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Avi Batra
BBA – Semester II Roll No. 4501/09

Comparison of two companies as per Principles of Marketing Jewellery Industry

Introduction To The Industry Evolution Of Jewellery Industry Introduction To Indian Jewellery Industry SWOT Analysis Of The Industry Current Scenario Of The Industry Future Outlook Of The Industry Chapter 2.Company Profile Tanishq Orra Chapter 3.Kiah Chapter 5.Conclusion Bibliography .Research Methodology Objective Scope Data Collection Limitations Chapter 4.Table of Contents Chapter 1.Comparative Analysis SWOT Analysis -Ta nis hq SWOT Analysis .

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Botswana.A. China • Threat from producing nation like S. Russia. 0.2 Million Gold jewelers and over 8. Congo. UAE.000 Diamond jewelers • International rivals Such as. US. DTC. • Large presence of unorganized sector.Medium • In jewellery industry the suppliers are S. Australia. • Skilled labor • Bargaining power of India is enhanced because India is largest consumer of gold .A.. Bargaining Power of Suppliers . (1) Inside India & (2) Outside India. • Few Alternatives of cutting & polishing. & Russia.Michael Porter’s Five Force Model for Jewellery Industry Inter-Firm Rivalry -HIGH • Two types of rivalry.

out of which one million are exclusively engaged in export production. who virtually carve exclusive fancy stones. Stock market. & Bank deposits & mutual fund investment and Other types of jewellery like imitation jewellery.jewellery. All the processes. stone jewellery etc. POTENTIAL NEW ENTRY INDUSTRY COMPETITORS RIVARY AMONG EXISTING FIRMS BUYERS SUPPLIER SUBSTITUTES Bargaining Power of Buyers . were it not for Indian workers. right from sorting to polishing requires analytical skills. which cannot be relied upon with machines. 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. Indeed. • Second preferred investment behind bank deposits • Status and standard of living increase so demand is increasing at high rate. bagasra jewellery. Threat of Substitutes: Low • Substitutes are Real assets.Low • Divided in two types 1. India’s strength lies in the two million highly skilled workforces in the country in the gem & jewellery sector. Domestic buyers & 2. many of these small diamonds would be put to industrial use rather than jewelry. It requires a lot of experience to diagnose as to what . Experience Experience plays a very important role in the success or failure of a business because of the diversity and unique features of diamonds. 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 SWOT Analysis Strengths Availability of cheap and skilled labor India has a large labor force and this has made the country the biggest diamond-cutting center for small roughs.

Pricing and inventory management The diamond industry virtually offers the entire range of products. It is not necessary that two diamonds looking similar are same. Supportive government policy Since the diamond industry is one of the key contributors to the foreign exchange of our country the government has played a very supportive role to this sector. They can be different too. Experience is needed to understand the following features of rough diamonds. The government is always trying to provide a helping hand for the promotion of the diamond industry. The cost of production of each piece of diamond increases with an increase in the size of the diamond. Incentives like Diamond Dollar Account (DDA) and SEZ packages and lowering of import duties are some examples. Shade: rough diamonds look just like stones and only experience could tell as to what would be the shade of the diamond. Purity: it is also important to examine the purity of the diamond. a steady supply of raw materials and a state of the art manufacturing facilities is something that no other center will be able to match. which are to be bought for further processing by any diamond processing company.you would obtain after polishing a diamond. The government is also playing and important role by providing incentives which lowers the overall cost of production of diamonds. It will have a huge impact on large . Weaknesses Less emphasis on quality The share of India in medium and large sized diamonds is comparatively less as when compared with other countries is because of less emphasis on quality. Low cost of production The cost of production of diamonds in India is much less as compared to other countries. This is due to the availability of skilled and cheap labour force in the country. India’s USP in the days to come is to achieve all round quality at low price. They are: Toughness: as to how are diamonds and as to how much effort will be required to polish them.

The Indians can also explore countries like Europe and Latin America. A same size. The newly entered businessmen are also finding it difficult to survive in the market. Colored diamonds . colour. The Diamond Trading Company should take steps to ensure that the diamonds are standardized so that the dealers and clients are not cheated at any point of time. The workers therefore are not motivated to work therefore resulting in low productivity. The rich businessmen are becoming richer. There is a gap created.sized diamonds. Using advertising campaigns and promotion and marketing can do this. One really needs to work hard to earn a living and to survive in the market place. Low productivity The labor force in India is less productive as when compared with China. This is the only country that has been having a majority share in the world market. Everything in India works on word-of-mouth. Lack of standardization Though India is the largest exporter of diamonds in the world . to remain competitive in the world market Indian businessmen will have to improve the quality of their diamonds. No contracts There is no legal proof of any domestic trade related to diamond transactions in India. Payments are not received from clients even after years of expiry of the credit period. Thailand. Sri Lanka. the diamonds are not standardized. Insolvency The rate of insolvency is very high in the diamond industry. There is no legally binding contract between the people who do business. This may be due to reasons like long hours of work. There will have to be an increase in productivity for the diamond sector to flourish. Opportunities New markets The leading importer of Indian diamonds is US. There is also increasing demand in South East Asian countries. uneasy work environment and no friendly atmosphere created. Therefore. weight diamond may mean different things to businessmen around the world. and the poor are becoming poorer. Though payment of a high amount is to be made by cheque many transactions are done with cash.

The reasons range from a cheap and disciplined labour force to high economic growth in the country resulting in a significant increase in potential consumers in the high-income segment within China. Else. Conflict diamonds are those mined and the income from their sale help finance arms buying and funding activities of terrorist groups. An increasing number of diamond processors from Israel and Belgium. Outsourcing of diamond jewellery The retailers worldwide have shown keen interest in sourcing diamond jewelry requirements from India because of easy availability of diamonds. are setting up facilities in China for a variety of reasons. Scope in domestic market Since diamonds are expensive they seem to be possessed by the richer section of the society. unless the government backs the industry. China has all the strengths of India—cheap economic labour. They are the latest trend in the market. It also offers attractive labour union terms and export-friendly policies. Threats Entry of China and Thailand in the diamond sector The Indian industry perceives a growing threat from China as a diamond processing and cutting centre. The clients now prefer colored gemstones and diamonds instead of the regular white color. The lower class prefers gold jewelry. Even other countries in the world are looking up to India for supply of colored diamonds. Therefore the other classes can be made aware of the benefits of diamonds by advertising and promotion campaigns. infrastructure and a welcoming government. Sierra Leoneand Congo. A great fear in the . Conflict diamonds Another threat to the industry is the recent trade in Conflict Diamonds also called ‘Blood Diamonds’ which have become the thriving industry’s Achilles’ heel. They consider diamond and risky and very expensive and very hard to handle. India may lose its status as the world’s largest diamond processing centre. and even India. The three named areas have been Angola. and also to the quality of Chinese workmanship which is steadily improving. It has been over a decade and a half since Indian jewelry manufacturers began marketing their products.One of the major opportunities for the Indian diamond industry is colored diamonds.

The number of firms may reduce in the process. apprehensions have been expressed in some quarters that a number of the small producers would find it difficult to sustain operations on current margins. In recent times there are a lot of robberies happening in broad day light without even anyone noticing it. processing and exporting of diamonds. In other words. India accounts for over 70% of the world exports of cut and polished diamonds in caratage. Anti social activities and threat of terrorism Antis social activities are on the rise especially in places like Mumbai. No other export segment of the country has such a significant share in the world market. 90 per cent in terms of pieces and 80 per cent by caratage. Use of child labor Small boys. Current Scenario: The Diamond Industry Today. India now accounts for nearly 55 percent of world net exports of cut & polished diamonds in value terms. but not the size of the industry. sometimes as young as 10 years old. India has a virtually complete dominance in small sized diamonds. A loss of a packet of diamonds can cause of a lot of money from your pockets. Therefore there should be an increase in security facilities. Much has been said about the rising bank debt of the Indian industry and there were a couple of disturbing cases of bankruptcy. Security has become one of the major concerns for the diamond industry. with manufacturing on the rise and the number of banks providing finance to the trade . roughly 7 out of every 10 diamonds set in jewellery worldwide are from India. the rest might feel immense ramifications. Industry analysts believe that as the industry matures and takes its next step forward. India is the leader in importing.industry is that due to a mere 4 per cent of illegitimate trade. Their nimble fingers and sharp eyes enable them to cut these diamonds in remarkable shapes. but while they earn well for these skills many of them find their eyesight getting progressively weaker as they grow older. many of the smaller independent producers may find themselves being absorbed by the larger players. which would lead to some turmoil. In the current scenario. nor even the levels of activity. work in hot sheds chiseling roughs which eventually get sold in the fancy shops. Yet overall the industry has ridden out the threat and as analysts point out.

who refused to accept what the numbers were saying. in the form of a pact on trading norms. Profit margins are also higher in the competitive retail business. But there are challenges ahead. Some manufacturers took a step forward in the mid-‘90s and entered jewellery manufacturing. India has a definite cost advantage and our strength is diamonds today. these will be implemented through a consensus in the trade and interaction with the banks to encourage them to accept these as well has also got underway. Signed by all major trade bodies in the country. The entire diamond world knows that India has a virtually complete dominance in smalls. Future Outlook: The Diamond Industry Way back in the mid 1990s. What is significant however and a sign of the maturity of the players is the process of self-regulation adopted by the industry. And retailing overseas offers margins of between 40 per cent and 60 per cent depending on the value of the diamonds. One is the lack of skilled manpower and technology to create and produce designs for the international markets.on the upswing. and that the country has for long been the world’s leading manufacturer of cut and polished diamonds. Not any more. Selling cut and polished diamonds yields margins of just 5 per cent to 10 per cent but selling finished diamond jewelry pieces to wholesaler’s overseas yields margins of between 20 per cent to 40 per cent. In fact industry analysts are now voicing their opinion that many of the Israeli sight holders have actually been manufacturing their goods outside the country over the past two years and that Israel was being used only as a transit point in the supply chain. particularly Israel. the India centre has been moving confidently to take over a sizeable chunk of the manufacturing of medium and larger stones from other competing centers. The council is hoping to tackle this by setting up a training institute. when the Indian diamond industry first claimed its rightful status as the world’s largest manufacturer of polished stones. Indian firms will have to tightly control costs and prices. it is only natural that debt figures will show an increase as well. there were more than a fair share of skeptics. But behind the scenes. Tanishq Executive Summary .

The plant had the capacity to manufacture four tonnes of gold in a year. Though they faced with many difficulty in the early stages they for about six years they then came with up with good strategies The Tanishq strategy for the coming couple of years relies on two things —increasing penetration in the domestic markets and going abroad in order to diversify its revenue portfolio. 400 million-jewellery plant in Hosur. It set up its fully integrated Rs. 'tan' (body) and 'ishq' (love). for the consumer it remains a Tanishq store and helps us get a foot into the market. which can make big in the global market. is Tanishq from Tata Group of Industries. in 1995. in 1995. when the Tata Group joined hands with the Tamil Nadu Industrial Development Corporation (TIDCO) to make a foray into the watch industry. To change its image from a watch manufacturer to a fashion accessories manufacturer. They were the first to come up with the idea of karat meter. Titan was renamed Titan Industries Ltd. The name Tanishq. Also. most desirable and fastest growing jewellery brand in India. Titan scaled the capacity of its Hosur plant to 4. “This reduces distribution costs. Tanishq today is India's most aspirational fine jewellery brand with an exquisite range of gold jewellery studded with diamonds or colored gems and a wide range of equally spectacular jewellery in 22Kt pure gold. Their main core competency is in designing a wide range of products.An Indian Brand. From the late 1990s. was coined by Xerxes Desai. a blend of two words. Tanishq is India's largest. . Evolution of Tanishq Titan came into existence in July 1984. to win the trust of the customer. To push penetration in other markets. Titan started manufacturing jewellery watches and jewellery in 1994. the Vice-Chairman and Managing Director of Titan. Titan's commitment to the jewellery business increased. Titan launched these products under the brand name ofTan ish q. which proves the quality of the gold. Tanishq will use the ‘shop-in-shop’ concept that it already does in 50 stores across different West Asian markets.18 million units in 1996 to meet the domestic and international demand. Exquisite platinum jewellery and designer silverware is also part of the product range.

Foreign investors were allowed to hold up to 50% equity in mining ventures. allowing free import of gold.When Titan launched Tanishq in 1995. In 1992. . Before 1992. private companies were allowed to enter the hitherto restricted gold and diamond mining industry.000 crore was mostly unorganized. as part of economic liberalization. with around 3. the jewellery industry in India valued at Rs 40. the government abolished the Gold Control Act of 1962. In 1993. only the Metal and Mineral Trading Corporation and the State Bank of India were allowed to import gold.5 lakh players.

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Peakok realized that the Indian consumer's . the Bangalore based Peakok Jewellery Pvt..Revenue in million Revenue in million Rupees 2001 2002 2003 2004 2005 2006 2007 2008 2009 Competitors Carbon In early 1991. (Peakok) was incorporated and Mahesh Rao (Rao) was appointed director. Ltd.

pendants. Gili distributed its jewellery priced between Rs.. This was achieved by persuading a few lifestyle stores to add branded jewellery to their vast array of products. 500 and Rs. the cost of Carbon items was fixed and nationally uniform. At any point in time.000 through . Ebony. This range included rings. Globus.relationship with gold jewellery would grow beyond an investment need towards a lifestyle and personality statement. earrings. there are around 600 designs of Carbon on sale.K. 40. Most of its designs were contributed by students at the National Institute of Fashion Technology (NIFT) through the diploma programme which the company sponsored. Germany and India) turned out around 180 to 200 styles in a year. Carbon laid emphasis on design. Besides selling from lifestyle stores. Carbon products were priced between Rs. 40.The brand is available at 50 outlets in 23 cities. In addition.000 per piece. Like Tanishq. It is made available at `shop-in-shop' outlets in large lifestyle stores (such as Shoppers Stop. In 1996.750 and Rs. within the Peakok fold a new brand of 18-carat gold-based jewellery called Carbon was launched. In 1999. the Gili Gold range was introduced. While the cost of traditional jewellery was negotiable. 500 and Rs. the 15 to 30 age group. Peakok's team of six designers. The creation.000 through lifestyle and department stores across the country to increase accessibility among its target segment. Carbon also sold its products as gift items over the internet. In 2000-‘01 Carbon's focus had always been to move jewellery from the vault to the dressing table and bring the selling of jewellery out of heavily guarded jewellery stores. with 75 designs per style. Lifestyle and Taj Khazana) and some premium boutiques (such as the Helvetica in Chennai). Gili Gili launched a collection of traditional Indian ornaments made of 18-carat gold. 20. an alumnus of a German design school who had worked in the U. Gili distributed its jewellery priced between Rs. All Gili products came with a guarantee of diamond and gold quality. 2. manufacture and marketing of Carbon was different from the making and selling of traditional jewellery. The Bombay Store. (headed by Rajeswari Iyer. necklaces and bangles made of 24-carat gold.

Tanishq has started producing diamond jewellery that are affordable and stunning. Some earrings are embedded with precious stones or colour gemstones. color and clarity of the diamond. finger rings. chains. Tanishq designs and manufactures jewellery that is breath. 4 P’s of Marketing Product Product Variety Tanishq today is India's most aspirational fine jewellery brand with an exquisite range of gold jewellery studded with diamonds or colored gems and a wide range of equally spectacular jewellery in 22Kt pure gold. The collection was promoted at college campuses with banners. Having captured the low price point market of Rs. Dancing Diamonds etc.taking. This collection consisting of tiny. Following this. catchy advertising and extensive press coverage contributed to the success of the collection. These collections come with a certificate of authenticity that states the karatage. contemporary and yet has a tint of tradition. festivities etc. For this Gitanjali jewels opened a jewellery salon. pamphlets and a few advertisements targeted at teens.10. Mangal Sutras etc.lifestyle and department stores across the country to increase accessibility among its target segment. Gili soon realized that just pushing its product was not enough. Dewdrops. Aria. heartshaped diamond jewellery was well received by teens. the company is focused on penetrating the premium market of customized jewellery. Recently. sizes and designs. it also had to customize its products for special occasions. to provide customized jewellery to clients in India. Furthermore. It produces 22 karat pure gold earrings that come in various shapes. pendants. Quality . Special packaging. nose pins.2000 to Rs. The diamond jewellery include collections such as: All Day Diamonds. it launched a Diamond Heart Collection specially designed for Valentine's Day. Exquisite platinum jewellery and designer silverware is also part of the product range. Gianti. They also produce products made from silver such as deity idols etc. Gili also made special promotional offers during festive seasons like Christmas and Diwali. Tanishq Solo. These jewellery sets are overwhelming and could prove to be apt for occasions such as marriage. the 15 to 30 age group. 000. they also make bangles.

In fact. It has also been judged as the Images Retailer of Year in the fashion category. Tanishq has successfully taken on the challenge of .fledged design studio with one of the largest design teams in the country. Positioned as ‘9-to-5 jewellery’.Tanishq promises superior quality jewellery with purity in gold. Tanishq is known for its ability to develop specialized design collections. very unorganized.Consistency in delivering on their promise . Each piece of jewellery is designed by a team of award winning designers. They eliminated this and have built its brand in trust. This shows that they have a resolute core purpose. Brand Name "Jewellery is one of the last great commodity frontiers in India. Tanishq now stands for quality and purity. Diligent care and quality processes ensure that the Tanishq finish is unmatched by any other jeweller in the country.It maintains its quality standards in all its products wherever they are sold. casual and formal. Every product at Tanishq is painstakingly crafted to perfection. Thus it has established itself as a highly ethical player in a market that was rated as having the highest incidence of under karatage (Bureau of Indian Standards). Impurity in gold and not delivering what was promised is one of the main problems the consumers face when going for gold purchase. Tanishq was recently adjudged the Most Admired Jewellery brand (for the third consecutive time) in India at the Images Fashion awards 2004. They have the right range of products for the different markets across the globe. The differentiating factor for Tanishq will be the experience and quality they will be giving the consumers when they come to the store. Design Widely acknowledged as a design leader. it has remained so because this market is very fragmented. It is the first and only jeweller that guarantees the purity of its gold jewellery and certifies the quality of the precious/semi-precious stones in writing. They claim and deliver the exact carats and weight that they promise. Only they have to remember their differentiating factor. Tanishq is the only jeweler to have a full. They even have gold meters where one can check the purity of gold. the collection is stylish and modern and is designed to suit all forms of attire. This is what they will have to maintain even when they global. western and Indian.

the scheme accounted for almost 5% of the turnover and over 30 corporate clients like Coca-Cola. ‘Concept’ stores. it made miniature gold cars for Hyundai Motors to be given to select dealers. By 2001. opened in Kolkata . In 1998. Titan transposed designs by stocking Bengali designs in Delhi. costing Rs 10 crore. Whirlpool. it launched the corporate gold gift scheme . Given the diverse nature of Indian ethnicity. the first of which. The idea of such a store was to harmonize the tradition of the past with the modernity of the present. Keralite designs in Tamil Nadu and typical designs from Tamil Nadu in Bombay in order to appeal to a variety of people. It has launched new collections at a quicker rate than its competitors. Ceat and Liberty shoes. and conducted marketing promotions and fashion shows to enhance the shopping experience of consumers. the UB Group. which competes with close to three lakh traditional jewellers who dominate the domestic market. Titan made the designs more ethnic to satisfy the tastes of all regions. In early 2000. In 1999. say it in gold'.transforming this frontier into a reliable consumer space by bringing to it all the virtues and benefits that branding offers". . 20 crores to Maruti Udyog Ltd.'When you want to say thank you. TVS Group. to be given away as gifts to Maruti car owners. Tanishq delivered gold coins worth Rs.. PROMOTION The Tata Group has promoted Tanishq as a jewellery store brand.

launched Jodhaa Akbar collection and managed to get lot of marketing hype. which was Tanishq’s single largest market. Tamil Nadu.000 to Rs 15 Lakhs. regional budgets. direct mail and research. 65 million to Rs 100 million in 2000-01. Tanishq today is the largest jewellery retailer in India. For instance. With a strong presence in 70 cities across India. Having embarked on the retail journey a decade ago. substantial promotions were carried out. As such Tanishq retail identity has evolved over the years to offer large format and concept stores that reflect the brand’s philosophy of being “Revitaliser of Tradition”. the 135. while a portion was also earmarked for promotions tailored to match regional preferences.000 sq. Tanishq has undertaken several unique retail initiatives keeping in mind the customer demand for a world class shopping experience. factory is equipped with the latest and most modern machinery and equipment. The Rs 100 million was split into four parts. In 1999-2000 the communication and promotion budget was increased from Rs. comprising national-level spends (both electronic and print media). The factory complies with all labour and environmental standards. Tanishq reached the century mark as it unveiled its 100th store in Patna at Hathwa Market. in New Delhi. Located at Hosur. Tanishq provides Gift vouchers in various denominations for gifting your friends and family. . the average store-size for Tanishq is 1.000-1. taking the tally to 130 stores. Tanishq. customer contact programmes as well as through Anuttara.500 sq ft. Tanishq’s exclusive consumer reward programme etc. Tanishq opened 30 retail stores during FY08.Tanishq has also endeavored to be part of every occasion in an Indian woman’s life through festive promotions. A majority of this was spent towards advertising. Tanishq has quickly become the first choice of discerning customers. to set off competition. ft. The collection is very pricey and suggested retail price is between Rs 25. The stores operate on the franchise model. Place Tanishq jewellery is crafted in one of the world's most modern factories. Currently. unmatched collections and assured purity.

which starts at an affordable Rs. Following more than 40% percent growth in operations last year. Hoopla. earrings and finger rings starting from Rs. Daytime’s collection of all day diamonds. This attractive offer has been introduced to benefit the customers and provide them with the best price and product options. The new collection starts from a price range of Rs6. The jewellery is targeted at customers who are looking for international designs.Design and retail innovation have been the hallmark of Tanishq all these years. Aria. 1. The 'up to 25 per cent' off offer by Tanishq is a unique opportunity. The brand has broken fresh ground in retailing by creating exclusive outlets with hitherto unknown in-store ambience and hospitality touchstones. Modern retail values and principles in the selling of branded jewellery in India are almost completely the handiwork of Tanishq. Diva.Solo. Pricing Tanishq range of products start at an accessible low of Rs. 2. Singapore and Australia. Besides catering to Indian consumers. . the UK. Tanishq has constantly formulated an innovative product strategy in this journey in line with the evolving consumer tastes.onwards the Tanishq range of diamond jewellery is the ideal accessory for the customers. Affordably priced from Rs 2.960. Lightweights. 600 and the range . The collection combines traditional motifs in sleek contemporary lines with slight touches of black rhodium. Tanishq has successfully entered key export markets such as the US. Tanishq will invest extensively during 2008 in marketing and retail initiatives to further develop the market. wearability and value for money. In addition.000 onwards and available at all Tanishq boutiques across the country. Tanishq will build new logistics centres and upgrade existing ones. This is testimony to the brand's ability to craft products that meet the requirements of varied cultures and sensibilities.000 onwards. laying a solid foundation to meet future competition.This collection is crafted using a special process called electro-forming. Colours . Bandhan and the most recent.500/. The Tanishq Valentine’s Day collection includes pendants.comprises wearable everyday jewellery which has been designed for the urban working woman. the Middle East.

It moves jewellery beyond investment to the fashion and adornment sector. The brand was targeted at a niche market (However they later on started targeting the mass marketing since 1997). The Tanishq retail chain currently includes 112 exclusive boutiques in 75 cities. Tanishq's designs had been conceptualized for the Western markets and were introduced in India without any alterations. making it India's first and largest jewellery retail chain.Tanishq offers gold and gem-set jewellery in over 6000 traditional. a 9-to-5 jewellery for the working women. Psychographic Segmentation Life Style: Tanishq has found that 40% of the Indian women are working and they targeted this segment wth a specific group of products called collection-G. . Tanishq also has been positioned as a branded jewellery of luxury rather than commodity. western and fusion designs. Tanishq positioned itself as an international brand for the Indian elite. Brand Position Tanishq has been projected as an impeachable mark of trust by raising the awareness of the people about unethical practices in the jewellery business and then measuring the gold purity by caratmeter. Segmentation Niche Marketing After its inception in 1995 focus on exports.

Titan also decided to transpose designs by stocking Bengali designs in Delhi. ORRA has spread its glow across the length and breadth of India with 31 exclusive high street boutiques in 21 cities. it earned the prestigious distinction . The company started as a small Mumbai workshop.000 people ORRA – The Diamond Destination is India’s largest and only exclusive diamond jewellery retail chain. ORRA has been at the forefront of design leadership and product innovation. ORRA. Launched in 2004. In 2007. the designs became more ethnic. Orra Executive Summary The Rosy Blue Group was founded in 1960 by Arunkumar Mehta and Bhanuchandra Bhansali . A legacy that has spanned centuries. each able to successfully fulfill client needs. given the diverse nature of Indian ethnicity. but soon became a network of specialist businesses. ORRA is renowned for its exquisitely crafted Belgian Solitaires. Set in an international format. This eventually formed the platform for a global company which provides employment to over 10. it would have to satisfy the tastes of all regions. Belgium. These boutiques have become the ultimate destination for the choicest diamonds in the country. Keralite designs in Tamil Nadu and typical designs from Tamil Nadu in Bombay in order to appeal to a variety of people. overwhelming the world with its brilliance can be summed up in one word. So. Rocks are crafted into beautiful diamonds by descendants of the legendary 14th century Belgian inventors of diamond sculpting.Geographical Segmentation Titan realized that. ORRA is a part of the world’s largest diamond manufacturing company with a presence across 15 countries headquartered in Antwerp.

shape or colour and ORRA will make your dream come true .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. Define a diamond's size. 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. ORRA has been associated with the crème la de crème of society.

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