Survey On Branded and Unbranded Jewellery Stores in Belgaum

Survey on jewellery in Belgaum
RESEARCH REPORT
ON
Branded and unbranded jewellery store in

Belgaum
Submitted to
Prof. Vibha Hegde
K.L.E Societys
College of Business Administration,
Lingaraj College, (CBALC), Belgaum
AUTOMONOUS
Re-accredited with A level by NAAC
K.L.E societys College of Business Administration Lingaraj College Page

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Declaration
I Palash Rathod the student of BBA III Semester 2012, at Collage of Business
Administration Lingaraj College (CBALC) Belgaum. I hereby declare that this project report
on research Study on the branded and unbranded jewellery store in Belgaum is an
independent study carried out by me during the first internship study under the guidance of
Prof. Vibha Hegde Madam
This project was fully prepared by my own effort and has not been published elsewhere until
now. I also declare that this project report has not been submitted to any other university or
for award of any degree or diploma.

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ACKNOWLEDGEMENT
I would like to thank Principal Prof P.R.Kadakol and my Internal Guide Prof. Vibha Hegde
and other staff of College of Business Administration Lingaraj College, Belgaum for their
valuable suggestions and guidance to do my project.
Finally I would like to thank my parents & all my friends who stood beside me for
support and guidance to make this project a success and bring out valuable findings and
conclusions.

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Table of content
SL.no
Pg. no
Topics
3- 14
Jewellery Industry in India
About Jewellery
Introduction to Indian jewellery market
Key Industry components
Industry Structure
Export
Government initiatives and FDI
Major players in Indian jewellery industry
Organised or branded jewellery market in India
Unorganised or Traditional market in India
Market analyses
Challenges and strategies
15- 17
Back ground of the research
About jewellery industry in Belgaum

Research problems and research objectives
Research design
3
18-37
Interpretation
38
Suggestion
38
Conclusion
39
Bibliography

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About Jewellery
Jewellery or jewelry is a form of personal adornment, such as rings, necklaces, earrings and
bracelets. Jewellery may be made from a wide range of materials, but gemstones, precious
metals, beads and shells have been widely used. Depending on the culture and times
jewellery may be appreciated as a status symbol, for its material properties, its patterns, or for
meaningful symbols. Jewellery has been made to adorn nearly every body part, from hairpins
to toe rings
Introduction
The Indian jewellery market is dominated by gold, which consists of almost 80 per cent of
the market share, followed by fabricated studded jewellery including diamond and gemstone
studded jewellery.
India is one of the premier locations for diamond manufacturing. The prospect of being able
to open a truly world class diamond mine in India in the next few years and take India into
the top 10 diamond producing regions in the world is a strong possibility, as per Stefanie
Loader, Bunder Project Director, Rio Tinto. Further, India has also emerged as the largest
cutting and polishing industry for diamond in the world.
Advantage
Gems and Jewellery hub
Rich tradition / heritage of craftsmanship with high level of skills
Low production costs
Effective worldwide distribution network for promotion and marketing.

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Diamond polishing capital of the world.
Manufacturing excellence
Key Industry Components

Gold:
Gold has always been the jewellers' favourite metal given its intrinsic lustre and ease of
fabrication Gold jewellery enjoys the leading position in most markets across the world, and
in many ways forms the backbone of the precious jewellery industry. Given the fact that gold
is also one of the traded metals, gold jewellery consumption is also impacted by gold price
movements.
Diamonds:
Diamonds have always enjoyed a special place among precious gemstones. In the past,
diamond jewellery was limited to a very small elite segment of the global population.
However, over the past 50 years, diamonds have seen increasing democratisation. Diamond
jewellery has, therefore, emerged as a segment showing significant growth in some of the
emerging markets.
Coloured Gemstones:
This segment includes all other forms of jewellery; precious gemstones (emeralds, sapphires,
rubies and tanzanite) and semi-precious gemstones; silver, pearls, etc. The industry is highly
fragmented, thus generates business opportunity for the organised retailers and dealers to
flourish.

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The exports of coloured stone/ gems from India have grown
by 15 per cent to Rs 16.53 billion (US$ 298.40 million) this year from Rs 14.32
billion (US$ 258.58 million) last year. Coloured gemstone processors of Jaipur, one of the
world's major hubs for colour stone processing, have come together to form a company.
About 50 colour stone makers have initiated procedures to form a company called Color
Stone Gems India (CIL) with an equity capital of Rs 1 billion (US$ 18.05 million).
Industry Structure
The gems and jewellery industry in 2011-12 has gone up by about 5 per cent at Rs 2,000
billion (US$ 36.10 billion) against Rs 1,950 billion (US$ 35.20 billion) in 2010-11.
The sector accounted for India's 14 per cent of the total merchandise exports. On the contrary,
the imports of raw materials for making gems and jewellery stood at 32 per cent at Rs 721.60
billion (US$ 35.20 billion) in 2011-12 over Rs 545.64 billion (US$ 9.84 billion) in 2010-11.
The jewellery industry in India is estimated at Rs 1,500 billion (US$ 27.07 billion), of which
only 5 per cent is organised, thus creating opportunity for the foreign players to enter the
Indian market. Consumes nearly 800 tonnes of gold that accounts for 20percent of world gold
consumption, of which nearly 600tonnes go into making jewellery
Exports
The total exports of gems and jewellery during April 2011 to March 2012 stood at US$ 42.84
billion, including that of cut and polished diamonds at US$ 23.33 billion, gold at US$ 16.52
billion and coloured gemstones at US$ 342.80 million
Composition of Exports
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Cut and polished diamonds:
The export of cut and polished diamonds grew manifold in 2010-11 as compared to
2009-10. In 2010-11, the export of cut and polished diamonds was US$ 28251.92
million as compared US$ 18237.56 million, recording a growth of 54.91 per cent.
Coloured Gemstones:
Export of coloured gemstones was registered at US$ 314.54 million in 2010-11 as
compared to US$ 286.78 million in 2009-10, showing a growth of 9.68 per cent.
Gold Jewellery:
Export of Gold jewellery also grew in 2010-11, registering US$ 12885.59 million as
compared to US$ 9669.10 million in 2009-10. A growth of 33.27 per cent was
recorded
Government Initiatives
India is emerging as a huge consumer market for jewellery and other luxury products and
thereby appears as a very attractive opportunity for major brands to establish their presence in
the Indian market. The booming domestic market along with export advantage of the industry
and the Government's decision to allow foreign direct investment (FDI) of up to 51 per cent
in single brand retail stores has attracted various foreign players to the Indian market.
Foreign Direct Investment Policy
At present, the Indian government allows 100 per cent FDI in gems and jewellery
through the automatic route
For exploration and mining of diamonds and precious stones FDI is allowed up to 74
per cent under the automatic route

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For exploration and mining of gold and silver and
minerals other than diamonds and precious stones, metallurgy and processing, FDI is
allowed up to 100 per cent under the automatic route
Major Exporters in India
S. ZAVERI & SONS JEWELLERS

RIBY GEMS AND FASHION JEWELRY
MARUTI JEWELLERS
MILLENIUM STAR
SILVER STONE
BN GHOSH & CO.
Major Export Destinations
USA
Singapore
China
Hongkong
UK
Major Players in Indian Gems and Jewellery
Gitanjali Group
Shrenuj & Company
Suraj Diamonds and Jewellery Limited
Titan Industries (Tanishq into Retail), Bangalore
C. Mehendra Exports
J.B Brothers
Tara - Ultimo

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Vaibhav Gems, Jaipur
Reliance Jewel
Navaras
Branded Jewellery market in India

In the late 1990s, the Indian jewellery market witnessed a shift in consumer perceptions of
jewellery. The focus seemed to have shifted from content to design. Trendy, affordable and
lightweight jewellery soon gained familiarity. Branded jewellery also gained acceptance
forcing traditional jewellers to go in for branding.
Given the opportunities the branded jewellery market offered; the number of gold retailers in
the country increased sharply. Branded players such as Tanishq, Oyzterbay, Gili and Carbon
opened outlets in various parts of the country. Traditional jewellers also began to bring out
lightweight jewellery, and some of them even launched their in-house brands.
However, the share of branded jewellery in the total jewellery market was still small (about
Rs. 10 billion of the Rs. 400 billion per annum jewellery market in 2002), though growing at
a pace of 20 to 30 percent annually.
The branded jewellery segment occupied only a small share of the total jewellery market
because of the mindset of the average Indian buyer who still regarded jewellery as an
investment. Moreover, consumers trusted only their family jewellers when buying jewellery.
Consequently, the branded jewellery players tried to change the mindset of the people and
woo customers with attractive designs at affordable prices.
Unorganised or Traditional market

The Indian gems and jewellery sector is largely unorganised at present. There are over 1500
players across the country in the gold processing industry, of which only about 80 players
have a turnover of over US$ 4.15 million (Rs 200 million). There are about 450,000
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goldsmiths spread throughout the country. India was one of
the first countries to start making fine jewellery from minerals and metals and
even today, most of the jewellery made in India is handmade. The industry is dominated by
family jewellers, who constitute nearly 96 percent of the market. Organised players such as
Tata with its Tanishq brand, have, however, been growing steadily carving a 4 per cent
market share.
As Indias jewellery market matures, it is expected to get more organised and the share of
family jewellers is expected to decline. There are more than 6000 players in domestic
diamond processing industry. The average gestation period for setting up a diamond cutting
and polishing unit is 15 months. The low gestation period, coupled with low capital cost
allows easy entry into the sector. This has led to the industry being largely characterised by a
large number of small scale players. However, just as in the case of jewellery, the share of the
organised sector has increased significantly in recent years due to an increase in demand for
better and finer quality finished goods.
Presence of traditional pockets of jewellery manufacture

Jewellery crafting by traditional goldsmiths is confined to a few regions in India. These
pockets are widely separated and involve craftsmen whose skills have been handed down
over generations.
Surat is an important diamond processing centre, which exports around 80 per cent of the
production and has more than 3,500 diamond processing units.
Jaipur is a key centre for polishing precious and semi-precious gemstones.
Delhi and its neighbouring states are famous for manufacturing silver jewellery and articles.

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Calcutta is popular for its lightweight plain gold jewelry. This
category of jewellery finds a large market in Tamil Nadu.
Hyderabad is the centre for precious and semi-precious studded jewellery.
Nellore is a source for handmade jewellery that has been supplying the Chennai market for
quite a few decades.
Belgaum in Karnataka and Nellore together, specialise in studded jewellery using synthetic
or imitation stones.
Coimbatore in Tamil Nadu specialises in casting jewellery.
Trichur in Kerala is another source for lightweight gold jewellery and diamond cutting.
Mumbai is the centre for machine made jewellery. The city is also Indias largest wholesale
market in terms of volume.
MARKET ANALYSIS
The analysis shows that USA, EU, Japan and Hong Kong are the leading importers of major
gems and jewellery products. These countries have been sourcing their jewellery import
requirements mainly from countries such as Hong Kong, China, Italy, USA, Germany and
UK, of which USA, UK and Germany are. Importers as well as exporters . Hong Kong
appears to be more of a trading hub in the Asian continent.
India served as one of the major source countries for diamonds, as also for articles of
jewellery for select countries. In the case of diamonds, India is one of the major importers of
rough diamonds, and one of the major exporters of cut polished diamonds. Indias exports of
cut and polished diamonds have been to all major markets in the world. India is also a major
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exporter of articles of jewellery and parts, and the exports
have been to all the major importers in the world. However, some of the markets
are not well-explored by Indian gems and jewellery exporters. For example, India may
endeavour to concentrate on markets like: UK and Switzerland for articles of jewellery of
gold and platinum group of minerals USA, Germany, UK and Switzerland for articles of
jewellery made of silver USA, Japan, Switzerland and UAE for articles of natural and
cultured pearls Switzerland, UK and Japan for articles of semi-precious stones and USA,
Germany, France, UK and Italy for articles of imitation jewellery
India may leverage its traditional craft-skills, low-cost labour, and fabrication techniques in
some of the jewellery products (such as processing of small-sized diamonds), and replicate
such advantages in the production of other products, and thereby become a global player
across the gems and jewellery segments
CHALLENGES AND STRATEGIES

Challenges
Unorganised Sector
Being an unorganized sector hampers the ability of Indian gems and jewellery Industry to
emerge as a world-class supplier. According to a FICCI study, the gold processing industry
has around 15,000 players, with only around 80 units having revenues over US $ 5 million.
India is also home to around 4,50000 goldsmiths, over 100,000 gold jewellers, along with
about 6,000 diamond-processing players and 8,000 diamond jewellers.
Impact of Recession
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There had been a loss of market for gems and jewellery
exports due to recession and global economic slowdown. During 2007-08, there
was growth in export of gems and jewellery by 23%, over the previous year. The growth
trend continued even in 2008-09 during which the exports showed a growth of 44% over the
previous year. However, during the period AprilSeptember 2009-10, due to economic slowdown, the demand for gems and jewellery shrank,
which resulted in export slowdown for India. Following the economic slowdown, asset price
devaluations, job losses and decrease in disposable income have happened, along with
escalation in gold prices, which have changed the consumption pattern of gems and jewellery.
Rise in Prices
As mentioned earlier, the prices of precious metals, especially gold and silver, has been
witnessing steep increase, since the last few years, which has been changing the buying
pattern of consumers. During the period December 2008 -December 2009, the price of gold
per ten grams, has increased from Rs 13,445 to Rs 16,870, showing an increase of 26%. Even
though the price of silver had witnessed a decline after February 2009, it again started rising
after April 2009. From Rs 17,847 per kg in December 2008, the silver price increased to Rs
27,430 per kg in December 2009.
Possible Threats from China and from Other Countries Producing

Diamonds
Although India currently enjoys dominance in the worlds cut and polished diamond market,
China may emerge as a rival in the long term, mainly because of the availability of cheap
labour, growing domestic demand, and also the improvement in the quality of workmanship
in the country. It may be added that increasing number of diamond processors are setting up
their facilities in China due to these reasons. Also, there has been growing pressure in major
diamond producing countries in Africa, like Botswana, Namibia and South Africa, to gain
further economic benefits from diamond value chain, seeking investments in cutting and
polishing industry. Such developments may affect the prospects of India.
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Low Level of Technology Absorption

Utilization of hi-tech, speedy and efficient machinery and software has led to the gradual
replacement of traditional / manual methods of polishing, manufacturing and designing of
gems and jewellery. Proactive players in the Indian gems and jewellery industry are always
on the lookout for better technology for their units. However, such technology absorption is
relatively low in Indian gems and jewellery industry, due to the small size, and unorganized
nature of majority of the players in this industry.
Strategies
Branding of Jewellery
Branding of jewellery plays a very important role in the jewellery market as it assures
consumers that the products are of certain quality, durability and conform to several social,
environmental and durability standards. Brand promotion is therefore one of the best modes
of market penetration. Indias gems and jewellery industry is highly unorganized and
fragmented, and till the early 1990s, the average Indian had bought unbranded jewellery from
local jewellers.
At that time, confidence in the local jeweller was the hallmark of the gold jewellery trade in
India. This used to be a major challenge in the way of development of branded jewellery in
India. However, since the late 1990s, there has been a shift in consumer preferences: women
are increasingly opting for fashionable and lightweight jewellery instead of traditional bulky
jewellery. There has been change in consumer trend with the buyers regarding jewellery as an
accessory and not as an investment.
Consumers have also started realizing the value of brands, since it gave them the surety of
quality and durability.

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Hallmarking of Jewellery
As the jewellery making and marketing is largely at the hands of unorganized sector, often,
Indian consumers are faced with issues related to quality and low cartage. In case of
traditional handcrafted jewellery often the joints are soldered with the use of solder alloys of
a much lower cartage. To counter this challenge, many countries are promoting Hallmarking
Scheme to protect the consumers against the adulteration, and guarantee the purity or fineness
of gold jewellery. Hallmarking is the accurate determination and official recording of the
proportionate content of precious metal in jewellery
Technology Up gradation
Players in this industry need to adopt latest technology, including the ICT interface in all
aspects, starting from mining, cutting and polishing, to fabrication and marketing.
Technological solutions are available for several of the challenges faced by the gems and
jewellery industry; these solutions include: innovations in designs (through CAD/CAM
machinery), quality and finish of products (through infrared, photo-typing, etching, waxcasting), cost control in process and reduction of wastage (laser cutting, hollow-tube
processing). Imparting of technological solutions may reduce cost and time, which may not
be feasible under conventional methods. Technology also helps the fabricators to churn-out
the new design products in a much speedy way.
Increase in Exploration Activities

India is a vast country with a landmass of 3.28 million sq.kms; of which about
2.42 million Sq.kms consists of hard rock. Out of the total hard rock area, around 7,00,000
sq.kms have been identified as having geological association, with the surface showing
possible mineral occurrences. As per United Nations Framework Classification, total
resources (reserves and remaining resources) of gold ore (primary) in India as on April 1,
2005, were estimated at 390.28 million tonnes, of which only 19.25 million tonnes are placed
under reserve category, and the rest 371.03 million tonnes, under resources category. Besides,
it has been estimated that the total resources of gold of placer type in the country would be
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around 26 million tonnes. However, resource augmentation
and gold production have not been significant in India. This may require increase
in exploration activities with improvements in technology and know-how. According to a
report by the Planning Commission, Government of India, the mining sector also requires
improved method of narrow-vein-mining for achieving full economic benefits. Introduction
of small scale mining culture in the gold industry is also another requirement with adoption
of modern gold extraction technology.
Enhancing Visibility through Continuous Participation in

International Exhibitions
Continuous participation in international trade shows and jewellery exhibitions is very
important for the Indian gems and jewellery industry as such strategy would help in
projecting the industry as a player in entire value chain, from cutting, polishing, fabricating of
wide variety of plain and stones studded jewellery. Participation in international exhibitions
would also help establish new business links for the Indian gems and jewellery industry, and
would also pave the way for the industry to develop further business links to enhance the
level of their innovations in designs and technology.
This platform would also help in attracting and mobilizing the major buyers of gems and
jewellery, internationally, and also provide exhibitors with learning opportunities and
exposure to new markets and trends.
Background
Title of the study
A comparative study on the consumer preference towards branded jewellery over un-branded
jewellery in Belgaum
Background of the research

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About Jewellery industry in Belgaum
The Belgaum city has about 2000 Jewellery shops including organised, unorganised,
wholesalers and retailers and some of them work in their house
There are about 1200 Jewellery shops including organised and unorganised and 800 people
work in their own house their own house.
There are five different jewellery brands that are available in Belgaum city they are
Kalyan Jewellers
Tata Gold Plus
Asmi
Navaras
Gold Palace
Unorganised Retailers and Wholesalers in Belgaum

Retailers
The retailers purchase the ornaments and metals from the wholesalers and sell them to
customer depending upon customer selection. The retailers are not involved in
manufacturing process they just buy the ready ornaments from the wholesalers and sell it
to the customer and case of some ornaments like ring, necklace and all they place a order
to small workers who are skilled in their profession and work at their house itself
Wholesalers
Wholesalers buy products in bulk and sell them to retailers as per the orders placed by
retailers. There are many wholesalers and all will be dealing or selling one specific
ornaments and they will be bringing the ornaments as per the orders placed by retailers.
Small household retailers

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These are the very small retailers who are skilled in
specific ornaments and manufacture only those ornaments. They take the gold
from retailers and manufacture the ornaments that retailer have ordered and give them
back the left over gold and takes his money i.e. making charges
Branded jewellery in Belgaum

In Belgaum there are 5 organised jewellery stores. Usually high income people purchase
the jewellery in branded stores because branded store charge high making charge and
they also they dont give credit to their customer. Branded jewellers doesnt buy the
jewellery from wholesalers they have their own depo at the from where all the products
are manufactured and delivered as per the orders
Research problem
To determine the perception of consumer about branded jewellery as compared to unbranded
jewellery in Belgaum city
Research objectives
To understand the reach and awareness about the branded jewellery in Belgaum city.
To determine the consumer perception about branded jewellery as compared to un-
branded
To understand the consumer buying pattern of branded and un-branded jewellery.
To understand the consumer understanding of branded jewellery based on various
parameters Quality, Price, Service

To find out the reasons for consumer purchasing jewellery.
Approach to the problem

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Research design
The research design that I have adopted is descriptive and the method through which I am
going to administer the questionnaire is personal interview and nature of questionnaire will
be open ended, close ended and sampling plan will be and sampling size is 200. Data
collection method is primary data and about industry it is secondary data here I have taken
the information from the internet
Analysis
I have included 17 questions in my survey and the entire respondent answered to the
questions and my interpretation on all the questions are
1) No of people wearing jewellery
A) Yes -100
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B) No-0
Interpretation
Out of 100 samples all the 100 respondent wear jewellery.
The entire respondent wears jewellery some wear regularly while others wear only during
some occasions or festivals
2) Occasions when the jewellery are wore most?

A) Festival -29
B) Function-39
C) Marriage -19
D) Parties -13
E) Regularly-16

21
Occasions when people wear jewellery
39
29
19
16
13
Interpretation
Out of 100 samples
29% of people said they wear jewellery on festivals
39% of people said they wear jewellery on some family functions
19% of people said they wear jewellery on marriages
13 of people wear it on parties and remaining 12% of people wear it regularly
Out of 100 samples 39 said that they wear on some function so now a days the people wear
jewellery more only during some special occasions that may family function or festivals other
than wearing it regularly
22
3) Metal preferred most

A) Gold
- 91
B) Platinum - 15
C) Silver
- 31
Metal that is prafered most
91
31
15
1
Interpretation
Out of 100 samples
91% of people said that they wear gold
15% of people said they wear platinum and 31% of people wear silver

23

Demand of gold has been increased and now a days people
gold more because
gold is consider to be best metal for investment than silver and platinum. Platinum is costly so
use of platinum is vey less and people prefer buying sliver instead of platinum
4) Jewellery purchased in a average

A) Once in a month
- 12
B) Once in every six months
- 13
C) Once in a year
- 28
D) Only on a special occasions -50
Jewellery purchased (on average)
50
28
13
12
1
Interpretation
Out of 100 samples
12% of people purchase jewellery once in a month
13% of people purchase it once in six months
28% of people purchase it once in a year and
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are p

50% of people purchase it on special occasions
Many people purchase jewellery on a special occasions and once in a year but there are very
few people who purchase it once in a six months and on monthly basis. Those who purchase
jewellery once in a year or only on a special occasions are the people who wear jewellery
rarely during some occasions may be buying it for investment and those who purchase the
jewellery twice in a year or on monthly basis may be wearing it for fashion or regularly.
5) Purpose of buying jewellery

A) Investment
B) Occasions and festivals
C) Fashion
D) Gifting
- 44
-59
- 23
- 13
Purpose of buying jewellery
59
44
23
13
1
Interpretation
Out of 100 samples
44% of people buy jewellery for investment
59% of people buy jewellery for festivals
23% of people buy jewellery for fashion and
13% of people buy jewellery for gifting
Jewellery is not only purchased for the sake of wearing but people purchase jewellery for many
different reasons.
25

From above data we can say that many people purchase for
or for some special occasions than for investment and sake of gifting it is purchased less
Usually people gift jewellery to others only during wedding times.
6) Few things that are valued most while buying jewellery

A) Craftsmanship - 31
B) Cost
- 28
C) Uniqueness
- 60
Value
60
31
28
Interpretation
Out of 100 samples
31% of people value the craftsmanship
28% of people value cost and
60% of people value the uniqueness
Before purchasing jewellery there are something that people like or value most like some of
26
jewel

them wants their jewellery to be unique or different from
others while others are more conscious about price and few like the craftsmanship
or the way the jewellery is made its design and all. On my survey what I have found is many
people want their jewellery to be unique or totally different from others and the people from
20-25 wants their jewellery to be unique and 30+ are more concerned with design or
craftsmanship and price
7) Where do you prefer buying jewellery?

A) Branded
B) Un-branded / Family Jeweller
- 67
- 52
peopel prefer buying jewellery
67
52
Interpretation
Out of 100 samples
67% of people buy jewellery from branded showrooms and
51% of people buy jewellery from local\family jewellers
Now a days there are many branded stores that have come up in jewellery industries which
are providing wide range of products, latest designs and very good service and 5 such stores
27

are available in Belgaum city so many people shifting from
their family jewellers to branded.
8) What attracts towards family jewellers?

A) Convenience
-17
B) Trust worthiness
-53
C) Price
-21
D) Durability
-38
E) Design
-52
F) Variety of products
-25
Attaction towards family jeweller
53
52
38
25
21
17
Interpretation
Out of 100 samples
17% of people go near family jeweller because of convenience
28

53% of people go near family jeweller because of trust
21% of people go near family jeweller because of price
38 % of people go near family jeweller for durability
52% of people go near family design
25% of people go near family jeweller for variety of products
One thing about un-branded\family jewellery that attracts consumer towards them is
the trust as family jeweller may be our friend or relative so they buy it with them.
Based on my survey what I have found is 53 respondent purchases the jewellery near
their family jeweller because of trust and 52 designs. Design is another pattern that
attracts consumer towards them. Family jeweller will be having old design which may
be not available in branded showrooms. After purchasing the ornaments what
consumer wants is their ornaments at least has to survive for minimum 5 years
without any damage. So even durability is attracts consumer towards them. Other than
trust, design and durability consumer also wants variety of products. Near
local\family jeweller we will get both old and new design products and so variety of
products available near them is more. Price and convenience does not attract more
because people are ready to pay whatever may be the price for the ornaments.
9) Awareness of various jewellery brands available in the Belgaum city

A) Yes - 100
B) No -0
Interpretation
Out of 100 samples all the 100 people are aware about the branded jeweller in Belgaum city

29

The entire respondents are aware about the branded jewellery
that is available in the market. They are not aware of all the brands but at least
few they are aware of.
10) Tick against the brand that you are aware about in the market
A) Kalyan jewellers -100
B) Tata gold plus
-66
C) Navaras
-29
D) Asmi
-47
E) Gold palace
-52
Awerness of brands
66
52
47
29

30

Interpretation
Out of 100 samples
100% of people are aware of Kalyan jeweller
66% of people are aware of Tata gold plus
29% of people are aware of Navras
47% of people are aware of Asmi
52% of people are aware of Gold Palace
Making aware about presence of our brand in the city is very important and there are total 5
branded jewellery stores in Belgaum city. Out of these stores Kalyan jeweller is one which is
known to all respondent this is because of their massive advertising, the reach of Tata gold
plus and gold palace is also high but people are not very much aware of Asmi and Navras this
may because they wont advertise more
11) Which parameter of a branded jeweller attracts you towards them?

A) Variety of products
-45
B) Shopping experience
-29
C) Trendy and fashionable jewellery
-26
D) Trust worthiness
-36
E) Durability
-32
F) Price
-24
G) Offers and Schemes
-30

31

Attraction towards brande d je we lle ry
45
36
32
29
30
26
24
Interpretation
Out of 100 samples
45% of people go near branded because of variety of products
29% of people go near branded because of shopping experience
26% of people go near branded because of trendy and fashionable jewellery
36% of people go near branded because of trust
32% of people go near branded because of durability
24 % of people go near branded because of price

30% of people go near branded because of offers and schemes
Unlike unbranded even branded stores have wide range products, latest fashion and
variety design that attracts consumer towards them. Many people also purchase
jewellery near branded jeweller only because the name of the brand or trust that the
32

brand has created. Based on my survey out of 100
respondent 45 thinks that the branded jeweller attracts consumer towards
them because of wide range of products. Other than the products even trust attracts
consumer towards branded jeweller. Branded jeweller also has some special offers
and schemes because of that also consumer prefer buying near branded jeweller. In
branded jeweller we may get a unique kind of shopping with all those trendy and
fashionable products with affordable price so even this can attracts consumer towards
them
12) Before purchasing jewellery do you compare the price between branded and
unbranded?
A) Always
B) Often
C) Sometimes
D) Rarely
E) Never
- 20
-8
-32
-21
-19

33

Comparing the price
32
21
20
19
8
1
Interpretation
Out of 100 samples
22% of people always compare the price
8% of people often compare the price
32% of people sometimes compare the price
21% of people rarely compare the price
19% of people never compare the price
There are two types of jewellery stores that is branded and unbranded so now a days some
people before buying jewellery they just compare the price design and all between branded
and unbranded

34

13) Do you think the entry of branded has affected the sale of
u branded?
A) Yes - 79
B) No - 21
Affe cte d the sale
21%
79%
Interpretation
Out of 100 samples
79% of people think that the entry of branded has affected the sale of unbranded
21% of people think it has not affected
The entry of branded will affect the sale of unbranded so based on this survey we can see that
79 people think that it has really affected the sale of local dealer While 21 think that it has not
affected

35

14) Do you think the celebrity endorsement really influence
the purchase of jewellery?
A) Yes - 24
B) No
- 76
Chart Title
24%
76%
Interpretation
Out of 100 samples
24% of people think celebrity endorsement influence the purchase of jewellery
76% of people think celebrity endorsement does not influence the purchase of jewellery
Celebrity endorsement influences but not much so from the above there are 24 people who
believes that celebrity endorsement really influence them to buy while other 76 believes it
does not influence
15) In what way it influence you?
The people said that it depends up on the actor or actress who endorses the particular and it
also depend upon the popularity of the a brand ambassador like Shivraj Kumar is very
popular actor so many people may get influence by him and from Kalyan Jeweller

36
16) Do you think local jewellers have to improve upon their service to compete
with branded jeweller?
A) Yes
B) No
Chart Title
20%
80%
Interpretation
Out of 100 samples
80% of people think they have to improve up on their service and
20% of people think they dont have to improve

37
17) On what basis do you think they have to improve?

A) Discounts
-40
B) Cash back
-18
C) Zero making charge
-44
D) Gifts
-25
Improve
44
40
25
18
Interpretation
Out of 100 samples
40% of people think they have to start giving discounts

18% of people think they have to give cash back
44% of people think have charge zero making charge
25% of people they have to give gifts
The unbranded stores have to improve upon their service to compete with branded stores. Its
difficult for all the unbranded stores to come up with the service like debit and credit card
payments and all so they can at least start up with giving discounts, cash back or gifts on
special occasions if possible even zero making charge
38
Findings
Finding no 1
To understand the reach and awareness about the branded jewellery in Belgaum city.
The first objective was to find out the reach and awareness about the branded
jewellery in Belgaum city. The survey was done and the sampling size was 100 and
the entire 100 respondent were aware about various jewellery brands available in the
market. Kalyan jewellers were the only brand which was known to all 100
respondents. Tata gold plus was to 66 respondent, gold palace52Asmi 47 and Navras
to only 29
Finding no2
To determine the consumer perception about branded jewellery as compared to unbranded

Many people has one common perception that is they think that the entry of branded
has affected the sale unbranded and the unbranded need to improve upon their service
to compete with branded. Out of 100 respondent 79 thinks that the entry of branded
has affected the sale of local and 21 think it has not affected. Branded jewellery also
provides very good service and the customer are satisfied with the service but were as
the local jeweller has to improve upon their service and out of 100 respondents 80
thinks they have to improve upon their service and 20 thinks they dont have to
improve . People get an good shopping experience in branded stores with all latest
fashionable and trendy design but in unbranded we get the same old products

39
Finding no 3
To understand the consumer buying pattern of branded and un-branded jewellery.

The metal that is preferred most among all the respondent was gold than silver and
platinum. On an average there are very few people who purchase jewellery on
monthly basis i.e. 12 and once in six months 13 and there are many people who
purchase jewellery once in a year and on a special occasion i.e.28 and 50. While
buying jewellery there are few things that are valued most. Based on my survey I have
found that many respondents want their jewellery to be different from others
uniqueness is something that they value most. 60 respondents want their jewellery to
be unique 31 values the craftsmanship or design and 28 value the cost.
There are both branded and unbranded shops available for jewellery and some of
them purchase them purchase jewellery only from branded and some from unbranded
and before comparing they also compare the price between both
Finding no 4
To understand the consumer understanding of branded jewellery based on various

parameters Quality, Price, Service
Many consumers believes that the branded jeweller provides good quality of products
and a very good service with all those special kind of offers and schemes, we can
open an account in a branded showroom and also we can purchase the jewellery
online and they also accept the credit and debit cards so because of all this consumer
is well satisfied with their service. Consumer also thinks that the branded jewellers
charge higher than local jeweller
Findings no 5
To find out the reasons for consumer purchasing jewellery.

40
70
59
60
50
44
40
30
23
20
13
10
1
Jewellery is not only purchased for the sake of wearing but it is also purchased for
many different purposes like now a days people believe that gold is the best
investment sp they purchase the gold and keep it with them. Some people purchase
gold for the purpose of gifting during weddings and all. Some of them may be
purchasing it to wear only during festival or for some special occasions. Based on my
survey I have found that out of 100 respondent 59 of them purchases the jewellery for
festivals 44 purchases it for investment and 23 for fashion and 13 for gifting. People
belonging to the age group of 20-30 purchases it for fashion and investment 30-40 for
investment and they wear rarely during some special occasions and 40+ buys it for
gifting

41
Suggestions
Based on my findings I would suggest a few things those are as follows:
In branded jewellery many people know the Kalyan jeweller, Tata gold plus and Gold
palace because of their advertisement Kalyan jeweller is the store which advertises a
lot and very few people know about Asmi and Navras. So these two stores need to
increase their advertisement put more banners and create awareness about their brand
in market and about Navaras only the people who visit the Bigbazar know about it so
they need to advertise a lot.

Branded jeweller is getting more popular because of their service, design and all. So
to compete with branded stores the unbranded stores need to improve upon their
service. The unbranded store can start with by giving discounts, cash back and gifts
during some special occasions

Like branded even unbranded store should start focusing on advertisement and even
they should start putting banners hoardings and all.
Conclusion
Here by I would like to conclude that there is a reach and awareness of branded
jewellery store in Belgaum and with the entry of branded store has affected the sale of
unbranded\ family jeweller and many customers have from branded to unbranded.
Belgaum can also be prefect destination for many other branded stores like Joy
alukaas, Reliance jewel Nakshatra Gili and many others.
BIBLIOGRAPHY
42

Data collection from following method
Personal interview
Wajra jewellers, Satish karekar jewellers and Trimurti jewellers for jewellery industry
in Belgaum
Website referred
www.Indian jewellery industry.com

43

Survey On Branded and Unbranded Jewellery Stores in Belgaum

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Survey on jewellery in Belgaum

Branded and unbranded jewellery store in

K.L.E societys College of Business Administration Lingaraj College Page

Survey on jewellery in Belgaum

K.L.E societys College of Business Administration Lingaraj College Page

Survey on jewellery in Belgaum

K.L.E societys College of Business Administration Lingaraj College Page

Survey on jewellery in Belgaum

About jewellery industry in Belgaum

K.L.E societys College of Business Administration Lingaraj College Page

Survey on jewellery in Belgaum

Gems and Jewellery hub

Rich tradition / heritage of craftsmanship with high level of skills

Low production costs

Effective worldwide distribution network for promotion and marketing.

K.L.E societys College of Business Administration Lingaraj College Page

Survey on jewellery in Belgaum

Diamond polishing capital of the world.

Key Industry Components

K.L.E societys College of Business Administration Lingaraj College Page

Survey on jewellery in Belgaum

Survey on jewellery in Belgaum

Cut and polished diamonds:

Foreign Direct Investment Policy

K.L.E societys College of Business Administration Lingaraj College Page

Survey on jewellery in Belgaum

For exploration and mining of gold and silver and

Major Exporters in India

S. ZAVERI & SONS JEWELLERS

Major Export Destinations

Major Players in Indian Gems and Jewellery

Shrenuj & Company

Suraj Diamonds and Jewellery Limited

Titan Industries (Tanishq into Retail), Bangalore

K.L.E societys College of Business Administration Lingaraj College Page

Survey on jewellery in Belgaum

Vaibhav Gems, Jaipur

Branded Jewellery market in India

Unorganised or Traditional market

Survey on jewellery in Belgaum

Presence of traditional pockets of jewellery manufacture

K.L.E societys College of Business Administration Lingaraj College Page

Survey on jewellery in Belgaum

Survey on jewellery in Belgaum

CHALLENGES AND STRATEGIES

Survey on jewellery in Belgaum

Possible Threats from China and from Other Countries Producing

Survey on jewellery in Belgaum

Low Level of Technology Absorption

K.L.E societys College of Business Administration Lingaraj College Page

Survey on jewellery in Belgaum

Increase in Exploration Activities

Survey on jewellery in Belgaum

Enhancing Visibility through Continuous Participation in

Background of the research

K.L.E societys College of Business Administration Lingaraj College Page

Survey on jewellery in Belgaum

Unorganised Retailers and Wholesalers in Belgaum

Small household retailers

K.L.E societys College of Business Administration Lingaraj College Page

Survey on jewellery in Belgaum

Branded jewellery in Belgaum