Paytm partners with CaratLane to enable customers to use digital gold for jewellery purchases, extending the utility of digital savings into physical assets and reshaping gold investment trends in India.
Paytm has tied up with CaratLane to let customers use accumulated Paytm Digital Gold when buying jewellery through the payments app, expanding the service beyond a simple store of value into a route towards physical purchases. The offer covers rings, earrings, pendants, necklaces, bangles and bracelets, with customers able to browse CaratLane’s catalogue at different price points and settle the transaction inside Paytm.
If the jewellery costs more than the gold balance being redeemed, the rest can be paid through UPI, cards, net banking and other payment methods. Paytm said the arrangement gives users a practical way to turn digital savings into jewellery, while CaratLane will handle packaging, fulfilment and home delivery in its serviceable pin codes.
Veer Mishra, vice-president at Paytm, said gold has long held a special place in India and that accumulated Paytm Digital Gold can now be used for CaratLane jewellery, with balance payments made through other options. Saumen Bhaumik, managing director of CaratLane, said the deal links digital gold ownership with physical jewellery and allows holders to convert their savings into purchases.
The partnership also reflects a broader push by jewellery and payments platforms to connect gold investment products with retail spending. CaratLane already offers its own digital gold service, including redemption for jewellery in online and physical stores, while Paytm’s gold product is promoted as a way to buy, save and redeem 24K gold through its app. Similar tie-ups have emerged elsewhere in the market, including a PhonePe-CaratLane collaboration announced in 2024.
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