Salesforce & ORRA Fine Jewellery Redefine Jewellery Retail with AI- Driven Personalisation

The collaboration powers ORRA Connected, the brand’s digital transformation initiative,
delivering AI-powered personalisation and integrated experiences across 90+ stores and digital platforms

Mumbai, September, 2025 – Salesforce, the #1 AI CRM*, and ORRA Fine Jewellery, a
legacy company since 1888 and one of India’s leading diamond jewellers, today announced the
collaboration to launch ‘ORRA Connected’. This initiative is a company-wide digital
transformation program designed to deliver integrated, personalised customer experiences
across all channels. ORRA Connected integrates Agentforce, Sales Cloud, Service Cloud,
Marketing Cloud, and Tableau, which enables the brand to connect its digital and physical
touchpoints, strengthen customer engagement, and drive operational and sales efficiency.
‘ORRA Connected’ leverages AI and automation to elevate the multi-sensory jewellery retail
experience. ORRA unifies data from over 30 lakh unique customers across 90+ stores and digital
platforms to provide actionable insights, optimise performance marketing, and tailor
recommendations for each customer. This holistic approach provides a 360-degree customer
view, streamlines lead nurturing, post-purchase engagement, and drives stronger loyalty and
repeat purchases.
As part of its transformation, ORRA is transitioning from traditional marketing funnels to a full-
funnel flywheel strategy, aligning sales, marketing, and service functions. This makes ORRA one
of the first in its category to adopt this innovative approach. By embedding intelligence into every
customer interaction, ORRA ensures that each engagement, whether in-store or online, is
curated, meaningful, and reflective of its rich heritage.
The initiative also positions ORRA to scale AI-driven personalisation into its customer journey. In
parallel, ORRA is working to scale predictive analytics and loyalty solutions, to further strengthen
customer retention and deliver richer, data-led experiences in the future.

Dipu Mehta, MD & Founder – ORRA Fine Jewellery, said, “At ORRA, innovation lies at the
heart of how we reimagine the jewellery-buying journey. From the moment a customer walks into
our store to their online interactions, ORRA Connected ensures every touchpoint reflects both the
artistry of our craft and the precision of data-driven insights. With Salesforce, we are able to

personalize recommendations, coach our sales teams through AI, and optimize performance
marketing to deepen engagement and drive conversions. This collaboration is not just about
operational efficiency, but about creating a truly connected premium experience that strengthens
our legacy as diamond experts.”

Aditi Sharma, Regional Vice President – Retail and Consumer Goods Industry, at
Salesforce India, said, “Today’s consumers demand seamless, personalised experiences at
every touchpoint, and digital transformation is key to meeting these expectations. ‘ORRA
Connected’ empowers the company to unify data, embed intelligence into every interaction, and
deliver a premium experience that is both personalised and timeless. By combining Agentforce
with ORRA’s legacy of fine jewellery craftsmanship, we are setting a new standard for customer
engagement in India’s premium retail sector.”