Imagine a website selling everything under the sun. It requires tremendous amount of manpower and resources to be able to do that effectively, thus it relies on standard piece of software to automate most of the things. That personal touch can never come. If such a distributed effort is focused on just one product category then what we get is a niche product website. There are many advantages of such a market like one to one customer care, faster problem resolution, customisation and fine quality of products. Indianjewellery.com is only about Indian jewellery.