Jewellery Retail Industry

Gitanjali Group

Jewellery Retail Industry

India is one of the worlds largest bullion market Worlds largest consumer of gold and silver jewellery Third largest consumer of polished diamonds after the US

and Japan
More than 90% of the worlds diamonds (11 out of 12) are

cut and polished in India (65% by value)

Home to worlds largest diamond processing centre
Plays a dominant role in the processing of gems

and jewellery

 Preferred destination due to its low-cost of

production and availability of skilled labour

The Indian gems and jewellery industry is export-

oriented
One of the pioneering countries to hand-make fine

jewellery from minerals and metals

Over 100,000 jewellery manufacturing units, about

6,000 diamond processing units, and 450,000 goldsmiths throughout India

Over 1.8 millions people are employed

Indian Retail - Jewellery

Gitanjali group
Founded in 1966 by Mehul C Choksi at Surat,Gujrat Incorporated on August 21,1986 as Gitanjali Gems

Ltd.
Worlds largest branded jewellery retailer
$ 900 million Conglomerate in jewellery & luxury

accessories
Over 4000 points of sales

Procures diamonds from DTC at competitive prices.

 Integrated diamond and Jewellery manufacturing

company and one of the largest manufacturers and retailers in India.

Integrated from Stone processing to Retail Accorded a

sight holder status with DTC in 1968, one of the first in India.

Also one of the pioneers of jewellery branding

and retailing in India, Gitanjali is one of the largest and fastest growing jewellery businesses in the world.
In modern retail, Gitanjali holds 65-70% market

 Initially limited to manufacturing and export of cut and

polished diamonds to various international markets.

In 1990 commenced production and in 1994 opened retail

sales of Gili, one of the first branded Jewellery lines introduced and awarded a super brand status by Times Of India in 2004.
Gitanjali has over 2000 plus retail outlet across India and in

the process of expansion in tier II and III cities to cater to new segment of the customer.

 Gitanjali retail business has spread through all

channels and in all geographies, across all the market segments

Net Profit has gone up because of shift in market from

wholesale to retail.
Received more than 50 awards for retail

excellence, brand building, and export performance.

Brands under Gitanjali Group

 Nakshatra means "constellation of stars" it symbolizes vastness and

infinity, bestowing on the diamond, the classic qualities of beauty, radiance, immortality and power.
The name Nakshtra evokes powerful imagery in women's minds -

mystery, brilliance, timeless beauty and a constellation of stars.

Launched in the year 2000 Nakshatra reached the iconic stage in just

three years.
Today, the brand has become one of the leading fashion

diamond jewellery brands in India, which is patronized by the women belonging to almost all the segments of the society.
It epitomizes the expression of love and affection in women's life.

 DDamas Jewellery, one of the worlds leading jewelry retailer

entered India in 2003 with a 50-50 joint venture with Gitanjali Gems Ltd.
D'damas is one of the most popular jewellery brand in the country

today with a presence in over 159 towns and cities

.A joint venture between Gitanjali Gems and the Dubai based

Damas Group
D'damas' vast variety of brand allows every customer a choice of

jewellery

 Asmi in Sanskrit means I AM,

It is jewellery for the new age Indian woman, celebrating

her new found economic & social independence.

Asmi was launched in 2002 by the Diamond Trading

Company (DTC), which was subsequently taken over by the Gitanjali Group.
Asmi Jewellery has a contemporary delicate and

feminine look that is distinctly evocative of strength & grace.

 GILI, the first Indian jewellery brand, was launched in 1994

Gili broke this mould: it shifted the paradigm "from occasional need...to a need for

every occasion".
The brand was thus a pioneer in bringing real diamond jewellery closer to

consumers and making it easier to buy.

Gili leads the Indian market in casual-wear jewellery today

Gili was the first brand to start giving the customer "Certificate of Authenticity" with every piece of jewellery bought.

Over the last several years, Gili has been committed to its

quality assurance and to creating the finest designs in

 Sangini Diamond Jewellery was originally

introduced by the Diamond Trading Company (DTC), before being handed over to Gitanjali Gems Ltd.
Sangini Jewellery is based on the Twist and

Turns, signifying the ups and downs encountered in a growing relationship, eventually resulting in a strong special bond.

Some other brands

Lucera Clagaro Rivaaz Stefan Hafner Kashvi Ezee diamonds Me jewels Aakansha Diya Rosato Parineeta Sagaee Menz

SWOT Analysis

Strengths
First Mover Advantage Fully Integrated Supply Chain DTC Sight holder status providing reliable source of

diamond supply
Market access and brand support Unique design skills and technology Vast distribuition and retail network

Weaknesses
Lot of capital is used in brand

endorsing via celebrity.

Higher range of Prices.

Opportunities
Expansion into emerging markets Increased focus on branded jewellery in India Increased focus on non- Metro market Expansion through revenue sharing and

franchisee models
Foray into other luxury categories.

Threats
Diamond price and availability fluctuations

Gold price volatility

Foreign Currency fluctuations

Constant evolution in trends, fashion and lifestyle

Large Presence of unorganised sector Emergence of low cost and regional brands Sustaining high growth rate in supply and increasing gold and diamond prices

Merchandising
Bangles
Earrings

Necklaces Pendants

Rings

Nosepins

Bracelets Mangalsutras

Store Management
Store location
Store layout Store atmosphere Visual merchandising

Store location
Exclusive outlets at the malls and other shopping

centers.
Displays in departmental stores and malls. Display of branded Jewellery in shops of local

jewelers.

Inorbit Mall

Store Layout

Store Atmosphere
Service and Ambience are the two defining

features of Gitanjali stores.

Visual Merchandising
Shop window

displays
In

store presentation
Jewellery Vending

Machine

Jewellery Vending Machine

Gitanjali Gems are

targeting customers seeking last-minute purchases through Jewelry Vending Machine

Pricing
High turnover

Low Margin

Gitanjal i

High Margin

Low turnover

Positioning

SALES PROMOTION
Sponsorship : IPL Trophies, Fashion Shows, Etc. NEWSPAPER/ MAGZINES Advertisements on T.V Discounts Jewellery Vending Machine Festive Offers Special offers for Womens Day

Multiple Channels for Sales Growth

Sales through exclusive Distributor

Network
Sales through Franchise Partners Sales through Department stores and

reputed jewellery Retailers

Sales through Retail owned/ managed by

the group

RETAIL STRATEGY
Gitanjalis strategy is to increase the market share of various brands and its

positioning in the market.

To generate demand for branded diamond jewellery. Various distribution channels.

Securing suitable locations. Ability to hire, train & retain qualified personnel. Various Leadership & Performance enhancement programs.

Shop in Shop Concept Various new products for different customer profile

Aggressive expansion and diversification strategy includes:

Expansion of retail presence and brand portfolio Ramping up manufacturing infrastructure to cater

to increased demand
Diversification into distribution of lifestyle and

luxury products business

Setting up of gem and jewellery SEZs

Future plans
The company plans to greatly increase its retail

footprint and firmly position its jewellery retail operations within the larger luxury-lifestyle space.
Gitanjali has also acquired a 76% stake in Salasar

Retail and will roll out multi-format retail stores under the Maya brand.
The Salasar stake gives Gitanjali Lifestyle 10 multi-

storey stores with 200,000 square feet of retail space in Northern India.
Flagship product brands of the company are

 The group has introduced many promising brands

to its bouquet.
Gitanjali is exploring possibilities of setting up

SEZs at other locations.

Internationally, the focus is on consolidating the

retail presence in the US.

Expand organized retail at 25-30% annually

by 2015

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