ORRA The Diamond Destination is Indias largest and only exclusive diamond jewellery retail chain.

. A legacy that has spanned centuries, overwhelming the world with its brilliance can be summed up in one word, ORRA. Launched in 2004, ORRA has been at the forefront of design leadership and product innovation. ORRA is renowned for its exquisitely crafted Belgian Solitaires. Rocks are crafted into beautiful diamonds by descendants of the legendary 14th century Belgian inventors of diamond sculpting. ORRA is a part of the worlds largest diamond manufacturing company with a presence across 15 countries headquartered in Antwerp, Belgium. Set in an international format. ORRA has spread its glow across the length and breadth of India with 31 exclusive high street boutiques in 21 cities. These boutiques have become the ultimate destination for the choicest diamonds in the country. In 2007, it earned the prestigious distinction of being voted as the BEST JEWELLERY RETAIL CHAIN OF THE YEAR and in 2008 its design was chosen as THE MOST INNOVATIVE DESIGN OF THE YEAR From adorning the likes of Julianne Moore at Oscars 2008 and Nicole Kidman and Joan Rivers in the past to providing exquisite jewellery for Mallika Sherawat at Cannes film festival, ORRA has been associated with the crme la de crme of society. It also created a stunning Million Dollar Bustier in honour of Prince and Princess of Belgium. ORRA has always been the exclusive choice for creating the most stunning pieces of jewellery and works of art. Define a diamond's size, shape or colour and ORRA will make your dream come true

Product Profile- ORRA

Name a size, define a shape, state the color and ORRA will have a diamond to make your dream come true. We can proudly claim that 1 in every 25 diamonds is a Rosy Blue diamond.

The company has come a long way from sculpting diamonds to crafting the finest diamond jewelry. A legacy that has spanned centuries, overwhelming the world with its brilliance can be summed up as ORRA. A word that epitomizes the person it was created for - her spirit, her grace and the invisible glow that surrounds her. At ORRA, diamonds are sculpted to be as special as the person who buys it.

Set in the international store format, ORRA has 33 exclusive diamond boutiques across India. The ORRA color logo draws strengths from our foundation.

. The ORRA color logo draws strengths from their foundation. A sterling legacy; Superior diamonds; unique product offerings

With the launch of ORRA, the focus on building inheritance revolved around our international lineage and centuries of presence. These were made relevant to the consumer by stressing on their ramification in terms of product focus. We have attempted to differentiate our product offerings and create new product concepts. Whilst the overall positioning is of a serious diamond player, the aim is to entice consumers through product offerings tailor-made to their requirements. Examples of these innovative and differentiated products:

Bridal Collection Solitaire Collection Platinum Couples Collection Mughal Collection Spiritual Collection

Career Carats

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FUTURE STRATEGIES

Rosy Blue to set up 40 Orra diamond jewellery showrooms THE Rosy Blue Group, is planning to invest Rs 90 crore in setting up 40 exclusive Orra diamond jewellery showrooms in India over the next three years.

Apart from its presence in India being marked by two separate ventures, the group also runs one of its five global design centres from the country, the Chief Executive Officer of Orra, "Rosy Blue is into diamond polishing, exports and retail in India. While the polishing business is a separate company, the remaining two businesses fall under Intergold,"

STP ANALYSIS FOR ORRA DIAMONDS

Segmentation Wedding Segment Non Bridal Segment Elite Segment Corporate Accessory Targeting

 Teenage and youth Employees of big firms Addressing Newly Wed Single & post Marital Acquisition Positioning Modern Special Young Ultimate Gift of Love And Lots of else

The Challenges faced by ORRA Traditionally in India, women did not wear diamond jeweler often, apart from special occasions such as marriages and festivals.

Diamond jewellery was not meant for everyone but only a privileged few who could meet the expense of it.

To possess a diamond was a real privilege. Indians were only aware of 22karat jewellery in the market. The notion of 18karat jewellery was completely unheard of.

PRICING OF ORRA

The Orra range has been priced at Rs 5,000 at the entry level and up to Rs 10 lakhs for the high-end jewellery. Orra had a scheme to sell gold at a fixed price. Segmentation: due to its premiere pricing it generally aims the elite group. Targeting: traditionally like all jewellery brands orra also targeted the female population but above de age group of 20.

Positioning: exclusive diamond outlet.

PROMOTION OF ORRA

Used commercial ads to recapture the brand's heritage since Orra has been around for 116 years and it was essential to portray its rich tradition. Retail strategy- Positioned as an Only Diamonds Store, it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting. Rosy blue was associated with IIFA 2006. ORRA has had a long and successful association with the Hollywood and Bollywood.

PLACE OF ORRA
Orra operates in various parts of the world including Asia, USA, Middle East and Europe. They cater to their customers through retail outlets and online transactions. They also have various tie-ups with other jewellery outlets to market their brand

COMEPTITORS ANALYSIS

Branded Segment Competes with approx. 300,000 traditional jewelers in the domestic market such as TBZ, CKC Banglore, Prince Jewellery, Joy Alukkas, GRT-Chennai, Notandas, Anmol, Mahesh Notandass, Minawala, Nirvana, PN Gandgil Haoorilal, Punjab Jewellery, etc

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI

TANISHQ

JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER 7200 (in Crores) 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle &above Middle &above

Upper middle &above

Middle &above

Middle &above

MARKETING STRATEGY

Events

Advertising

Customer Schemes

Theme based advertising

Press releases

Swot

STRENGTHS Financial strength and stability Stable rough supplies Understanding dynamics Pipeline integrity guarantee Strategic partnerships Huge quality and size range from in-house production Global track record in branded and special cut programs Global presence downstream of market

WEAKNESSES Doesnt cater to the middle and lower stratas of the Indian society Not very well known among common people High profile,extremely expensive, only for the rich,An image as perceived by the common people.

OPPORTUNITIES Better advertising and marketing strategies Change image as perceived by common people Easy and convenient store locations Cater to all levels of customers

THREATS Increasing competition from retail jewellery houses coming in. Local customers preference on local jewellery houses rather than high end boutique storesORRA

KIAH
The KIAH collection is designed as lightweight, striking and stylish pieces. KIAH means beauty. Their brand ambassador is the beauteous former Miss Universe, Sushmita Sen. These diamonds are white, round and brilliant cut, VVS1 and VS1 variety. The flawless diamonds have been set in a classy collection of nosepins, rings, earrings, pendants and cufflinks. They also have a dazzling range of bangles, chokers, necklaces, bracelets and mini-necklets, set in white and yellow 18K gold. The nosepins start at Rs 1,800. Necklaces cost a maximum of Rs12 lakh. KIAH, an Australian aboriginal word means 'coming from a beautiful place'. KIAH endorses the desire of women to celebrate themselves. It offers a vast array of diamond jewellery that can inspire any woman to assert her self-worth. Built around the brand essence "You are the occasion", KIAH celebrates life and the essence of feminism. Former Miss Universe and today's leading film actor Sushmita Sen lends her panache and style to KIAH as the brand ambassador. With a strong network of 11 exclusive showrooms across major cities in India and Dubai, KIAH today is one of the leading brands in the diamond jewellery market in India.

MARKETING PROMOTIONS

KIAH co sponsored Ponds Femina Miss India 2005. Crowns made of real diamonds were given away to the three winners. Kiah lifestyle pvt. Ltd, a diamond jewellery company located at M.i.D.C(Mumbai) is an offshoot of sheetal manufacturing company, the worlds largest volume manufacturer of polished diamonds with an annual turnover of 1.5 million carats. Sheetal manufacturing co. (incorporated since 1985) with a huge workforce of skilled diamond articians continues to expand its vast diamond empire following in the footsteps of the pioneer-Mr.govind l.kakadia.... Having won international acclaim based on export performance & national felicitation by the Indian prime minister , mr. g.l. kakadia did not stop to rest on his laurels. Sensing the growing demand for affordable diamond jewellery in the Indian market, catering especially to the taste of the Indian women his drive to excel resulted in a new state of the art setup which marked the birth of KIAH!

VALUES AND CULTURE

At Sheetal, we constantly thrive to exceed the expectations of all our stakeholders. But above all, we value integrity, honesty of purpose and commitment to the interest of the organization.

To Sheetal, business is not merely earning profits, but a way through which people can access one of nature's most beautiful creations, and a symbol of eternal love Diamonds.

"Customer Service" is the key activity in our operations. This is reflected in our promptness and caring attitude towards our customers. A positive and personalized approach to our customer's needs is what we have always strived to attain.

We adopt a "Learning by Doing" philosophy which encourages decision making as well as learning from the process of doing. This philosophy demands feedback and a tolerance of constructive criticism.

People are our most important resource. It is our intimate concern to continuously develop them.

We appreciate good inter-personal relationship and supportive leadership, coupled with strong teamwork both within and between departments.

We believe in smooth and effective communication to ensure the better flow of information and understanding amongst employees at all levels. Every employee can meet any executive for airing personal grievances, giving suggestions or putting forth any creative idea. This open door policy has resulted in a very open and informal culture.

For over 35 years, we have built our business on integrity and trust. The cornerstone of our success is our assurance to our retail partners and diamond buying public that our diamonds are not only authentic and natural, but also sourced from legitimate, "conflict-free" mines around the world.

DeBeers' Diamond Trading Company, one of our major rough diamond suppliers demands our full compliance with global Diamond Best Practice Principles, the highest standards in the industry.

The Best Practice Principles require that any treatments applied to the finished diamond must be fully disclosed, and that synthetics are not traded as natural diamonds. Furthermore, they establish business practice standards to ensure that diamonds supplied by those committed to the Principles are "conflict free."

Diamonds are the natural symbol of love. It is our job to make sure our diamond products reflect positive values and integrity, and therefore public trust. We take this responsibility very seriously.By protecting you, our retailers and suppliers, we look forward to the development of our own business.

Vision and strategy

The establish an effective presence across the globe by delivering value through quality products and services to our business associates and customers. With existing competencies in cutting and polishing looks forward to strengthening their jewellery manufacturing base.

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KIAH

STRENGTHS Large number of retail outlets- Today KIAH has a network of 17 exclusive showrooms in the country across 8 cities. Kiah, sold through 13 showrooms across India, belongs to Sheetal Group, worlds largest polished diamond producer with an annual turnover of 1.5 million carats. Just in time delivery Consistent and customised assortments Forward product planning as per customer requirement Co-opt trade advertising Association with Femina Miss India 2005 Intensive promotion

Weakness Low capital since it is not listed. Low market share

Opportunity Global market Low cost jewellery Variety of jewellery designs Expanding retail outlets

Threats Competition from major players like tanishq, gitanjali etc. Lack of skilled labours Customised jewellery designes.

STP

Segment

Young fashion conscious women

Target Group

Urban high income and upper middle class women

Positioning

Stylish, traditional