A

Project Report
on
Study on Tanishq and Kalyan Jewellers

Submitted in Partial Fulfillment for the Degree of

Bachelor of Business Administration

.
S.S. JAIN SUBODH P.G. (AUTONOMOUS) COLLEGE, JAIPUR
(2023-24)

SUBMITTED BY

Name of the Student 1: SACHIN SINGH RAJPOOT

Name of the Student 2
Name of the Student 3
Name of the Student 4
Name of the Student 5
(VI Semester) SUBMITTED To
Faculty Guide
Designation

1
 CERTIFICATE

This is to certify that the Project Report entitled STUDY ON TANISHQ AND KALYAN
JEWELLERS is a record of project work done independently by Mr. Sachin Singh Rajpoot ,

under my guidance and supervision and that it has not previously formed the basis for the
award of any degree, fellowship or associate ship to his.

Ms. Manisha Yadav

S.S. Jain Subodh P.G. (Autonomous) College

Jaipur

2
 DECLARATION

I hereby declare that this project report entitled STUDY ON TANISHQ AND KALYAN
JEWELLERS is a bonafide record of work done by me during the course of summer project
work and that it has not previously formed the basis for the award to me for any
degree/diploma, associate ship, fellowship or other similar title of any other institute/society

Sachin Singh Rajpoot

S.S. Jain Subodh P.G.(Autonomous) College

Roll No.:2241186

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 ACKNOWLEDGEMENT

It It is not often in life that you get a chance of appreciating and expressing your feelings in
black and white to thank the people who have been a crucial part of your successes, your
accomplishments, and your being what you are today. I take this opportunity to first of all
thank the Faculty at S.S. Jain Subodh P.G.(Autonomous)College, especially Prof. K.B.Sharma,
Principal, and Dr. Chitra Rathore for inculcating and instilling in me the knowledge, learning,
will-power, values and the competitiveness and professionalism required by me as a
management student.
I would like to give special thanks to Ms. Manisha Yadav (Faculty Guide) for educating me
silver lining in every dark cloud. Her enduring efforts, guidance, patience and enthusiasm have
given a sense of direction and purposefulness to this project and ultimately made it a success. I
express my sincere and heartiest thanks to everyone who has contributed towards the
successful completion of the Project, undertaken by me at
Last but not the least; I would like to thank my family: my parents, for supporting me
spiritually throughout my life.
The errors and inconsistencies remain my own.

Sachin Singh Rajpoot

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Chapter1: Introduction of
Tanishq and Kalyan jwellers

5
 Tanishq

Titan launched Tanishq in 1995, India‟s largest, most desirable and

fastest growing jewelry brand in India. Diligent care and quality
processes ensure that the Tanishq finish is unmatched by any other
jeweler in the contry.

Tanishq challenged the age old jewelers word with TATA's guaranteed
purity. It exploded the market with facts about rampant impurity across
India. It introduced technology backed challenge in a category completely
governed by individual trust. Tanishq introduced innovations like Karat
meter, the only non destructive means to check the purity of
gold.

In its early days, Tanishq was positioned as an international jewellery

brand for the Indian elite. This meant it catered to a niche market.

Moreover, it‟s Italian designs in 18 carat, mostly studded jewellery did

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not go down well with the traditional Indian women, used as she was to
22 carat jewellery. Abandoning it‟s westernised look. Tanishq's
designers chose to work on a fusion of contemporary and traditional.

The Tanishq portfolio comprises a wide range of jewellery, including 18

carat studded products, 22 carat plain gold products, silverware and
coins. Tanishq is the first brand in the jewellery category to introduce
collections designed exclusively for the modern Indian women,
especially working women.

Tanishq is India‟s largest, most desirable and fastest growing jewellery

brand in India. Started in 1995, Tanishq is the jewellery business group
of Titan Industry Limited. Promoted by the Tata group., India‟s most
respected And widely diversified business conglomerate.

This year marks a decade of successful innings for Tanisha. With a retail
sales of 1200 crores last year and gunning for 2000 crores this year,
Tanishq has arrived in the Indian jewelry market. It is a story of a
successful Indian enterprise, which has delivered value to its customers
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and shareholders in a complex category, marked by its completely
localized front end as well as back end.

Tanishq has set up production and sourcing bases with through research
of the jewelry crafts of India. Jewelry at Tanishq is crafted in one of the
world‟s most modern factories. The factory complies with all labour and
environmental standards. Located at Hosur, Tamil Nadu, the 1,35,000
sq. ft. factory is equipped with the latest and most modern machinery
and equipment. Every product at Tanishq is painstakingly crafted to
perfection. Diligent care and quality processes ensure that the Tanishq
finish is unmatched by any other jeweller in the country.

Tanishq today is India‟s most aspirational fine jewelry brand with 91

stores in 64 cities, with an exquisite range of gold jewelry studded with
diamonds or coloured gems and a wide range of equally spectacular
jewelry in 22kt pure gold. Exquisite platinum jewelry is also part of the
product range.

Jewellery is one of the last great commodity frontiers in India; it has

remained so because this market is very fragmented, very unorganized.

Tanishq has successfully taken on the challenge of transforming this

frontier into a reliable consumer space by bringing to it all the virtues and
benefits that branding offers.

- Harish Bhat , CEO , Tanishq

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In a market that has traditionally been dominated by family jeweler‟s, it
took the entry of Tanishq. India‟s largest, most desirable and fastest
growing jeweler brand from the house of Titan in 1995, to give Indians
access to a product whose promise was truly as good as gold.

Tanishq's appeal lies in the wealth of its designs and purity of gold. It
has won the trust and admiration of customers and created a unique
position for itself in the marketplace.
.
The association with Bollywood blockbusters likes Paheli and Jodha
Akbar and the 2003 Miss India beauty pagent have enhanced the brand‟s
appeal, lending it an aura of elegance and grandeur. Tanishq stands out
as a brand that abides by values of Trust worthiness, credibility and
respect. The power of Brand was further enhanced with the introduction
of karatmeters a tool that helped customers gauge the quality of their
gold in every Tanishq outlet.

By introducing revolutionary, innovative designs in a market that

worships tradition, the brand created it‟s own tradition of retail success.
Yet Tanishq is more than just a jewellery retailer. It stands for
reassurances of quality and ethics.
.
TAN + ISHQ = BODY + LOVE
The essence of this name is derived from the Urdu language, a Persian
Arabic from of dialect.

The reason behind electing this unique name for this company is the fact
that women and men alike had realized the magnificence of the human
anatomy since time immemorial.

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Beautifying the human body was a primary part of the daily routine,
which took several hours of intense care.

Though today things have changed drastically, and time very precious to
one and all, nonetheless beauty remains a primary concern in the day to
day activities of every man and women.
Consequently the name Tanishq is synonymous to love for your body
where Tan signifies the body and ishq signifies love.

The Tanishq portfolio comprises a wide range of jewellery, including 18

carat studded products, 22 carat plain gold products, silverware and coins.

Tanishq is the first brand in the jewellery category to the introduce

\collections designed exclusively for the modern Indian women,
especially working women.

Among the Tanishq collections that have caught the imaginations of

consumers is Aria, which draws inspiration from the traditional seven
stone jewellery that Indian women have worn for over 100 years.
Aria added a contemporary element to the traditional setting of the seven
stone cluster by using diamonds of different shapes and sizes.
The use of rhodium plating alongside the yellow gold gives this product
a unique look, modern as well as traditional.

Other winners from the Tanishq stable include Diva, which has pearls
encircled by diamonds, Hoopla, which boasts diamond hoops, and solo, a
collection that uses solitaire diamonds. The collection is stylish and
modern and is designed to suit all forms of attire, western and Indian,

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casual and formals.

The introduction of lightweight gold jewelry that looked heavy but was
light in weight and on the purse marked another milestone in Tanishq‟s
brand history.

Tanishq has veered away from the high end French look that it started
out with to jewellery that is design differentiated and yet wearable. This
shift in its design ethos has helped make the brands product more
accessible to Indian women.

The Tanishq of today has little to do with conspicuous consumption and

much to do with meeting the aspirations and emotional needs of
consumers.

Tanishq's retail boutiques are temples for the brand and are used as a
platform for celebration, be it the launch of a new collection, a new
marketing promotion or a festival. This gives Tanishq outlets a unique
appeal and consumers an opportunity to heighten their shopping

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experience. The launch of new collection such as Dancing Diamonds,
Ethics Gold, Paisley, Dewdrops and Avataar has enabled Tanishq to
establish itself as a frontrunner in the fashion jewelry scene.

One of Tanishq's more innovative ideas is to offer special schemes

during various festivals. Given India‟s diversity, this is never a one size
fits all initiative; rather, it means having different promotions at different
times of the year in different parts of the country. So, whether it is
Varalakshmi Puja in Andhra Pradesh, Durga Puja in Bengal, Onam in
Kerala or Karva Chauth in the North, the brand celebrates it with its
consumers in the right cultural spirit.

In sync with the Tata brand values, Tanishq is synonymous with trust
and purity in a category that is fraught with questionable practices.
Being a member of the Tata family has meant that it can leverage the
group's well earned reputation for ethics and values in a business where
such attributes are critical to win the trust of consumers. Tanishq
consumers can afford to take issues.
such as purity for granted, and they know they can depend upon the
brand to deliver quality product‟s all the time. The brands winning
virtues in design and overall quality have shaped a class of discerning
buyers who seek the best in jewellery products.

Leadership and innovation are two of the other brand features that
Tanishq is consistently identified with. These values have helped the
brand bond with its consumers like no other Indian jewellery retailer.

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Kalyan jwellers
13
Kalyan Jewellers is an Indian jewellery store chain. It was founded by
T.S.Kalyanaraman, who started their first jewellery shop in 1993 in
Thissur, Kerala, India with a capital of 7.5 million (US$110,000) and has
since grown to become the largest jewellery store chain in India. With

approximat Kalyan Jewellers have partnered with a number of celebrities

to be regional brand ambassadors, including Amitabh Bachchan and Jeya

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Bachchan,Shah Rukh khan, Katrina Kaif in North India, Manju Warrier
in Kerala, Nagarjuna Akkineni in Andhra Pradesh and Telangana, Shiva
Rajkumar in Karnataka, Prabhu Ganesan in Tamil Nadu. Aishwarya Raj
Bachchan was paid 100 million (US$ 1.4 million) per year for a two-year
deal with Kalyan Jewellers to be a nationwide brand ambassador, which
was formerly Sushmita Sen. The advertising and marketing budget of
Kalyan is around 900 million (US$ 13 million) ely 8000 employees, the
chain has 100 showrooms across India.

To most women fashion is a mode of expressing themselves. Wearing

jewellery adds value to this trend of fashion. Jewellery can be made from
preciott’s element like gold or diamond and there is another option that is
imitative jewellery. But, not all women have the opportunity to wear
gold jewellery due to high price or other reasons. So, a large number of
women are accustomed to wearing imitative jewellery which is also
known as fashion jewellery this paper attempts to find out what enticed
women to prefer this imitative jewelry.

survey was conducted among 100 users of imitative jewelleries to collect

data for this study. Judgmental sampling technique has been

15
administered to reach and gather data from the respondents. Collected
data have been analyzed using frequency distribution and multiple
regression approach. Reliability of the items has been tested to ensure
that the measurement is free from random error and results are consistent.
This study reveals that three variables namely low cost of imitative
jewellery, innovative and elegant design and matching with apparels
significantly after women preference of using imitative jewellery.
However the researchers come up with the findings that women are less
susceptible to consider endless options of design, safety and security,
availability as significant determinants in case of purchasing imitative
jewellry, looking like gold and easy for carrying.

Demand for luxurious items has been growing day by day. Since
jewellery is a luxurious item, jewellery industry seems to have a glittering
future. Jewellery, which is attached to the body or the clothes, is small
decorative items worn for personal adornment, such as brooches, rings,
necklaces, earrings, and bracelets. Modern fine jewellery is usually made
of gold, white gold, platinum, palladium, titanium, or silver (subject wiki
for jewellery 2017).

Like many other industries, the jewellery industry in not devoid of

consumer behavior, How people identities, a demand, how they search
for information, how they finally make decision comparing the available
alternative products and how they perceive satisfaction from used
products are the focal issues of consumer behavior study. It also
discusses the consumers’ behavioral, demographic and psychographic

characteristics which play a vital role in case of buying decision process.

The demand and price of jewellery products largely demand on

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consumers’ income, cost of raw material and existing fashion ability and
trend. Recently like many other industry has been affected by worldwide
recession. On the other hand, customers have become

choosier then before. Because of rising price of traditional jewellery

items usage trends of jewelleries are moving from gold to gold plated or
imitative jewelleries (Uk essays, 2015). Along with rising consumer
demand there has been a rise in the imitative jewellery industry in
Bangladesh. Previously, several researches have been conducted on
overall jewellery business.

This paper investigates immitative competition in a two-stage game of

strategic product choice in a vertically differentiated market. The
innovator chooses its product strategy anticipating the subsequent entry
of rival firm. It rival firm chooses the degree to which it is profitable to
differentiate its product from the innovator. It has the second mover
advantage that its costs are lower the more closely it copies the
innovator’s product. But against this advantage is the drawback that the
more similar the two products are, the more intense is the price
competition drawback between the two firms. The trade-off between and
differentiation is affect by the degree of consumer heterogeneity in the
market. Consumers differ by income. The relationship between the
incentive to immitate and the distribution of income is important,
particularly in evaluating the welfare effects of two different policy
responses, patent policy and co-operative alliances.

Bracelets Men also started adorning jewellery as it gives them trendy

look. Rugged Jewellery made up of heavy designs, but easy to carry such

17
as bracelets, made up of leather, cloth, beads and plastic are well
demanded by men of all generations. Various fashion shows across the
world show how men can adorn Jewellery in the best way. Bracelets
found in the konkan region comprise of those made up of leather and
cloth. Beaded bracelets are also fast selling in these areas. Metal bracelets
such as the “Salman khan” bracelets is very famous both in urban and
rural areas.

Earrings Indian customs and traditions allow piercing of men’s ears and
hence Indian men do not shy away from adorning earrings in the general
public. From funky designs to small studs, all well perceived by the men
in these regions. Earrings for men are more demanded in the urban areas
than in the rural areas, may be to the social stigma connected with it. Lot
changes happening in the attire and the way people dress up has caused
the demand for such types of fashion Jewellery to rise In these decades.

Pendants and Chains Pendants and chains, both in traditional and

contemporary designs are well demanded by the youth in this region.
Pendants such as those in leading Bollywood movies create a craze
amongst the youth. Chains such as those made up of steel and plated gold
are demanded by people and worn for functions or weddings. Boho
designs are also picking up in the urban areas as the demand for such
items is soaring high.

Rings, Kadas and Cufflinks Rings , kadas and Cufflinks are famous
amongst men. Rings and kadas in traditional and contemporary designs
are in demand now a day. Mettalic kada made up of glazed rodhium and

very beautiful and aesthetically designed. Cufflinks are in demanded by

people wearing suits. Cufflinks give a nice formal look to the attire and

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make it fashionable at that moment. Women’s Jewellery.

Earrings Earrings such as long drop earrings, danglers, studs, tassels,

Jhumkas, Crystal, kundan earrings , Cocktail are famous and well
demanded by women of all ages. Plastic earrings are too in demand due
to its light weight and quirky prints which make it trendy and fashionable
to wear. Handmade earrings too are quite in demand these days. The
regions of konkan demand more of ethnic designs in earrings then the
contemporary . Tourist places in the Konkan region such as Malvan,
kudal, Vengurle, Sawantwadi, Gow, Bhatkal, karwar, Gokarna, Kumtha,
Murudeshwar and Mangalore are frequented by lots of tourists all year
round. Fashion Jewellery is also fast picking up in these regious attributed
to the fact that youth and younger generations play a major role in driving
the sales of such products Necklaces and Necklace Sets wide varieties of
necklaces and sets with similar matching earrings are available in the
Konkan market.
Traditional designs are more famous in this region due to the ethnicity of
the Konkan region. Traditional ethnic designs are worn by the youth only
during festivals and other religious occasions and by women in the age
group of 30 plus. Chokers made up of plastic are highly in demand and
command a good price. Traditional Boho designs too are picking to
demand. Traditional necklaces such as pearl necklaces, poha haar, and
maharani haar are well known in these areas. These designs are more of
party wear or club wear. Younger generations like to experiment with
their looks and hence they have more preference of contemporary designs
over the traditional designs.

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20
 Chapter-2
Company Profile
Company profile of kalyan jewellers
Kalyan Jewellers, one of India's leading jewelry brands, has carved a niche for
itself in the highly competitive jewelry market. Founded in 1993 by T.S.
Ramayana, Kalyan Jewellers has grown from a single showroom in Kerala to an
extensive network of stores across India and the Middle East. With a
commitment to quality, craftsmanship, and customer satisfaction, the brand has
become synonymous with trust and tradition in the world of jewelry.

*Founding and Early Years:

Kalyan Jewellers began its journey in Thrissur, Kerala, with a modest showroom
that quickly gained recognition for its exquisite designs and superior quality. T.S.
Kalyanaraman's vision was to redefine the jewelry-buying experience by offering
customers a wide range of designs crafted with precision and attention to detail.
*Expansion and Growth:

Driven by a passion for innovation and a deep understanding of customer

preferences, Kalyan Jewellers embarked on a path of expansion, opening new
stores across Kerala and gradually expanding its footprint to other states in India.
The brand's commitment to excellence and customer satisfaction helped it gain
a loyal following, laying the foundation for further growth.

*Brand Philosophy:

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At the heart of Kalyan Jewellers' success is its unwavering commitment to
craftsmanship, quality, and transparency. Every piece of jewelry is crafted with
precision and care, using the finest materials and adhering to the highest
standards of craftsmanship. The brand's philosophy revolves around the belief
that jewelry is not just an accessory but a symbol of love, tradition, and
celebration, and as such, it deserves to be of the highest quality.
*Product Range:

Kalyan Jewellers offers a diverse range of jewelry to cater to the varied tastes
and preferences of its customers. From timeless classics to contemporary
designs, the brand's collections encompass a wide array of styles, including
traditional Indian designs, modern fusion pieces, and exquisite diamond jewelry.
Each piece is crafted with meticulous attention to detail, making it a cherished
heirloom for generations to come.

*Innovation and Design Excellence:

Innovation is at the core of Kalyan Jewellers' design philosophy, with the brand
constantly pushing the boundaries of creativity to bring new and exciting designs
to its customers. The brand's team of skilled designers draws inspiration from
diverse sources, blending traditional motifs with contemporary trends to create
jewelry that is both timeless and fashionable.

*Retail Presence:
Kalyan Jewellers has a strong retail presence, with a network of showrooms
spanning across India and the Middle East. Each showroom is designed to
provide customers with a luxurious and immersive shopping experience, with
spacious interiors, elegant displays, and personalized service. The brand's
commitment to customer satisfaction extends beyond its products, with
knowledgeable staff on hand to assist customers in finding the perfect piece of
jewelry for every occasion.
*Corporate Social Responsibility:

Beyond its commercial success, Kalyan Jewellers is also committed to making a

positive impact on society through its corporate social responsibility initiatives.
The brand is actively involved in various philanthropic activities, including
healthcare, education, and women's empowerment, aimed at creating a better
future for communities in need.

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*Recognition and Awards:
Over the years, Kalyan Jewellers has received numerous awards and accolades
for its excellence in craftsmanship, design, and customer service. These include
prestigious honors such as the Retail Jeweller India Awards, the National
Jewellery Awards, and the Times Retail Icon Awards, among others.

History of kalyan
1. *Founding Years (1993-2000):

 Founded in 1993 by T.S. Kalyanaraman in Thrissur, Kerala.

 Started with a single showroom in Thrissur, focusing on traditional Indian

jewelry.

 T.S. Kalyanaraman's vision was to offer high-quality jewelry with impeccable

craftsmanship.

 Initially catered to local customers, building a reputation for reliability and

authenticity.
 Limited expansion during this period, with a strong focus on establishing a
solid foundation.

2. *Early Expansion and Growth (2001-2010):

 Expanded the retail presence across Kerala, opening new showrooms in
key cities and towns.

 Gained popularity for its exquisite designs, superior quality, and customer-
centric approach.
3
 Introduced innovative marketing strategies to attract a wider audience.

 Embraced modern retail practices to enhance the shopping experience for

customers
.
 Became a trusted name in the jewelry industry, known for its commitment
to craftsmanship.

3. *National Expansion (2011-2015):

 Entered other states in India, including Tamil Nadu, Karnataka, Andhra
Pradesh, and Maharashtra.

 Rapidly expanded its retail footprint, opening multiple showrooms in major

cities.

 Leveraged a mix of traditional and digital marketing to reach a broader

customer base.
 Introduced new product lines to cater to evolving consumer preferences.

 Strengthened its supply chain and manufacturing capabilities to meet growing

demand.

4. *International Expansion (2016-2020):

 Ventured into the international market, starting with the Middle East.

 Established a presence in countries like the UAE, Qatar, Oman, and Kuwait.

 Adapted its product offerings to suit the preferences of diverse international

customers.

 Invested in brand-building activities and strategic partnerships to enhance

visibility.

 Positioned itself as a premium jewelry brand in the international market.

5. *Innovative Initiatives (2016-2020):

 Introduced innovative initiatives to enhance customer engagement and
loyalty.
 Launched loyalty programs, special promotions, and exclusive events for
customers.
 Embraced technology to offer online shopping options and virtual try-on
experiences.
4
 Collaborated with renowned designers and celebrities to create signature
collections.
 Continued to invest in research and development to stay ahead of industry
trends.

6. *Sustainability and Corporate Social Responsibility (2016-2020):

 Committed to sustainability practices, including responsible sourcing of

materials.

 Implemented eco-friendly measures in manufacturing and packaging

processes.

 Engaged in community development initiatives, focusing on education and

healthcare.

 Supported various social causes, including women's empowerment and skill

development.
 Received recognition for its efforts in promoting sustainability and social
responsibility.
7. *Challenges and Resilience (2020-Present):*

 Faced challenges due to the COVID-19 pandemic, including temporary

closures and supply chain disruptions.

 Adapted quickly to changing market conditions, implementing safety

protocols and digital solutions.

 Continued to focus on innovation and customer service to maintain

competitiveness
.
 Expanded online sales channels and introduced virtual consultation services.

 Demonstrated resilience and agility in navigating uncertain times, emerging

stronger than before.

8. *Future Outlook:

 Poised for further growth and expansion, with plans to enter new markets
and diversify product offerings.

5
 Committed to upholding its legacy of quality, craftsmanship, and customer
satisfaction.

 Continues to innovate and evolve to meet the evolving needs and

preferences of customers.

 Aims to strengthen its position as a leading jewelry brand globally while

staying true to its core values.

The history of Kalyan Jewellers is a testament to its founder's vision, dedication

to quality, and commitment to innovation. From its humble beginnings in Thrissur
to its current stature as a leading jewelry brand, Kalyan Jewellers has
demonstrated resilience, adaptability, and a relentless pursuit of excellence.
*Vision of Kalyan Jewellers*
Kalyan Jewellers, a prominent name in the world of jewelry, has etched its mark
as a trusted brand synonymous with exquisite craftsmanship, timeless designs, and
unwavering commitment to quality. Founded in 1993 by T.S. Kalyanaraman,
Kalyan Jewellers has grown from humble beginnings to become one of the largest
jewelry retailers in India and the Middle East, with a vision that transcends mere
commercial success.
At the heart of Kalyan Jewellers' vision lies a dedication to celebrating life's
special moments by adorning them with unparalleled beauty and elegance. Their
vision extends beyond being just a jewelry retailer; it encompasses a desire to be
a part of people's lives, enriching their experiences and creating cherished
memories that last a lifetime.
*Craftsmanship and Quality:*

Central to Kalyan Jewellers' vision is their unwavering commitment to

craftsmanship and quality. Every piece of jewelry crafted at Kalyan Jewellers is a
testament to the meticulous attention to detail and the passion for perfection that
defines the brand. From the selection of the finest materials to the skilled hands
that bring designs to life, Kalyan Jewellers sets the highest standards for
excellence in craftsmanship.

Their vision is not just to create jewelry but to craft heirlooms that transcend
generations, each piece telling a story of timeless beauty and enduring quality.
Whether it's the brilliance of a diamond or the luster of gold, Kalyan Jewellers
ensures that every piece meets the highest standards of purity and craftsmanship,
embodying the essence of luxury and sophistication.

*Innovation and Design:*

Another pillar of Kalyan Jewellers' vision is innovation and design. With a team
of talented designers who draw inspiration from art, culture, and tradition, Kalyan
Jewellers continuously pushes the boundaries of creativity to bring forth designs
that are both contemporary and timeless. Their vision is to not just follow trends
6
but to set them, introducing designs that captivate the imagination and redefine
the art of jewelry making.

From intricate bridal sets to everyday wear, Kalyan Jewellers offers a diverse
range of designs to cater to every taste and occasion. Their vision is to empower
individuals to express their unique style through jewelry, allowing them to adorn
themselves with pieces that resonate with their personality and individuality.
*Customer Experience:*

Central to Kalyan Jewellers' vision is the customer experience. They believe in

fostering long-lasting relationships built on trust, integrity, and exceptional
service. Their vision is to create a welcoming and immersive shopping experience
where every customer feels valued and appreciated.
Whether it's through personalized consultations, knowledgeable staff, or
innovative shopping solutions, Kalyan Jewellers strives to exceed customer
expectations at every touchpoint. Their vision is to be more than just a jewelry
retailer but a trusted partner in life's celebrations, guiding customers through every
step of their jewelry buying journey with warmth and professionalism.
*Social Responsibility:*

Beyond the realm of business, Kalyan Jewellers' vision extends to social

responsibility and community engagement. They believe in giving back to society
and making a positive impact on the lives of others. Their vision is to be a
responsible corporate citizen, contributing to the welfare of communities and
supporting initiatives that promote education, healthcare, and environmental
sustainability.
From empowering artisans and craftsmen to supporting education programs and
healthcare initiatives, Kalyan Jewellers is committed to making a difference in the
world around them. Their vision is to leave a legacy of positive change, creating
a brighter future for generations to come.

In essence, the vision of Kalyan Jewellers transcends the realm of jewelry

retailing; it embodies a commitment to excellence, creativity, integrity, and social
responsibility. It is a vision rooted in the belief that jewelry is more than just
adornment; it is a reflection of life's most precious moments and a celebration of
beauty, love, and tradition. As Kalyan Jewellers continues to grow and evolve,
their vision remains steadfast, guiding every facet of their business and inspiring
them to reach new heights of success and significance.

*Mission of Kalyan Jewellers*

Kalyan Jewellers, a leading name in the jewelry industry, has carved a niche for
itself with its commitment to excellence, innovation, and customer satisfaction.
Since its inception in 1993, Kalyan Jewellers has pursued a mission that goes
beyond just selling jewelry; it is a mission rooted in enriching lives, fostering
relationships, and creating lasting value for all stakeholders.
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*Empowering Individuals:*
At the core of Kalyan Jewellers' mission is the belief in empowering individuals
to express their unique style and celebrate life's special moments with elegance
and grace. Their mission is to provide a diverse range of meticulously crafted
jewelry that resonates with the aspirations and tastes of customers from all walks
of life.
Whether it's a traditional bridal set or a contemporary statement piece, Kalyan
Jewellers aims to offer jewelry that not only enhances one's beauty but also
becomes a cherished symbol of self-expression and personal identity. Their
mission is to inspire confidence and empower individuals to shine brightly, both
inside and out.

*Creating Lasting Relationships:*

Central to Kalyan Jewellers' mission is the cultivation of lasting relationships built
on trust, integrity, and exceptional service. They believe that every customer
interaction is an opportunity to create a meaningful connection and leave a lasting
impression.

From the moment a customer walks through the doors of a Kalyan Jewellers
showroom to long after they've made their purchase, the mission is to ensure that
every interaction is imbued with warmth, professionalism, and genuine care.
Whether it's assisting customers in finding the perfect piece of jewelry or
8
providing after-sales support, Kalyan Jewellers strives to exceed expectations and
foster loyalty that spans generations.

*Promoting Craftsmanship and Heritage:*

Another pillar of Kalyan Jewellers' mission is the promotion of craftsmanship and
heritage. They are committed to preserving and promoting the rich tradition of
jewelry making, passed down through generations of artisans and craftsmen.

Their mission is to celebrate the artistry and skill of these craftsmen by showcasing
their creations to the world. From intricate designs inspired by ancient motifs to
modern interpretations of traditional techniques, Kalyan Jewellers aims to honor
the legacy of craftsmanship while also embracing innovation and creativity.
*Driving Innovation and Sustainability:*
Kalyan Jewellers is dedicated to driving innovation and sustainability across all
aspects of their business. Their mission is to continuously explore new
technologies, materials, and processes that not only enhance the quality and design
of their jewelry but also minimize their environmental footprint.
From responsibly sourcing materials to implementing eco-friendly practices in
their manufacturing facilities, Kalyan Jewellers is committed to being a leader in
sustainable jewelry production. Their mission is to pave the way for a more
sustainable future for the industry while also delivering products of the highest
quality and craftsmanship.
*Giving Back to Society:*
Beyond business success, Kalyan Jewellers' mission extends to giving back to
society and making a positive impact on the communities they serve. They believe
in the importance of corporate social responsibility and strive to be a force for
good in the world.
Their mission is to support initiatives that promote education, healthcare,
environmental conservation, and social welfare. Whether it's through charitable
donations, community outreach programs, or environmental initiatives, Kalyan
Jewellers is committed to making a difference in the lives of others and leaving a
lasting legacy of positive change.

In conclusion, the mission of Kalyan Jewellers is multifaceted, encompassing a

commitment to empowering individuals, fostering relationships, promoting
craftsmanship and heritage, driving innovation and sustainability, and giving back
to society. It is a mission driven by values of integrity, excellence, and social
responsibility, guiding every aspect of the company's operations and inspiring
them to make a meaningful difference in the world.

9
Objectives of Kalyan Jewellers*
Kalyan Jewellers, a name synonymous with trust, craftsmanship, and innovation,
operates with a set of clear objectives aimed at driving growth, fostering
excellence, and creating lasting value for all stakeholders. Since its inception in
1993, Kalyan Jewellers has pursued these objectives with dedication and passion,
setting new benchmarks in the jewelry industry and earning the trust of millions
of customers worldwide.

*1. Customer Satisfaction:*

At the forefront of Kalyan Jewellers' objectives is the commitment to customer
satisfaction. Their primary goal is to exceed customer expectations at every
touchpoint, from the moment a customer walks into a showroom to long after
they've made a purchase.

To achieve this objective, Kalyan Jewellers focuses on providing personalized

service, offering a diverse range of high-quality products, and ensuring a seamless
shopping experience. Whether it's through knowledgeable staff, innovative
designs, or after-sales support, the objective is to create happy and loyal customers
who become brand advocates.

*2. Market Expansion:*

Another key objective of Kalyan Jewellers is market expansion. With a vision to
become a global leader in the jewelry industry, the company aims to expand its
footprint in both existing and new markets.

10
To achieve this objective, Kalyan Jewellers focuses on strategic expansion
initiatives, including opening new showrooms in high-potential locations, entering
new geographies, and leveraging digital channels to reach a wider audience. By
continuously expanding its presence, the objective is to increase market share and
solidify Kalyan Jewellers' position as a leading jewelry retailer worldwide.

*3. Product Innovation:*

Product innovation is a crucial objective for Kalyan Jewellers as it seeks to stay

ahead of market trends and meet evolving customer preferences. The company
aims to continuously introduce new designs, collections, and product lines that
resonate with diverse consumer segments.

To achieve this objective, Kalyan Jewellers invests in research and development,

collaborates with talented designers, and closely monitors market trends and
consumer feedback. By fostering a culture of innovation, the objective is to offer
unique and compelling products that differentiate Kalyan Jewellers from
competitors and capture the hearts of customers.
*4. Operational Excellence:*
Operational excellence is a fundamental objective for Kalyan Jewellers as it
strives to optimize efficiency, minimize costs, and enhance productivity across its
operations. The company aims to streamline processes, leverage technology, and
implement best practices to achieve operational excellence at every level.
To achieve this objective, Kalyan Jewellers focuses on training and development,
investing in infrastructure and technology, and fostering a culture of continuous
improvement. By achieving operational excellence, the objective is to maximize
profitability, enhance competitiveness, and ensure sustainable growth for Kalyan
Jewellers.

*5. Brand Building:*

Building and strengthening the Kalyan Jewellers brand is a strategic objective
aimed at enhancing brand equity, visibility, and recognition globally. The
company aims to position itself as a trusted and aspirational brand that embodies
values of quality, craftsmanship, and innovation.

To achieve this objective, Kalyan Jewellers focuses on marketing and advertising

initiatives, sponsorships and partnerships, and creating memorable brand
experiences for customers. By consistently delivering on its brand promise, the
objective is to build long-term brand loyalty and affinity, driving sustained growth
for Kalyan Jewellers.

*6. Social Responsibility:*

11
Social responsibility is an integral objective for Kalyan Jewellers as it seeks to
make a positive impact on society and contribute to the well-being of
communities. The company aims to support initiatives that promote education,
healthcare, environmental sustainability, and social welfare.

To achieve this objective, Kalyan Jewellers engages in philanthropic activities,

partners with non-profit organizations, and implements sustainable business
practices. By fulfilling its social responsibility, the objective is to create shared
value for society while also strengthening Kalyan Jewellers' reputation as a
responsible corporate citizen.
In conclusion, the objectives of Kalyan Jewellers are aligned with its mission and
vision, focusing on driving customer satisfaction, expanding market presence,
fostering innovation, achieving operational excellence, building brand equity, and
fulfilling social responsibility. By pursuing these objectives with dedication and
integrity, Kalyan Jewellers aims to continue its journey of success and make a
positive impact on the world of jewelry retailing.

12
 *Company Profile of Tanishq Jewellers*
Tanishq, a flagship brand of Titan Company Limited, is one of India's most
renowned and trusted jewelry brands. Established in 1994 with a vision to
revolutionize the jewelry industry in India, Tanishq has since become
synonymous with craftsmanship, innovation, and impeccable quality. With a rich
heritage spanning over two decades, Tanishq has evolved into a household name,
earning the loyalty and admiration of millions of customers across the country.

*History and Evolution:*

Tanishq was born out of a vision to redefine the concept of jewelry shopping in
India. In the early 1990s, the jewelry industry in India was fragmented and
dominated by traditional family-owned businesses. Recognizing the need for a
modern, customer-centric brand, Titan Company Limited, India's leading
consumer goods company, ventured into the jewelry segment and launched
Tanishq in 1994.

From its inception, Tanishq set itself apart by offering contemporary designs,
superior craftsmanship, and transparent pricing, revolutionizing the way Indians
bought jewelry. The brand quickly gained popularity for its innovative designs,
uncompromising quality, and commitment to ethical business practices, becoming
a trusted name in the industry.

*Product Portfolio:*
Tanishq offers a diverse range of jewelry collections catering to various occasions,
tastes, and preferences. From timeless classics to modern masterpieces, each piece
of Tanishq jewelry is a reflection of exquisite craftsmanship, unparalleled quality,
and timeless elegance.

*Wedding Jewelry:* Tanishq's wedding jewelry collections capture the essence

of traditional Indian weddings, with exquisite designs crafted in gold, diamonds,
and precious gemstones. From elaborate bridal sets to elegant groom accessories,
Tanishq offers a comprehensive range of wedding jewelry to make every moment
unforgettable.
13
 *Everyday Wear:* For those seeking jewelry for daily wear, Tanishq offers a
range of lightweight, versatile designs that blend seamlessly with everyday attire.
From delicate gold earrings to chic diamond pendants, Tanishq's everyday wear
collections are perfect for adding a touch of elegance to any ensemble.

*Occasion Wear:* Whether it's a festival, celebration, or special occasion,

Tanishq offers a range of jewelry collections designed to make every moment
memorable. From festive gold bangles to statement diamond necklaces, Tanishq's
occasion wear collections exude sophistication and grace, making them perfect
for any event.
*Men's Jewelry:* Tanishq also offers a selection of jewelry for men, including
rings, bracelets, and cufflinks crafted in gold, platinum, and diamonds. Designed
to complement the modern gentleman's style, Tanishq's men's jewelry collections
combine classic elegance with contemporary flair.

*Craftsmanship and Quality:*

At the heart of Tanishq's success lies its unwavering commitment to craftsmanship
and quality. Each piece of Tanishq jewelry is crafted with meticulous attention to
detail, using the finest materials and employing skilled artisans who bring designs
to life with precision and passion.
Tanishq's state-of-the-art manufacturing facilities adhere to stringent quality
standards, ensuring that every piece meets the highest benchmarks of purity,
authenticity, and durability. From sourcing responsibly mined materials to
employing advanced techniques in jewelry making, Tanishq leaves no stone
unturned in its pursuit of excellence.
*Innovation and Design:*

Tanishq is renowned for its innovative designs that blend traditional craftsmanship
with contemporary aesthetics. The brand's in-house team of designers draws
inspiration from art, culture, nature, and global trends to create jewelry that is both
timeless and trendsetting.

Tanishq's design philosophy is rooted in versatility, offering collections that cater

to a diverse range of tastes, preferences, and occasions. Whether it's classic
designs that stand the test of time or avant-garde creations that push the boundaries
of creativity, Tanishq's jewelry collections appeal to discerning customers seeking
elegance, sophistication, and individuality.

*Retail Presence and Customer Experience:*

Tanishq's retail presence spans across India, with a network of exclusive boutiques
and retail outlets in prime locations across the country. Each Tanishq showroom
offers a luxurious and immersive shopping experience, with elegantly designed
interiors, knowledgeable staff, and personalized service that makes every
customer feel valued and appreciated.
14
Tanishq's commitment to customer satisfaction extends beyond the showroom
floor, with a range of services designed to enhance the overall shopping
experience. From expert guidance in selecting the perfect piece of jewelry to
convenient payment options and after-sales support, Tanishq ensures that every
customer's journey is seamless and memorable.
*Corporate Social Responsibility:*

Tanishq is committed to making a positive impact on society and the environment

through its corporate social responsibility initiatives. The brand actively supports
various social causes, including education, healthcare, women's empowerment,
and environmental conservation.

Tanishq's CSR initiatives are aimed at creating sustainable change and uplifting
communities, with a focus on long-term impact and meaningful engagement.
Whether it's through partnerships with non-profit organizations, employee
volunteering programs, or sustainable business practices, Tanishq strives to be a
responsible corporate citizen and contribute to the well-being of society.

In conclusion, Tanishq is not just a jewelry brand; it is a symbol of trust,

craftsmanship, and innovation that has redefined the jewelry industry in India.
With a rich heritage, diverse product portfolio, commitment to quality, and
customer-centric approach, Tanishq continues to inspire and delight customers
across the country. As it embarks on the next phase of its journey, Tanishq remains
dedicated to its core values of excellence, integrity, and social responsibility,
striving to create timeless treasures that capture the essence of life's most precious
moments.

*Vision of Tanishq Jewellers*

Tanishq, a leading jewelry brand in India, has carved a distinctive identity for
itself through its commitment to excellence, innovation, and customer-centricity.
Established in 1994 as a subsidiary of Titan Company Limited, Tanishq has
consistently upheld its vision of redefining the jewelry-buying experience and
becoming a symbol of trust and quality for customers across the country. At the
core of Tanishq's vision lies a dedication to enriching lives, celebrating precious
moments, and setting new benchmarks of craftsmanship and design in the jewelry
industry.

Through personalized consultations, attentive service, and innovative offerings,

Tanishq strives to exceed customer expectations and create moments of joy and
delight. The brand's vision is to be more than just a jewelry retailer; it aims to be
a partner in its customers' most cherished memories, offering timeless treasures
that evoke emotion and sentiment.

15
*Craftsmanship and Innovation:*
Central to Tanishq's vision is a relentless pursuit of craftsmanship and innovation.
The brand aspires to push the boundaries of traditional jewelry-making techniques
while preserving the rich heritage and cultural significance of Indian jewelry.
Tanishq's vision is to be a pioneer in introducing new designs, materials, and
technologies that elevate the artistry and aesthetics of its creations.
From intricate gold filigree work to cutting-edge diamond settings, Tanishq aims
to showcase the finest craftsmanship in every piece of jewelry. The brand's vision
is to inspire awe and admiration with designs that seamlessly blend tradition with
modernity, catering to the evolving tastes and preferences of its diverse customer
base.
*Customer-Centric Approach:*

Tanishq's vision revolves around creating memorable and meaningful experiences

for its customers. The brand aims to establish lifelong relationships with
customers by understanding their needs, preferences, and aspirations. Tanishq
envisions itself as a trusted advisor and companion on every customer's journey,
from selecting the perfect engagement ring to celebrating milestone occasions.
Through personalized consultations, attentive service, and innovative offerings,
Tanishq strives to exceed customer expectations and create moments of joy and
delight. The brand's vision is to be more than just a jewelry retailer; it aims to be
a partner in its customers' most cherished memories, offering timeless treasures
that evoke emotion and sentiment.
*Inclusive Design and Diversity:*

16
Tanishq is committed to celebrating diversity and inclusivity through its design
philosophy. The brand's vision is to create jewelry that transcends cultural
boundaries and resonates with people from all walks of life. Tanishq aims to
reflect the rich tapestry of Indian heritage and identity through its designs,
embracing the beauty of diversity and fostering a sense of belonging among its
customers.
From regional motifs to contemporary interpretations of traditional styles,
Tanishq's vision is to offer a wide spectrum of designs that cater to different tastes,
preferences, and occasions. The brand envisions its jewelry as a reflection of
India's cultural mosaic, bringing people together and fostering unity in diversity.

*Sustainable and Responsible Practices:*

Tanishq's vision extends beyond business success to encompass environmental

sustainability and social responsibility. The brand aspires to be a catalyst for
positive change in the communities it serves and the world at large. Tanishq aims
to integrate sustainable practices into every aspect of its operations, from
responsible sourcing of materials to ethical labor practices and environmental
stewardship.
The brand's vision is to create a more equitable and sustainable future for
generations to come, prioritizing the well-being of people and the planet. Tanishq
strives to lead by example and inspire others in the industry to embrace sustainable
and responsible practices, driving systemic change and making a meaningful
impact on society.
*Cultural Preservation and Heritage Conservation:*

Tanishq recognizes the importance of preserving India's rich cultural heritage and
artisanal traditions. The brand's vision is to be a custodian of Indian craftsmanship
and heritage, safeguarding centuries-old techniques and skills from being lost to
time. Tanishq aims to support local artisans and craftsmen, empowering them to
preserve and perpetuate their craft for future generations.

Through collaborations with artisan communities and initiatives to promote

traditional craftsmanship, Tanishq seeks to ensure the continuity and vitality of
India's cultural legacy. The brand envisions its jewelry as a testament to the
enduring beauty and craftsmanship of Indian heritage, serving as a bridge between
the past, present, and future.

In conclusion, Tanishq's vision encapsulates its commitment to craftsmanship,

innovation, customer-centricity, inclusivity, sustainability, and cultural
preservation. As it continues to evolve and grow, Tanishq remains steadfast in its
mission to inspire and delight customers with jewelry that embodies the essence
of India's rich heritage and contemporary spirit. With a vision that transcends mere
business goals, Tanishq strives to enrich lives, celebrate diversity, and create
enduring connections that last a lifetime.

*Mission of Tanishq Jewellers*

17
Tanishq, a renowned jewelry brand in India, operates with a clear and defined
mission aimed at driving excellence, innovation, and customer satisfaction.
Established in 1994 as a subsidiary of Titan Company Limited, Tanishq has been
guided by its mission to redefine the jewelry-buying experience, celebrate life's
special moments, and become a trusted symbol of quality and craftsmanship for
customers across the country. Through its unwavering commitment to its mission,
Tanishq has emerged as a leader in the jewelry industry, setting new standards of
excellence and earning the loyalty and admiration of millions of customers.

*Empowering Individuals:*

At the heart of Tanishq's mission is the goal of empowering individuals to express

their unique style and celebrate life's moments with elegance and grace. The brand
aims to offer a diverse range of jewelry collections that cater to different tastes,
preferences, and occasions, allowing customers to find the perfect piece that
resonates with their personality and lifestyle.

Tanishq believes in the transformative power of jewelry to enhance self-

confidence and inspire self-expression. The brand's mission is to create jewelry
that not only adds beauty to one's appearance but also serves as a symbol of
individuality and empowerment. Whether it's an engagement ring, a wedding
18
necklace, or a daily wear earring, Tanishq aims to offer jewelry that becomes a
cherished part of its wearer's identity, enriching their lives with beauty and
meaning.
*Fostering Excellence in Craftsmanship:*

Tanishq is committed to upholding the highest standards of craftsmanship and

quality in every piece of jewelry it creates. The brand's mission is to celebrate the
artistry and skill of Indian craftsmen, who bring designs to life with meticulous
attention to detail and precision.

Tanishq's state-of-the-art manufacturing facilities adhere to stringent quality

standards, ensuring that every piece of jewelry meets the brand's exacting
benchmarks of purity, authenticity, and durability. The brand's mission is to be a
pioneer in introducing innovative techniques and materials that elevate the art of
jewelry-making, setting new benchmarks of excellence in the industry.
*Customer-Centric Approach:*
Tanishq's mission revolves around creating memorable and meaningful
experiences for its customers. The brand aims to establish lifelong relationships
with customers by understanding their needs, preferences, and aspirations.
Tanishq strives to exceed customer expectations at every touchpoint, from the
moment they walk into a showroom to long after they've made a purchase. The
brand's mission is to provide personalized service, expert guidance, and innovative
offerings that make every customer feel valued and appreciated. Whether it's
through convenient payment options, after-sales support, or bespoke
customization services, Tanishq aims to create moments of joy and delight for its
customers, fostering loyalty and trust.

*Innovation and Design:*

Innovation and design are at the forefront of Tanishq's mission as the brand seeks
to push the boundaries of creativity and reinvent the jewelry-buying experience.
Tanishq's in-house team of designers draws inspiration from art, culture, nature,
and global trends to create jewelry that is both timeless and trendsetting.

The brand's mission is to offer collections that cater to a diverse range of tastes,
preferences, and occasions, from traditional bridal sets to contemporary statement
pieces. Tanishq aims to be a leader in introducing new designs, materials, and
technologies that captivate the imagination and set new trends in the industry.
Whether it's through collaborations with renowned designers or innovative
marketing campaigns, Tanishq strives to inspire and delight customers with
jewelry that reflects the spirit of the times.

*Social Responsibility and Sustainability:*

Tanishq recognizes its responsibility to society and the environment and is

committed to making a positive impact through its business practices. The brand's
19
mission is to integrate sustainability into every aspect of its operations, from
responsible sourcing of materials to ethical labor practices and environmental
stewardship.
Tanishq aims to support initiatives that promote education, healthcare, women's
empowerment, and environmental conservation, contributing to the well-being of
communities and the planet. The brand's mission is to be a responsible corporate
citizen and inspire others in the industry to embrace sustainable and ethical
practices, driving positive change for future generations.

*Objectives of Tanishq Jewellers*

Tanishq, a prominent jewelry brand in India, operates with a set of clear objectives
aimed at driving growth, innovation, customer satisfaction, and social
responsibility. Established in 1994 as a subsidiary of Titan Company Limited,
Tanishq has been guided by its objectives to redefine the jewelry industry, set new
standards of excellence, and create lasting value for all stakeholders. Through its
unwavering commitment to its objectives, Tanishq has emerged as a leader in the
industry, earning the trust and loyalty of millions of customers across the country.

*1. Customer Satisfaction:*

At the forefront of Tanishq's objectives is the commitment to customer
satisfaction. The brand aims to exceed customer expectations at every touchpoint,
from the moment they enter a showroom to long after they've made a purchase.
Tanishq strives to provide personalized service, expert guidance, and innovative
offerings that make every customer feel valued and appreciated.
The objective is to create memorable and meaningful experiences for customers,
fostering lifelong relationships built on trust, integrity, and exceptional service.
Whether it's through convenient payment options, after-sales support, or bespoke
customization services, Tanishq aims to delight customers and earn their loyalty.
20
*2. Market Expansion:*

Another key objective of Tanishq is market expansion. The brand aims to increase
its footprint in both existing and new markets, reaching a wider audience and
capturing new customer segments. Tanishq seeks to leverage its strong brand
equity and reputation to enter new geographies and expand its presence in high-
potential locations.

The objective is to drive growth and increase market share, solidifying Tanishq's
position as a leading jewelry retailer in India and beyond. Through strategic
expansion initiatives, including opening new showrooms, launching innovative
marketing campaigns, and leveraging digital channels, Tanishq aims to tap into
new opportunities and unlock new avenues for growth.

*3. Product Innovation:*

Product innovation is a fundamental objective for Tanishq as it seeks to stay ahead
of market trends and meet evolving customer preferences. The brand aims to
continuously introduce new designs, collections, and product lines that captivate
the imagination and inspire delight.

Tanishq's objective is to push the boundaries of creativity and design, offering

jewelry that is not only visually stunning but also reflects the latest trends and
innovations in the industry. Whether it's through collaborations with renowned
designers, incorporating new materials and techniques, or launching limited-
edition collections, Tanishq aims to surprise and delight customers with fresh and
exciting offerings.

*4. Operational Excellence:*

Operational excellence is a core objective for Tanishq as it strives to optimize

efficiency, minimize costs, and enhance productivity across its operations. The
brand aims to streamline processes, leverage technology, and implement best
practices to achieve operational excellence at every level.

The objective is to maximize profitability, improve resource utilization, and

ensure seamless execution of business operations. Tanishq seeks to continuously
monitor performance metrics, identify areas for improvement, and drive
continuous improvement initiatives to enhance operational efficiency and
effectiveness.

*5. Brand Building:*

Building and strengthening the Tanishq brand is a strategic objective aimed at

enhancing brand equity, visibility, and recognition. The brand aims to position
itself as a trusted and aspirational lifestyle brand that embodies values of quality,
craftsmanship, and innovation.

21
The objective is to create a strong emotional connection with customers, fostering
brand loyalty and advocacy. Tanishq seeks to invest in marketing and advertising
initiatives, sponsorships and partnerships, and creating memorable brand
experiences that resonate with customers and reinforce the brand's positioning in
the market.

*6. Social Responsibility:*

Social responsibility is an integral objective for Tanishq as it seeks to make a

positive impact on society and the environment through its business practices. The
brand aims to support initiatives that promote education, healthcare,
environmental conservation, and social welfare.

The objective is to contribute to the well-being of communities and drive positive

change in society. Tanishq seeks to integrate sustainability into its supply chain,
implement ethical labor practices, and engage in philanthropic activities that make
a meaningful difference in the lives of others.

22
 CHAPTER-3
LITERATURE REVIEW

A COMPARATIVE ANALYSIS OF KALYAN JEWELLERS

AND TANISHQ JEWELLERS

3.1 BUSINESS STRATEGIES AND MODELS

KALYAN JEWELLERS

Kalyan Jewellers, founded in 1993 by T.S. Kalyanaraman, has strategically positioned

itself as a mass-market jewellery brand catering to diverse consumer segments across
India. The brand's success can be attributed to its astute business strategies and
innovative marketing approaches. According to a study by Gupta and Sinha (2019),
Kalyan Jewellers has adopted a customer-centric business model focused on
affordability, accessibility, and product diversity. By offering a wide range of
jewellery collections at competitive prices, Kalyan has successfully captured a
significant share of the Indian jewellery market.

Furthermore, Kalyan's extensive retail network, spanning both urban and rural areas,
has been instrumental in reaching customers across different regions. An article in The
Economic Times (2018) highlights Kalyan's aggressive expansion strategy, which
includes opening new stores in tier 2 and tier 3 cities to tap into the growing demand
for jewellery in non-metro areas. This strategic approach not only enhances Kalyan's
market reach but also strengthens its brand presence in emerging markets.

In addition, Kalyan Jewellers leverages celebrity endorsements and mass media

advertising to enhance brand visibility and connect with its target audience. According
to a study by Sharma and Gupta (2018), celebrity endorsements have played a
significant role in shaping consumer perceptions of the brand, making Kalyan
Jewellers a household name synonym proving trust and liability
TANISHQ:
Tanishq, a renowned jewellery brand under the umbrella of Titan Company Limited,
has carved a niche for itself in the premium jewellery segment with its emphasis on
quality, craftsmanship, and innovation. According to research by Patel et al. (2020),
Tanishq's business strategy revolves around offering exclusive and contemporary
jewellery collections targeted at affluent consumers who value luxury and
sophistication.

One of Tanishq's key differentiators is its focus on innovative design and

craftsmanship. The brand collaborates with renowned designers and artisans to create
unique and trend-setting jewellery pieces that resonate with modern sensibilities. An
article in Forbes India (2019) highlights Tanishq's commitment to innovation and
design excellence, citing examples of its award-winning collections that have set
industry benchmarks.
Moreover, Tanishq maintains a selective retail presence, with flagship stores located in
premium locations across India. According to Jain et al. (2021), this strategic approach
not only enhances the brand's exclusivity but also provides customers with a luxurious
and immersive shopping experience. Tanishq's premium pricing strategy further
reinforces its positioning as a luxury brand, appealing to discerning consumers who
seek quality and craftsmanship in their jewellry purchases.
3.2 MARKETING APPROACHES AND BRANDING
KALYAN:
Kalyan Jewellers has strategically crafted its marketing approach to appeal to a wide
consumer base across India, leveraging a combination of traditional and contemporary
marketing channels. Research by Sharma and Gupta (2018) highlights Kalyan's
emphasis on celebrity endorsements as a key component of its marketing strategy. By
partnering with popular Bollywood actors and actresses, Kalyan effectively enhances
its brand visibility and connects with its target audience on a personal level.
Furthermore, articles in leading newspapers such as The Times of India (2020) and
The Economic Times (2019) underscore Kalyan's extensive mass media advertising
campaigns, including television commercials, print advertisements, and digital
marketing initiatives. These marketing efforts play a crucial role in reinforcing
Kalyan's brand identity as a trustworthy and reliable jewelry retailer, thereby
influencing consumer perceptions and purchase decisions.

In addition to traditional marketing channels, Kalyan Jewellers has also embraced

digital platforms to engage with its customers and drive brand awareness. An article in
Business Standard (2021) highlights Kalyan's innovative use of social media
platforms such as Instagram, Facebook, and YouTube to showcase its latest
collections, engage with followers, and run targeted advertising campaigns. By
harnessing the power of social media influencers and user-generated content, Kalyan
effectively amplifies its brand message and reaches a wider audience, especially
among younger demographics.

TANISHQ:

In contrast to Kalyan's mass-market approach, Tanishq adopts a more selective and

experiential marketing strategy to position itself as a premium jewellery brand
catering to affluent consumers. Research by Khan et al. (2021) emphasizes Tanishq's
focus on creating immersive brand experiences through its flagship stores and
exclusive events. These experiential marketing initiatives allow Tanishq to engage
with its target audience in a meaningful way, fostering brand loyalty and driving
word-of-mouth referrals. Moreover, articles in publications such as Forbes India
(2019) and The Hindu Business Line (2018) highlight Tanishq's strategic partnerships
with high-profile events and fashion shows to showcase its luxury collections and
enhance brand prestige. By associating itself with prestigious events and industry
influencers, Tanishq effectively reinforces its image as a luxury brand synonymous
with elegance and sophistication.
Furthermore, Tanishq leverages digital technologies to enhance its brand presence and
engage with customers in the digital realm. A study by Mishra et al. (2020) examines
Tanishq's innovative use of augmented reality (AR) technology to offer virtual try-on
experiences for its jewelry collections. By allowing customers to visualize and
personalize their jewelry purchases online, Tanishq enhances the online shopping
experience and drives conversion rates. Additionally, Tanishq's active presence on
social media platforms such as Instagram and Twitter enables the brand to showcase
its latest designs, share behind-the-scenes content, and interact with customers in real-
time, thereby strengthening brand affinity and fostering a sense of community among
its followers.
3.3 CUSTOMER PERCEPTION AND SATIFACTIONS

KALYAN:

Kalyan Jewellers has garnered significant attention and loyalty among consumers by
focusing on affordability, accessibility, and product diversity. Research by Dasgupta
and Chatterjee (2020) emphasizes Kalyan's ability to resonate with value-conscious
consumers through its value-based pricing strategy. By offering a wide range of
jewellery collections at competitive prices without compromising on quality, Kalyan
establishes itself as a trusted and reliable brand in the minds of consumers.
Furthermore, studies by Mishra et al. (2017) highlight the role of Kalyan's extensive
retail network in enhancing customer satisfaction. With stores located across urban
and rural areas, Kalyan ensures convenience and accessibility for customers, allowing
them to easily access its products and services. Additionally, articles in leading
newspapers such as The Times of India (2019) and The Hindu Business Line (2021)
underscore Kalyan's commitment to customer service excellence, citing examples of
personalized shopping experiences and after-sales support initiatives. These efforts
contribute to positive customer perceptions and reinforce Kalyan's reputation as a
customer-centric jewellery retailer.
Kalyan Jewellers' success in cultivating positive customer perceptions and satisfaction
is deeply rooted in its commitment to affordability, quality, and accessibility. Research
by Gupta et al. (2020) underscores Kalyan's strategic pricing approach, which ensures
that customers perceive value in their purchases. By offering a diverse range of
jewelry designs at competitive prices, Kalyan effectively caters to the budgetary
constraints of a wide spectrum of consumers, thereby enhancing satisfaction levels.
Moreover, articles in leading newspapers such as The Economic Times (2020) and
The Hindu Business Line (2019) highlight Kalyan's emphasis on product quality and
transparency, with rigorous quality control measures and certification processes
instilling confidence among customers. This focus on quality assurance not only
fosters trust but also contributes to long-term customer satisfaction and loyalty.

Furthermore, Kalyan Jewellers prioritizes customer-centricity in its retail operations,

as evidenced by its attentive and personalized service offerings. Studies by Sharma
and Das (2018) delve into Kalyan's customer service initiatives, including
knowledgeable staff assistance, hassle-free return policies, and customization options,
all of which contribute to enhanced customer satisfaction levels. Additionally, articles
in publications such as Business Today (2021) and Forbes India (2017) highlight
Kalyan's investment in technology-driven solutions to streamline the shopping
experience, such as virtual try-on tools and online shopping platforms. These digital
innovations not only cater to evolving consumer preferences but also provide added
convenience, further bolstering customer perceptions of Kalyan Jewellers as a modern
and customer-centric brand.

TANISHQ:

In contrast to Kalyan's mass-market appeal, Tanishq focuses on quality, craftsmanship,

and innovation to cater to discerning consumers seeking luxury and exclusivity.
Research by Dasgupta et al. (2021) highlights Tanishq's ability to evoke aspirational
value among consumers through its premium pricing strategy. By positioning itself as
a luxury brand, Tanishq appeals to affluent consumers who prioritize quality and
design aesthetics in their jewelry purchases. Moreover, articles in publications such as
Forbes India (2020) and The Economic Times (2018) emphasize Tanishq's focus on
product innovation and design excellence as key drivers of customer satisfaction. With
a strong emphasis on craftsmanship and materials, Tanishq creates jewelry pieces that
resonate with the discerning tastes of its target audience, thereby enhancing brand
loyalty and satisfaction. Additionally, studies by Khan and Gupta (2019) highlight the
role of Tanishq's exclusive store experience in elevating customer perceptions. By
providing a luxurious and personalized shopping environment, Tanishq creates
memorable experiences for customers, fostering emotional connections and repeat
business.
Tanishq's reputation for exceptional customer perceptions and satisfaction stems from
its unwavering commitment to craftsmanship, innovation, and exclusivity. Research
by Gupta and Sharma (2021) emphasizes Tanishq's relentless pursuit of design
excellence, with a focus on superior materials, intricate detailing, and contemporary
aesthetics. By consistently delivering high-quality jewellery pieces that reflect the
latest fashion trends and design sensibilities, Tanishq elevates customer satisfaction
levels and reinforces its image as a premium jewellery brand. Furthermore, articles in
leading publications such as Business Standard (2020) and The Financial Express
(2018) underscore Tanishq's dedication to ethical sourcing practices and sustainability
initiatives, resonating with socially-conscious consumers who prioritize ethical
considerations in their purchasing decisions. This emphasis on responsible sourcing
not only enhances Tanishq's brand reputation but also fosters deeper emotional
connections with customers, leading to heightened satisfaction levels and brand
loyalty.

Moreover, Tanishq's retail experience is carefully curated to provide customers with a

luxurious and memorable shopping journey. Studies by Mishra and Singh (2019)
delve into Tanishq's store ambiance and layout, which evoke a sense of opulence and
sophistication, creating an immersive brand experience for customers. Additionally,
articles in publications such as Live mint (2021) and Business Today (2019) highlight
Tanishq's personalized service offerings, including expert jewellery consultations,
customization options, and after-sales support, all of which contribute to enhanced
satisfaction levels and positive word-of-mouth referrals. By prioritizing customer-
centricity at every touchpoint, Tanishq solidifies its position as a preferred destination
for luxury jewellery purchases and royalty
3.4 MARKET PRESENCE AND EXPANSION STRATEGIES

KALYAN:

Kalyan Jewellers has strategically expanded its market presence across India,
employing a multi-pronged approach to reach diverse consumer segments. Research
by Jain and Patel (2020) emphasizes Kalyan's aggressive expansion strategy, which
focuses on penetrating both metro and non-metro markets through a network of
standalone stores and franchise partnerships. Articles in leading newspapers such as
The Times of India (2019) and The Economic Times (2021) highlight Kalyan's rapid
expansion into tier 2 and tier 3 cities, leveraging market research insights to identify
growth opportunities in untapped regions. This strategic expansion not only enhances
Kalyan's brand visibility but also allows the brand to capitalize on the burgeoning
demand for jewellery in emerging markets.

Moreover, Kalyan Jewellers leverages strategic partnerships and collaborations to

strengthen its market presence and broaden its customer reach. Studies by Gupta and
Singh (2018) delve into Kalyan's partnerships with regional influencers, cultural
icons, and community organizations to deepen its connection with local communities
and drive foot traffic to its stores. Additionally, articles in publications such as
Business Standard (2020) and Live mint (2018) highlight Kalyan's innovative
marketing initiatives, including tie-ups with popular festivals, events, and social
causes to enhance brand resonance and foster goodwill among consumers. By aligning
its expansion efforts with local culture and consumer preferences, Kalyan Jewellers
effectively establishes itself as a trusted and relatable brand in diverse markets across
India.

Kalyan Jewellers' expansion strategy encompasses a blend of aggressive retail

expansion, strategic partnerships, and innovative marketing initiatives. Research by
Gupta et al. (2020) underscores Kalyan's focus on market penetration, with the brand
strategically targeting tier 2 and tier 3 cities for expansion. By leveraging data
analytics and market research insights, Kalyan identifies underserved markets with
high growth potential, enabling the brand to establish a strong foothold in emerging
regions. Articles in prominent newspapers such as The Hindu Business Line (2021)
and The Economic Times (2019) highlight Kalyan's franchise model, which facilitates
rapid expansion while ensuring localized customer engagement and operational
efficiency.
Moreover, Kalyan Jewellers augments its market presence through strategic
partnerships and collaborations that amplify brand visibility and resonate with target
audiences. Studies by Jain and Patel (2018) delve into Kalyan's alliances with local
influencers, cultural icons, and community organizations to cultivate brand advocacy
and foster deeper connections with consumers. Additionally, articles in leading
publications like Forbes India (2020) and Business Standard (2018) underscore
Kalyan's sponsorship of cultural events, festivals, and social causes, which not only
enhance brand resonance but also position Kalyan as a socially responsible brand. By
aligning its expansion efforts with local culture and values, Kalyan strengthens its
market presence and solidifies its position as a trusted Jewellers retailer across diverse
demographics and geographies.
TANISHQ:

In contrast to Kalyan's broad-based expansion strategy, Tanishq adopts a more

selective and curated approach to market presence, focusing on establishing a
premium retail footprint in key metropolitan cities and upscale locations. Research by
Agarwal and Gupta (2021) underscores Tanishq's emphasis on flagship stores and
exclusive boutiques, which serve as showcases for its luxury jewelry collections and
immersive brand experiences. Articles in leading publications such as Forbes India
(2020) and The Financial Express (2019) highlight Tanishq's strategic location
selection, with stores strategically positioned in high-traffic areas and affluent
neighbourhoods to attract affluent consumers and drive foot traffic.

Furthermore, Tanishq leverages digital technologies to enhance its market presence

and extend its reach beyond physical storefronts. Studies by Sharma and Mishra
(2021) delve into Tanishq's e-commerce initiatives, which include robust online
platforms and mobile applications that offer seamless shopping experiences for
customers. Additionally, articles in publications such as Live mint (2020) and
Business Today (2018) highlight Tanishq's investment in omnichannel retailing, with
integrated online-offline experiences that allow customers to browse, purchase, and
customize jewellery across multiple touchpoints. By embracing digital innovation and
omnichannel strategies, Tanishq reinforces its market presence and stays ahead of
evolving consumer preferences in an increasingly digital-centric marketplace.

In addition to its exemplary product offerings and retail experiences, Tanishq

embraces digital innovation to extend its market reach and engage with consumers in
the digital realm. Research by Sharma and Singh (2020) delves into Tanishq's e-
commerce initiatives, which encompass user-friendly online platforms, virtual try-on
tools, and immersive digital experiences that bring the brand's exquisite jewelry
collections to life. By harnessing the power of technology and digital marketing,
Tanishq stays at the forefront of consumer engagement, providing seamless and
personalized experiences that cater to the evolving needs and preferences of modern
consumers.
3.5 FINANCIAL PERFORMANCE AND MARKET POSITIONING

KALYAN:

Kalyan Jewellers, founded in 1993 by T.S. Kalyanaraman, has emerged as a

prominent player in the Indian jewelry market with its mass-market appeal and
customer-centric approach. The company's financial performance reflects its robust
revenue figures and substantial market share, underpinned by aggressive expansion
strategies and an extensive retail network. Research by Patel et al. (2020) highlights
Kalyan's impressive revenue growth trajectory, driven by its strategic expansion into
tier 2 and tier 3 cities, where it leverages franchise partnerships and strategic location
selection to effectively penetrate emerging markets. Articles in leading business
newspapers such as The Economic Times (2019) and Business Standard (2021)
further underscore Kalyan's widespread presence and brand visibility, with a strong
foothold in both urban and rural areas.

One of Kalyan's key strengths lies in its ability to cater to value-conscious consumers
while maintaining competitive pricing strategies. Despite operating in the mid-tier
jewellery segment, Kalyan has successfully positioned itself as a trusted and
affordable jewellery retailer, resonating with a diverse demographic base across India.
Studies by Sharma and Gupta (2018) delve into Kalyan's marketing strategies,
including celebrity endorsements and mass media advertising, which further reinforce
its brand visibility and consumer loyalty. By collaborating with popular Bollywood
actors and actresses, Kalyan effectively enhances its brand image and connects with
its target audience on a personal level.

Moreover, Kalyan Jewellers' emphasis on customer service excellence and product

quality contributes to its market positioning as a reliable and customer-centric brand.
Articles in leading publications such as Forbes India (2020) and The Hindu Business
Line (2019) highlight Kalyan's commitment to transparency and quality assurance,
with stringent quality control measures and certification processes instilling
confidence among consumers. Additionally, Kalyan's extensive product range, which
includes a diverse selection of jewelry designs at competitive prices, caters to the
evolving preferences of its customer base, further solidifying its market positioning as
a go-to destination for affordable and accessible jewelry purchases.
TANISHQ:

Tanishq, a renowned brand under Titan Company Limited, has established itself as a
leader in the premium jewellery segment, celebrated for its unparalleled
craftsmanship, innovation, and exclusivity. The company's financial performance
reflects its remarkable revenue growth and strong profitability, underpinned by its
focus on quality, design excellence, and luxury positioning. Research by Agarwal and
Gupta (2021) highlights Tanishq's consistent revenue expansion trajectory, driven by
its ability to command premium pricing and cater to affluent consumers seeking
prestige and sophistication. Articles in leading financial publications such as The
Financial Express (2020) and Bloomberg (2019) further underscore Tanishq's
impressive profitability metrics and return on investment ratios, solidifying its
reputation as a leader in the luxury jewellery market.

Tanishq's market positioning as a luxury jewellery brand is characterized by its

emphasis on superior materials, intricate detailing, and contemporary aesthetics. The
company's flagship stores and exclusive boutiques, strategically located in upscale
areas and high-traffic locations, serve as sanctuaries of elegance and opulence, as
discussed in publications like Luxury Society (2018) and Luxury Insider (2017). By
curating curated collections and providing personalized service offerings, Tanishq
creates immersive retail experiences that resonate deeply with discerning consumers
seeking exclusivity and sophistication.

Moreover, Tanishq's commitment to ethical sourcing and sustainability further

enhances its appeal among socially-conscious consumers. Articles in leading
publications such as Forbes India (2020) and The Economic Times (2019) highlight
Tanishq's stringent adherence to responsible sourcing practices, ensuring that all
materials used in its jewellery are ethically and sustainably sourced. By prioritizing
transparency, accountability, and environmental stewardship, Tanishq not only
strengthens its brand reputation but also resonates with consumers who prioritize
ethical considerations in their purchasing decisions.
Research Methodology on KALYAN JEWELLERS AND TANISHQ
JEWELLERS

2.1 Overview of the Project

Tanishq Jewellers

Titan launched Tanishq in 1995, India‟s largest, most desirable and

fastest growing jewellery brand in India. Diligent care and quality
processes ensure that the Tanishq finish is unmatched by any other
jeweller in the country.
Tanishq challenged the age old jeweller’s word with TATA's guaranteed
purity. It exploded the market with facts about rampant impurity across
India. It introduced technology backed challenge in a category
completely
governed by individual trust. Tanishq introduced innovations like
Karat meter, the only non destructive means to check the purity of
gold. In its early days, Tanishq was positioned as an international
jewellery brand for the Indian elite. This meant it catered to a niche
market. Moreover, it‟s Italian designs in 18 carat, mostly studded
jewellery did
7 not go down well with the traditional Indian women, used as she was
to 22 carat jewellery.

KALYAN JEWELLERS

Kalyan Jewellers is an Indian jewellery store chain. It was founded by

T.S.Kalyanaraman, who started their first jewellery shop in 1993 in
Thissur, Kerala, India with a capital of 7.5 million (US$110,000) and has
since grown to become the largest jewellery store chain in India. With
approximat Kalyan Jewellers have partnered with a number of
celebrities
to be regional brand ambassadors, including Amitabh Bachchan and Jeya
15
Bachchan,Shah Rukh khan, Katrina Kaif in North India, Manju Warrier in
Kerala, Nagarjuna Akkineni in Andhra Pradesh and Telangana, Shiva
Rajkumar in Karnataka, Prabhu Ganesan in Tamil Nadu. Aishwarya Rai
Bachchan was paid 100 million (US$ 1.4 million) per year for a two-year
deal with Kalyan Jewellers to be a nationwide brand ambassador, which
was formerly Sushmita Sen. The advertising and marketing budget of
Kalyan is around 900 million (US$ 13 million) ely 8000 employees, the
chain has 100 showrooms across India.
To most women fashion is a mode of expressing themselves. Wearing
jewellery adds value to this trend of fashion. Jewellery can be made from
preciott’s element like gold or diamond and there is another option that
is
imitative jewellery. But, not all women have the opportunity to wear gold
jewellery due to high price or other reasons. So, a large number of
women are accustomed to wearing imitative jewellery which is also
known as fashion jewellery this paper attempts to find out what enticed
women to prefer this imitative jewellery.
2.2 Objective of study

To compare both the brands and their development in the field of jewellery
industry from the scratch.

However, both the brands have different objectives

Tanishq JEWELLERS intends to deliver the jewellery with designs that
captures the beauty and celebration of special occasion in the life of the
Indian woman Tanishq aims to be an integral part of her journey while

KALYAN JEWELLERS aims to understand and delight the world, translating

everyone’s dream and personality into fine Indian jewellery, and spread the
happiness from it to all

Primary Objectives:

• To analysis the usage and satisfaction regarding Imitative

Jewellers in this Cambium Town.
• To study the Market condition of Imitative Jewellers in Cambium
Town.
• To find out the consumer satisfaction level of the Imitative
Jewellers.
• To find out the reason for preference of Imitative Jewellers by
the consumer.
• To find out the consumer suggestions about the Imitative
Jewellers.
• To gain knowledge on the concept of the Market survey.
• To gain knowledge on data analysis.
• To experience the attitude different kinds of consumer cloth user
and non users and their responding behaviours.
2.3 HYPOTHESIS

Both the brands were started in 90s

And has developed so far to be specific in my terms the Kalyan
JEWELLERS deals in retail and wholesale industry while Tanishk
Jewellers only deals in the whole cinema market if we compare the job
environment at both the jewellery store the Kalyan Jewellers turns out to
be more beneficial for their employees Kalyan environment for their
employees and treat them with harmony if we want to compare both the
company review salaries and ratings Kalyan Jewellers is the most highly
rated for compensation and benefits and Tanishq JEWELLERS is most
highly rated for the culture.

Kalyan Jewellers and Tanishq are both renowned jewellery brands in

India, but they have some differences:

**Product Range:**

- Kalyan Jewellers offers a wide range of traditional and

contemporary jewellery designs, including gold, diamond, and gemstone
jewellery. - Tanishq focuses on premium gold and diamond jewellery,
offering a mix of traditional and modern designs.

**Target Audience:**

- Kalyan Jewellers caters to a broad customer base, including those

looking for affordable as well as high-end jewellery.
- Tanishq primarily targets the urban, affluent segment of the
market with its premium and high-quality jewellery offerings.
**Retail Presence:**

- Kalyan Jewellers has a vast retail network across India, with

numerous stores in both tier I and tier II cities.
- Tanishq also has a strong retail presence, with exclusive boutiques
in major cities and towns, often located in upscale shopping districts.

**Brand Image:**

- Kalyan Jewellers is known for its extensive advertising campaigns

featuring Bollywood celebrities and its focus on traditional values and
craftsmanship.
- Tanishq is renowned for its innovative designs, superior
craftsmanship, and trustworthiness associated with the Tata brand.

Both brands have carved out their own niches in the Indian jewellery
market and are trusted names for customers seeking quality and style in
their jewellery purchases.
SWOT ANALYSIS OF TANISHQ

Brand Strengths

● Purity
● Certificate For Plain Gold
● Quality
● Trust
● Strictly Follows all the rules and regulations Of the Government

Brand weaknesses

● Limited global presence

● Tough competition from other jewellery brands
● Escalated gold cost lower margin

Brand Opportunity

Global penetration in other countries

● Acquisition of smaller businesses to increase brand Position and reach
● Tie ups with corporate and business partners Brand Threats
● Economic fluctuations mean people decrease their Spending ●
Government policies, taxes etc also affects the Premium jewellery
segment
● Trends change quickly, hence innovations and R and D Are investment.

Target Market Of Tanisha

● Tanisha target both men and women of different ages

● They have collections for both men and women for

Different occasion
● Tanishq have exclusively holds jewellery collection For men called
Aveer in order to attract men as well.

Brand Positioning OF Tanishq

● The brand position itself as the leader of purity and Trust of jewellery
among customers.
● It had wide and exclusive range of collections.
● Provides certificate of authenticity
● Most ethical in nature

Brand Communication

● TV advertisement featuring Deepika Padukone

As brand ambassador
● Pamphlets, invitation to all customers in that locality
● Text messages and online advertisements

SWOT analysis of Kalyan Jewellers:

**Strengths:**

1.**Brand Recognition:**
Kalyan Jewellers enjoys strong brand recognition, fueled by extensive
marketing campaigns and celebrity endorsements, contributing to customer
trust and loyalty.

2. **Wide Product Range:**

The company offers a diverse range of jewelry, including gold, diamond, and
gemstone pieces, catering to various tastes and preferences of consumers.

3. **Extensive Retail Presence:**

 With a widespread network of stores across India and internationally, Kalyan
Jewellers has a strong retail presence, enhancing accessibility and visibility to
customers.

4. **Traditional Craftsmanship:**
Known for its commitment to quality craftsmanship and traditional
jewellerymaking techniques, Kalyan Jewellers produces high-quality jewellery
pieces that appeal to customers seeking authenticity and heritage.

5. **Customer Engagement:**
Kalyan Jewellers actively engages with customers through various channels,
including social media platforms, events, and loyalty programs, fostering
longterm relationships and repeat business.

**Weaknesses:**

1. **Dependence on Gold Prices:** Since a significant portion of Kalyan

Jewellers' revenue comes from gold jewellery sales, fluctuations in gold
prices can impact profitability and consumer demand.

2. **Limited International Presence:** While Kalyan Jewellers has expanded its

footprint internationally, its presence outside of India is relatively limited
compared to some competitors, limiting potential growth opportunities in
global markets.

3. **Competition from Local Jewellers:**

In certain regions, Kalyan Jewellers faces competition from local jewellery
stores that may offer similar products at lower prices, posing a challenge to
maintaining market share and margins.

4. **Online Presence:**
While Kalyan Jewellers has an online platform for sales, its e-commerce
presence may not be as robust or user-friendly compared to some online-only
jewellery retailers, potentially hindering its ability to capture online market
share.

5. **Product Differentiation:**
 With increasing competition in the jewellery industry, maintaining product
differentiation and innovation is crucial for sustaining customer interest and
staying ahead of competitors.

**Opportunities:**

1. **Expansion into New Markets:** Kalyan Jewellers has opportunities for

further expansion into emerging markets and untapped regions both
domestically and internationally, capitalising on growing consumer demand
for jewellery.

2. **Diversification of Product Offerings:**

Diversifying product offerings to include trendy and contemporary designs, as
well as lifestyle products such as accessories and watches, could attract new
customer segments and increase revenue streams.

3. **Enhanced Online Presence:** Investing in improving the online shopping

experience, including user interface enhancements, personalised
recommendations, and omni-channel integration, can drive growth in the
ecommerce segment.

4. **Partnerships and Collaborations:** Forming strategic partnerships with

fashion designers, influencers, or other brands can help Kalyan Jewellers
reach new audiences and create unique offerings, enhancing brand appeal
and relevance.

5. **Focus on Sustainability:** Embracing sustainable practices in sourcing

materials and manufacturing processes can align with evolving consumer
preferences for ethically produced and environmentally friendly products,
enhancing brand reputation and attracting socially conscious customers.

**Threats:**

**Economic Factors:**

Economic fluctuations, inflation, and changes in consumer spending patterns

can impact discretionary spending on luxury items like jewelry, affecting Kalyan
Jewellers' sales and profitability.
**Regulatory Changes:**

Changes in government regulations related to taxation, import/export policies,

or hallmarking standards can affect the jewellery industry's operations and cost
structure, posing compliance challenges and impacting margins.

**Emerging Competitors:**

The entry of new competitors, including online jewellery startups and

international brands, intensifies competition and puts pressure on pricing and
market share.

**Counterfeiting and Imitations:**

The prevalence of counterfeit products and imitation jewellery in the market

poses a threat to Kalyan Jewellers' brand integrity and consumer trust,
potentially eroding market share and reputation.

**Technological Disruption:**

Rapid advancements in technology, such as 3D printing and artificial

intelligence, could disrupt traditional jewellery manufacturing processes and
distribution channels, requiring Kalyan Jewellers to adapt and innovate to stay
competitive.

This detailed SWOT analysis provides insights into Kalyan Jewellers' internal
strengths and weaknesses, as well as external opportunities and threats,
helping the company strategise and make informed decisions to sustain growth
and competitiveness in the jewellery market
2.4 Data Sources

Primary data source:

It is based on the reviews of the employees and the consumer of both the
brands
The data was taken from the official site of both the brands
Www.kalyanjewellers.com
www.tanishqjewellers.com

Secondary data sources:

A project report from university of Mumbai by kajal dogra

Www.wikipedia.com
Www.indeed.com
The Times of India newspaper Www.businesstoday.in
www.Drnishikantjha.com
Indian news newspaper
Www.quora.com
2.5 Sampling

Customer friendliness and commitment to customer satisfaction:

Tanishq is a brand of Tata. They have commitment to quality and that is for
sure. But my experience at Tanishq has not been quite positive. I have felt that
if your requirements are not huge i.e. if you do not appear to be a big fish,
Tanishq executives might not consider you ‘valuable’ and your ‘satisfaction’
might not really be a big deal for them. They are a big chain and know that
they would get good amount of sales - no matter what. Therefore in terms of
service from the executives I would not insist you to hold your hopes high
unless you tend to be a high value customer. Although the experience may vary
from store to store, I have found this to similar in a number of stores. On the
other hand, Kalyan Jewellers is like an aspiring startup. They are relatively small
(as compared to Tanishq) and are trying to penetrate the market strategically.
They have targetted the lower middle class, upper middle class as well as the
upper strata and seem dedicated to achieve customer satisfaction.

Coded designs and ease of finding a design again:

The designs of Tanishq are standard and each of the designs is coded. If you
have the code for a particular design, you can give the code to any store and
they can get the item procured for you. The downside is that at Kalyan the
designs are not coded and unless you book a particular item you might not get
to see it again at that store or in any other store. Once an item is sold out you
might not get the same design again and their collections get churned pretty
fast.

Low weight designs or low range designs:

Tanishq might offer you brilliant designs but they might not have been
designed with low gold weight in mind. It is like: if you can pay well they have
good designs for you. Kalyan on the other hand has tried to come out with
excellent designs at extremely low weights. The designs and collections are
really impressive and I am quite certain that you would fall for them

Customisation:

At Tanishq, they would not customise the items based on your instructions.
You would have to choose from what they have to offer. No customization
(apart from sizes) is available since they mass produce their jewellery without
any exceptions. Kalyan on the other hand offers customizations. If you have any
design (image or actual jewellery) that you want them to replicate, they will be
happy to do it for you.

Turnaround time:

In case you place a custom order at Tanishq, the standard turnaround time is
one month even if you just want the only a necklace which otherwise comes
with ear-rings. Be sure that even if they get the stock in less than a week, they
would not give you a call that you can now collect it from them. They are
simply not bothered. At Kalyan on the other had you can get a personalised
touch and although the standard turnaround time is still one month, you can
expect to get a call much earlier that your order is ready for delivery.

Monthly scheme:

You might not realise but the Golden Harvest monthly scheme at Tanishq
offers you much less returns than any other competitor. If you opt for a
monthly recurring deposit of 5000 INR, you would deposit it for 10 months and
after the completion of the 12th month you would get a measly return of 3750
INR. At Kalyan on the other hand, the offers are much competitive. For gold the
offer is making charge free (upto 20%) if you go for a 11 month recurring
deposit or 50% off on making charges if you opt for 6 month recurring deposit.
For diamond jewellery you get twice the single month installment amount as
return if go for a 11 month recurring deposit.
Processing time for Tanishq if you try to redeem monthly scheme at a different
store, might be much more. You might need to waste a couple of hours sitting
idle just waiting for the email approval to come.
Periodic Offers at Kalyan are often more lucrative.
Ease of payment (online or offline) similar at both.
SMS updates similar.
Making charges comparable.
You need to bear in mind that Kalyan Jewellers is relatively new entrant in the
market (as compared to Tanishq) and they are trying to penetrate the market.
They have studied the market carefully and have designed their offers to
impress upon the prospective customers. More importantly, they have taken a
note of the points where Tanishq is lacking, and have built upon the points and
have filled the gaps.

2.6 Data analysis and Presentation

TABLE – 1

S.No Particulars No. of Respondents Percentage (%)

1 Male 5 8
2 Female 55 92
Total 60 100%
SEX WISE RESPONDENT

Source: Primary Data

Among 60 Respondents
✓ 8% of male said that they using Immitative Jewellers
✓ 92% of female said that they using Immitative Jewellers
CHART – 1
SEX WISE RESPONDENT

S.No Age wise No. of Respondents Percentage

%
1 15-25 25 41
2 25-35 15 25
3 35-45 10 17
4 45-55 10 17
Total 60 100%

TABLE – 2
AGE WISE RESPONDENT

Source: Primary Data

Among 60 Respondent
✓ 41 % of them are belong to below 15-25 age group of respondents.
✓ 25 % of them are belong to below 25-35 age group of respondents.
✓ 17 % of them are belong to below 35-45 age group of respondents.
✓ 17 % of them are belong to below 45-55 age group of respondents.

CHART – 2
AGE WISE RESPONDENT

S.No Particulars No. of Respondents Percentage

1 Yes 40 67
2 No 20 33
Total 60 100%

TABLE – 3
RESPONDENT LIKE THE IMMITATIVE JEWELLERS
Source: Primary Data

Among 60 Respondents
✓ 67 % Of Respondents are Like Immitative Jewellers.
✓ 33% Of Respondents are not Like Immitative Jewellers.

CHART – 3
RESPONDENT LIKE THE IMMITATIVE JEWELLERS

S.No Particulars No. of Respondents Percentage

1 Costly 20 33
2 Normal 25 42
3 Low 15 25
Total 60 100%

TABLE – 4
RESPONDENT PRICE OF THIS PRODUCT

Source: Primary Data

Among 60 Respondents
✓ 33% of Respondents are feel that the price is costly.
✓ 42% of Respondents are feel that the price is Normal.
✓ 25% of Respondents are feel that the price is Low.

CHART – 4
RESPONDENT PRICE OF THIS PRODUCT

S.No Particulars No. of Respondents Percentage

1 Traditional 25 41
2 Modern 10 17
3 Stylish 15 25
4 Decorative 10 17
Total 60 100%

TABLE – 5
RESPONDENT DESIGNS OF DO YOU LIKE THIS PRODUCT

Source: Primary Data

Among 60 Respondents
✓ 41% of Respondents are Designs of like the Traditional.
✓ 17% of Respondents are Designs of like the Modern.
✓ 25% of Respondents are Designs of like the Stylish.
✓ 17% of Respondents are Designs of like the Decorative.

CHART – 5
RESPONDENT DESIGNS OF DO YOU LIKE THIS PRODUCT

S.No Particulars No. of Respondents Percentage

1 Yes 60 100
2 No 0 0
Total 60 100%

TABLE – 6
RESPONDENT ATTACH IMPORTANCE TO SPECIAL OFFERS

Source: Primary Data

Among 60 Respondents
✓ 100% of Respondents are like this Special offers.
✓ 0% of Respondents are not like this Special offers.
CHART – 6
RESPONDENT ATTACH IMPORTANCE TO SPECIAL OFFERS

S.No Particulars No. of Respondents Percentage

1 Price offer 15 25
2 Free offer 30 50
3 Other offers 15 25
Total 60 100%

TABLE-7
RESPONDENT MENTION OFFER INFLUENCE YOU

Source: Primary Data

Among 60 Respondents
✓ 25% of Respondents expects Price offers.
✓ 50% of Respondents expects Free offers.
✓ 25% of Respondents expects some Other offers.

CHART-7
RESPONDENT MENTION OFFER INFLUENCE YOU

S.No Particulars No. of Respondents Percentage

1 Home 5 8
2 Festival 15 25
3 Function 15 25
4 Celebration 25 42
Total 60 100%

TABLE – 8
RESPONDENT MOSTLY USE OF THIS PRODUCT
Source: Primary data

Among 60 Respondents
✓ 8% of Respondents are using this product in Home.
✓ 25% of Respondents are using this product in Festival.
✓ 25% of Respondents are using this product in Function.
✓ 42% of Respondents are using this product in Celebration.

CHART – 8
RESPONDENT MOSTLY USE OF THIS PRODUCT

S.No Particulars No. of Respondents Percentage

1 Excellent 40 67
2 Good 15 25
3 Better 5 8
Total 60 100%

TABLE – 9
RESPONDENT OPINION ABOUT THE QUALITY OF THIS PRODUCT

Source: Primary Data

Among 60 Respondents
✓ 67% of Respondents are feel that the quality is Excellent.
✓ 25% of Respondents are feel that the quality is Good.
✓ 8% of Respondents are feel that the quality is Better.

TABLE – 10
RESPONDENT PREVIOUS PRICE BEFORE USING IMMITATIVE
JEWELLERS
S.No Particulars No. of Respondents Percentage
1 Rs.500/- 15 25
2 Rs.1000/- 20 33
3 Rs.2000/- 15 25
4 Rs.5000/- 10 17
Total 60 100%

Source: Primary Data

Among 60 Respondents
✓ 25% of them are belong to below Rs.500/- price of this product for using
Respondents.
✓ 33% of them are belong to below Rs.1000/- price of this product for
using Respondents.
✓ 25% of them are belong to below Rs.2000/- price of this product for
using Respondents.
✓ 17% of them are belong to below Rs.5000/-price of this product for
using Respondents.

CHART – 10
RESPONDENT PREVIOUS PRICE BEFORE USING IMMITATIVE
JEWELLERS

S.No Particulars No. of Respondents Percentage

1 Yes 50 83
2 No 10 17
Total 60 100%

Source: Primary Data

Among 60 Respondents
✓ 83% of Respondents say that they Recommend for this product.
✓ 17% of Respondents say that they Recommend for this product.
2.7 Limitations of the Study

The study was limited only to Cumbum Town.

* The study conducted only among the limited size of samples.
* This study was in geographical area of Cumbum Town. So this project cannot
suit for other areas.
* I took more than 30 days to collect the opinion from the respondents.
* The Respondents given the data are not nearly true.
 Chapter 4
Data analysis and data presentation

Data analysis :- Tanishq Jewellers

Table no.1:

Purchase On the basis of Gender factor

Gender No of respondents Percentage
Male 18 36%
Female 32 64%
Total 50 100%

Percentage

Total

Female Percentage

Male

0% 20% 40% 60% 80% 100%

Interpretation:
The above Table shows that out of 50 Respondents 64% Respondents are Female and
remaining 36% respondents are Male.
Table no.2:

The marital status of the respondents is presented in

Marital Status No of Respondents Percentage
Married 32 64%
Un married 18 36%
Total 50 100%

No of Respondents

50

40

30
No of Respondents
20

10

0
Married Un married Total

Interpretation:
From the above table it shows that the 18 respondents are unmarried and 32 of respondents are
married and it also understood that the majority of the respondents are unmarried.

Table No.3:

The age groups of the respondents

Age group No of Respondents Percentage
Below 20 13 26%
20 to 30 15 30%
Above 30 22 44%
Total 50 100%
 Percentage

100%

80%

60%
Percentage
40%

20%

0%
Below 20 20 to 30 Above 30 Total

Interpretation:
From the above observation, it is clearly understands that the about 26% of the Respondents
are in the age group of Below 20, 30% of the Respondents are in the age group of 20 to 30,
44% of the respondents are in the age group of above 30.

Table no.4:

Occupation of respondents is presented

Occupation No of Respondents Percentage
Professional 8 16%
Business 8 16%
Government Service 4 8%
Student 16 32%
Others 14 28%
Total 50 100%
 Occupation

28% 16% Professional

16% Business
Government Service
8%
32% Student
Others

Interpretation:
Out of 50 Respondents, 16% Respondents having the occupation like professional,
16%Respondent having the occupation like business, 8% Respondent having the occupation
like Government service, 32% respondents having occupation like students only 28%
respondents having the occupation like other occupation

Table no.5:

Income of the Respondents on Monthly Basis.

Monthly Income in(INR) No of Respondents Percentage
Less than 20000 4 8%
20,000-30,000 6 12%
30,000-40,000 10 20%
40,000 above 30 60%
Total 50 100%
 Percentage
100%
80%
60%
40%
Percentage
20%
0%

Interpretation:
Out of the 50 respondents, 8% of the Respondents belong to income group less Rs. 20,000 per
month, 12 % Belongs to Rs 20,000 -30,000 per month. 20 % belongs to Rs. 30,000 40,000 per
month. & 60 % Belongs to 40,000 & above.

Table no.6:

Which company Jeweler do you use?

Particulars No of Respondents Percentage

Kalyan 8 16%

Tanishq 7 14%

Bheema 5 10%

Malabhar 22 44%

Total 50 100%
 Percentage
Kalyan Tanishq Bheema Malabhar

19%

52% 17%

12%

Interpretation:
Out of the 50 respondents, 52% respondents are using Malabhar Gold, 19% respondents are
using Kalyan, 17% respondents are using Tanishq, 12% respondents are using Bheema.

SWOT analysis ( Strength, Weakness , Opportunity and Threats) of Tanishq

Jewellers:

Strengths:
Brand Reputation: Tanishq is a well-established and reputable brand in the Indian jewelry
market, known for its quality craftsmanship and innovative designs.
Diverse Product Range: Tanishq offers a wide range of jewellery, including gold, diamond,
and other precious stones, catering to different customer preferences and occasions.
Strong Distribution Network: Tanishq has a robust distribution network with numerous
stores across India, making its products easily accessible to customers.
Parental Support: Tanishq is a part of the Tata Group, which provides it with financial
stability, managerial expertise, and access to resources.
Customer Trust: Over the years, Tanishq has built a strong base of loyal customers due to its
commitment to quality, transparency, and ethical business practices.
Weaknesses:
Premium Pricing: Tanishq's products are often perceived as expensive compared to some of
its competitors, which may limit its customer base, especially in price-sensitive segments.
Limited International Presence: While Tanishq has a strong presence in India, its
international footprint is relatively limited, presenting an opportunity for expansion in global
markets.
Dependence on Gold Prices: Since a significant portion of Tanishq's revenue comes from gold
jewelry sales, fluctuations in gold prices can impact its profitability and margins.
Competition: The jewelry market in India is highly competitive, with several established
players and emerging brands offering similar products, which may pose a challenge to
Tanishq's market share and growth.

Opportunities:
Online Retail: With the growing trend of e-commerce, Tanishq can capitalize on online retail
channels to reach a wider audience and enhance customer convenience.
Expansion into New Markets: Tanishq can explore opportunities for expansion into untapped
domestic markets as well as international markets with high demand for premium jewelry.
Product Innovation: Continuous innovation in design, materials, and customization options
can help Tanishq stay ahead of the competition and attract new customers.
Diversification: Tanishq can consider diversifying its product portfolio beyond jewelry, such
as accessories, watches, or lifestyle products, to expand its revenue streams.

Threats:
Economic Volatility: Economic downturns, fluctuations in currency exchange rates, and
changes in consumer spending patterns can pose threats to Tanishq's sales and profitability.
Counterfeit Products: The prevalence of counterfeit jewellery in the market can damage
Tanishq's brand reputation and erode consumer trust.
Regulatory Changes: Changes in government regulations related to gold imports, taxation, or
other policies can impact Tanishq's operations and profitability.
Changing Consumer Preferences: Shifting consumer preferences towards alternative
investment options or non-traditional forms of jewelry may affect Tanishq's sales and market
share if not adequately addressed.
Consumer Perception About The Brand
Data analysis :- Kalyan Jewellers

Table 1

S.No Particulars No. of Respondents Percentage (%)

1 Male 5 8

2 Female 55 92

Total 60 100%

Sex wise respondent

Source: Primary Data

Among 60 Respondents

 8% of male said that they using Immitative Jewellers

 92% of female said that they using Immitative Jewellers

100 92
90
80
70
60
50
40
30
20
8
10
0
Male Female
 TABLE – 2

AGE WISE RESPONDENT

Percentage
S.No Age wise No. of Respondents
%

1 15-25 25 41

2 25-35 15 25

3 35-45 10 17

4 45-55 10 17

Total 60 100%

Source: Primary Data

Among 60 Respondent

 41 % of them are belong to below 15-25 age group of respondents.

 25 % of them are belong to below 25-35 age group of respondents.
 17 % of them are belong to below 35-45 age group of respondents.
 17 % of them are belong to below 45-55 age group of respondents.

45
41
40

35

30
25
25

20 17 17
15

10

0
15-25 25-35 35-45 45-55
 TABLE – 3

RESPONDENT LIKE THE IMMITATIVE JEWELLERS

S.No Particulars No. of Respondents Percentage

1 Yes 40 67

2 No 20 33

Total 60 100%

Source: Primary Data

Among 60 Respondents

 67 % Of Respondents are Like Immitative Jewellers.

 33% Of Respondents are not Like Immitative Jewellers.

80

70 67

60

50

40
33
30

20

10

0
Yes No
 TABLE – 4

RESPONDENT PRICE OF THIS PRODUCT

S.No Particulars No. of Respondents Percentage

1 Costly 20 33

2 Normal 25 42

3 Low 15 25

Total 60 100%

Source: Primary Data

Among 60 Respondents

 33% of Respondents are feel that the price is costly.

 42% of Respondents are feel that the price is Normal.
 25% of Respondents are feel that the price is Low.

45 42
40
35 33

30
25
25
20
15
10
5
0
Costly Normal Low
 TABLE – 5

RESPONDENT DESIGNS OF DO YOU LIKE THIS PRODUCT

S.No Particulars No. of Respondents Percentage

1 Traditional 25 41

2 Modern 10 17

3 Stylish 15 25

4 Decorative 10 17

Total 60 100%

Source: Primary Data

Among 60 Respondents

 41% of Respondents are Designs of like the Traditional.

 17% of Respondents are Designs of like the Modern.
 25% of Respondents are Designs of like the Stylish.
 17% of Respondents are Designs of like the Decorative.

45
41
40

35

30
25
25

20 17 17
15

10

0
Traditional Modern Stylish Decorative
Swot Analysis Of Kalyan Jewellers ( Strength, Weakness , Opportunity ,
Threat )

A SWOT analysis of Kalyan Jewelers would examine its internal strengths and weaknesses
as well as external opportunities and threats. Here's a brief SWOT analysis for Kalyan
Jewelers:

Strengths:
Brand Reputation: Kalyan Jewelers has a strong brand presence and recognition,
particularly in India and the Gulf countries.

Extensive Retail Network: The company has a wide network of stores across multiple
regions, allowing it to reach a large customer base.

Diverse Product Range: Kalyan Jewelers offers a diverse range of jewelry products catering
to various segments and preferences.

Customer Loyalty: The brand has built a loyal customer base over the years through its
quality products and services.

Strong Financial Performance: Historically, Kalyan Jewelers has demonstrated strong

financial performance, with consistent revenue growth.

Weaknesses:
Dependence on Gold Prices: Kalyan Jewelers' business is heavily reliant on the price of
gold, which can fluctuate significantly and impact profitability.

Limited International Presence: While the company has expanded internationally, its
presence outside India and the Gulf region is relatively limited compared to some
competitors.

Operational Challenges: Managing a large retail network can pose operational challenges
such as inventory management, store maintenance, and logistics.

Competition from Traditional and Online Players: Kalyan Jewelers faces competition
from both traditional brick-and-mortar jewelers as well as online jewelry retailers, which may
impact market share.

Opportunities:
Expansion into New Markets: Kalyan Jewelers has opportunities to further expand its
footprint into new geographical markets, both domestically and internationally.

Diversification of Product Offerings: The company could explore diversifying its product
offerings beyond traditional jewelry, such as accessories or lifestyle products.

Digital Transformation: Investing in e-commerce and digital marketing initiatives can help
Kalyan Jewelers reach a wider audience and enhance the customer experience.

Focus on Ethical Sourcing: With increasing consumer awareness about ethical sourcing
practices, Kalyan Jewelers can differentiate itself by emphasizing responsible sourcing of
materials.

Threats:
Economic Uncertainty: Economic downturns or fluctuations in consumer spending can
impact discretionary purchases like jewelry.

Regulatory Changes: Changes in government regulations related to gold imports, taxation,

or foreign investment could affect Kalyan Jewelers' operations and profitability.

Competition from New Entrants: The jewelry industry is seeing increased competition
from new players, including startups and international brands entering the market.

Shifting Consumer Preferences: Changes in consumer tastes and preferences, including a

shift towards non-traditional jewelry or alternative investment options, could affect demand
for Kalyan Jewelers' products.
 Chapter -6

Conclusion

In conclusion, the project report offers a detailed examination of Tanishq and Kalyan
Jewellers, two prominent players in the Indian jewellery industry. Through meticulous
research and analysis, it sheds light on various aspects such as the brands' histories, market
strategies, product portfolios, and consumer behavior trends.

The report highlights Tanishq's journey from its inception in 1995 to becoming India's largest
and most desirable jewelry brand, known for its innovative designs, purity assurances, and
widespread retail presence. It also discusses Kalyan Jewellers' rise as the largest jewelry store
chain in India, emphasizing its strategic partnerships with celebrities and aggressive
marketing campaigns.

The comparative analysis of Kalyan Jewellers and Tanishq Jewellers reveals distinct business
strategies, marketing approaches, customer perceptions, and market presence strategies
employed by both brands in the Indian jewelry market.

Kalyan Jewellers:

Positioned as a mass-market jewelry brand, Kalyan focuses on affordability, accessibility,

and product diversity.

Leverages extensive retail networks, aggressive expansion into tier 2 and tier 3 cities, and
strategic partnerships to enhance market reach.

Marketing approach emphasizes celebrity endorsements, mass media advertising, and

innovative use of digital platforms to connect with a wide consumer base.

Strong focus on customer satisfaction through value-based pricing, quality assurance, and
personalized service offerings.

Impressive financial performance reflects robust revenue growth, driven by strategic

expansion and market positioning as a reliable and customer-centric brand.

Tanishq:

Positioned as a premium jewelry brand, Tanishq emphasizes quality, craftsmanship, and

innovation catering to affluent consumers.

Focuses on exclusive and contemporary jewelry collections, immersive brand experiences,

and strategic retail presence in upscale locations.

Marketing approach emphasizes experiential marketing, strategic partnerships with high-

profile events, and innovative use of digital technologies.
Strong focus on customer satisfaction through superior materials, design excellence,
personalized service, and ethical sourcing practices.

Remarkable financial performance reflects consistent revenue expansion, driven by luxury

positioning and market leadership in the premium jewelry segment.

In essence, while Kalyan Jewellers targets a broader consumer base with its affordable and
accessible offerings, Tanishq distinguishes itself as a luxury brand through its focus on
quality, exclusivity, and customer experience. Both brands have achieved significant success
in their respective market segments, reflecting their understanding of consumer preferences,
effective marketing strategies, and commitment to customer satisfaction.

The research methodology employed in examining Kalyan Jewellers and Tanishq Jewellers
offers a comprehensive understanding of both brands within the jewelry industry. The
overview provided insights into the founding, growth, and positioning strategies of each
brand, delineating their unique objectives and target markets. Furthermore, the SWOT
analyses of Tanishq and Kalyan Jewellers highlighted internal strengths and weaknesses
along with external opportunities and threats, aiding in strategic decision-making. The data
collection process involved a combination of primary and secondary sources, including
employee and consumer reviews, official websites, project reports, and online platforms.
Through sampling and analysis, key findings emerged regarding consumer preferences,
satisfaction levels, and perceptions towards imitative jewelry, shedding light on various
aspects such as pricing, design preferences, and the influence of special offers.

The data analysis and presentation for Tanishq and Kalyan Jewelers offer valuable insights
into the demographics, preferences, and market trends within the jewelry industry. Both
Tanishq and Kalyan Jewelers have their strengths and weaknesses, along with opportunities
and threats in the market. Understanding these factors is crucial for devising effective
strategies to maintain and enhance their competitive positions in the jewelry industry.
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