Enhancing Customer Experience with PWA Mobile-First Strategy for Indian Jewellery Chain – Orra

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Orra is one of India’s finest jewellery retail chains having 34 stores across 25 cities. It has consistently been at the forefront of design leadership and product innovation with five global design centers in Tokyo, Hong Kong, Antwerp, Mumbai, and New York.


The journey of Orra began in 1888 before it transformed into an established jewellery brand today. From sculpting and manufacturing diamonds to crafting and retailing the finest diamond and gold jewellery. Orra has come a long way since its inception. (Read more about Orra)

Indian Jewellery Industry

With a seven per cent contribution to India’s GDP, the gems and jewellery market plays a significant role in the country’s economy. There are more than 300,000 jewellery sellers ranging from small retailers to well-established chains that employ over 4.64 million people.


Moreover, India’s gems and jewellery sector is one of the largest in the world and contributes 29% to global jewellery consumption. The market size of this sector is about US$ 75 billion as of 2018 and it is estimated to reach US$ 100 billion by 2025. (Read Gems and Jewellery Industry Analysis)

Jewellery Market Growth Drivers

India is one of the largest importers as well as exporters of gems and jewellery. The market size is growing every year due to a number of growth drivers. From weddings, festive seasons, gifting or buying gold for investment purposes.

jewellery pwa

The traditional domestic demand for gold and other jewellery during weddings and other festive seasons like Diwali, and Dhanteras is invariably at its peak. Also, with the rise of domestic income levels in the middle class, the gold demand is proportional.

Selling Jewellery Online

E-commerce stores and marketplaces are now offering jewellery items to buyers. With online and offline presence, jewellery business owners are now able to reach out to a wide range of customers at all locations.


(Image source – https://www.caratlane.com/)

Besides marketplace listing on Amazon, Flipkart, and Myntra or partnering with an online retailer (CaratLane, Candere), major jewellery establishments are also running their own e-commerce store. For example, TanishqPC Jeweller, Malabar Gold & Diamonds.

Built on Magento

Orra’s online store (https://www.orra.co.in/) is built on Magento 2 platform. The world’s #1 e-commerce platform, Magento is owned by Adobe Inc. and offers as open-source as well as PaaS (platform-as-a-service) based solutions to merchants.

magento platform admin dashboard

Magento is a comprehensive e-commerce platform as it has loads of options and settings to manage an online store completely. From its admin panel, the store owner can manage everything – catalog, customers, marketing, content, reports, and configure store settings.

Orra’s webstore is working well for desktop users, but the company needed to deliver a mobile-optimized experience as well. Online shopping via. a smartphone is already outranking desktops and tablets. Online shoppers are more convenient to browse the products from their palms instead of sitting in front of a laptop or desktop pc.

Why PWA (Progressive Web Apps)?

Orra is utilizing PWA (progressive web application) technology for providing a seamless mobile commerce experience to its customers. Orra Jewellery PWA offers many advantages to both online shoppers and merchants.

Firstly, creating a mobile app via PWA is remarkably easy and quite cost-effective. You don’t require a huge team of developers for your mobile sales channel, or invest huge resources.

Also, with the mobile-first approach, businesses now know the significance of mobile traffic. As consumers are spending more and more time on smartphones than on computers.

In a mobile-first approach, the websites are designed as per the need of mobile users first, and then they are adapted for desktop users.

Mobile-First Indexing

Google search engine is prioritizing search content based on a mobile-first indexing strategy. This is crucial for site owners as they now need to make changes at their end for getting a higher ranking and traffic.

Earlier, the indexing primarily used the desktop version of a page’s content when evaluating the relevance of a page to a user’s query. But now as the majority of users now access Google Search on a mobile device, so Googlebot first crawls and indexes pages with the smartphone agent.

No Install, Update, Low Storage, Poor Network

For customers, Orra Jewellery PWA provides many benefits in comparison to a standard desktop website or a native application. First of all, to download the PWA on a mobile phone, the users don’t need to visit app marketplaces like Google Play or App Store. They can simply visit the website from their mobile browser and find the option – Add to Homescreen.

Orra Jewellery PWAOrra Jewellery PWA

Secondly, the application size of a PWA is quite small in comparison to a native app. So this conserves lots of storage space on smartphones. The native apps tend to increase their size with time as more information is stored locally and new updates are installed.

PWA mobile apps are also beneficial for poor connectivity networks. With the help of service workers, the Orra Jewellery PWA caches the static resources in the background and prepares an offline-app experience.

Building PWA with Webkul Extension

Webkul offers PWA extensions for all popular e-commerce platforms – Magento, Opencart, WooCommerce, CS-Cart, PrestaShop, and Joomla. With Magento 2 Progressive Web Application (PWA), the merchants can easily provide PWA mobile-app experience to customers.


You don’t need to write code or understand programming skills. Instead, all you need to do is install the PWA extension in your e-commerce platform and set up Firebase app credentials.

  • Works on Chrome, Safari, Opera
  • Supports all responsive templates
  • Send push notifications
  • Set splash background and theme color
  • Upload the PWA app icon


If you would like to check out the Orra Jewellery PWA app, then please open the website (https://www.orra.co.in/) from your mobile browser or Chrome desktop browser and click Add to Homescreen option.



  • https://en.wikipedia.org/wiki/Jewellery#Jewellery_market
  • https://www.emarketer.com/content/average-us-time-spent-with-mobile-in-2019-has-increased
  • https://developers.google.com/search/mobile-sites/mobile-first-indexing

Disclaimer – Please note all the images and content used in this article belongs to their respective copyright owners. If you have any issues or complaints related to this article, please send us an email at [email protected]

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