Tribe Amrapali: Monetisation

What is Tribe Amrapali?

Tribe Amrapali is a handcrafted jewelry brand that fuses tribal-inspired designs with a modern, playful twist. Aimed at young women aged 22 to 28, the brand seeks to empower its customers with bold, confident pieces that stand out.

Launched by the Amrapali Group, a renowned jeweler from Jaipur, Tribe Amrapali creates its jewelry from brass and German silver, offering an affordable yet high-quality alternative to luxury pieces. Tribe Amrapali positions themselves as an aspirational brand and often collaborate with designers to launch joint collections or make jewellery for movies like Bahubali.

Distribution Channels + Product Mix

The brand’s primary distribution channels include offline retail stores and Amrapali’s website.

Tribe Amrapali specializes in bracelets, anklets, earrings, and necklaces, which are launched in themed collections. In addition to its women’s jewelry line, the brand also offers a home décor range and men’s jewelry.

ICP Breakdown

Tribe Amrapali consciously targets ICP 1- the cost-sensitive segment who is not yet ready to invest in the traditional diamond and gold sets of the parent company.

Monetization Litmus Test

1. Retention Rate
   For an online jewelry brand, a repeat customer rate of 20-40% is considered a good benchmark. While Tribe Amrapali’s exact repeat customer data isn't available, the founders have highlighted the brand’s strong community of returning customers since its inception. Based on this, it’s reasonable to assume that Tribe Amrapali maintains a smiling retention curve, indicating positive customer loyalty.
2. Deeper Engagement
   Tribe Amrapali experiences robust engagement with each new collection or "drop." More than 60% of users revisit the website, browsing and adding products to their cart. The brand's social media presence also supports this, with strong engagement rates and noticeable demand spikes when new collections are launched. Given this, it’s safe to assume that over 50% of users are core or power users, reflecting deep customer involvement.
3. Willingness to Pay
   With an Average Order Value (AOV) of Rs. 2500 for non-precious jewelry, Tribe Amrapali’s customers have shown a clear willingness to pay for the products. The price point aligns with the brand’s positioning as affordable yet high-quality, suggesting that Tribe Amrapali’s customers are comfortable with their pricing.

Conclusion: Tribe Amrapali successfully clears the Monetization Litmus Test. This indicates the brand is ready for monetization, and the next steps can focus on refining strategies to further scale and optimize revenue. ✅✅✅

3 Experiments to Boost Monetisation @ Tribe

1. Bundling Jewelry Sets for Increased AOV

One effective way to increase average order value (AOV) is by creating product bundles, such as matching necklaces and earrings, or even more comprehensive sets that include necklaces, earrings, bracelets, and anklets. Offering these bundles at a slightly discounted rate encourages customers to purchase more items together. Bundling also helps customers style their jewelry more easily and discover complementary pieces they might not have thought to buy separately, leading to higher overall sales.

2. AI-powered cross-promotion for Men's Jewelry

Another strategy to increase revenue is to tap into the men’s jewelry market by leveraging AI. When women browse jewelry for themselves, the site can suggest complementary men’s pieces. Similarly, when women shop for men’s jewelry as gifts, the platform can propose matching designs for themselves. This cross-promotion would cater to the gift-giving behavior while boosting sales for both women's and men's categories.

3. Quarterly Jewelry Subscription Service

A subscription service could be a fun and engaging way to generate recurring revenue. Tribe Amrapali could offer customers a quarterly jewelry box containing a selection of curated pieces. Customers could try out the jewelry, keep what they like, and return the rest. Offering a 10% discount on purchases made from the subscription box would incentivize customers to buy, while creating a steady, predictable income stream for the business.

Substitute Pricing

Substitute Pricing:

Before heading into the competitor table, I just wanted to define the CVP and pen down what people were paying Tribe Amrapali for:

What Are Your Customers Paying For?

Jewellery? - unique and beautiful pieces of art which make them feel confident. They want something different, but still wearable. Customers are paying for designs, versatility, longevity of the piece+design, craftmanship.

Where Does Tribe Amrapali Stand Out?

• Tribal Craft Meets Modern Art: Tribe Amrapali offers a unique blend of traditional tribal artistry and contemporary design, making each piece a distinctive, wearable work of art.
• Brand Credibility & Accessibility: With Amrapali’s legacy in high-end gold and diamonf jewelry, Tribe Amrapali brings premium, expertly crafted designs made from German silver to a wider audience, making luxury more accessible. The trust associated with their parent company, coupled with their exquisite designs, are Amrapali’s biggest strengths.

How Should Tribe Amrapali Position Itself?

Before diving into how Tribe Amrapali should position itself, let’s first define the market we’re talking about. The jewelry market in India is enormous—from costume jewelry available for as little as 50 rupees at street vendors to custom-made gold and diamond pieces that can cost crores for weddings. For the purpose of this discussion, we're focusing solely on the fashion jewelry market, which excludes pure gold, silver, diamonds, and semi-precious or precious stones like rubies and emeralds.

In this space, Tribe Amrapali should position itself as an aspirational luxury brand. Its premium offerings place it firmly at the high-end of the fashion jewelry market. With necklaces starting at Rs. 4500, Tribe Amrapali clearly caters to those seeking exclusive, high-quality designs that blend traditional craftsmanship with modern flair—without the price tag of precious metals.

Substitution Pricing Table

Key Observations for Tribe Amrapali

1. Deliberate Premium Pricing: Tribe Amrapali’s high starting price point (Rs. 4000+) is a strategic choice to reinforce its positioning as a luxury, aspirational brand within the fashion jewelry market.
2. Strength in Design Innovation: The brand thrives on its unique blend of tribal art, tradition, and modern aesthetics, setting it apart in a crowded market and justifying its premium pricing.
3. Brand Credibility as a Competitive Edge: The association with the renowned Amrapali brand elevates its market perception, creating a strong appeal for customers who value exclusivity and craftsmanship.

As a product-based company offering tangible goods, Tribe Amrapali needs to charge all its customers. Unlike subscription-based models, where selective pricing can be applied, every customer interaction involves a direct transaction for physical jewelry. Therefore, the pricing strategy must encompass the entire customer base.

Baseline Scenario

To establish a baseline, Tribe Amrapali can analyze its repeat buying rate. It should be between 35-40%.
This metric provides insights into customer behavior by evaluating how often customers return to make additional purchases within a given timeframe. For instance, tracking reorder rates over a year can help establish patterns of customer loyalty and identify how changes in pricing may impact purchasing decisions across different segments.

Testing Elasticity

To test pricing elasticity, Tribe Amrapali should focus on segmenting customers based on Recency, Frequency, and Monetary value (RFM). These parameters help in categorizing users effectively, allowing for a deeper understanding of how price changes affect their behavior.

Monetary (Average Order Value)

The monetary value of purchases will be segmented into:

• Low-value customers: Those with an AOV below ₹3000, likely to be price-sensitive.
• Mid-value customers: Those with an AOV between ₹3000 and ₹6000, striking a balance between value and aspiration.
• High-value customers: Those with an AOV above ₹6000, driven by luxury and exclusivity.

Frequency

Purchase frequency will reflect how often a customer engages with the brand:

• Single-time buyers: Customers who made only one purchase in the past year.
• Occasional buyers: Customers who made two purchases within the first six months of their initial order.
• Loyal buyers: Customers who placed three or more orders within a year.

Recency

The recency of customer purchases will help assess their current engagement level:

• Active customers: Those who purchased within the last three months.
• Engaged customers: Those who purchased between three and six months ago.
• Dormant customers: Those whose last purchase was over six months ago.

RFM Grid:

Champions: People who have bought in the last 3 months and placed 3+ orders last year

Potential Loyalists: Who have bought in the last 5-6 months, and placed a second order

New customers: Bought for the first time

Loyalists: People who have bought 3+ timesyear in the past but not bought in the last 3 months

Need Attention: People who were repeat customers but have not bought anything in almost 5-6 months

Promising: first time customers who bought in the last 2-5 months

About to Sleep: First time customers who bought 6 months + back

Can't Lose them: Who bought 3+ times in the past but have not ordered for at least 7-8 months

At Risk: 2 time buyers who didn't return in the last 6 months

Hibernating: People who bought jewellery almost a year back and have not come back

Being a product based company, we have to charge every customer before they can experience the product

What do your customers value?

That being said, our ICP, fashion girlies in their mid twenties, perceive value through bold designs and unique statement pieces.

• Design Innovation - wearing something hatke
• Versatile Jewellery - can go with a loads of apparel
• Value for Money - they do not mind spending gif the dopamine hit/confidence they get is worth it

Competitor Benchmarking - As previously defined, the brand trust, unique designs (specifically through the curated drops) and high-quality craftsmanship, Tribe Amrapali demands a higher price.

How to Increase Percieved Value v/s Percieved Price?

To establish our perceived value, all products in our website are first prominently shown via photos and testimonials. End of Season Sale and virtual discounting makes the products look to be a bargain compared to their general price. The collaborations with other top design houses, as well as supplying jewellery to prominent movies such as Bahubali, increase the Percieved Value. Setting up stalls in exclusive handicraft/jewellery exhibitions, along with taking part in fashion shows can also increase the perceived price and get people to try the jewellery for free. The exquisite and personalised experience in their offline stores also increase the Percieved Value.

When to actually show the price?

Price is only available when we hover on a specific product, and on the product pages. We do not gatekeep the price, but we emphasize on the value first.

What to charge for?

CVP: Modern jewellery inspired by tribal roots; accessories people feel confident in.

Output-Based: Tribe Amrapali should focus on charging per unit, meaning customers pay for each individual piece of jewelry they purchase, whether it's a necklace, bracelet, or earrings. This is consistent with how customers typically expect to pay for jewelry, where each piece has a distinct value based on design, craftsmanship, and materials.

How much to charge?

Traditional Pricing Strategy:

In lifestyle businesses like Tribe Amrapali, the general approach to pricing involves calculating the Cost of Goods Sold (COGS) and then applying a markup to cover other expenses, generate profit, and account for business margins. Talking to other people in the fashion jewellery business, it seems that the final MRP is almost 4x the COGS- this includes the platform fees for aggregators, handling charges, fixed overhead etc.

Changes to this:

Pricing should be determined by the customer's willingness to pay. The designs and quality of Tribe Amrapali can command a higher price (anecdotal evidence from talking to customers at a jewellery exhibition at Amrapali's stall). We can even increase the AOV by offering bundles or making slight customisations.

Amrapali charges:

Pricing Page

Pricing Page Design

Current Pricing Page:

There is not a traditional pricing page of Tribe Amrapali, but each product page acts as product-specific pricing page.

Where to people find the pricing?

This is the home page of Amrapali. It highlights the CVP of the brand, while also telling customers about a Sale and the option of getting shipping free on order value of Rs. 2000. It also highlights that a significant base of Tribe Amrapali is also based out of US/outside India.

The products are featured prominently with very clear images, and prices are available when we hover our mouse over a specific product. The pricing is readily available at the appropriate junction for the customer to make an informed choice.

What is Working?

• Price clearly mentioned, with virtual discounting- makes people think they are getting a deal
• Different ways to wear the product provided
• Celebrity wearing the product featured - increases social credibility
• More products of the same design and similar style provided
• Metal Composition clearly mentioned in Description

What Can be Changed?

• Bundles with matching necklaces or bracelets be clubbed at slight discount to increase AOV
• Links to go to other product pages provided - too many choices though - can lead to user getting overwhelmed, reduce them
• Customer Testimonials can be added
• Style # added is needed for backend inventory management, but does not add anything to user experience.
• Description is very vague, can be much more targeted on how wearing this jewellery would make people feel

System Design:

System 1 design used in existing pricing strategy, which works well because-

• Relatively low stakes and refunds/returns are possible for a month
• ICP 1 (younger, tech-savvy generation) is used to buying products online, no learning curve.