Jewellery benchmarks, India
Aggregated from accounts and order data we operate, not from a survey. Refreshed quarterly. Free to cite with a link.
| Metric | India average | What good looks like |
|---|---|---|
| Average order value | ₹4200 | +25% through bundling and refill architecture |
| Customer acquisition cost | ₹1450 | Under 30% of average order value |
| Return to origin | 31% | Under 12% with confirmation calling and prepaid nudges |
| Blended ROAS | 2.4x | Profit ROAS above break-even, not platform ROAS |
| Peak season | Sep-Nov | Creative and stock locked eight weeks ahead |
| Primary channel | Meta | Mix follows margin, not habit |
Most common failure in this category: cod-heavy mix with no confirmation calling. See how we work with jewellery brands.
FAQs
Jewellery benchmarks explained
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What does a jewellery brand benchmarks need to get right first?
For jewellery brands the recurring failure is simple: cod-heavy mix with no confirmation calling. Fixing that usually beats anything available inside the ad account.
What is a normal average order value for jewellery in India?
Around ₹4200. Bundling and refill architecture typically lift it 20–30% without touching acquisition.
What customer acquisition cost is healthy for jewellery?
The category average sits near ₹1450. As a working rule, acquisition cost above 30% of average order value leaves too little contribution margin once returns, shipping and payment fees are deducted.
How much return to origin should jewellery brands expect?
The India average for this category is about 31%. Under 12% is achievable with confirmation calling, prepaid nudges and pincode-level scoring, and every point recovered lands straight in margin.
What return on ad spend is realistic?
Blended 2.4x is typical. Target profit ROAS rather than platform ROAS — the gap between the two widens exactly as you scale, because the marginal customer is always worse than the average one.
When is peak season for jewellery?
Sep-Nov. Creative and inventory for that window should be locked at least eight weeks ahead; cost per thousand impressions rises fastest when everyone plans late.
Which channel usually carries this category?
Meta carries most of the volume, with search and marketplace taking the high-intent tail. Channel mix should follow margin, not habit.
How do you use these benchmarks in an engagement?
As the starting line, not the finish. We compare your numbers to the category, find the largest gap, and attack that first rather than optimising something already at par.
Everything above is what any serious conversation about jewellery brand benchmarks should cover before you sign anything.