SHRI RAMSWAROOP MEMORIAL UNIVERSITY

LUCKNOW DEVA ROAD, UTTAR PRADESH

DISSERTATION
(BCM-5503)
MARKETING STRATEGIES OF RELIANCE INDUSTRIES LIMITED
Session (2023-2024)
Submitted to: Submitted by:
Ms. Seema Shukla Name: Shreyas Soni
Roll no: 202110701110024
Course: B.com(Hons)-51
 INTRODUCTON
Jewellery industry is one of the fastest growing sector. It contribute around 3% of the countries GDP. These industry also create
employment to large hood of people that is around 2.6 millon. India’s jewellery sector is one of the largest in the world contributing to
29% of the global jewellery consumption.

The major issue faced by this industry is that lending of credit is restricted by banks to these industry in India.

*This sector is categorized as high risk sector?

India plays a very significant role in world’s gems and jewellery market. The size of the Indian jewellery market is the biggest in the
world, second only to the US market, followed by China, Japan and Italy. India is known to be the largest consumer of gold in the
world. Indian designers have made a mark on the world jewellery scene and got recognition for design development as well. The
growth in gems and jewellery exports is a record among the major Indian export sectors. India has, in present, largest artisans for
making jewellery in the world. In fact, every village boasts of a family of goldsmiths, having a very long tradition of jewellery
making. But there are problems ahead, the skilled man power and technology to create and produce designs for the international
markets is the main challenge among others.

The import of gold per year in India and China worth billions of dollars which accounts for 49% of consumption of gold worldwide.
In 2011, total consumption was 4067 tonnes in volume and 205.5 billion dollars in value, out of which 55% was exclusively for gold
jewellery. As a matter of fact 933.4 tonnes of gold was consumed in 2011 in India of which 500 tonnes were for gold jewellery, In
spite of the weakening of rupee compared of dollar in the second half of the year. The demand in China, the world's second largest
consumer of gold (769.8 tons), increased this year by 20%. Approximately 2400 metric tonnes of gold production has been done over
 LITERATURE REVIEW
1.Soundariya, P. (March 2013) In the report entitled “Indian gems and jewellery industry export-oriented”, in the paper it has
basically emphasized for those aspiring to get into gem-studded jewellery business, those already in the industry and even
the buyers, learning more about diamonds other precious and semi-precious stones, the product made of these, and the designs will
be popular now. This will be possible with the possible by the distance education courses planned by the Gemological
Instituted of India, established by the Gems and Jewellery Export Promotion Council

2.Borthakur, S. (May 2013)in their article entitle “Exports of Gems and Jewellery: The Indian Perspective” has commented that
India has established itself as the world’s largest manufacturing sector for cut and polished diamonds, contributing nearly 60%
of the world’s supply in terms of value and 80% in terms of volume. A remarkable growth has been registered over the last 4
decades. The main objectives of this study were: (a) To illustrate the export figures of gems and jewellery industry from the
period 2000–01 to 2011–2012 and (b) To illustrate the major export destination of gems and jewellery.

3.PR Newswire (2014)in the article entitled “Renaissance Jewellery Receives Prestigious GJEPC Award for the 4th time” has
concluded that Renaissance Jewellery New York is the US division of Renaissance Jewellery Ltd. Based in India and is publicly
traded on the Indian Stock Exchange. It has been in the in the business of manufacturing and sale of studded gold, platinum and
silver jewellery for over a decade. The company has established strong credentials in international markets by maintaining
impeccable quality standards, offering innovative design and has a growing customer base to US, Europe and the Far East.

4. Jayee, G. (2012)in his research, he emphasized various disclosure practices of Indian listed companies including the
Gems and jewellery industry of india.
 OBJECTIVE OF MY STUDY
• To research and comprehend customer purchasing patterns for branded and unbranded jewellery.
• To gain knowledge of the factors that consumers take into account while purchasing jewelery.
• To ascertain the amount of consumer knowledge regarding the marketavailable jewellery brands.
• To determine consumer awareness of the jewelry's authenticity, quality, and purity.
 RESEARCH METHODOLOGY
Sources of Data

•Primary Data:-

In order to obtain direct and accurate answers regarding the knowledge that different people have regarding various forms of jewellery and
the jewellery sector in India, primary data has been employed. The most recent news, fashion, and trends were also presented. The data was
obtained from persons of all ages because it was a self-check assessment for people.

•Secondary Data:-

The overview, overview of the literature, and section on government attempts to support the Indian jewellery business were all produced
using secondary data that the researcher obtained from a number of websites, journals, and other freely accessible sources.

•Data Gathering Technique

• Gathering the information required for the study is the primary objective of data collection. Using a particular approach known as a data
collecting method, this operation is carried out to prepare and collect the data

• The survey technique used in this study uses primary data. Primary data are those that a researcher collects firsthand; they are thus
completely original. To ascertain the public's understanding of various jewellery kinds, current style patterns, and information, as well as
their acquaintance with the jewellery business, a methodical questionnaire was developed in this case.

• Secondary data is used by reading and looking up various books, websites, and articles. Data are gathered, discovered, and summarised
using various data gathering techniques. To understand the past, present, and future of the jewellery industry on a national and
 FINDINGS
• The majority of individuals like the diamond and gemstone jewellery over gold or imitation jewellery,
according to primary research.

• It implies that most individuals are lured to pricey patterns and designs.

• People prioritise quality above everything else, which is why they want to get a good deal and are
spending wisely on or purchasing jewellery.

• It was found that individuals preferred branded jewellery over unbranded jewellery in the gold
jewellery segment, however in the imitation jewellery segment, people chose unbranded/local street
shops to satisfy their requirements & desires.
 RECOMMENDATION AND SUGGESTION
Recommendations
• The Government of India could undertake more measures to utilize the funds effectively to
develop the gems and jewellery market.
• The various exhibitions, fairs and trade shows could be conducted to increase the
turnover of the gems and jewellery industry.
• New designs and pattern could be implemented in order to improve the industry in near future.
• The advancement in the technologies has to be updated, in order to compete in the global
market.
• The proper training must be provided for the industries to develop the excellence in term of
quality work.
• The duties levied on the gems and jewellery could be lowered to encourage the players in the
market.
• The government of India must encourage the domestic exporters and help them to export gems
and jewellery product in international markets for acquiring more foreign exchange reserve.
• The Government of India must simplify the complicated export procedure followed in the gems
 CONCLUSION
• The size of the Indian Jewellery market is the largest in the world, second only to the US market,
followed by China, Japan and Italy. The huge growth of Indian Gems and jewellery industry has led
many new branded jewellery shops in various metros of this country. But still this sector is
unorganized, as 80 per cent jewellery business is done by family jewellers.

• Gems and Jewellery industry should fasten up with the new trends in global market, product
planning and development is highly recommended. So it becomes compulsory to establish design
development centers to bring futuristic designs in order to compete internationally.

• The credit development by the banks to the exporters is very low and declines year by year.

• Government should take initiatives to provide sufficient credit to this industry for promoting the
exports and helping in the development of the economy. As the sector highly labor – intensive,
dependency on craftsmanship is very high for instance the cutting and polishing of diamonds and
colored gems which are soft stones requires immense care on the part of the labourer. Training is
important within any organization as it directly relates to productivity.

• There are very less institute to provide training in all aspects of manufacturing and design. It is
necessary that government take initiatives for the development of workers. Association like
(ITPO), IIFT and GJEPC should refine their operation and contribute towards exports promotion of
gems and jewellery industry. It is sure that future of the gems and jewellery industry is bright but it
is mandatory to take several measures at firm – level, industry – level and government level as
concluded to strengthen the position of India – in global market.
 RESEARCH LIMITATION

• Unwillingness of respondents to give in-depth information or lack of sincerity due to fear and
confidentiality.
• Data collected is a representative sample study of the jewellers of India.

• Ratios & Financial Statement Analysis is not just the primary reason for banks to resist credit,
hence other issues of Trust, Control and Security of Hypothecated / Pledged Inventory are
also focused upon.
THANKYOU