Market Forecast: Jewelry Virtual Try-On Industry in India (2025–2030)

by kizora on April 28, 2025

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Introduction

The jewelry virtual try-on industry in India is poised for significant growth as consumers and retailers embrace augmented reality (AR) and related technologies. Virtual try-on (VTO) solutions allow shoppers to virtually “wear” jewelry (rings, necklaces, earrings, etc.) using smartphone cameras or in-store kiosks. This technology bridges the gap between online convenience and the traditional “touch and feel” experience that Indian jewelry buyers have long valued. The following report provides a detailed market forecast for this emerging sector, including market size projections, growth rates, key drivers, major players, investment trends, consumer adoption statistics, and challenges.

Market Size and Growth Outlook (2025–2030)

The market for virtual try-on technology in India is expanding rapidly, outpacing many other retail-tech segments. While specific figures for the jewelry VTO sub-segment are not always reported separately, it falls under the broader AR/VR and virtual try-on market. Industry forecasts indicate robust growth through 2030:

The overall virtual try-on market in India is projected to grow at over 30% CAGR from 2024 to 2030, driven by e-commerce expansion and rising smartphone use. Notably, within the global VTO market, the jewelry and wristwatch segment are expected to register the highest CAGR through 2024–2030, as AR reduces uncertainty in buying high-value items (like gold or diamond jewelry) online.
A proxy for this growth is the India AR-in-fashion market (covering AR try-ons for apparel and accessories, including jewelry). This market was valued at about USD 113.6 million in 2024 and is expected to reach USD 801.8 million by 2030, reflecting an approximate 38.3% CAGR. Jewelry try-on is a significant component of this category, given its popularity and high engagement.
For context, the global virtual try-on market (all categories) is forecast to climb from around USD 9.17 billion in 2023 to USD ~46.4 billion by 2030, growing at ~26.4% CAGR. India’s growth rate in this space is higher than the global average, owing to its large youth population and growing tech adoption.

Table: Virtual Try-On Market Growth – India vs Global

Metric (2024–2030)	India (VTO in Fashion/Jewelry)	Global VTO (All categories)
2024 Market Size (est.)	~$113.6 million (AR in fashion) techsciresearch.com	~$9.17 billion linkedin.com
2030 Market Size (proj.)	~$801.8 million techsciresearch.com	~$46.42 billion linkedin.com
CAGR (2024–2030)	30+% (est. 38.3% for AR fashion) techsciresearch.com grandviewresearch.com	26.4% linkedin.com
Share of Jewelry/Watches Segment	High – fastest growing segment grandviewresearch.com	High – strong demand from brands businesswire.com

Notes: The India figures above include AR try-on for fashion and accessories (jewelry being a major component). The jewelry VTO sub-sector is expected to mirror these high growth rates. The rapid expansion signals that virtual try-on for jewelry will become a mainstream feature of the Indian jewelry retail experience by 2030.

Key Trends Driving Adoption

Several key trends are propelling the adoption of virtual try-on technology in the Indian jewelry sector:

Smartphone Penetration & Mobile Commerce: India’s ever-increasing smartphone user base and affordable data have provided a platform for AR experiences. Shoppers can try on jewelry virtually via mobile apps or web, making online jewelry shopping more interactive. The convenience of mobile AR is crucial – the majority of virtual try-on usage happens on smartphones. This aligns with the broader rise of m-commerce and e-commerce in India’s retail scene.
Gen Z and Millennial Preferences: Younger consumers in India are tech-savvy and seek immersive experiences. Notably, 95% of Indian Gen Z shoppers are interested in using augmented reality for shopping, and 73% feel AR provides a more personalized and relatable experience. This demographic’s comfort with AR lenses (e.g. on Snapchat, where over 85% of Indian users engage with AR regularly) indicates a readiness to use AR try-on for products. As Gen Z’s spending power grows, their expectations (instant digital trials, social sharing of try-on looks, etc.) are shaping retailer strategies.
Advances in AR/VR Technology: Rapid improvements in AR technology – from more realistic 3D rendering to AI-driven image processing – have made virtual try-ons highly lifelike and reliable. Modern AR jewelry try-on can capture fine details (like shine, scale, and how a piece sits on the skin) with high accuracy. For example, new solutions can generate 3D try-on models from just a 2D product photo, lowering the barrier for brands to digitize their catalogs. These tech advances reduce the “imagination gap” for consumers, boosting confidence to buy expensive jewelry without physical trials.
E-commerce Growth and Digital Transformation: The broader growth of e-commerce in India’s jewelry market is a fundamental driver. As more consumers buy jewelry online (India’s online jewelry sales have been rising steadily each year), retailers are investing in tools to build trust for first-time buyers. Virtual try-on is one such tool – it helps replicate the showroom experience at home, addressing concerns about fit and appearance. Traditional jewelers are undergoing digital transformation (offering omnichannel experiences), and AR try-on is often a centerpiece of their strategy to engage online customers.
Social media and AR Marketing: AR filters and “lenses” on social platforms are making virtual try-ons a form of interactive marketing. Jewelry brands are using AR effects on Instagram, Snapchat, etc., to let users virtually wear a new necklace or earrings in promotions. This not only drives engagement but also familiarizes consumers with AR try-on as a concept. The trend of “social commerce” – shopping directly via social media – is also incorporating AR try-on, making it a fun, shareable part of shopping for jewelry.
Pandemic-Era Shifts: The COVID-19 pandemic accelerated the adoption of virtual try-ons as physical stores faced restrictions. Consumers became more willing to try contactless digital alternatives. This period highlighted the benefit of AR try-on in providing a safe yet engaging way to preview jewelry. Many retailers who experimented with AR during lockdowns found that it improved conversion rates and have continued to expand these offerings.

Major Players and Startups in India

The Indian jewelry virtual try-on ecosystem includes a mix of tech solution providers and jewelry retailers (or brands) deploying these solutions. Below are some of the major players and emerging startups operating in this space:

AR Technology Solution Providers:

mirrAR by StyleDotMe: A pioneer in India’s AR jewelry try-on, offering a real-time AR platform for jewelers. Founded by Indian entrepreneurs, mirrAR provides 3D/360° try-on experiences on websites, apps, and even in-store mirrors. It has been widely adopted by top jewelry retailers – for instance, Tanishq, Kalyan Jewellers, PC Jeweller, and Amrapali have integrated mirrAR into their customer offerings. In late 2023, mirrAR raised ₹13 crore (~$1.7M) in funding to expand its platform.
Plushvie: An Ahmedabad-based AR startup that provides virtual try-on solutions and a video-calling platform for jewelers. Plushvie powers the AR try-on feature for Reliance Jewels’ online store and claims to help many small and mid-sized jewelers go digital. (Plushvie has received relatively modest funding and focuses on SaaS offerings for retailers.)
Camweara (WebOccult): A tech provider offering plug-and-play AR try-on software for jewelry, eyewear, and apparel. Camweara allows integration of virtual try-on for rings, bracelets, necklaces, and earrings on e-commerce sites with ease. It’s another popular option for jewelers seeking an off-the-shelf AR solution.
Global AR Platforms: Perfect Corp (a global AR beauty/fashion tech firm) has introduced ultra-realistic jewelry try-on tools, lowering the cost and skill needed to create 3D try-on models. While Perfect Corp primarily partners with international brands, its solutions set a high benchmark that can influence offerings in India. Additionally, social media companies like Snap Inc. provide AR lens creation tools that some jewelry brands leverage for campaigns.

Jewelry Retailers & Brands (using AR try-on):

Tanishq (Titan Company): India’s largest jewelry brand has been a front-runner in AR adoption. Tanishq deployed virtual try-on kiosks at high-traffic locations (e.g. Bengaluru and Delhi airports in 2019) to let users virtually try on jewelry sets. Tanishq also collaborated with StyleDotMe’s mirrAR to integrate AR try-on in its digital channels. This early move by Tanishq has been described as a “revolutionary change” in jewelry marketing in India, setting the trend for competitors.
Kalyan Jewellers (Candere): Kalyan’s online platform Candere launched a virtual try-on feature back in 2018, enabling customers to try earrings, pendants, etc., from home. This was one of the first large-scale implementations of jewelry AR by an Indian retailer. Kalyan continues to use and promote this feature to enhance its e-commerce experience.
PC Jeweller: A traditional jeweler that has embraced AR in showrooms – using AR-enabled digital catalogs across several stores in Delhi. Shoppers can scan through tablets or kiosks to virtually model jewelry pieces, thereby extending inventory beyond what’s physically in-store.
Reliance Jewels: Part of Reliance Industries’ retail segment, Reliance Jewels integrated AR try-on (via Plushvie’s solution) on its website. This allows online customers to see how jewelry looks on them before purchase, aligning with Reliance’s push into omnichannel retail.
CaratLane: An online-first jewelry retailer (majority owned by Titan) that pioneered a “Virtual Try-On” app using 3D face recognition. CaratLane’s app focuses on earrings – turning a user’s phone into a “mirror” to superimpose earrings in real time. According to CaratLane’s co-founder, this AR feature led to an ~20% increase in online earring sales on their platform and even boosted in-store sales by engaging customers beforehand. CaratLane’s success exemplifies how a startup brand can leverage AR to build trust in buying jewelry online.
Other Notable Players: Many other jewelers and designers are now testing or using AR try-on. This includes boutique brands like Giva or Melorra (a fast-growing online jewelry startup), which are likely to integrate AR to appeal to their digital-native customer base. Even international jewelry brands operating in India (e.g., De Beers’ Forevermark) have shown interest in AR for marketing. The overall trend is that offering a virtual try-on option is becoming a competitive necessity for jewelry sellers targeting India’s urban, smartphone-savvy consumers.

Investment and Funding Activity

Investor interest in the jewelry-tech and AR space in India has been on the rise, though still emerging compared to other tech sectors. Key points on investment trends and funding activity include:

Overall Jewelry Startup Funding: According to Inc42 research, India has more than 15 funded jewelry startups (spanning online retailers, platforms, and tech providers) which collectively raised over $288.6 million since 2014. This indicates substantial capital flowing into modernizing the jewelry industry. Notably, a large share of this has gone into online jeweler platforms like Bluestone, CaratLane, and Melorra, which use technologies like virtual try-on as part of their value proposition.
AR Try-On Specific Funding: Niche AR startups focused on retail have also attracted investors:
StyleDotMe (mirrAR) has secured multiple rounds of funding. In 2022, it raised a bridge round led by Indian Angel Network, and in November 2023 it bagged ₹13 Cr (~$1.7M) in a strategic round led by a US-based tech company (Diaspark), with participation from angels including prominent retail and tech entrepreneurs. This funding is aimed at scaling its AR platform globally and into adjacent categories like beauty.
Avataar (though not jewelry-specific, an Indian AR/VR platform for commerce) raised $45M in 2022 from Sequoia Capital and others, underlining the confidence in AR commerce tech. Avataar’s solutions can apply to jewelry visualization as well, and such investments improve the underlying AR ecosystem.
Other startups like Plushvie have gone through incubators/accelerators (with smaller seed investments) and built traction with a SaaS model. Additionally, large global AR firms (e.g., Perfect Corp) have entered public markets (NYSE: PERF) to fuel their R&D and expansion, which in turn benefits the technology available to Indian clients.
Corporate and Retailer Investments: Established jewelry companies are also investing internally to build AR capabilities. Titan Company (Tanishq’s parent) has an in-house digital team and has shown willingness to allocate budget for tech innovations. Similarly, Reliance’s investment in its digital jewelry shopping experience can be seen as an indirect investment into AR tech (often via partnerships with startups). We also see partnerships like Snapchat collaborating with brands to create AR lens experiences for products – essentially an investment of expertise from tech giants into retailer campaigns.
Use of Funds: The funding pouring into this space is largely used for technology development (3D modeling, AI, computer vision), talent acquisition (AR developers are in high demand), and market expansion (onboarding more jewelry brands onto these platforms). As more success stories (like improved sales or engagement) emerge, we can expect further funding rounds and possibly consolidation (M&A) in this niche. For example, larger e-commerce players might acquire AR try-on startups to integrate the capability vertically.

Overall, the investment landscape is optimistic: both venture capital and corporate funding are recognizing that AR-driven virtual try-on is transforming jewelry retail and is worth the investment to capture the next generation of consumers.

Consumer Behavior and Adoption Statistics

Consumer response to jewelry virtual try-on in India has been very promising, especially among younger demographics. Statistics and observations highlighting consumer behavior include:

Preference for AR-Enabled Shopping: Shoppers increasingly favor retailers that offer AR experiences. Surveys indicate that over 60% of customers prefer stores with AR try-on options available, and about 4 in 10 shoppers would pay a premium for a product if they could visualize it in AR first. This is a strong signal that virtual try-on is not just a gimmick, but a feature that adds perceived value to the shopping experience.
Gen Z and Millennials Leading Adoption: As noted, an overwhelming 95% of Gen Z in India express interest in using AR for shopping. Platforms like Snapchat report that Indian users heavily engage with AR for trying on filters and products; shopping is becoming a social, interactive experience for this cohort. Millennials too, having adapted to e-commerce, appreciate tools that give more confidence in what they’re buying. These groups are also more likely to share pictures or videos of themselves “wearing” a jewelry piece via AR to get feedback from friends/family before purchase, integrating AR try-on into their decision journey.
Impact on Sales and Conversion: Early adopters of jewelry AR have seen tangible results. For instance, CaratLane’s virtual try-on app led to a ~20% increase in online earring sales by reducing doubt about product appearance. Shoppers who use the AR feature are more likely to proceed to checkout, as they have a clearer idea of how the jewelry will look on them. Additionally, such features can reduce return rates (since expectations match reality more closely) and encourage impulse buys due to the fun/novelty factor. Some retailers also observed that customers who try items virtually at home come into stores better informed and with specific choices in mind, improving the chances of a sale.
Adoption Statistics: While exact numbers of how many Indian consumers have used jewelry AR are not widely published, we can infer adoption from related data. India has 289 million digital buyers as of 2023, projected to reach ~378 million by 2025. As virtual try-on becomes commonplace on jewelry sites, a growing fraction of these online shoppers will engage with AR. Already, hundreds of thousands of users have tried apps like CaratLane’s. Snapchat’s India report (2022) suggested 77% of Gen Z feel more engaged with brands offering AR, indicating that adoption is tied to engagement. In summary, consumer adoption is accelerating, and what was once a novel experiment is quickly turning into an expected part of the customer journey for jewelry.
Geographical and Segment Trends: Urban consumers (metros and tier-1 cities) are the earliest adopters, owing to better access to technology and a propensity for online shopping. However, as affordable smartphones spread to tier-2 and tier-3 cities, we see adoption trickling down, especially among younger users there. In terms of product segments, earrings and necklaces are most tried-on virtually (being easier to visualize via face recognition AR), followed by rings (some apps let users scan their hand or use a photo). Bridal jewelry (heavy sets) has seen slower AR adoption simply due to complexity, but that may change as tech improves.

Consumers are showing a willingness to integrate AR try-ons into their shopping if it’s easy to use and provides value. The initial skepticism (or unfamiliarity) is fading as people get hands-on experience with these tools through various platforms.

Key Challenges and Barriers

Despite the optimistic outlook, the jewelry virtual try-on industry in India faces several challenges and barriers that could temper its growth if not addressed:

Cultural Habit of “Touch and Feel”: Indian consumers traditionally prefer to examine jewelry physically – to feel the weight, see the real sparkle, and assure themselves of the quality – before purchasing. Overcoming this deeply ingrained habit is a challenge. Virtual try-on, while helpful for visuals, cannot convey weight, texture, or the tactile satisfaction of holding gold and diamonds. For many, especially older generations or for big-ticket purchases, AR will complement but not fully replace an in-person trial. Retailers often use AR as a hook or a convenience tool, but need to continue building trust (e.g., easy return policies, certification, etc.) to convert AR try-ons into sales.
Accuracy and Quality of AR Experience: The fidelity of the virtual rendering is critical. If the digital jewelry model is misaligned or looks unrealistic, it can deter customers. Research highlights that if the presentation quality in a virtual try-on app is poor, the customer’s selection rate drops significantly. Challenges include achieving perfect sizing on different body types, accurate color/metallurgy rendering (e.g., how a diamond’s shine appears under various lighting), and smooth motion tracking. Only advanced 3D modeling, image recognition, and computer vision techniques can ensure a truly lifelike experience. Many current solutions are good, but continued investment is needed to reach near-photorealism.
Data Privacy and Security Concerns: Virtual try-on apps often require camera access and sometimes scanning of the user’s face or hand. This raises privacy concerns for some consumers, who may be hesitant to grant permissions or worry about how their images/data are stored. According to studies, a segment of customers fears that VTO applications might capture or misuse personal data from their device. Ensuring robust privacy policies, secure data handling (no unauthorized storage of facial scans), and transparently communicating these to users is essential to overcome this barrier. Any high-profile data breach or misuse of images could severely damage trust in AR try-on solutions.
Initial Setup and Cost for Retailers: For many jewelers (especially smaller retailers), implementing AR try-on involves a cost and effort that can be a barrier. They need to digitize their inventory (either by 3D scanning or designing 3D models of each piece) which can be time-consuming and expensive if they have thousands of designs. They also need to integrate the technology into their online platforms or set up in-store AR kiosks. While providers like mirrAR and Plushvie are making it easier and more affordable, some retailers may delay adoption due to these upfront hurdles. There’s also a learning curve for sales staff to incorporate AR into the sales process effectively.
Infrastructure Limitations: AR experiences on mobile require decent hardware and internet speed. In areas with slower internet or for users with low-end smartphones, the experience might be laggy or not work at all. Although smartphone penetration is high, not everyone has a device capable of smooth AR (for example, older phones might not support advanced ARkit/ARcore features). This can limit the reach of virtual try-on to more affluent or urban customers until technology trickles down further.
Perception and Marketing: Some consumers who haven’t tried AR might dismiss it as a gimmick or be unaware such a feature exists. Marketing the availability and benefits of virtual try-on is necessary. Jewelry is also an emotional purchase for many – how to convey that an AR try-on can still evoke excitement or confidence is a soft challenge. Brands need to incorporate cues (like sharing AR try-on snapshots with family or using AR in influencer marketing) to normalize it as part of the buying process.

Addressing these challenges will be crucial. The industry is responding – for instance, improving AR quality is a constant focus (with innovations like better lighting effects and even AR that adapts to skin tone for a realistic look). Retailers often adopt a hybrid approach: use AR to narrow choices, then offer “Try at Home” services or easy showroom appointments for final confirmation, thus blending digital and physical strengths. Over time, as AR technology matures and consumer comfort grows, many of these barriers will diminish, just as e-commerce hurdles did in the past decade.

Conclusion

The jewelry virtual try-on industry in India (2025–2030) is on a strong upward trajectory, revolutionizing how Indians shop for jewelry. With a high growth forecast (30%+ CAGR) and a surge of enabling technologies, virtual try-on is transitioning from novelty to a must-have feature for jewelry retailers. Key drivers like a young digital-savvy population, technological advancements in AR, and the push for online shopping convenience are accelerating adoption.

By 2030, it’s conceivable that a significant portion of jewelry purchases in India will involve an AR try-on step – whether done through a mobile app at home or via smart mirrors in stores – as part of an omnichannel experience. Major jewelry brands are already on board, and a supporting cast of Indian startups is innovating rapidly to capture this opportunity. Investment trends show confidence in this domain, and consumer feedback is largely positive, citing increased confidence and satisfaction when AR is involved in the journey.

However, the evolution will require navigating challenges around user trust, technology execution, and cultural habits. The touch-and-feel tradition of jewelry buying means AR try-on must be extraordinarily convincing and supplemented by excellent service. Those players who can seamlessly merge the emotional connect of jewelry with cutting-edge AR technology stand to lead the market.

In summary, India’s jewelry virtual try-on sector is shining bright. It represents the confluence of the country’s rich jewelry heritage with its digital future – a market poised to grow dramatically, driven by innovation and the changing preferences of the Indian consumer.

Sources:

The information and projections above are based on the latest available data and reports, including industry research (Grand View Research, TechSci), news articles (Economic Times, Inc42, YourStory), and insights from company announcements. Statistics and numbers are taken from Statista, other survey datapoints and deep research LLM.