<h1>Digital-First Jewellery Brands Disrupt Traditional Market with Affordable, Locally Crafted Accessories for Young Indian Consumers</h1> Local startups are transforming India's fashion jewellery market by challenging established brands through digital strategies and regional craftsmanship. Emerging companies are targeting younger consumers with affordable, everyday accessories that blend style and value. These brands emphasize local manufacturing, direct-to-consumer models, and digital marketing, focusing on lightweight, tarnish-resistant designs for both men and women. The market is experiencing significant growth, driven by changing consumer preferences and increasing digital adoption.