KALYAN JEWELLERS

ADVERTISING AND PERSONAL SELLING

SIDDHANTH GUPTA
BCOM HONS
SECTION B
BCH21486
ABOUT THE COMPANY
We are one of the oldest business families in India with a family legacy of over a
century in business, starting from as early as 1908. Started for the noble cause of
nation-building and self-sustenance in a pre-independent India, the forefathers
believed ethical, honest and transparent business practices should form the foundation
of the group.
Having ventured into jewellery retailing in 1993 in Thrissur, Kerala, India, where we are
headquartered, and as on March 31st, 2022, we have over 150 showrooms spread across
India and GCC

Indian jewellery, its craftsmanship and variety is an amazing showcase of India’s heritage,
culture and diversity. With a deep understanding of local tastes and preferences, Kalyan
offers an array of traditional and contemporary jewellery designs in gold, diamonds,
precious stones and other precious metals.
• We at Kalyan have always believed that the customer needs to be educated and
aware, as this is the first step in preventing malpractices in business. As a part of
this philosophy we have conducted several campaigns over the years, to educate
customers about purity, pricing and other aspects. These efforts of Kalyan have
gone a long way in the industry, that is now becoming more transparent towards
the customer’s interests. We believe that this is our legacy to the industry.

• Inspired by the trust we have earned across varied markets, we will soon be
expanding into new markets across India, GCC, USA, Singapore, Malaysia, Sri
Lanka and more.
INDIAN BUSINESS
achieved strong growth
CURRENT POSITION
in footfalls, revenue and
profitability across all markets
and an increase in the return
ratios post-pandemic.
• The India revenue grew from
`91,775 million in FY22 to
`117,074 million in FY23 and
that is a YoY growth of 28%.
• EBITDA was at `8,145 million
in FY22 as compared to `11,140
million in FY23.
• 32 franchised showrooms
till date, LOIs signed for all
showrooms planned for FY24
• 50+ showroom openings
planned in FY24.
• Our first franchise store was
opened in June 2022.
• We have 149 showrooms in
India
Middle East Business Digital Business - Candere
• We have 18% of our showrooms • Reported a revenue of
in the Middle East. `1,567
• We have a showroom aggregate million for FY23.
retail space of ~42,000 sq. ft. • Two showrooms launched
• First LOI signed for the Middle in
East market. FY23.
• The international operations will • Another 25-30 showrooms
be primarily franchisee-driven to
for the next three years be launched in FY24.
• We aim to reduce capital • Introducing the
investment in the Middle East. omnichannel
This will be done by converting experience.
a few of the owned showrooms • Set out to achieve
to franchised one and the exponential
network further through the market growth
franchise model.
Digital Business - Cand
 ADVERTISING TECHNIQUES
Kalyan Jeweller's Social Media
Marketing Strategies
Kalyan Jewellers is a well-known brand in the Indian jewellery industry.

It has been around for over 100 years and continues to grow in popularity due to its high-quality
products and efficient social media marketing strategies.

Kalyan Jewellers uses a variety of social media platforms to market its products and connect with
customers.

It maintains a strong presence on Facebook, Instagram, and Twitter and frequently posts new images
and videos of its jewelry collections.

One of the main reasons for Kalyan Jewellers' success has been its emphasis on social media
marketing.
1. Instagram Marketing Strategies

Kalyan Jewellers on Instagram has over 270k active followers and is a great platform for
promoting products And services

Kalyan Jewellers, a jewellery brand with a jewelry website, can use the Instagram
marketing strategies listed below to grow its brand and increase sales.

 Jewellers Kalyan Using appealing and exciting images to promote products.

 Kalyan Jewellers is number two. To reach a larger audience, use hashtags.
 Kalyan Jewellers runs competitions and giveaways.
 Kalyan Jewellers develops engaging content for your target audience.
 They chose a better model with a theme concept for Instagram posting.
 With consistency in posting, you can start getting more followers for your e-
Commerce sites.
2. Facebook Marketing Strategies

Kalyan Jewellers, a Mumbai-based online fashion retailer, has around 696k active followers and is
looking to further increase its user base with the help of Facebook marketing.

Kalyan Jewellers' strategy on the social media platform has been to post product pictures and
videos and run contests and offers.

The company also uses Facebook ads, which it finds to be more effective than

other digital marketing channels.

They got higher in total traffic on Facebook since they announced the offer at the end of June,
and it's continuing in august 2022 with more than 676k likes overall.
3. Twitter Marketing Strategies

Twitter can be used for various purposes, including improved marketing, and it is common practice to
respond immediately to customers who discover product flaws.

Kalyan Jewellers is a jewellery brand that uses Twitter to market its products. Kalyan Jewellers' Twitter
marketing strategies

include using

1. Using the appropriate hashtags,

2. Tweeting about current events,
3. Responding to negative comments as soon as possible and collaborating with influencers

They currently have 13.4k followers with the help of the Digital marketing strategies
Kalyan Jewellery's Advertisement
Strategies

Customers of Kalyan Jewellers offered by Vasdien Jewellers are mostly upper-middle-class

and high-class society women who use Kalyan Jewellers for garments suitable for both
family and professional use.

Kalyan Jewellers also carries SENSE, a clothing line for young clients under the age of 35
that Kalyan Jewellers claims will provide trendy looks for modern young women
Kalyan Jeweller's Influencer
Marketing Strategies

As a jewellery brand, you know that social media is a powerful tool to reach new customers and grow
your business. But with so many platforms and options, it can be difficult to know where to start.
That's where influencer marketing comes in.

Influencer marketing is a form of social media marketing that involves working with influencers-people
with a large following on social media-to promote your brand.

It's a great way to reach a new audience and get your jewellery seen by people who might not
otherwise see it.

Kalyan jewellery brand ambassador at the moment is Amithab batchan as its brand ambassador.
Regina Cassandra is the ambassador. Right now, in the month of August,
 SUGGESTIONS
Targeting Digital Analytics Driven Improving Employee Leverage scalable business strategies to
Marketing Through Customer Outreach Productivity And Efficiency expand the showroom network with the
Rich Data Mining And • Use of Content Marketing Through Technology help of the FOCO model and diversify
Customer Insight Platform (‘near me Advancements distribution channels.
• Capturing customer search’) to drive search • Employee training during Widen product offerings to
information at store level, traffic to local store the lockdown digitally further increase consumer reach.
running analytics and micro-sites • Customer outreach initiated Leverage the ‘My Kalyan’ network
targeted campaigns • Enhancing customer during lockdown, via to deepen customer outreach and
• Upselling related conversion by following employee mobile app strengthen the distribution network in
products at point-of-sale up on the digital footprint • Employee targets and goal core markets.
through instant dynamic achievements mapped Invest in CRM, marketing, and analytics
voucher codes through app, ensuring to target consumers and drive sales
• Social media mapping to transparency efficiency more effectively.
enrich customer database
 REFRENCES
https://digitalscholar.in/kalyan-jewellers-digital-marketing-strategies/

https://www.kalyanjewellers.net/investors/annual-report/annual-reports.php