LIME 5 Challenge

Marketing Strategy and Plan for global sales of Italian jewellery brands of
GITANJALI GROUP

Team MONKS NITIE, Mumbai (NIIE8240)

Anshuman Singh Deepanshu Sharma Komal Motwani
9819917626 9819917636 9930381878
anshuman312@gmail.com deep88882002@gmail.com komalmotwani.10@gmail.com
 Problem Statement and Our Approach

Problem Statement
Creation of marketing strategy and plan for global sales of Italian brands in USA, China and Middle East
Development of Brand Gitanjali as one of the leading luxury jewellers
Devising CSR plan to build its image as socially responsible corporate

Understanding
Understanding Preparing Strategy CSR
Jewellery
Gitanjali Strategy Base Execution Plan Initiative Plan
Industry

New luxury Store Primary

International Business Country wise BRAND (La Research to
competitive Overview strategy fit Elegancia) identify social
scenario USA, mapping Brand Identity issues
China and Middle Key Strengths Creation
East and Issues World retail Promotion Identification of
formats analysis Strategies top issues
Trends and Italian Brands Distribution
Strategic Insights Overview Our Proposal Indian Brands CSR activities
Global Strategy and execution

Secondary Research Sources Primary Research Sources

Euro monitor reports Gianti Mumbai store visit
KPMG report Telephonic interviews in USA (NRI -3 Male, 1 Female, 1
Gitanjali website, Italian brands websites Family) and UAE (2 Male, 1 Female)
Media publications Online surveys (41 Respondents) - For CSR
Understanding Jewellery Industry
International Market, Trends and Insights
 Jewellery Industry SNAPSHOT

USA China Mid East

Cartier 1.2% Joyalukkas 2.8%
Pandora 1.6% Ming Jewellery 2.4% Pure Gold 3.1%
Zales 1.7% Luk Fook 2.5%
Tiffany & Co 3.2%
Jared the Galleria 1.7% Lao Miao 3.2%
Lao Feng Xiang 4.7% Cartier 6.1%
TiffanyInternet and Home
2.5% Shopping are
Kay Jewelers 3.4%
Chow Big Difference between
Tai Fook CAGR Damas
6.2% 35.5%
important marketing channel
Jewellery 0%Specialist
by Value and
2% 4% 6%heavily
Volume8%suggest
0% 1% 2% 3% 4% 0% 10% 20% 30% 40%
dominate thegrowth
significant marketprospect in
Store based Retailer: 87.1 higher
Store based Retailer: jewellery i.e. Store based Retailer: 99.5
priced99.6
Internet: 5.8 premium
Internet: 0.2 and luxury segment Internet: 0.2
Home Shopping : 5.2 Home Shopping : 0.2 Home Shopping : 0.0
Jewellery Specialist: 42.9 Jewellery Specialist: 42.3 Jewellery Specialist: 81.1

Forecast Growth Real Jewel (CAGR)
Non Specialist
By Value(2012-17) : 2.3 RetailerByare major
By Volume(2012-17) :contributor
1.8
Gitanjali
104 store of Samuels
Key brands in over 500 retailer
Forecast Growth Real Jewel (CAGR)
Value(2012-17) : 13.3
to sales.
By Volume(2012-17) : 10.5
Gitanjali
Distribution in 50 retails
Exclusive Stefan Hafner &
Nouvelle Bague Store
Forecast Growth Real Jewel (CAGR)
By Value(2012-17) : 9
By Volume(2012-17) : 2.5
Gitanjali
4 stores including Nakshatra
Indian jewellery in over 50 store
 Trends and Insights- USA

Industry Trends Strategic Insights

Rising orientation towards retro glamour look, colored stones and

statement pieces Jewellery is being treated as a fashion
Celebrity endorsed/inspired collections : Fashion labels such as extension
Ralph Lauren entering business
HIGHLIGHTS
American men becoming more comfortable wearing and Rise of metro sexuality has bring in new
target consumer for jewellery industry
Mature
purchasing jewellery for themselves
and developed market for jewellery
Little scope for traditional jewellery, Market driven by fashion
Shift in orientation
Unless
from specialist
branded retailers to mass are inclined to go forConsumers
, consumers cheapest wantdeals
Value for money and
merchandisers , online retailers and home shopping are indifferent towards purchase medium if
Increasing demandandforare lessprice
lower loyal
andto brands
greater convenience the brand is not popular

With loosening social structure , Jewellery sales is shifting from Gifting culture is giving way to
an event centric phenomenon to a self purchasing activity individuality and self-indulgence

White gold becoming more prominent as it highlights the stone Consumers are open to experimentation
better and equally prefer all metals as long as
Colored gems , platinum and white diamond still a popular they contribute to Jewellery aesthetics
choice for engagement rings
 Trends and Insights- CHINA

Industry Trends Strategic Insights

- Strong Gift Exchange Culture Cross generations and vice versa

-China witnessing Highest number of weddings in history Jewellery Consumption is driven by Gifting
- Peak sales volume during Chinese spring festival, valentines day Culture in China

- Purchase motives Ornamental, Financial and Social status

High concern towards Outward (Social
- High style consciousness and low brand consciousness
,design) satisfaction than Inward
- Healthy sales in spite of recession
(individuality)

- Middle and old aged Chinese Preferred towards Gold

Fragmented jewellery choice that varies with
- Young Chinese preference towards Platinum and Diamonds,
generations and occasions
consider gold as a vulgar metal

- Increased consumer confidence fueling Online Retail growth Customers Receptive to new mediums if
- Consumers still Skeptic of High value online purchase enough assurance and credibility is attached
 Trends and Insights- CHINA

Industry Trends Strategic Insights

-Domestic player dominance and their dependency on gold and
traditional jewellery
- Rising liking and awareness towards contemporary designs and
forms (colored stones)
Domestic players inclination towards
traditional jewellery leaves a Strategic Gap
to fulfill rising demand for contemporary and
alternate jewellery forms

- Rising trend of premiumisation amongst domestic players due

Healthy ecosystem for premium/luxury
to its increasing acceptance HIGHLIGHTS product shaping up and is expected to
- Rising ability of customers to differentiate between product
increase over time
qualities
Healthy market for traditional as well as contemporary jewellery
Traditional jewellery sales are event centric
Perceived
-Rising cross border purchases superiority
due to of Western luxury brands, rise of luxury
perceived quality
Relative ease of adoption amongst Chinese
jewelry
differences in Hong Kong, ecosystem
USA and Europe
of international brands
- Rising inclination towards international travel due to increasing
Online and physical stores need to coexist to be successful
affluence
 Trends and Insights- MIDDLE EAST

Trends Insights

Change in preference toward contemporary and designer jewels

High brand consciousness of residents and tourist Greater willingness to pay premium on
Increased disposable income brands
Greater exposure to western culture

HIGHLIGHTS
Strong mall culture
Touch and feel are important for
Low interest in online sales of jewellery
assurance before buying jewellery
Excellent market for sales of Italian as
well as traditional Indian jewellery
using stores only
Unbranded jewellery form major share of jewellery sales
Preference toward gold traditionally Existing familiarity with metals other
Men refrain from wearing gold Brand
due reputation
to religious customsin Western countries
than gold
will heavily
Use of silver and platinum for wedding bands affect sales in mid east

Sales to tourist comprise 50% of sales

Market for both traditional and
Gold still major purchase by South Asian people (50%)
contemporary jewellery
High brand consciousness of residents
Understanding GITANJALI
Business, Strengths and Issues
 Gitanjali Gems Ltd. OVERVIEW
One of the largest integrated branded jewellery players
Resources & Capabilities Global Presence
Market Size : $3000 million
multinational group

Financial Resources : Large cash

Europe Japan
inflow and heavy spending on
promotions
China
Innovation & New Initiatives:
Creation of smallest heart shaped USA Middle
diamond in the world (at o.o3
carats)
East
Automated Jewellery Vending India
Machine

Business Expansion through

acquisitions : Brands like Stefan
Hafner, Io Si etc

Strategic Presence across

FOCUS
markets : 10 global and 6 regional
offices.This not only allows for the
attainment of extensive reach but
4 stores in Dubai Distribution to a retail chain
also mass 104 stores of Distribution of Indian with over 50 stores
Samuels in the South Jewellery to over 50 stores of Key market for future
West Damas, Al-Haseena, Alukkas growth potential for the Group
 Gitanjali Gems Ltd KEY STRENGHTS
Strong Brand
Portfolio
4 of the top 5 leading
luxury brands in India
Different price points
and varying degrees of
fashion-intensity.
High recall value
through consistent
association with top
Indian Celebrities
Because of diverse brand
portfolio it is able to satiate
varied needs and demands
of customers , nationally as
well as globally
Fully Integrated Supply Chain allows Gitanjali to exercise complete operational control and bring
Heavy
Advertisement and
Promotions
Invested 500 Crores Rs
in past 5 years to create
consumer desire for
diamond jewllery
Largest media buyer in
Indian Jewellery
segment
The company ensures high
visibility of all the brands
which can be leveraged
while launching them in
foreign markets
COMPETITIVE ADVANTAGE
down cost of jewellery
Skills and Manufacturing
Technology Capabilities
Dedicated design teams 3 state of the art
comprising award diamond cutting and
winning designers polishing facilities
Use of high precision 9 modern jewellery
CAD CAM processes and manufacturing facilities
equipment 235,000 pieces per
Around 70+ designers month
introduce approx 4,000 Geographical dispersion
new designs each year helps in mitigating risk
arising due to labour etc
Gitanjali enjoys a strong It has the flexibility to switch
competitive advantage designs rapidly thus being
owing to its automated able to service shorter
and best-in-class jewellery life cycles more
machinery & techniques effectively than others
 Gitanjali Identity CRISIS

Leading Italian Jewels

Giantti Stores Store name not reflecting luxury image
Multiple brands (Indian + Italian) Brand name is generic and passive
Limited visibility and promotions
Store brand v/s In store brands Website poorly designed

Gitanjali
Ecosystem

Brand Stores v/s Gitanjali Stores Departmental Stores

Nearly same brands available at both the stores Gilli, Asmi available at fashion departmental stores
Dilution of individual brand equities Brand equity dilution

CENTRAL ISSUE
Everything available Everywhere Strategy (Multiple distribution formats with
conflicting brand images) Biggest hindrance in road to luxury brand

Gitanjali brings multiple images (Multiple Brands Disconnected Brand system with
no binding force) in prospects mind No Singular Identity
 Gitanjali Gems Ltd OBSTACLES

Vision : To become the worlds largest player in branded luxury space

Segregation of
Well known Flagship
Luxury and Non-
Store
luxury product

Presence of luxury
Unique identity
brands in portfolio
This can be achieved by creation of an Asset which
What
Where
have a Strong, doto
Route we
we
Singular have?
Lack?
Vision
and Consistent identity of
Information Rarity its own across the world
Recognized Symbol-
Rarity of people
Logo / Image
who wear them

Distribution Rarity
Selective Heritage/ Personal
Distribution History
 Brands Overview ITALIAN
Name Product Attributes Distribution Promotion
Stefan - New classic looks - 3rd party online stores -Trade shows, Jewelry Awards
Hafner - Traditional craftsmanship with - 3rd party jewelry retailers - On Store promotional displays
(Ultra contemporary approach (Online + Offline) - Collections at Fashion shows
Luxury) - Diamond, pearls and colored - Flagship store in China, - Magazine advertisements
gems UAE
Some Common Observations
Porrati - Seductive ,Feminine designs, 3rd party online stores - PR Channels - magazines,
(Luxury) high on fashion (eBay) websites
- Serves as a mean to express - 3rd party jewelry retailers - Fashion Shows
Vibrant
All theFemininity (Online + Offline)
brands have Unique Designs and styles of their- On
ownStore
andpromotions
amongst
-Use of Gold, Diamonds, Stones - Damas store in UAE
Best of the world designs
Nouvelle - Diamond and gold jewellery - 3rd party online stores - Limited Magazine
Bague - Inspired by Fantasies, Dreams - 3rd party jewelry retailers Advertisements
(Fashion) Limited
and EmotionsPromotional and Marketing efforts
(Online + Offline) are put -inOn
toStore
promote
displays
these brands as compared
-For Cosmopolitan, Confident to Global Counterparts
- Damas store in UAE
woman with dynamic social life
Valente - Extensive use of stones, rose gold, - 3rd party online stores - Limited promotional efforts
Milano diamonds - 3rd party jewelry retailers - On store displays
(Luxury) - Innovative, Contemporary with (Online + Offline)
traditional touch
Io Si - Limited Editions, Personalized, - 3rd party online stores - Limited promotional efforts
(Fashion) Contemporary, - 3rd party jewelry retailers - On store displays
- Fusion of Gold with Rubies, (Online + Offline)
Pearls and Diamonds
 Strategy BASE
Reasons behind Recommendations
 Strategy Fit COUNTRY WISE
Insights Strategy
Healthy market for traditional as well -Create Room for Indian (Nakshatra, Asmi)
as contemporary jewellery and Italian brands to Coexist
Perceived superiority of Western - Italian brands will be Relatively Easy to China
luxury brands, rising luxury ecosystem establish
Online and physical stores need to Critical Success
- Tap the Growing Factor
online retail market by
Coexist to be successful differentiating on service and trust front
Facts: Chinese are amongst the largest number of tourists in US and Europe
Insights Strategy
Rising influence of Western culture on middle east countries
Use of jewellery as fashion extension -Indian brands are Design Misfit due to
Careful
Light jewellery Diamond branding
& White and positioning
gold traditional of our store as a
and ethnic orientation
luxury
Consumers orientation Valuein US,
outlet
towards Europe
- Extra and Hong
efforts to develop Kongthewill have
luxury around USA
for money and indifference towards brand to gain Acceptance
cascading effect of sales in China and Middle East
purchase medium if brand not popular
Customization + Self Indulgence - More emphasis on in Store Service

Insights
Market for traditional as well as Italian
Mall culture shadows online retail
Brand reputation in West will have
trickle down effect on east
Strategy
- Indian as well as Italian brands can coexist
Middle
East
- Careful branding in west on strategic
locations with healthy tourist traffic
 Worldwide Jewelry RETAIL FORMATS
A - Ultra Fine Guild Mapping the Mediums D - Well Established local Stores
-High quality, high priced upscale shops Type USA China UAE - Localized operations, good local image
- Advertise heavily at awards, charities, - Freestanding buildings, malls
fashion shows, magazines etc. A - Moderate to high quality jewelry, keep
- Upscale malls, upscale shopping streets collections of Good
popularPotential
brands too for
- Tiffany & Co., Cartier, Harry Winston B - Discounts, schemes, credit
development of
- Lux Bond, Joyalukkas, Mings
C luxury/premium
B - Designer Outlets/ Boutiques store in Mid
D E -Large Retail ChainsEast
- Stores of well known reputed
Mature Market in US. anddesigners
- Distributors of known China
designers E
- Very highGood
qualitybrand
designs name
and or low collections, new designers
construction price are two prime F Online storefrom quality to affordable
- Wide range
-TV, newspaper inserts, discounts
factor
- Located in upscale for purchase
shopping locations negligible in mid east
- Sterling , Chow Tai Fook, Damas
- High priced, limited collection Matured
- Stefan Hafner, Jean Schlumberger etc. Growth Phase but gaining traction
- Established malls, high traffic locations
Nil / Introduction in China.
C- Online Retail Chains F -Departmental Stores
- Fastest growing medium - Mass , popular, stylish jewelry
-3rd party stores, merchant stores -Private label brands
- Wide range of jewelry, mass -premium - Newspaper inserts, TV, discounts etc.
- eBay, BlueNile, Amazon, Osterjeweler - Sears, Wal-Mart, Target etc.
etc.
 What do we PROPOSE?

Global Luxury Store

Single dedicated Luxury Stores for Italian luxury

Jewellery Brands
Strong and Consistent Brand Identity across
locations

Extended Distribution

Distribution of selected Gitanjali brands(Indian/

Italian) through
Standalone Brand Stores (Owned/ Franchised)
Third Party Distributors
 IDENTITY
Creation ,Promotion and Distribution
 CREATION Proposed Global Store Identity

Core Identity Premium destination for Reputed Italian Jewelry brands known for its EXCELLENCE in design
A clear cut identity driving all future branding initiatives Clearly defines the unique position as store of ITALIAN jewelry

Personality Store Ambience Services and Staff

Interiors inspired by rich Knowledgeable and
Elegant Sophisticated Italian heritage technically competent staff on
Upper Class Aspirational Designed to give an overall diamonds and jewellery
ITALIAN EXPERIENCE rather Experts on Italian design and
than a Shopping experience its heritage

Brand Name: Emotional & Self Expressive

Benefits
LA ELEGANCIA
Brand name Typical user admirer and
resonating with core connoisseur of Italian designs
identity of excellence Feeling of enrichment and
and elegance satisfaction

Unique attribute
Packaging to be identified
with brand
White colored boxes with store
name logo on it
Tied with Steel Bracelets designed
by Italian Designers
 CREATION Proposed Global Store Identity

Objective Premium destination for Reputed Italian Jewelry brands known for its excellence in design
Issue Creating Identity of ultra premium store without diluting luxury identity of its In-store brands

Road to Luxury

Price not mentioned anywhere outside store catalogue Emblematic print only advertisement

No use of known celebrities in any ads Use of celebrities as ambassador and for testimonials only

Events sponsor and organization attended by selected few Special emphasis on enrichment of customer

Brand physique Brand Personality

Collection of beautifully designed Connoisseur , Elegant ,
jewellery from reputed brand Sophisticated

Relationship
I trust the company to bring me Kapferer Prism Culture
best in class Italian jewellery for Italian

La Elegancia
Customer Reflection
Self Concept
HNWI , Celebs , Successful
I am beautiful , classy and unique. I
businessman and Classy
understand nuances of fine jewellery

Intended Brand Identity

 PROMOTION The BRANDING Challenge

Branding Challenge: To develop brand equity at 3 levels All 3 entities have Conflicting Branding
objectives
Gitanjali Group In Store Brands Outlet Possible Cannibalization of brand equity

Branding in Phases by strategically deciding the priorities and order Timeline In Store Brands
Developing ecosystem to complement overall brand environment
Store Gitanjali

6 Months 12 Months 18 Months

Step 1 Step 2 Step 3

1 - Kick off with the Store
Time: Start the branding
Entirely new brand
Need time to build brand
equity
2 - Get In store brands in game
Time: 6th month onwards
Complementing the brand
equity of store
Enhancing own Brand Value
3 Time for Gitanjali
Time: 18th month onwards
Will benefit by established
brands (Store + In Store)
Complement the whole
ecosystem

After 18th month branding for Store and Brands will take place in parallel to the group branding
 PROMOTION
In Store Service
Trained staff: Staff should know about diamond and jewellery
nuances especially about the Italian jewellery and brands .
Enriched Customer: Share knowledge with customer about
diamonds and jewellery design technicalities so that he feels
enriched and boast about his knowledge to others
No pressure to buy : Customer should feel like they are visiting
art gallery with purpose of enjoying beauty
Public Relations : Generating awareness without actually
advertising it
Online presence - SEO, Magazines ,
CSR - Active communication of major CSR events
Stories that happened inside the store
e.g. Stories behind the designs and the designer
Stories around usage by celebrity clients
La Elegancia
Advertisements
Testimonial: Testimonial from celebrities that
visits store and ensuring that it is circulated by PR
Ambassador : Not needed. Brand ambassador will
be used at individual brand level
Print Ads: Emblematic print using no sales pitch
and no known face. Special attention on
Airports
Event sponsor and Organization
Events attended by selected few only
No Team Sponsor

Using the Signatures: Codes that decodes a brand In Store Ads PR

Logotype: The logo attached to the brand name

Visual Symbols: Additional visual symbols identified with the brands
Packaging : Final pack with specially designed steel chain with logo X
Picture : with special close up detail X
Motifs : Motif taken from steel chain used wherever possible

La Elegancia Italian Brands Gitanjali

 PROMOTION ITALIAN Brands

Objective To strengthen existing Brand Equity To generate Awareness amongst new customers
Issue Striking a balance between New store marketing and In store brands marketing
A luxury brand requires a different marketing approach to develop its brand equity 3 Steps

Public Relations : Generating awareness without actually advertising it

Stories around the brand- Implicit mention of brand name
Listing on all luxury brand databases, luxury rating agencies
Online presence - SEO, Luxury awards listings, Magazines
Offline presence - Tabloids, lifestyle magazines
Utilize PR muscle of Porrati
e.g. Stories behind the designs and the designer
Stories around usage by celebrity clients
Personal letter: Sending printed letter to each esteemed
customer

Using the Signatures: Codes that decodes a brand In Store Ads PR

Creator Figure : Using figure of creator of the brand - Stefan Hafner, Roberta Porrati X
Logotype: The logo attached to the brand name
Visual Symbols: Additional visual symbols identified with the brand (e.g. picture of a design)

Testimonials: Capturing what famous people saying
about the brand
All 5 Italian brands
Entries by celebrities visiting store or using product
Ambassador: Paying celebrity to endorse product
Only for Fashion Jewelry: Nouvelle Bague and IoSi
Preferably celebrity known for good fashion sense
like Sonam Kapoor

La Elegancia Italian Brands Gitanjali

 PROMOTION GITANJALI Global

Post 18th Month the branding for the group will take place at 3 parallel levels

GITANJALI Jewellery CZAR

Use of PR
muscle of the International level Jewellery Design
Competition for leading design schools in
company India , US, China and UAE

Accompanied by extensive media

coverage Online + Offline

Awareness Group Awareness generation at, future

generation designer + Consumer level
through CSR
initiatives

La Elegancia Italian Brands Gitanjali

 DISTRIBUTION ITALIAN Brands

La Elegancia Store
Italian Brands
Suggested Store Locations *
Middle East Abu Dhabi , Dubai , Sharjah , Beirut ,
Los Angeles , New York ,Chicago , Stefan High Jewellery
USA Washington , San Francisco , Boston , Hafner Top
Philadelphia , Houston

Porrati , Necklace,
Beijing , Shanghai , Guangdong ,
Valentene , Io Heart of Costly Rings
China Zhejiang
Si , Nouvelle Range and Bracelets

* Based on combination of Per capita income , Number of Porrati , Entry

millionaires in that region Valentene , Io Products Rings ,
Si , Nouvelle Bracelets
Retail Distribution
China USA UAE
Third Party Samuels , Company owned Must be necessarily present only in
Premium Brand Selected Stores like Exclusive La Elegancia Store
Retailers Premium Brand Nakshatra , Third
Retailer party Premium Lower range rings and Bracelets can also
brand retailers use multi brand retail like Samuels
 INDIAN BRANDS
Global Distribution and Marketing
 Global DISTRIBUTION
Brand Positioning Taste and Preferences of customers in
Price Foreign market
Both Traditional and
Contemporary Jewellery
China
Recommended Brand Assortment Ornamental
More for Social Status
New Line
inspired USA: DDamas, Gili , Nakshatra , La Elegancia Store
by China : DDamas, Gili , Nakshatra , A china exclusive
Materialistic
Chinese traditional collection , La Elegancia USA Less Traditional , more trendy
Easy to wear jewellery
culture Mid East : All indian brands , La Elegancia

Rise of Luxury brands

Mid Indian essence is preferred

High on Tradition East Transition from gold to diamond

jewellery
High on Fashion

Traditional Blended Elegant Stylish Trendy

Highlights
Nakshatra, Gili and DDamas will be launched Internationally in All Three Markets
China: No traditional indian brand like Maya , Shuddhi. We recommend launch of new line inspired by Chinese culture
UAE : All Indian brands along with La Elegancia
 Global MARKETING

USA
Distribution Samuels Stores (Online + Offline) Current brand equity does not justify Standalone Gitanjali stores
The Royal Corner: Special section dedicated to Indian brands at each Samuels store
Promotions Section designed and inspired by Indian Heritage
Royal corner section listed on Online Retail website of Samuels

Middle East
Distribution Standalone Brand Stores(Gilli, Nakshatra) + Multi Brand Gitanjali stores
Strong Brand Equity and Visibility amongst large South Asian population
Print advertisements in lifestyle magazines and leading tabloids
Promotions Launch of collections at fashion weeks
Celebrity Endorsements are must due to huge popularity of Bollywood in Middle east

China
Distribution 3rd Party multi brand jewellery outlets
Launch of New Collections inspired by Chinese designs to suit local taste
Promotions On store promotions
CSR Initiatives
Indian and International
 CSR- RESEARCH

Research Issues cited in Survey

Primary: Online Survey in India using Facebook and
mails ,, 41 Respondents , 30 Males , 11 Females . Age :
Hunger

21-40
Homelessness

https://docs.google.com/forms/d/1NynAqqs0XyR-
Corruption in the form of bribing

Yz1HoIuOampJddexNlz8N4oFnwBbQ9k/viewform Education

Secondary: CSR online journals, Consultancy Reports Human Trafficking. Special attention to woman

trafficking
Education and upbringing of orphans
Questions
Consumer tend to pay premium if they believe
Sanitation in and slums
issues in rural
genuineness of CSR. This makes Concern
PR very forimportant
Old age people ousted by children
Medical Care
Top national issuesinMajority of issues
mind that CSR cited here
can address are covered by Gitanjali
Support to Farmers
Do you think Socially Responsible Companies are
initiative Sambhav Child Marriage
more trustworthy than companies with little or no
CSR activities ?
The survey will be used to pick Environment
up top two issues to be aided
Are they ready to pay in India for products which
premium
aids national issues
Ready to Pay Premium
Believe CSR is Genuine Total : 56%(23/41) Male: 46.67 (14/41)
Female: 81.81%(9/11)

Total: 75.60 % ( 31/41) 36.37%(8/22) Male who believed CSR is out of

Male : 73.33 (22/30) genuine concern yet chose not to pay premium for CSR
Female : 81.81% (9/11)
All Females(9/9) who believed in genuineness were
eager to pay for CSR
 CSR India- A Way FORWARD

Widening the Scope of current CSR Initiative SAMBHAV

Udaan
Aasha
Initiative for
Livelihood for old
eliminating Women
age people
Trafficking

Rescue Foundation , PRAYAAS Help Age India, Age Well Foundation

Suggested Partners
 UDAAN

An Initiative for eliminating WOMEN TRAFFICKING

Severity of the Issue SHIKSHA Initiatives

Awareness JYOTI: A
Shristi : A Computer
Program
training Literacy
General
Program on Program
Training in Basic
handicraft
culinary skills skills knowledge of
Psychologic Stitching computers
al training Cloth cutting Job of
Educating Embroidery Receptionist ,
about HIV work Data entry
Jewel setting personnel in
and other
workshops malls and
diseases offices

IMPACT
The initiative will help in eradicating this grave
Some Facts: issue thus saving lives of many innocent girls
38% is commercial sex trafficking ( Data about India)
It is the second largest criminal Industry worldwide Providing education and training will help
them in becoming self dependent
 AASHA and SAMBHAV
Livelihood for old age people
Causes to Support
Today there are 77 million old people in India.
This number is likely to rise to 177 million by 2025
90% of the older people are from unorganized
sector with no social security
40% of the old live below poverty line
75% of the old are from the rural areas
55% of the women 60+ in age [a staggering 19
million] are widows
73% of the old are illiterate
PROMOTIONS SAMBHAV (India)
Own Portal
Company owned portal created to drive higher
customer engagement with Sambhav
This portal will detail all the activities done by
Gitanjali in various domains
Creating customer login where they can come
and donate voluntarily in favor of any cause
Activities in collaboration with
Agewell Foundation
Engaging them in voluntary teaching or student
counselling programs
Training them in handicraft skills thus helping
them to become self dependent
Celebration of festivals like Diwali, Holi
Share your story
Campaign
Create a Facebook Page of Sambhav
Invite people to share their CSR experience or
story with us
Popular CSR Initiative will get help from
Gitanjali in form of funds and support
 CSR - Going GLOBAL
Objective: Implementing CSR as part of corporate strategy by being socially responsible in its core competencies

Responsible Jewellery Council

Responsible Jewellery Council has more than 440 members. Each

member is audited independently on international practices
Copy of audited certificate prominently displayed in each exclusive
outlet by Gitanjali
Customer communicated that Gitanjali has taken enough measures to
ensure that diamonds are conflict free
DTC , Tiffany , Bulgari , Cartier are member of this Council
Organization ensuring its supply chain remains free of conflict diamond
Organization ensuring its supply chain remains free of conflict diamond

Global initiative to strengthen local artisan

Collaborating with designing and fashion institutes to conduct free sessions

and trainings for week handicraft industry and local artist
Enriching experience for both students and artisan
Implemented in all major market of Gitanjali

Organization associating itself deeply with designs and designers

 CSR : Let the CONSUMER Know
A SAMPLE OF WHAT WE SUGGEST:
Give Back to Society

Markup price was

We propose to include the 10000 for product
contribution towards CSR in every bill when displayed on
that a customer gets shelf
At 0.1% of markup price net
contribution 2012-13 would be 12.49
Crore at 12498 crores of sale for
Gitanjali
For every contribution by customer
same amount can be donated by
Gitanjali

You helped them smile This initiative will be launched globally at all Gitanjali stores

A small printed brochure containing

all the details of CSR activities by
Gitanjali will be pinned with the bill
The idea is to let consumer know whom
they helped and make them feel proud
by association with Gitanjali
Different brochure for India and
foreign countries
 Executive Summary

Jewellery Market and Gitanjali

Jewellery Market Gitanjali

US is mature luxury market while China and
mid East are evolving
Traditional jewellery important in Asia
Luxury in US is accepted as luxury in Asia
Ecommerce not major distribution avenue
Fully integrated supply chain as major
competitive advantage
core obstacle toward its vision of becoming
global luxury player is absence of a global
brand that can provide it with global identity

Gitanjali as major Luxury Player

La Elegancia Italian Brands Indian Brands

Ultra Premium Italian
store housing luxury
Italian brand
Major challenge: new
store identity should not
overshadow Italian
luxury brands equity
Strategy : Utilization of
luxury branding strategy
different from regular
branding
Extended Distribution:
Low cost rings and bracelets
sold through this medium
Selected brands based
on trends and insights
from country
Gili , Nakshatra and
Ddamas sold in all
markets

CSR as Corporate Strategy

Two initiatives each in national and international CSR has been proposed.
Objective is to incorporate CSR as major strategic leverage.
Bill , Brochure and PR will be key to improving companys CSR reputation worldwide
Thank You