Gullak
Launching Jewellery Schemes on Gullak: 0→1, scaling to 10+ schemes
Featuring Caratlane’s 9+1 Scheme
About Gullak
Gullak is a gold investment app that enables Indians to invest, lease and purchase Digital Gold & Physical Gold.
1.5M users
4.7 rating on app store
1000kg Gold sold so far
Backed by YCombinator & Chiratae Ventures
About CaratLane
CaratLane is an Indian jewellery brand that sells modern and affordable fine jewellery online and through its retail stores.
4M+ happy customers
300+ Stores across India
Backed by TATA Group
Context
What are jewellery schemes?
Jewellery Schemes are structured savings plans where customers make regular, often monthly payments over a set period to save money for a future jewellery purchase
Jewellery Schemes are traditionally offline first experiences
Save Monthly
Set aside a fixed amount each month.
Earn Exclusive Benefits
Get one month free or making charges off.
Redeem with Ease
Use your savings to buy jewellery you love.
Gullak was missing users’ highest-value savings behaviour
Talking to 50+ Gullak users revealed a pattern: their gold investments lived in two separate buckets - on Gullak and more in offline jewellery schemes
Low Transaction value
Generic investment products
No tangible goal
High Transaction value
Trusted jewellery brands
A tangible, aspirational reward
When I’m putting away that much money every month, I want it to be with a jeweller I already know.
I usually decide on the jewellery first and then join the scheme.
Different brands have different designs. If I’m saving for something I’ll wear later, I want to know exactly what my options are.
Success Metrics
How will we measure success?
Partnerships:
New Jewellery Schemes Onboarded
Average SIP Amount:
Average monthly investment per user
Conversion:
Number of users who complete plan setup
Design Solutions
Discovery
HMW
introduce jewellery schemes without disrupting Gullak's core saving experience?
HMW
ensure discovery scales as more jewellery schemes get added over time?
Temporary Entry Point
Separate Tab as Permanent Entry Point?
A banner on the home feed highlighted newly launched plans, serving as a short-term entry point for discovery.
By default, Gullak's bottom nav had 3 tabs — Home, Gullaks, and Dashboard.
Some user cohorts also saw a 4th tab — Refer, which drove low-cost user acquisition, so we didn't want to deprioritize for a newer, unproven feature.
Adding jewellery schemes as a 5th tab would have crowded the navigation further. We ruled this out and decided to house it on the home page.
Permanent Entry Point & Scheme Browsing Experience
Brands to evoke trust
Brand Agnostic Premium Look & Feel
Navigation to explore & view own schemes
Highlight payment methods available
Brand Callout
Carousel to browse jewellery
Education
HMW
help users trust an unfamiliar financial commitment within seconds of landing on the screen?
HMW
help users understand the value & mechanics of the scheme without feeling overwhelmed?
The familiar “9+1” term paired with aspirational jewellery visuals — positioning the plan as both trusted and desirable upfront.
Enrolment numbers placed in the first fold, reinforcing credibility from the very start.
The scheme broken into 3 concise steps, reducing cognitive load and helping users progress without hesitation.
CaratLane and Tata Group branding shown clearly — anchoring savings to names users already trust.
The benefits section is designed to show practical value, making it easy for users to see how the plan fits their goals.
FAQs and store details grouped at the end, keeping the core flow clear while still staying accessible.
Setup Flow
HMW
make the bonus feel like a tangible reward, not just a number?
HMW
make a long list of binding T&Cs feel manageable rather than overwhelming?
Real jewellery imagery used to make the bonus feel aspirational, not just numerical.
An animated confetti moment marks the bonus being unlocked — turning a static confirmation into a small delight.
Collected upfront with context — explaining why it’s needed (voucher delivery if unredeemed) to avoid friction.
Deal-breaking terms surfaced as scannable cards at the top, before the dense legal text below.
Familiar UPI-based autosave flow, reinforced with “100% secured payment” for confidence at the commitment moment.
CaratLane’s treasure chest imagery used for the success state — tying back to the brand users are committing to.
Tracking & Redemption
HMW
make a 9-month, locked-in commitment feel motivating rather than passive?
HMW
turn the end of a long commitment into a moment worth celebrating?
Homepage Card
A glanceable card on the home screen shows saved amount and progress.
Plan Details
Progress, SIP details, and transaction history consolidated in one place.
Monthly SIP Confirmation
Each SIP confirmation shows the jewellery slowly “coming to life”
Plan Completed
Opening the app greets users with the jewellery fully formed. A celebratory moment marking the goal achieved.
How to Redeem?
Redemption offered both in-store and online similar to flexibility users valued in offline schemes.
Redeemed State
‘Redeemed’ confirmation, with invoice, support, and transaction history all in one place.
Autopay Cancelled
When autopay fails, the plan stays visible with its status flagged, and a direct option to set up autopay again.
Payment Overdue
Shows the bonus reducing daily, with a one-tap “Top Up” to fix it immediately.
Late Payments
A timeline showing full bonus, grace period, then daily reduction — so users know exactly what’s at stake.
From Proof of Concept to 10+ Schemes
The CaratLane scheme became the foundation for a white-labelled system — the same flow, adaptable to any jeweller’s brand.
Conversion Rate
~5%
Avg SIP Value
₹20,000
Inbound Interest
