: WHP Jewellers has launched WHP Now, a four-hour jewellery delivery service designed to cater to customers seeking faster fulfilment for ready-stock jewellery purchases. The service is currently operational in Mumbai, with the brand targeting lightweight, daily-wear and gifting-led jewellery.

The initiative builds on WHP Jewellers’ four-year e-commerce experience and the changing expectations of online consumers following the growth of quick commerce. According to Aditya Pethe, Founder and Director, WHP Jewellers, the company identified an opportunity to reduce delivery timelines for customers who wanted jewellery on the same day, particularly for gifting and last-minute purchases.

WHP Now is supported by a hybrid fulfilment model, combining logistics partners with the company’s internal team. The brand has also integrated selected physical stores into its e-commerce operations, allowing eligible orders to be fulfilled locally when inventory is available. Stores in Vashi, Borivali and Nalasopara currently support the model.

The service does not impose a specific jewellery weight restriction, but its assortment is primarily focused on products with a lower average selling price, where delivery speed can influence the purchase decision. The offering is aimed at daily wear, gifting and self-use jewellery rather than high-value purchases.

Pethe said the decision to launch WHP Now was driven by both market analysis and customer demand. Around 60% of the decision was attributed to the company’s marketing analysis and tracking of market trends, while approximately 40% came from customer demand. The company had also observed order cancellations linked to longer delivery timelines.

The service was first piloted in a specific area before being expanded across its current operating zone. WHP said the initiative has received a positive response, particularly for gifting occasions, including purchases made ahead of weddings and parties.

WHP Now is also part of the brand’s broader omnichannel strategy, connecting its digital platform with its physical retail network. WHP currently operates eight stores across Dadar, Vile Parle, Vashi, Nalasopara, Vasai, Virar and Borivali, according to the company.

The brand’s website currently promotes WHP Now as offering four-hour delivery in Mumbai and Navi Mumbai, alongside a wider ready-to-ship assortment.