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Case Study on Geetanjali Gems Final

Case Study on Geetanjali Gems Final

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Published by: pankajsemwal86 on Nov 05, 2010
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11/05/2010

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Submitted To: Submitted By:
 Arti Dhanrajani Amit Chaturvedi Lecturer, BPIT Sushant Kaushi Prayag Anand Vinay KundraSumit Kumar 
 
Indiaisaleadingplayerintheglobalgemsandjewellerymarket
ThegemsandjewelleryindustryoccupiesanimportantpositionintheIndianeconomy.Itisaleadingforeignexchangeearner,aswellasoneofthefastestgrowingindustriesinthecountry
ThetwomajorsegmentsofthesectorinIndiaaregoldjewelleryanddiamonds.Goldjewelleryformsaround80percentoftheIndianjewellerymarket,withthebalancecomprisingfabricatedstuddedjewellerythatincludesdiamondstuddedaswellasgemstonestuddedjewellery
TheIndiangemsandjewelleryindustryiscompetitiveintheworldmarketduetoitslowcostofproductionandtheavailabilityofskilledlabor.Inaddition,theindustryhassetupaworldwidedistributionnetwork,ofmorethan3,000officesforthepromotionandmarketingofIndiandiamonds
 
D
iamond distribution was dominated by a few major diamond mining companiesworldwide among which
D
iamond Trading Corporation (
D
TC) was the largestdiamond distributor. It accounted for approximately 50 % of worldwide diamonddistribution
Though Indian exports in cut and polished diamonds was growing, it was restrictedto lower-sized and lower-valued diamond market. European manufacturersdominated the higher-valued diamond market
India was among the largest importer of gold in the world and its sale was sensitive toincome level and price level. Also it was dependent on the purchases based on faith inthe retailer 
Tanishqand Giliwere among the earliest jewellery brands in India and later therecame a shift in consumer preferences towards diamond jewellery as it was positionedas affordable and contemporary

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