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47 National chains are jewellers who have pan-India presence and differentiate on the basis of trust and brand name.
Regional jewellers form chains that are situated in particular regions such as north or south, but focus on
branding as well as personalised service.
48 Metals Focus.
30%
Malabar Gold and Diamonds 80 69
Kalyan Jewellers 68 59 Only of Indian
Joyalukkas 58 53
jewellery retailers are
*Not available
national or regionally
Source: Metals Focus; World Gold Council
branded chains
The second step involved enhancing its brand and Tanishq and Gold Plus delivered approximately Rs87bn
reputation by building trust. To do this it focused on purity. (US$1.29bn) of combined net sales in 2015. Tanishq has
In 1999, Tanishq introduced the concept of Karatmeters over 190 stores and Gold Plus has over 30 stores, with
in its retail boutiques. The Karatmeter used X-rays to a combined retail space of more than 800,000 sq ft.
provide an accurate reading, within three minutes, of the Tanishq is now one of the largest retail jewellery chains in
constitution of gold in an ornament. As part of its strategy, India, with an excellent reputation for its combination of
Tanishq also conducted tests on 10,000 ornaments traditional and contemporary designs.
selected at random. In many cases, the pieces were found
60%–65%
of jewellery manufactured
in India is handmade
58 Metals Focus.
59 Metals Focus, World Gold Council: an introduction to the Indian gold market.
Himachal
Pradesh
3
1
Chandigarh
Mumbai
• Machine made
jewellery Goa
Karnataka
26
Andhra Pradesh
26
Hyderabad
Semi-precious
South
• Largest wholesale studded jewellery 40%
derabad
mi-precious
South
market
Key
% = Regional share of Indian jewellery demand.
60 BIS. 58 = The number of BIS-approved hallmarking centres in each Indian state.
Hallmarked bangle.
BIS
Focushallmarks for gold
box: BIS hallmarking jewellery consist of several components
components
916 J ABC
The BIS A three digit number Logo of the A code denoting Logo/code of
logo (out of a set of six assaying centre the year of the jeweller
predefined values) hallmarking
indicating the purity of
the gold in part-per-
thousand-format viz;
958, 916, 875, 750,
585, 375
63 Industry-wide deployment of Gross Bank Credit from RBI, published on 10 May 2016.