CaratLane, A TATA Product and one of India’s leading omnichannel jewellery brands, has announced the launch of its popular Treasure Chest jewellery savings plan on the PhonePe app. With this move, CaratLane becomes the first Indian jewellery brand to offer a dedicated savings scheme on the PhonePe platform, opening a new digital pathway for planned jewellery buying for millions of users. The CaratLane Treasure Chest on PhonePe has been available for enrolment starting from January.

This integration significantly expands CaratLane’s reach, combining its retail presence across all 28 states and union territories with PhonePe’s user base of over 650 million. Through the PhonePe app, users can now seamlessly enrol in the Treasure Chest scheme, making structured jewellery savings more accessible, flexible, and convenient.

Treasure Chest is CaratLane’s jewellery savings plan that allows customers to make monthly contributions over a fixed tenure. Under the scheme, customers pay nine instalments and receive the tenth instalment as a benefit from CaratLane, offering the popular “9 equals 10” advantage. At the end of the tenure, the accumulated amount can be redeemed for jewellery, with additional benefits, either online or at any CaratLane store.

Commenting on the launch, Saumen Bhaumik, Managing Director, CaratLane, said, “Jewellery is often a planned purchase, especially the kind CaratLane is known for, designed for everyday wear across work, travel, and celebrations. By bringing Treasure Chest to PhonePe, we are enabling millions of customers to plan and save for the jewellery they truly aspire to own, while enjoying the flexibility to shop both online and in-store.”

Sharing her views on the partnership, Niharika Saigal, Head of InApp Categories, Consumer Payments, PhonePe, said that the integration is aimed at offering users a convenient and structured way to save for jewellery. She added that the collaboration simplifies the jewellery-buying journey by providing a seamless and secure platform for customers to plan their aspirations.

By hosting Treasure Chest on PhonePe, CaratLane enables customers to begin their jewellery journey digitally while retaining access to its extensive physical store network. The integration is also expected to encourage early planning for the festive buying season, including Dhanteras, helping customers adopt a more disciplined and rewarding approach to jewellery purchases.