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Case Study on Geetanjali Gems

Case Study on Geetanjali Gems

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Published by rick990

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Published by: rick990 on Sep 03, 2010
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03/26/2013

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CASE STUDY ONGITANJALI-A GEM IN INDIAS CROWN
Submitted To: Submitted By:Prof. RakeshGupta KumariSwetaLipiAgrawalSukalpaDattaSushmaKumariVikasSharmaVipin Khandelwal
 
I
ntroduction
I
ndiaisaleadingplayerintheglobalgemsandjewellerymarket
Thegemsandjewelleryindustryoccupiesanimportantpositioninthe
I
ndianeconomy.
I
tisaleadingforeignexchangeearner,aswellasoneofthefastestgrowingindustriesinthecountry
Thetwomajorsegmentsofthesectorin
I
ndiaaregoldjewelleryanddiamonds.Goldjewelleryformsaround80percentofthe
I
ndianjewellerymarket,withthe balancecomprisingfabricatedstuddedjewellerythatincludesdiamondstuddedaswellasgemstonestuddedjewellery.
The
I
ndiangemsandjewelleryindustryiscompetitiveintheworldmarketduetoitslowcostofproductionandtheavailabilityofskilledlabor.
I
naddition,theindustryhassetupaworldwidedistributionnetwork,ofmorethan3,000officesforthe promotionandmarketingof 
I
ndiandiamonds.
 
Diamond distribution was dominated by a few major diamond mining companiesworldwide among which Diamond Trading Corporation (DTC) was the largestdiamond distributor.
I
t accounted for approximately 50 % of worldwide diamonddistribution.
Though
I
ndian exports in cut and polished diamonds was growing, it wasrestricted to lower-sized and lower-valued diamond market. Europeanmanufacturers dominated the higher-valued diamond market.
I
ndia was among the largest importer of gold in the world and its sale wassensitive to income level and price level. Also it was dependent on the purchases based on faith in the retailer.
Tanishqand Giliwere among the earliest jewellery brands in
I
ndia and later therecame a shift in consumer preferences towards diamond jewellery as it was positioned as affordable and contemporary.

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