![Three jewellery sets priced in this read of AJIO's shelf - a Rs. 419 Oomph stone-studded necklace and earrings set, a Rs. 367 Fabula kundan multi-piece set and a Rs. 335 SUKKHI gold-plated set - shown in their own listing photographs]()
Twenty listings on AJIO's jewellery shelf state a maximum retail price that is their own selling price multiplied by almost exactly ten. Rs. 419 against Rs. 4,193. Rs. 215 against Rs. 2,153. Rs. 367 against Rs. 3,672. The prices are ragged; the multiples are round. All twenty print a 90% badge.
The second thing this shelf does is publish nothing else. None of the 116 listings we read carries a star rating or a review count - so the badge computed from a number the seller chose is the only comparison the page offers. Below: the brands at 10.00x and 5.00x, the one label charging 20% off, and what the anklets and sets actually cost in rupees.
📅 Update log:
1 October 2026 — first published. The shelf was read on 1 October 2026 from ajio.com's own search responses for 'jewellery set', 'anklet' and 'ethnic jewellery', logged out, in India, with nothing purchased; 116 listings remained after de-duplication on AJIO's own product codes. Every selling price, stated MRP and discount badge quoted was read on that date, and every multiple is the stated MRP divided by the selling price.
Twenty listings where the MRP is the price times ten
We read AJIO's own search results for 'jewellery set', 'anklet' and 'ethnic jewellery' on 1 October 2026, logged out, in India, with nothing purchased. 116 listings came back. On twenty of them the stated maximum retail price is the selling price multiplied by almost exactly ten, and every one of those twenty displays a 90% discount badge.
An Oomph stone-studded necklace and earrings set is Rs. 419 against a stated Rs. 4,193. A multi-piece set from the same label is Rs. 215 against Rs. 2,153. A Fabula kundan set is Rs. 367 against Rs. 3,672. In each case the price is a ragged number and the multiple is the round one - 10.01x, 10.01x, 10.01x - which is the shape a list price takes when it is computed from a target badge rather than the other way round.
The same pattern runs one rung down. All five Lucky Jewellery listings sit at exactly 5.00x and show 80% off, from Rs. 1,586 against Rs. 7,930 up to Rs. 8,670 against Rs. 43,348. Eight more listings land on 3.33x, seven on 2.86x. An MRP is a figure the listing displays; we have not verified that any item here was ever sold at one, and nothing in this page alleges wrongdoing by AJIO or by any brand or seller named on it.
| Round multiples on AJIO's jewellery shelf, 1 Oct 2026 | Price | Stated MRP | Multiple | Badge |
|---|
| Oomph stone-studded necklace & earrings set | Rs. 419 | Rs. 4,193 | 10.01x | 90% |
| Fabula women's ethnic kundan multi-piece set | Rs. 367 | Rs. 3,672 | 10.01x | 90% |
| Oomph ASN7 gold beads layered anklets | Rs. 209 | Rs. 2,089 | 10.00x | 90% |
| Lucky Jewellery gold-plated multi-piece set | Rs. 8,670 | Rs. 43,348 | 5.00x | 80% |
| Giva sterling silver dazzling single anklet | Rs. 563 | Rs. 1,748 | 3.10x | 68% |
| YOUSTA set of 3 beaded anklets | Rs. 119 | Rs. 149 | 1.25x | 20% |
The one-line version: on a fifth of this shelf the badge is arithmetic - MRP divided by price lands on exactly 10.00 - so read the Rs. figure and ignore the percentage entirely.
Not one of these 116 listings has a single review
Every listing in this read publishes a null rating and a null review count. Not a low score, not a handful of reviews - nothing at all, on all 116. This is how AJIO's search results behave generally rather than a fault in our read: the field comes back in the response and is empty on every row.
That matters more here than on most shelves. Jewellery at these prices is plated base metal whose finish is the whole question, and the one number a buyer would normally lean on - how many people bought it and what they said about the plating six weeks later - is not published. What is left is the discount badge, and the section above is about how little that badge means.
For contrast, we read Myntra's jewellery shelf the same month: it publishes a star average and a rating count on effectively every listing, running into the thousands on popular pieces. If reviews are what you want before buying plated jewellery, that is where they exist. We make no claim about which shop's goods are better - only about which one publishes feedback.
| What this shelf publishes, 1 Oct 2026 | Value |
|---|
| Listings returned | 116 |
| Publishing a star rating | 0 of 116 |
| Publishing a review count | 0 of 116 |
| Stating an MRP | 116 of 116 |
| Selling price range | Rs. 119 to Rs. 8,670 |
| Median selling price | Rs. 569 |
| Median discount badge | 79% |
| Badges of 90% | 21 of 116 |
| MRP exactly 10.00x the price | 20 of 116 |
AJIO's own label is the one that discounts twenty per cent
YOUSTA - AJIO's in-house fashion label - holds six listings here and every one is Rs. 119 against a stated Rs. 149. A 1.25x multiple, a 20% badge, the flattest figures on the shelf. Six anklets: a set of three beaded, a set of three beaded link, a gold-plated multistrand, a gold-plated layered, a plain beaded, and a set of three beads-and-charm.
Giva, the only other name most buyers would recognise, runs 1.96x to 3.39x - a sterling silver beaded single anklet at Rs. 1,973 against Rs. 5,499, an evil-eye anklet at Rs. 1,597 against Rs. 3,499. Rubans, with 19 listings, spans 2.50x to 5.55x. The 10.00x multiples belong to Oomph and Fabula, and the 5.00x block to Lucky Jewellery.
This is the brand-recognition split we have now seen on five shelves in two months, and it reads the same way each time: a label a buyer can check states a list price close to what it charges; a label nobody can check states one several times higher and prints the difference as a saving. It describes published figures on one shelf on one date and is not a comment on anyone's pricing practices.
| MRP multiple by brand, jewellery shelf, 1 Oct 2026 | Listings | Badge range | MRP multiple |
|---|
| YOUSTA (AJIO's own label) | 6 | 20% flat | 1.25x |
| Giva | 6 | 49% to 70% | 1.96x to 3.39x |
| Rubans | 19 | 60% to 82% | 2.50x to 5.55x |
| Lucky Jewellery | 5 | 80% flat | 5.00x exactly |
| Oomph | 10 | 83% to 90% | up to 10.01x |
| Fabula | 14 | 80% to 90% | up to 10.02x |
What the anklets and the sets actually cost
Strip the badges out and the shelf is cheap in absolute terms. The median selling price across all 116 listings is Rs. 569, and the anklets cluster lower still - Rs. 119 for the YOUSTA sets of three, Rs. 181 for a silver-plated seeded pair from Joy of Jewels, Rs. 209 to Rs. 298 for most of the Oomph and Fabula layered pairs, Rs. 218 for a Sohi pair.
Necklace-and-earring sets start at Rs. 159 - a BRADO multi-piece set - and the bulk of the ethnic kundan and stone-studded sets run Rs. 290 to Rs. 870. Above that the shelf thins out quickly: Rubans at Rs. 1,490 to Rs. 3,283, STILEADDA at Rs. 1,235 to Rs. 1,361, Biba at Rs. 2,378, and the five Lucky Jewellery pieces from Rs. 1,586 to Rs. 8,670, which is the top of the shelf.
Sterling silver, where it appears, is priced like sterling silver. Giva's silver anklets are Rs. 563 to Rs. 1,973 while the plated pairs around them are Rs. 119 to Rs. 300. Metal and plating descriptions here are the listings' own printed text, reproduced as printed; we have handled none of these pieces and make no claim about what any of them is made of or how the finish wears.
Method: how this shelf was read
Read on 1 October 2026 from ajio.com's own search endpoint for the queries 'jewellery set', 'anklet' and 'ethnic jewellery', two result pages each, logged out, in India, with nothing purchased. Rows were de-duplicated on AJIO's own product code, leaving 116. Every selling price, stated MRP and badge quoted on this page is the figure AJIO's own response carried on that date. Multiples are the stated MRP divided by the selling price, rounded to two decimal places. Search results are ranked, partly personalised and change continuously, so a different reader on a different day will not see this same set of 116.
Before you buy: compare the Rs. figures, not the badges - a Rs. 119 anklet showing 20% off and a Rs. 209 anklet showing 90% off are both just an anklet and a price. And since nothing here carries a review, treat return terms as the safety net rather than other buyers' experience.
Frequently Asked Questions
What does a jewellery set cost on AJIO in October 2026?
In this read of 116 listings the whole shelf ran Rs. 119 to Rs. 8,670 with a median of Rs. 569. Necklace-and-earring and multi-piece sets started at Rs. 159 (BRADO) with most ethnic kundan and stone-studded sets between Rs. 290 and Rs. 870; anklets ran Rs. 119 to Rs. 1,973. These figures describe the 116 listings returned on 1 October 2026, not AJIO's full catalogue.
Are AJIO's 90% off jewellery badges real?
The badge is arithmetic over two numbers the listing itself states, and on this shelf the arithmetic is unusually visible. Twenty of the 116 listings state an MRP that is the selling price multiplied by almost exactly ten - Rs. 419 against Rs. 4,193, Rs. 215 against Rs. 2,153 - and all twenty show 90% off. Five more sit at exactly 5.00x and show 80%. An MRP is a figure the listing displays and we have not verified that any item here was ever sold at one, so the percentage is not a measured saving. No wrongdoing by AJIO or any brand is alleged; the practical advice is to compare selling prices.
Why does AJIO not show ratings on jewellery?
We cannot say why, only what: all 116 listings in this read published no star rating and no review count at all. The ratings field comes back in AJIO's own response and is empty on every row, which is how its search results behave generally rather than a quirk of this category. The practical effect is that the discount badge is the only comparative number on the page, and it is computed from a figure the seller chose.
Which jewellery brands on AJIO have the smallest discounts?
YOUSTA, AJIO's own in-house label, holds six listings and every one is Rs. 119 against a stated Rs. 149 - a 20% badge and a 1.25x multiple, the flattest on the shelf. Giva runs 1.96x to 3.39x (49% to 70% badges). At the other end, Oomph and Fabula listings reach 10.01x and 90%, and all five Lucky Jewellery listings sit at exactly 5.00x and 80%. Small badges here go with list prices close to the selling price, which is the more useful signal.
Is AJIO or Myntra better for buying jewellery?
This page cannot rank the goods - we bought and handled nothing. On published information the two differ sharply: AJIO published no rating on any of these 116 listings, while Myntra publishes a star average and a rating count on effectively every jewellery listing, often in the thousands. If buyer feedback matters to your decision, that is a real difference. Prices overlap heavily at the plated end; check the return window on either before ordering plated jewellery, since plating wear is what reviews would normally tell you about.
Prices & codes last verified: October 1, 2026
Zoutons may earn a commission when you buy through links on this page. Every selling price, stated MRP and discount badge here was read on 1 October 2026 from ajio.com's own search responses for 'jewellery set', 'anklet' and 'ethnic jewellery', logged out, in India, with nothing purchased; 116 listings remained after de-duplication on AJIO's own product codes. Every count, median, range and multiple on this page describes those listings on that date rather than AJIO's full catalogue, and an item sold there that did not appear in these results does not appear here; search results are ranked, partly personalised and change continuously, so a different reader will not see the same set. An MRP is the figure the listing displays and we have not verified that any item here was ever sold at one, so every percentage and multiple on this page is arithmetic over two numbers the seller chose rather than a measured saving. The observation that some listings state an MRP close to ten times their price is a description of published figures and is not an allegation of mispricing, misleading advertising or of any breach of the Legal Metrology Act, the Consumer Protection Act, the Consumer Protection (E-Commerce) Rules or any other law, rule or platform policy by Reliance Retail, by AJIO or by Oomph, Fabula, Lucky Jewellery, Rubans, Giva, YOUSTA, SUKKHI, BRADO, STILEADDA, VATSALYA, Sohi, Joy of Jewels, Biba or any other brand or seller named or unnamed, and no wrongdoing is alleged or implied. The absence of ratings is reported as what the responses contained; we do not know why AJIO does not publish them here and make no claim that any item is unpopular, unsold or poorly reviewed. Metal, plating, stone, finish and 'waterproof' descriptions are the listings' own printed text, reproduced as printed and not verified, tested or assayed by us - nothing here is a statement about what any piece is made of, how it wears, or its suitability for anyone with a metal allergy. We did not buy, unbox, wear or test any item on this page. Product photographs are the listings' own images as published on ajio.com and may be styled, retouched or shown on a model. Comparisons with other retailers describe what those retailers publish, not the quality of their goods. Prices change without notice and can differ at checkout after coupons, bank offers or delivery charges; the price shown at your checkout prevails over anything here.
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