Prepared By
Dalal Chintan Dalal Nirav Khushva Anand Pipaliya Manisha Shah Maulik (05) (06) (18) (45) (50)

Submitted To
Prof. Jinal Nagad

      Introduction Generic Business Level Strategy Porter’s Five Force Model SWOT Analysis Value Chain Key Success Factor

000 offices for the promotion and marketing of Indian diamonds. with the balance comprising fabricated studded jewellery that includes diamond studded as well as gemstone studded jewellery.Introduction India is a leading player in the global gems and jewellery market The gems and jewellery industry occupies an important position in the Indian economy. . the industry has set up a worldwide distribution network. of more than 3. as well as one of the fastest growing industries in the country The two major segments of the sector in India are gold jewellery and diamonds. It is a leading foreign exchange earner. In addition. The Indian gems and jewellery industry is competitive in the world market due to its low cost of production and the availability of skilled labor. Gold jewellery forms around 80 per cent of the Indian jewellery market.

Indian retail jewellery overview Yesterday Unbranded Silver & Gold jewellery Investment Traditional design Today Branded Gold & Diamond jewellery Investment + Fashion Fashionable & innovative design Marriage & festival is peak season Wearability and gifts Jewellery sold on commodity basis Jewellery being sold on a per piece with labour charges basis .

 Rajesh Exports Pvt.  Classic Diamond (India) Ltd.  Su-raj Diamonds & Jewellery Ltd. Ltd  Gitanjali Gems Ltd .Conti… Major Players:  Vaibhav Gems Ltd.  Goldiam international Ltd.  Shrenuj & Company Ltd.

246 retail outlets in India and 143 outlets in the U.GITANJALI GEMS LTD. Leading brands . Sight holder status with DTC through a promoter group company Sophisticated and scalable diamond and jewellery manufacturing facilities Approximately 1.S. Business Overview Established presence The company is one of India’s largest integrated diamond and jewellery companies Established in 1986.

Expansions •Ramping up the retail chain •Expanding stores in India •Acquisitions including Samuels.S. Rogers and Tri-Star •Plans to make further inorganic growth in the U. & Far-east •Expanding manufacturing capabilities to address increasing demand Diversification •Gitanjali Lifestyles to focus on Manufacture and distribution Of luxury and lifestyle products •Developing 200 acres gems & Jewellery SEZ in Hyderabad •Plans to develop more SEZs focused on gems & jewellery across India •To partner for developing real estate infrastructure • Further integration within the jewellery value chain • Higher margins in retail business • Higher value addition •Leverage its key strengths •Large opportunity for incremental revenue •Diversify business model .

Generic Business Level Strategy .


& Russia.2 Million Gold jewelers and over 8. (1) Inside India & (2) Outside • Large presence of unorganized sector.A.Inter-Firm Rivalry India. . China • Threat from producing nation like S.000 Diamond jewelers • International rivals Such as. High • Two types of rivalry. 0.

. Russia. . Bargaining Power of Buyers Low • Divided in two types 1. • • • Few Alternatives of cutting & polishing. Foreign buyers • • As investment (Demand increase) Bargaining power of Indian exporter is high because Majority of the world's rough diamond production is cut and polished in India. Botswana.Bargaining Power of Suppliers • Medium In jewellery industry the suppliers are S. DTC. Australia. Skilled labor Bargaining power of India is enhanced because India is largest consumer of gold jewellery. Domestic buyers & 2.A. Congo. UAE. US.

bagasra jewellery. & Bank deposits & mutual fund investment and Other types of jewellery like imitation jewellery.Threat of Substitutes: Low • Substitutes are Real assets. Stock market. Barriers to entry Low to Medium • Low capital requirement • Government subsidy • EXIM policy & government’s rules-regulations are high • Skilled manpower is essential • Advanced technology required . stone jewellery etc. • Second preferred investment behind bank deposits • Status and standard of living increase so demand is increasing at high rate.

• Highly skilled. • Strong marketing & distribution network. Maya. D’damas. • Net Worth is 3.) • Expanding manufacturing capabilities in Mumbai and at special economic zone in Surat to address increasing demand. Desire.37 million Rs. qualified and motivated employee. Nakshatra. Asmi. Rogers etc. 112 distributors and 1246 outlets in India and 143 outlets in U. • Strong brand equity and broad product range Such as. Gili.SWOT ANALYSIS OF GITANJALI JEWELLERY LTD Strengths • Large integrated diamond & jewellery player and having an international presence. • Sight holder status with DTC through a promoter group company. • Pioneers of branded jewellery in India.460. Sangini.S. So we can say that it is financially very strong company. . Samuels etc. Strong retail presence in India and in U. • Visionary leadership (Acquiring Nakshatra. Vivaaha. Giantti. Samuels.S.

Threats • International Competition:-China. Sri Lanka and Thailand's entry in small diamond jewellery.Weaknesses • There may be conflicts of interest between them and certain of their Promoter group companies. • As the major raw material requirements need to be imported. • Other local competitors. . & Russia. companies normally stock huge quantities of inventory resulting high inventory carrying costs. Platinum jewellery because increasing disposable income of people. Opportunities • New markets in Europe & Latin America. • Growing demand in South Asian & Far East countries. • Threat from producing nation like S. • Technology is less improved compared to China and Thailand’s company. • Expansion possibilities in lifestyle and luxury products in India like watches. leather goods. • Increase in the price of Gold & Diamonds. According to the data 97% jewellery sales are by family jewelers. • Industry moving from a phase of consolidation.A.

VALUE CHAIN Diamond polishing Diamond Distribution Shopping Experience Rough Distribution Jewellery Manufacturing Jewellery Retailing Direct From Mines Jewellery whole selling Jewellery Branding .

The company is having finance from various sources like shares. machinery & other ancillary things from recognized sources. . Working capital requirement is much more. Its branded showrooms & other outlets are having good infrastructure. It has to maintain its relations with different sight holder for procurement of diamond for jewellery making. Infrastructure • The company is having latest technological manufacturing plants.Finance • The company’s operations running across the whole value chain so finance is the very much important factor. and credit line. bank loan. It is also having plants in special economic zone at various places Procurement • The company procures its raw materials. The company is having good creditability with supplier.

The company is having business in so many countries so that it has to pay attention over the designing. 2005. . joint ventures and associate companies employed in the aggregate more than 740 employees. In addition. of which approximately 117 employees were employed at its corporate offices in Mumbai. the Company had 410 full-time employees.Technology • The company is using latest technology in processing means jewellery manufacturing & also in designing. manufacturing etc. its subsidiaries. Human resources • As of September 30. including 250 employees in its retail operations. as of September 30. with the high technology to satisfy buyer’s needs . 2005.

S. Here Strong retail presence in India and in US. . It has 112 distributors and 1246 outlets in India and 143 outlets in US. Gitanjali has a strong network of distribution. Gitanjali has been achieved economies of scale and learning curve effects which is benefited in low cost production because in India skilled labor is available at cheaper rate. It brand equity is too high. Manufacturing related factor: Sophisticated manufacturing facilities including upcoming Hyderabad SEZ: The company is having good infrastructure facility in various special economic zones. The company is having its retail outlets also. Strong brand equity and broad product range: It is the pioneer of branded jewellery in India.: The company is occupying good position in retail jewellery provider in both India as well as U. Significant focus on retail and distribution network to drive growth: It also keeps in mind distribution network which provide the product to end users.S.KEY SUCCESS FACTOR (KSF) Marketing & Distribution related factor: Strong retail presence in India and the U.

Scotland. polishing the diamonds and in designing the jewellery (specifically in small design). New Zealand. • Presence across the whole value chain : The first & foremost success factor for the company is of its presence across the entire value chain Human Resource and Top Management related factor: • Visionary leadership and a deep management team • Strategic Acquisition of Tri-Star : Manufacturer and global distributor of Canadia® brand diamonds and diamond jewellery in various countries. England. such as Australia. and the United States . Ireland. Canada. Northern Ireland.Technology Related factor: • Gitanjali has expertise in cutting.

.Thank you…. .

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