Final Gitanjali
Transcript of Final Gitanjali
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.
ThreatsDiamond price and availability fluctuations
Gold price volatilityForeign Currency fluctuations
Constant evolution in trends, fashion and lifestyleLarge 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
PricingHigh 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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