Jewellery Retail Industry

Gitanjali Group

Jewellery Retail Industry
 India is one of the world’s largest bullion market  World’s largest consumer of gold and silver jewellery  Third largest consumer of polished diamonds after the US

and Japan
 More than 90% of the world’s diamonds (11 out of 12) are

cut and polished in India (65% by value)
 Home to world’s largest diamond processing centre
 Plays a dominant role in the processing of gems

and jewellery

 Preferred destination due to its low-cost of

production and availability of skilled labour
 The Indian gems and jewellery industry is export-

 One of the pioneering countries to hand-make fine

jewellery from minerals and metals
 Over 100,000 jewellery manufacturing units, about

6,000 diamond processing units, and 450,000 goldsmiths throughout India
 Over 1.8 millions people are employed

Indian Retail - Jewellery


.Gitanjali group  Founded in 1966 by Mehul C Choksi at Surat.1986 as Gitanjali Gems Ltd.  World’s largest branded jewellery retailer  $ 900 million Conglomerate in jewellery & luxury accessories  Over 4000 points of sales  Procures diamonds from DTC at competitive prices.Gujrat  Incorporated on August 21.

 Integrated diamond and Jewellery manufacturing company and one of the largest manufacturers and retailers in India. Gitanjali holds 65-70% market .  Also one of the pioneers of jewellery branding and retailing in India. one of the first in India.  In modern retail.  Integrated from Stone processing to Retail  Accorded a “sight holder” status with DTC in 1968. Gitanjali is one of the largest and fastest growing jewellery businesses in the world.

 Initially limited to manufacturing and export of cut and polished diamonds to various international markets.  In 1990 commenced production and in 1994 opened retail sales of Gili.  Gitanjali has over 2000 plus retail outlet across India and in the process of expansion in tier II and III cities to cater to new segment of the customer. . one of the first branded Jewellery lines introduced and awarded a “super brand” status by Times Of India in 2004.

across all the market segments  Net Profit has gone up because of shift in market from wholesale to retail. Gitanjali retail business has spread through all channels and in all geographies. and export performance. .  Received more than 50 awards for retail excellence. brand building.

Brands under Gitanjali Group .

 Nakshatra means "constellation of stars" it symbolizes vastness and infinity. immortality and power. brilliance. timeless beauty and a constellation of stars. . which is patronized by the women belonging to almost all the segments of the society.  Launched in the year 2000 Nakshatra reached the iconic stage in just three years. bestowing on the diamond.  It epitomizes the expression of love and affection in women's life.  Today. the brand has become one of the leading fashion diamond jewellery brands in India. radiance. the classic qualities of beauty.  The name Nakshtra evokes powerful imagery in women's minds - mystery.

one of the world’s leading jewelry retailer entered India in 2003 with a 50-50 joint venture with Gitanjali Gems Ltd.A joint venture between Gitanjali Gems and the Dubai based Damas Group  D'damas' vast variety of brand allows every customer a choice of jewellery . D’Damas Jewellery.  D'damas is one of the most popular jewellery brand in the country today with a presence in over 159 towns and cities  .

 Asmi Jewellery has a contemporary delicate and feminine look that is distinctly evocative of strength & grace. .  It is jewellery for the new age Indian woman. which was subsequently taken over by the Gitanjali Group. celebrating her new found economic & social independence. Asmi in Sanskrit means “I AM”.  Asmi was launched in 2002 by the Diamond Trading Company (DTC).

to a need for every occasion".  Over the last several years. GILI. Gili has been committed to its quality assurance and to creating the finest designs in ..  The brand was thus a pioneer in bringing real diamond jewellery closer to consumers and making it easier to buy. was launched in 1994  Gili broke this mould: it shifted the paradigm "from occasional need.  Gili leads the Indian market in casual-wear jewellery today  Gili was the first brand to start giving the customer "Certificate of Authenticity" with every piece of jewellery bought.. the first Indian jewellery brand.

 Sangini Jewellery is based on the Twist and Turns. . signifying the ups and downs encountered in a growing relationship. eventually resulting in a strong special bond. Sangini Diamond Jewellery was originally introduced by the Diamond Trading Company (DTC). before being handed over to Gitanjali Gems Ltd.

Some other brands              Lucera Clagaro Rivaaz Stefan Hafner Kashvi Ezee diamonds Me jewels Aakansha Diya Rosato Parineeta Sagaee Menz .

SWOT Analysis .

Strengths  First Mover Advantage  Fully Integrated Supply Chain  DTC Sight holder status providing reliable source of diamond supply  Market access and brand support  Unique design skills and technology  Vast distribuition and retail network .

Weaknesses  Lot of capital is used in brand endorsing via celebrity. .  Higher range of Prices.

Metro market  Expansion through revenue sharing and franchisee models  Foray into other luxury categories.Opportunities  Expansion into emerging markets  Increased focus on branded jewellery in India  Increased focus on non. .

Threats •Diamond price and availability fluctuations •Gold price volatility •Foreign Currency fluctuations •Constant evolution in trends. fashion and lifestyle •Large Presence of unorganised sector •Emergence of low cost and regional brands •Sustaining high growth rate in supply and increasing gold and diamond prices .

Merchandising  Bangles  Earrings  Necklaces  Pendants  Rings  Nosepins  Bracelets  Mangalsutras .

Store Management  Store location  Store layout  Store atmosphere  Visual merchandising .

 Display of branded Jewellery in shops of local jewelers.  Displays in departmental stores and malls. .Store location  Exclusive outlets at the malls and other shopping centers.

Inorbit Mall .

Store Layout .

.Store Atmosphere  Service and Ambience are the two defining features of Gitanjali stores.

Visual Merchandising  Shop window displays  In store presentation  Jewellery Vending Machine .

Jewellery Vending Machine  Gitanjali Gems are targeting customers seeking last-minute purchases through Jewelry Vending Machine .

Pricing High turnover Low Margin Gitanjal i High Margin Low turnover .

Positioning .

Fashion Shows.  NEWSPAPER/ MAGZINES  Advertisements on T.V  Discounts  Jewellery Vending Machine  Festive Offers  Special offers for Women’s Day . Etc.SALES PROMOTION  Sponsorship : IPL Trophies.


Multiple Channels for Sales Growth  Sales through exclusive Distributor Network  Sales through Franchise Partners  Sales through Department stores and reputed jewellery Retailers  Sales through Retail owned/ managed by the group .

• To generate demand for branded diamond jewellery. • Shop in Shop Concept • Various new products for different customer profile . Various Leadership & Performance enhancement programs. • Various distribution channels. train & retain qualified personnel. • • • Securing suitable locations.RETAIL STRATEGY • Gitanjali’s strategy is to increase the market share of various brands and its positioning in the market. Ability to hire.

Aggressive expansion and diversification strategy includes:  Expansion of retail presence and brand portfolio  Ramping up manufacturing infrastructure to cater to increased demand  Diversification into distribution of lifestyle and luxury products business  Setting up of gem and jewellery SEZs .

 The Salasar stake gives Gitanjali Lifestyle 10 multi- storey stores with 200.  Gitanjali has also acquired a 76% stake in Salasar Retail and will roll out multi-format retail stores under the ’Maya’ brand.000 square feet of retail space in Northern India.Future plans  The company plans to greatly increase its retail footprint and firmly position its jewellery retail operations within the larger luxury-lifestyle space.  Flagship product brands of the company are .

 The group has introduced many promising brands to its bouquet. the focus is on consolidating the retail presence in the US.  Expand organized retail at 25-30% annually by 2015 .  Internationally.  Gitanjali is exploring possibilities of setting up SEZs at other locations.



Sign up to vote on this title
UsefulNot useful