Gaurav Kushwaha, ex-Amazon engineer and founder of BlueStone, reveals how he built an ₹8,000 crore jewellery brand despite zero prior industry experience. In this candid conversation, he unpacks the business strategy behind BlueStone’s omnichannel pivot, their design-first edge, and the consumer shifts that made the brand a national favourite—especially among India’s young, mobile population.
Highlights
- Industry selection: Why Gaurav chose jewellery over other large categories
- Financial beginnings: His debt-laden early journey and risk appetite
- Growth engine: BlueStone’s online-to-omnichannel transformation
- Consumer insight: Design drives buying — not price or convenience
- Distribution shift: Migrant populations and nuclear families as key markets
- Lab-grown diamonds: Why India may remain immune to the US trend
- Capital crunch: Cutting burn by 80% to survive the offline pivot
- Omnichannel strategy: Car buying analogy and customer behaviour cues
Gaurav Kushwaha | Founder, BlueStone
