It seems that the Rocket Internet owned online jewellery and fashion accessories site, 21diamonds.com has quietly shut down its operations in India, 31st may being the last day, as per multiple sources.
The web-store has stopped taking any further orders as they have pulled back their payment gateway from the shopping cart. On trying ordering something on the website, the site returns the user back to the homepage and does not add anything to the shopping cart.
The shutdown might have come as a global strategy of Rocket Internet with 21Diamonds, which started its operations in 18 countries in total, as it seems to have rolled it back from 4 more countries viz. USA, Poland, Russia and Australia whose sub-domains are routing to the global landing page but these countries are no more listed on it. Though India is currently in the list of global landing page, among 14 remaining countries, it is expected to be removed soon like others.
The shutdown was definitely as per the plans by the Rocket as they even provided a month of notice to their vendors. The company has last updated its Facebook page on May 6 and Twitter page on May 2. The customer care number on the site is also out of reach.
Founded in 2012, with Indian Headquarters in Gurgaon, managed and maintained by Axel Retail Pvt. Ltd and a part of 21Diamonds international brand, it had operation started in around 17 countries apart from India. The company’s Indian operations were led by CEO, Richa bansal, Globally it was supported by Holtzbrinck Ventures and Digital RI as investors.
Rocket Internet earlier had also rolled back its global plan of Bamarang from various countries and Heaven&Home from India.