexities of exporting through e-commerce was a major hurdle. They have worked with the government to simplify the policy on jewellery e-commerce, including reducing documentation requirements and simplifying shipping bill details, saving us time and money. Now, we can focus on our designs and reach customers worldwide with greater ease.”
The global online jewellery market is estimated to nearly triple (+189%) to US$ 130.86 billion by 2032 from US$ 45.33 billion in 2023, according to Zion Market Research. This presents a significant opportunity for Indian exporters to tap into a growing consumer base and expand their market reach. By leveraging e-commerce, Indian artisans can showcase their unique craftsmanship and reach global consumers directly, aligning with the Government of India’s vision for “One District One Product (ODOP)” and “District Export Hub (DEH)”.
Aditya Jain, Founder, Jewels Park, Jaipur, added, “GJEPC’s efforts have created a level playing field for smaller exporters like us. The access to resources and guidance has been invaluable in our journey towards successful e-commerce ventures. The Council’s focus on addressing policy challenges has made a real difference. We are now confident that we can compete effectively in the global e-commerce market.”
While significant progress has been made, challenges such as the regularisation of CSB-V and PBE filings, and difficulties in handling re-imports persist. The Council continues to work with government agencies to address these issues and further streamline the e-commerce export process.
With continued collaboration between the government, industry stakeholders, and exporters, India can solidify its position as a global leader in gems and jewellery e-commerce, empowering MSMEs, boosting exports, and contributing significantly to the economic growth of the nation.