PRESENTED BY-

MISS SIMAR J.P. SINGH

SECTION C
A-3010909091

CONTENTS

1)PURPOSE OF STUDY

2) PROLOGUE

3)GITANJALI GEMS

4)COMPANY DESCRIPTION

5)HEADQUARTER

6)BRANDS IT SELLS

7)COMPANY’S PROFILE
 DIAMOND
 JEWELLERY
 RETAIL AND LIFESTYLE
 INFRASTRUCTURE
 PAST THREE YEARS EVENTS
 SWOT ANALYSIS
9)INDUSTRIAL PROFILE
 FINANCIAL INFORMATION
 COMPETITORS
 MAJOR PARTNERS

10) UPCOMING EVENTS

11)INFORMATION ABOUT EXISTING BRAND

12)QUARTERLY RESULT 2009

13)RESEARCH DESIGN
14)RESEARCH PROCESS

15)PROBLEM DEFINITION/HYPOTHESIS

16)EPILOGUE
PURPOSE OF STUDY

To initiate efforts towards the learning

process of knowing where abouts of the
company for further running of the
corporate sector.
Keeping in mind the infrastructure of
company ,its basics and the way it has
evolved over the time expressing its value
added services.
Prologue….

It started as a single company for cutting and polishing diamonds for

the jewellery trade at Surat, Gujarat.Started in 1966, theGitanjali
Group became, many times over, a pioneer among major diamond
and jewellery houses.It is first major diamond and jewellery house ever
to be launched and run by Modern Entrepreneurs other than the age
old people dealing in jewellery. It is an authorized DTC (DIAMOND
TRADING COMPANY) Sight holder and has a large loyal customer base.
It has the characteristic of producing the world’s smallest heart shaped
diamond of about 0.03 carat, and has developed some 25 patented
facet patterns.

The company believes in multibranding . So it has launched multiple

brands for multiple markets and price segments by keeping in mind
the market scenario.

It has various superstores, department stores and other retail outlets

at MRP, supported by international certifications of scientifically tested
purity and authenticity, across India and in the world’s . Even some of
its sites offer e-buying of jewellery .

It works from rough diamond sourcing, cutting, polishing and

distribution, to jewellery manufacture, to jewellery branding and retail,
as well as global lifestyle brands, in India and abroad.

The company has worked hard to bring diamond jewellery in reach of

middle class people who could not afford to buy it in past.The first to
offer diamond studded jewellery at affordable prices, of standardized
designs, quality and pricing across locations – progressively precision-
producing replicable designs using the latest CAD(COMPUTER AIDED
DESIGN) and CAM (COMPUTER AIDED MANUFACTURING) processes and
equipment.

It offers wide range of traditional, international classic, and casual

jewellery. By this they provide customers variety to choose from.For
consumers of all age groups, tastes and budgets. With a growing
hamper of brands, some already global, and each targeted in a
different way.Thereby catering every need of hopefull customer.

It has won over 50 awards from the Ministry of Commerce, India for
outstanding exports of diamond and jewellery.

Gitanjali is now $900 million multinational group, and a publicly listed

entity.It works in USA, UK, Belgium, Italy and the Middle East to
Thailand, South East Asia China, and Japan.

Gitanjali Gems Company Description

Gitanjali Gems doesn't do things the old fashioned way. In an industry
known for tradition and family-owned firms like DeBeers, the Indian
newcomer has set tradition at naught. It sources, machine cuts and
sets, and retails diamond and gem jewelry offering a dozen brands
(Gili, Asmi, D'Damas, Rivaaz) across several retail channels, instead of
trying to build the prestige of one name. Gitanjali has production plants
in India, Thailand, Vietnam, and China with marketing outposts in
Europe, Japan, and the US. Retail outlets include Gitanjali Lifestyle
stores (1,200+), Samuels and Rogers in the US, mass merchants, and
catalogs. The company has also launched a designer apparel label
under the Gitanjali name.

Gitanjali Gems Locations

Location Type: Headquarters

B-10, 2nd Fl. Plot C/25, G Block, Laxmi Towers, Bandra Kurla Complex
Bandra (E), Mumbai 400 051, India
Phone: +91-22-4010-2000
Fax: +91-22-4010-2003
http://www.gitanjaligroup.com
GITANJALI
CONSISTS OF
ALL THESE
BRANDS
MENTIONED
Company’s profile
Gitanjali group mainly cover 4 aspects in business-

 DIAMOND
 JEWELLERY
 RETAIL AND LIFESTYLE
 INFRASTRUCTURE

Starting from diamond ,we will cover jewellery then retail and lifestyle
and finally infrastructure.

Diamond

It was started as in 1966 as a modest enterprise in diamond cutting

and polishing .It is not a vendor anymore but a $ 900 million group of
businesses. And it all started with diamonds.

Diamonds got this company capital to venture into different business.

Sourcing
As one of the world’s leaders in the diamond and diamond-studded
jewellery business, the Gitanjali Group principally sources its diamonds
through DTC. With the development of independent sources globally,
some part of its resources are also devoted to it. At Antwerp, Belgium,
the world’s diamond capital, the Group runs a federal maneuver to
deliver diamond for various purposes .
Processing
Here Diamonds are processed at the Group’s units at Surat and Borivli
in India, Bangkok in Thailand, and Qingdao in China. Recently it has
installed a unit at Hyderabad SEZ (SPECIAL ECONOMIC ZONES) which
has also gone main stream.

Wholesaling
It delivers the major portion of the market the processed diamonds in
loose form to merchant jewellers and jewellery houses worldwide. In
the form of diamond-studded jewellery, it sells wholesale to marketers
of branded jewellery. It also has brands of its own that are marketed
only in B2B (Business to Business) mode.

The Antwerp operation provides a two-way channel for processed

diamonds

The Group’s customers

Own conversion to Jewellery.

Technology
It has developed state-of-the-art technology to process all classes and
sizes of diamonds: the Group has the distinction of producing the
world’s tiniest heart-shaped diamond – at 0.03 carats, as well as 25
patented facet-patterns.

Besides technology for manufacture, it uses the very latest devices

and metrics to assay and certify the quality of the gems it uses and
sells – to the strictest international norms set by GLC(GOVERNMENT
LAW COLLEGE).

Achievements
Listing of Awards, international as well as GoI’s (GOVERNMENT OF
INDIA) national exports awards
 JEWELLERY
Introduction
It deals in assorted range of jewellery: gold, silver, platinum and
stainless steel, studded with diamond and other gems, natural and
synthetic.

Types
 Classic
 Indian Traditional
 Contemporary
 Ethnic and Casual designs

Manufacturing
The design studio and workers are outfitted
with the latest CAD/CAM processes and
EDP(electronic data processing) for optimal
efficiency in production and deliveries to its
diverse markets. It also has a great lot of
superb designers, in India and abroad, who
work day and night around the globe to
produce master pieces as well
as handmade jewellery of
towering distinction.

Wholesaling

It include all courses and types

of jewellery.

Technology
Rigorous international
standards to test and certify
the quality of its output are
done on regular basis, with the
metal Hallmarked and gems
certified by the relevant global authority.

RETAIL AND LIFESTYLE

Introduction
Progressively jewellery is being made by mass production methods
using modern machines and equipment. Nowdays in jewellery
factories, the traditional manual craft skills are mostly avoided to
maintain the accuracy of design.
Formats
Discovering the
massive
transformation
in consumer
purchasing
habits , it not
only launched
into production
of machine-
made jewellery
using CAD/CAM
processes.It
even launched India’s first jewellery brand – Gili in diamond jewellery.

After this it made an additional breach: it launched a mass distribution

method by channelizing all its resources. Seeing the responsiveness of
the consumers taste along with keeping up with increasing disposable
incomes, the Group has worked to maintain new division units .

Overcoming old world of neighbourhood proprietary jewellery stores, it

has got its new-world branded jewellery into the new world of
superstores and department stores, dedicated jewellery marts and
chain stores.

New consumer’s shopping experience of novel and global branded

personal goods and accessories
are given great thought by this
company.It offers high-visibility
positional branding in both mass
and local classes.
By this the company has been successful into branded jewellery retail
in the US, acquiring three up market store chains of exceptional status.
And it signed up global designer brands to distribute along with its own
brands .By this they have even nurtured new talent .

And it optimized the synergy of its hamper of over 40 brands, owned

and franchised, by launching its own umbrella branded retail chain,
Gitanjali Lifestyle. This fits right in with the Group’s plans for extending
its brands into a number of luxury lifestyle artifacts and accessories.

With this multi-tiered mobilization of formats, the Gitanjali Group is

well placed to advance and realize its vision of global leadership.

Sezs
THE GROUP’S NEW SPECIAL ECONOMIC
ZONE UNITS
Hyderabad Gems SEZ Limited at Rajiv
Gems Park
India’s first privately owned and managed Jewellery SEZ to be
commissioned; this is slated to overcome one of the country’s largest
Gems and Jewellery SEZs. The campus is expected to house about 75-
100 diamond, colour stones, pearl, semi-precious stones, jewellery and
jewellery-watch manufacturing units.

Construction of this Group company’s state-of-the-art factory, on a

100,000 sq. ft. plot is complete, and the diamond cutting and polishing
units have commenced operations.

Around 200,000 sq. ft. of construction will be completed for jewellery

manufacture and around 130,000 sq. ft., keen for customers, by the
end of second quarter of 08-09. Another 65,000 sq. ft. will be ready in
the third quarter. The central administrative and service facility of
130,000 sq. ft will be ready by the end of year 08-09.

Multi-tenant factories comprising 600,000 sq. ft. are on the drawing

board.

Hyderabad Gems has already developed a training centre to facilitate

jewellery manufacture; diamond cutting and polishing; gold investment
casting, and metal refining, besides gemology and assaying labs, CAD
& Rapid Prototyping facilities for product development. These will also
be available to other units in the SEZ.

In the Pipeline
Having gained enormous experience from this project, and considering
the sizeable economic and unique benefits available to SEZs units, the
Group has gone ahead aggressively to set up other SEZ projects.

In-principle approvals have been secured from State and Central

governments for various sector specific SEZs across India, for which a
number of wholly owned subsidiaries have been formed as Special
Purpose Vehicles to execute these projects.

SEZ units in the gems & jewellery sector will be located at Raigad,
Aurangabad, Nanded and Kolkata, besides one in the multi-service
sector at Nashik, and one in the multi-products sector at Nagpur.
At Kolkata, the Group’s 9500 sq. ft. at Manikanchan SEZ will soon
become operational, partly for manufacture of handmade plain and
studded jewellery, and partly as a Training Centre for local artisans.

IT
The Gitanjali Group own its technology company. Ivida provides all the
support necessary to keep the Group’s processes at the cutting edge,
in terms of operating efficiencies, productivity, cost control and risk
management. As the Group grows, in India and across the continents,
Ivida’s importance will grow in step, for the Group as well as external
clientele.

Gitanjali Gems Executives

21 executives listed for Gitanjali Gems's Bandra (E) location.

Title Name & Bio

Chairman and Managing Director Mehul Choksi
Executive Director Finance G. K. Nair
Business Development - Retail Rahul Vira

PAST THREE YEAR EVENTS

Gitanjali Gems buys US co

Mumbai , Dec. 20’2006
Gitanjali Gems Ltd, a Rs 2,500-crore conglomerate, has acquired US-based
Samuels Jewellers Inc and the country's eighth biggest jewellery retailer.

The company has acquired a 97 per cent stake in the speciality retailer operating
97 stores spread across 18 States for Rs 100 crore and will be putting in another
Rs 100 crore as working capital. The acquisition is being financed through
internal accruals and proceeds from the recently concluded $110 million FCCB
issue. The stake has been acquired from the majority owner and fund manager,
DDJ Capital Management, LLC, a boutique investment manager specialising in
private equity and debt financing. Samuels Jewellers has reported net sales of
$97.16 million in 2006, a 1.31 per cent growth over last year.

The acquisition is expected to add Rs 500 crore to the topline and Rs 30-40 crore
to the bottom line of Gitanjali Gems Ltd by December 2007.

The acquisition will help Gitanjali access the large US customer base accounting
for 35 per cent of the global jewellery market.

The stock price of Gitanjali closed at Rs 221.35 on Wednesday against its

previous close of Rs 213.95.

Gitanjali plans retail push for diamonds

Chennai , May 29’2006

The Gitanjali Group, a major player in the branded jewellery market, has drawn
up plans for exclusive retail ventures. It is also launching an EzeeDiamonds
scheme to allow people to invest in diamonds.

Speaking to Business Line, Mr Anuj Rakyan, Vice-President, Gitanjali Group, said

the company would roll out the EzeeDiamonds through distributors to retailers.
Diamonds are as much a commodity as gold but consumers know little about the
prices and their liquidity, he said.

Transparent pricing

To make pricing transparent and provide consumers with a benchmark, it would

publish a price chart of diamonds every fortnight in the newspapers. Consumers
could use the certified and sealed diamonds for gifting or investment, or for their
own use. If they return the diamonds to the retailer for cash, they will get their
money back within a week, he said. The retailers who would offer the
EzeeDiamonds scheme could range from lifestyle stores to gift stores to sari
stores.
By end-2006, Gitanjali aims to set up ten stores to exclusively retail its jewellery
brands - Gili, D'damas, Nakshatra, Asmi and Sangini. It has set up Gitanjali Retail
Ventures and its Infinity Fund will finance 50 per cent of the inventory as its
contribution to the franchisee's investment, apart from management and
marketing knowhow, Mr Rakyan said. Some of these retail stores would be owned
and operated by the company, he added.

Gitanjali will also soon launch a new collection of international brands

called Desire, which would include real and costume jewellery, watches
and accessories from some of the biggest brands in the world, Mr
Rakyan said.

Gitanjali ends at a discount

Mumbai , March 10’2006

Shares of Mumbai-based Gitanjali Gems made its debut on the stock markets on
Friday at Rs 215 (on the BSE), but closed at a discount of 14.28 per cent at Rs
167.60, compared to the offer price of Rs 195 per share.

On the NSE too, the shares listed at a premium at Rs 210, before slipping below
the offer price to close at Rs 167.60. Dealers said the stock prices went down on
profit booking.

The company raised Rs 332 crore through the IPO last month for funding its
expansion plans involving setting up retail stores across the country.

Gitanjali launches diamond jewellery

'Tesoro'
Saturday, June 02 2007 19:36(IST)

Mumbai, Jun 2: Gitanjali, a major player in the diamond and jewellery retailing industry,
launched its new range - 'Tesoro'.

The range was unveiled by the beautiful Perizad Zorabi today.

Tesoro, meaning treasure in Italian, will consist of a range of museum quality collectables like
diamond encrusted key chains, paper knife sets and prayer beads to gold stands, diamond
stuffed cricket ball and football.

Speaking at the launch, spokesperson of the brand Ms Perizad said, ''Gitanjali has gone one
step further and the new range is more than an investment.'' She was presented with a
diamond encrusted business card worth Rs 1 crore.

The company also announced it will be the associate sponsor for the upcoming International
Indian Film Academy (IIFA) Awards to be held at Yorkshire, England.

Tesoro is the latest in line of Gitanjali's brands which includes ''Gili'', ''Nakshatra'', ''Asmi'',
''Sangini'', ''D'damas'' and ''Desire''.

Gitanjali Group buys

Nakshatra
January 08, 2008

·Gitanjali buys De Beers Groups Flagship brand in India

Mumbai, January 8th 2008 - The Rs. 3500-crore Gitanjali Gems Ltd., India's largest integrated
diamond and jewellery manufacturer and retailer, today announced the complete acquisition
of Nakshatra Diamonds - DTC's most premium brand. Nakshatra was a brand owned by the
DTC, with manufacturing, distribution and marketing rights held by done by Brightest Circle
Jewellery Pvt. Ltd. (a joint venture between Gitanjali and two other companies.). This
acquisition gives Gitanjali Group sole rights over the world's most supreme diamond jewellery
brand and also 100 % stake in BCJPL.

The company now plans to extensively broaden the Nakshatra brand portfolio hitherto
restricted only as a diamond jewellery brand. The group will soon introduce other lifestyle
accessories like designer bags, watches, belts etc to complement the contemporary global
citizen. Gitanjali aims to position Nakshatra as a Jewellery and Lifestyle brand worldwide and
report sales worth Rs. 1000 crores over the next 5 years. With Aishwarya Rai, one of the most
beautiful women on the planet, a rare achiever, & India's most recognised and loved film star
as its brand ambassador, the brand has a great aspirational value attached to it. Gitanjali aims
to blend this popularity to bring Nakshatra to the next level – a brand that truly speaks class. It
desires to be at par with the international brands like Gucci, Louis Vitton, etc. hence
positioning India as the house of luxury & premium brands.

This powerful acquisition will drive much more value to key stakeholders including end
customers, and partners of Gitanjali Group. This all adds up to advantages including better
deals for consumers and access to the world's most coveted brand than ever before.

Speaking on the momentous occasion, Mr. Mehul Choksi, Chairman Gitanjali Group said, ' We
are aggressively pursuing opportunities that will synergies with the company's philosophy to
add incremental value at every level of the supply chain, thus ensuring greater shareholder
value and boost to the bottom line. Also this acquisition brings unparalleled depth and breadth
of lifestyle and product offerings to existing and prospective customers of Gitanjali."

Gitanjali has a reputation of bringing world-class brands in the country. It may be recalled that
the company has introduced renowned brands such as 'Asmi, D'Damas, Gili, Gianti and several
others to establish itself as the pioneers in innovation and technology.

"Nakshatra has been a key component in the rapid growth of the Indian diamond market since
its launch in 2000. We are happy to see the successful conclusion of the transfer of the brand
to Gitanjali Ventures, an important partner in its success to date,' commented David Rudlin,
Director of International Markets, De Beers Group Marketing.

The acquisition is a significant step towards moving up the industry value chain and will offer a
range of synergies to Gitanjali's existing operations. One of the brands under the Gitanjali fold,
it can leverage the group's well-earned reputation for ethics and values in a business where
such attributes are critical to win the trust of consumers. On the other hand Gitanjali will not
only have access to the entire spectrum of Nakshatra but also leveraging its existing brand
value that will give control over the entire value chain in the diamond jewellery business.

With 170% growth in value since its inception Nakshatra has retained its position as the most
preferred brand in the Diamond Jewellery Segment. Nakshatra also manifolds over 11 times
growth in terms of volume in the last three years, an achievement no other diamond jewellery
brand can boast of. Such is the strength of Nakshatra that 70% of retail outlets stocking the
brand credit it for playing a key role in boosting overall diamond jewellery sales and increasing
consumer footfalls

The Halo of Nakshatra on floral sales is 1:4 i.e. for every one Nakshatra sold the retailer is able
to sell 4 more pieces of floral jewellery.

About Gitanjali Gems & Jewellery:

Gitanjali Gems Limited, a DTC sightholder, is one of the largest integrated diamond and
jewellery manufacturers and retailers in India. Its operations include sourcing of rough
diamonds from primary and secondary source suppliers in the international market, cutting
and polishing the rough diamonds for export to its international markets, and the sale of
diamond and other jewellery through GGL's retail operations in India, as well as in international
markets.

The company exports its cut and polished diamonds, and its diamond and other jewellery
products to various international markets in Europe, including to Antwerp and Italy, the United
States, the Middle East, as well as to markets in Asia, including Japan, China, Hong Kong and
Thailand. GGL also sells its branded diamond and other jewellery products under brands, such
as Nakshatra, Asmi, Gili, D'Damas, Sangini, Collection G, Gold Expressions and Vivaha Gold , in
India through its network of approximately 840 outlets. The Gitanjali Group has extensive
knowledge and experience with US product ranges for over two decades.
Gitanjali Gems Limited is also playing a key role in adding capabilities to the Jewellery industry
in India by building two SEZs, including one across 200 acres in Hyderabad, one of the largest
of its kind.

About Nakshatra

Launched in 2000 Nakshatra reached the iconic stage in just three years. The Nakshatra
Collection has unique floral designs with multiple diamonds encircling a single large diamond
to signify the constellation effect. Special Packaging and its own guarantee certificate
promising the purity and sparkle of Diamond. Its available in three collections Nakshatra
collection, Eternity Collection & Solitaire Collection. The brand is available in 18 Kt BIS
Hallmarked Gold.

It's offered in superior quality diamonds of 4 Different Grades certified by the most reputed
International Gemmological Institute.

Nakshatra has emerged, as one of India's leading brand in Diamond Jewellery Segment. The
continued success of Nakshatra is a result of its constant metamorphosis. In its first year,
Nakshatra was awarded the Effie (Silver) in 2001 and in the following year the Effie (Bronze).
The Effie is the most significant award in advertising that recognize effectiveness and honours
tangible results. In 2003, the Nakshatra Utsav was awarded the Best Trade Promotions award
at the McDowell's Signature All India Promo Awards. In 2007 Nakshatra was awarded the Retail
Jeweller Award for the best TV campaign of the year. The in-house designing team at
Nakshatra is extremely innovative and comes up with fresh ideas and concepts which have
received recognition at the JCK- New Delhi Gold Souk design award 2006, the IIGJ Awards 2007
and the Tahitian Pearl Awards 2005 and 2007.

Nakshatra is synonymous with trust and purity in a category that is fraught with questionable
practices. It epitomizes the expression of love and affection in women's life. Nakshtra has
established itself as an ethical player in the market as it comes with its certificates of
authenticity and assuring transparency in the buying decision of the consumers

Overt Nakshatra brand values include beauty, radiance, class, elegance and quality. Amongst
the symbolic values are feminity, celestial splendour and mystery The Nakshatra Collection
has unique Floral designs with multiple diamonds encircling a single large diamond to signify
the constellation effect Special Packaging and its own guarantee certificate promising the
purity and sparkle of Diamond.

The Brand factory:

In 1994 the group introduced India's first ever branded jewellery Gili. Rated as a super brand,
the brand still ranks as one of the top ten jewellery brands in the country. Over the years the
group has launched many other superior brands and today it successfully manages over five of
the ten best-known jewellery brands in India.

Gili's primary brand value is "Genuine diamond and gold jewellery at affordable prices". The
first jewellery brand that brought diamond jewellery within the reach of masses.

Asmi in Sanskrit means, "I am". Every action of a woman is a passionate exposition of the
intensity and drive with which she lives her life. The Asmi Diamond Jewellery Collection is
carefully crafted to beautifully compliment and complete her.

Sangini is positioned as a brand that glorifies women in a relationship. Sangini diamond

jewellery is characterized by a bezel set centre stone being slightly larger than the others in
the same piece signifying the focal position of the woman in the man's life.

D'damas is a generic brand that combines international quality with Indian values. D'damas is
about "Luxury and Aspirations," "Innovativeness," "Assurance" "Dynamism." D'damas has
been recognized and awarded as a Jewellery Masterbrand. Under D'damas are numerous
brands that have made a mark on the Indian milieu like Forevermark Solitaire, Damas Solitaire,
Glitterati, Collection G, Gold Expressions, Vivaaha, Ballerina, Bollywood Gold, Inspirations.

Desire Desire Lifestyle is a diversified product range that addresses the lifestyle needs to
reflect the style and upcoming trends among the masses. Capitalising on the strength and
flexibility provided by Italy's industrial districts, world renown for their excellence in the
development of luxury products. The Group's aim is to become one of the leading players in
the accessible luxury market worldwide by further developing its product offering, its brand
portfolio, and its global distribution network.

With 170% growth in value since its inception Nakshatra has retained its position as the most
preferred brand in the Diamond Jewellery Segment. Nakshatra also manifolds over 11 times
growth in terms of volume in the last three years, an achievement no other diamond jewellery
brand can boast of. Such is the strength of Nakshatra that 70% of retail outlets stocking the
brand credit it for playing a key role in boosting overall diamond jewellery sales and increasing
consumer footfalls

The Halo of Nakshatra on floral sales is 1:4 i.e. for every one Nakshatra sold the retailer is able
to sell 4 more pieces of floral jewellery.

Gitanjali Luxury Style Fest 2009

January 23rd, 2009

A dazzling line of collection by renowned designers like Rocky S and Vikram

Phadnis, who are known for their sense of drama, flamboyance, panache and
whose names are synonymous with style and luxury dazzled the audience at the
Gitanjali Luxury and Lifestyle Fest 2009 at the Turf Club, Mahalaxmi Race Course
on 22nd January, 2009.

The show kick started with the collection showed by Rocky S, Raima Sen being
his show stopper. The collection had a summer touch in it. It was an eclectic mix
of color, texture and style. Springy fabrics like linens, soft voiles, and cotton
blends were ornamented with shimmer and shine by way of colorful sequin
embroidery.

And then the Grande Finale, by Vikram Phadnis, showcasing the Indian bridal
wear. The bridal collection touched the middle ages and brought back the old
Mughal era. Ornate luxurious lehengas kurtas, dupattas, saris, elaborate
sherwanis and Achkans embellished with intricate zardosi, gota and bagh
embroidery, velvet cutwork made each piece exquisite in its contemporary style.

The show started with Katrina Kaif making a lavishing entry in her Vikram
Phadnis’ bridal wear. The crowd went on their feet and could not stop
applauding.

The show finally came to an end by ‘band walas’ blowing their trumpets and
drums on the famous beat of ‘Dilwale Dulhaniya Le Jaayenge’ and models taking
their final walk of the night. Sameera Reddy and Celina Jaitley were Vikram’s
show stoppers too.
SWOT ANALYSIS

STRENGTH

First mover advantage

In its manifold mission, the Gitanjali Group is overall ahead

of rivals because it has been the first, or among the first, to
make break new ground in many directions – an advantage
of momentum it continues to build on.

Integrated, multilocation operations

The Group is active in all stages of the diamond jewellery

business, from cutting polishing rough stones, to design and
manufacture of finished jewellery. With manufacturing
operations in India, China and Thailand, and distribution
points across the country, and in the global orbit, on four
continents.

Skills and technology

Gitanjali’s core strength is the expertise of its artisans in

cutting and polishing diamonds, and its jewellery designers
and marketing teams in developing market-friendly jewellery
in tune with shifting user preferences worldwide, to which it
gives shape using high precision CAD CAM processes and
equipment.

Product range and innovation

Having brought diamonds and diamond-studded jewellery

within reach of consumers previously unable to afford them,
the Group offers a wide variety of products in classic, ethnic
and modern patterns, suitable for consumers at differing
price brackets, in line with market demand in various
markets, in India and abroad.
At the same time, we continually press ahead with
innovations in design and use of various metals – gold,
silver,

platinum and stainless steel: we not only keep up with

changing fashions – we make fashions.

Market access and brand support

The Group has quickly secured substantial market share. It

has launched a growing hamper of targeted brands, with
powerful communications and merchandising support.

In line with each brand profile, multilayered distribution right

down to the retail level, has ensured product delivery to
each targeted consumer segment, whether at upmarket
malls, department stores or exclusive retail jewellers’

WEAKNESS

Lot of capital is used in brand endorsing via celebrity

endorsement. Still measures are being taken for rural
marketing.Its a hit in capital cities but have not been able to
attract rural people.

OPPORTUNITY
Expanding geographical presence. Searching for new market
around the globe and utilizing resources to sell
jewellery to village people, as most of the population
still resides in villages. This sector still has to be
harnessed.

THREAT

Emergence of Low-Cost Brands in the upcoming market.

Increased Competition in core Markets .

Industrial profile

Financial Information: Gitanjali Gems Financials

In order to capture an historical perspective of the business, Hoover's
includes Gitanjali Gems financial information for prior years. For example, subscribers
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employee, and stock data. Detailed Gitanjali Gems financials include annual and
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View a summary of Gitanjali Gems's Historical Financial Information:

ANNUAL INCOME STATEMENTS

All amounts in millions of US Dollars

Yea Revenue Gross Operating Total Diluted

r Profit Income Net EPS (Net
Income Income)
Mar 795.5 -- 26.4 -- --
07
Mar 539.6 -- 14.2 -- --
06
COMPETITORS
Top Gitanjali Gems Competitors

Company Location
Cartier Paris, France
Signet Hamilton, Bermuda
Tiffany & Co. New York, NY

Other than these are

Lytham St. Annes, United Kingdom

Montreal, Canada
Seattle, WA
Paris, France
Nishi Tokyo, Japan
New York, NY
Braunstone, United Kingdom
North Kansas City, MO
Paris, France
Dallas, TX
Wilmington, NC
New York, NY
Hamilton, Bermuda
New York, NY
Bentonville, AR
Irving, TX

Tanishq is its only competitor with 58 outlets since it has no

collaboration with retailers and is a one shop brand.

Major Partner of this Brand are

1,Morellato
Bombay, India—The Morellato and Sector Group, an international jewelry and watch
manufacturer, has partnered with Gitanjali Gems, one of India's largest integrated diamond
and jewelry manufacturers and retailers, to create Morellato India Ltd.

The newly created company, located in Bombay, is a joint venture of equal terms with Gitanjali
Gems, a group quoted on the Bombay Stock Exchange as a leader in India's jewelry market,
both in terms of the brands in its portfolio and its sales, which were roughly $300 million in
2006.

The agreement between the two companies allows for the distribution of all Morellato and
Sector Group's watch and jewelry brands (John Galliano, Just Cavalli Jewels, Just Cavalli Time,
Miss Sixty Jewels, Miss Sixty Time, Molecole, Morellato, Philip Watch, Pirelli Pzero Tempo,
Roberto Cavalli Timewear and Sector) in both jewelry and watch shops in India and in
dedicated stores. Over the next three years, 50 new Morellato point-of-sale stores will be
opened in India.

2,Dubai's Damas partners with Gitanjali to tap Indian

gold jewellery demand
UAE. Dubai-based jewellery retailing group Damas International will open up to 60 stores in
India in the next five years in a joint venture with Gitanjali Gems to tap into rising jewellery
demand in India.

Nasdaq Dubai-listed Damas said in a regulatory filing it won approval to set up a joint venture
with diamond and jewellery maker Gitanjali to trade jewelleries and related accessories.

3,Gitanjali Lifestlye partners Force India for `Speed

Nights Vip Access`
On September 01, 2009
Gitanjali Lifestlye partnered Force India Formula One team for a star-studded exclusive
evening titled ‘Speed Nights VIP Access’. The event was hosted at Hyatt Regency, Mumbai, on
August 30.

Besides the Belgian Grand Prix (Formula One race) screening, guests witnessed the launches
of Bliss, an Italian Jewellery brand, and designer Nishka Lulla’s new sports line. The event was
managed by Gitanjali's in-house events team.

4,Gitanjali Group was the

associate sponsor of Lakme
Fashion Week
Gitanjali Jewellery brands (Asmi, D’Damas, Nakshatra,
Sangini, Desire) have come on board as the Associate
sponsors for Lakme Fashion Week.

5,Gitanjali Gems Acquires Samuels

Jewelers Inc.
MUMBAI, India & AUSTIN, Texas -- Gitanjali
Gems Ltd. (Gitanjali) has acquired a
majority ownership interest in Samuels
Jewelers Inc. (Samuels) from funds managed
by DDJ Capital Management (DDJ).

Samuels operates 97 retail jewelry stores in 18 states throughout the United

States. The company will remain headquartered in Austin, Texas.

Gitanjali CFO, G.K. Nair, stated, "This acquisition is consistent with Gitanjali's
objective to conform to a vertically integrated model, one that benefits from all
the efficiencies that are realized through control of the entire supply chain,
inclusive of retail. To that end, Samuels is an ideal match to complement
Gitanjali's strengths in manufacturing diamonds and jewelry products."

Mehul Choksi, Gitanjali's Chairman, added that, "Gitanjali is always seeking

business opportunities which are consistent with its philosophy of adding
incremental value at every level of the supply chain, thus ensuring greater
shareholder value and bottom line profits. Gitanjali's 11.5 million square foot
Hyderabad Special Economic Zone will provide a tremendous support system for
product development and jewelry manufacturing and will offer unparalleled
economic benefits to Gitanjali's customers worldwide, including Samuels."

Nehal Modi, CEO of Gitanjali's U.S. affiliated companies, Diamlink and JMC,
commented that "the industry is prime for consolidation and we viewed this
opportunity with Samuels' stores and management team as an ideal compliment
to our ongoing operations in the U.S. By combining Gitanjali's extensive industry
resources with Samuels' rich network of retail stores, this transaction represents
an exciting and unique endeavor for all those associated with Gitanjali and
Samuels."

UPCOMING EVENTS
Gitanjali Group’s Continuing Association with Lakme Fashion
Week
To showcase six hi-end jewellery brands at premium show

The Gitanjali Group will continue its ongoing association with the
Lakme Fashion Week that is being held in Mumbai from September 18-
22, 2009, showcasing its premier jewellery brands Stefan Hafner,
Giantti, Nakshatra Eternity and Parineeta at the Neeta Lulla Show, and
Gili and Bliss at the Nishka Lulla Show during the event.

Speaking at a Press Conference to announce the LFW, Mr. Gilles

Moutounet, Vice President – International Business, Gitanjali
Group said, 'It gives us immense pleasure to be a part of the Lakme
Fashion Week once again. This is the fourth season of our association
with Lakme Fashion Week. In the last few years’ jewellery has become
an integral part of fashion. LFW is an orchestrated endeavor to develop
a common platform for leading fashion and luxury brands to come
together and create a memorable experience around a niche audience.
Gitanjali Luxury this year will be showcasing an exclusive collection.
Gitanjali brands like Giantti, Stefan Hafner, Nakshatra Eternity and
Parineeta with Neeta Lulla and Bliss and Gili with Nishka Lulla will be
showcased on this fashionable platform. Gitanjali has always displayed
a long standing association and deep rooted commitment towards the
development of the fashion industry and we look forward to a long and
mutually fulfilling association with the LFW in the years to come".

Gitanjali Lifestyle partners with Force

India Formula One team to present
Speed Night VIP Access
Celebrating Speed & Glamour Force India/Gitanjali style

Force India Formula One, India’s team at the pinnacle of motorsports

Formula One along with Gitanjali Lifestyle, India’s premier jewellery
and lifestyle retailer, bring alive the excitement, style and glamour of
Formula One in a glamourous and star-studded exclusive evening-
‘Speed Nights VIP Access’ at Hyatt Regency on August 30, 2009. The
evening flags off on an adrenaline pumping note as speed-crazy fans
root for the Force India team following which Bliss - an Italian jewellery
brand from the Damiani Group, brought to India by Gitanjali Lifestyle,
will be launched
With speedstar Giancarlo
Fisichella on pole position the
action at the Belgian Grand
Prix took the excitement to a
higher level as the race was
beamed live on a massive
screen. The gathering of
Formula One fans closely
resembled a race paddock
with all eyes glued to the
screen so as to not miss a
single moment of the blink-
and-you-miss-it excitement.

The live race screening was

followed by a celebration of
the slice of high life with the
launch of Bliss along with
designer Nishka Lulla’s latest
sports collection. Her label
Nisshk is an unusual
combination of feminine,
sporty and glamorous attire.
Bliss, an Italian jewellery
brand for which “Everything
becomes Possible”, is for the
youth of today who are
stylish, funky, bold, risk
takers and are here to leave
an impression. The brand
targets men and women who
prefer designer jewellery
made of offbeat materials
such as steel along with
traditional gold and
diamonds. It is targeted at
young girls who are bold,
unpredictable, confident and
always look at doing things
out of the box. The Bliss girl
embodies the aura of a
modern fashion icon – part of
the fun-loving, jet setting
high society whirl which is
both dynamic and has its
own elegant style.

Speaking on the occasion Mr.

Gilles Moutounet, Vice
President – International
Business, Gitanjali Group
said, “We are glad to be
A
sneak
peek
into
the
existin
g
brands
under
Gitanj
ali
Lifesty
le:
Giantti
- Creations
from
Giantti are
superior,
stylized
and
stunning –
a
fascinating
fusion of
global
influences
including
classic
diamond
and
colored
stone
jewellery
World of
Solitaire
- The
World of
Solitaire
store offers
an exciting
range of
solitaire
jewellery
addressing
every need
of every
age and
 Gitanjali Gems Limited Press release –
Quarterly results June 2009.

Jewellery
segment Mumbai – July 29, 2009
continues Gitanjali Gems Limited, one of India’s leading integrated diamond and
to surge jewellery retailing and manufacturing companies announced its
ahead, unaudited financial results for the quarter ended 30th June, 2009. The
driven by Company’s effective cost control policies and efficient strategy
domestic resulted in improvement in its profit margins.
demand for
retail
brands
Double
digit
growth in
profits

Highlights Quarter June 09

Consolida Revenues increased by 11% from Rs. 1218.14 crores for the quarter
ted ended 30th June, 2008 to Rs. 1352.16 crores for the quarter ended
30th June, 2009.
Jewellery sales went up from Rs. 482.42 crores in the previous quarter
to Rs. 661 crores in the current quarter, representing a 37.51% per
cent growth.
The share of jewellery in the total turnover went up from 40 per cent to
49 per cent.
Despite the economic downturn, operating profits before interest and
exceptional items grew from 66.30 crores to Rs. 86.30 crores
representing a 30 per cent growth.
The net profit for the year stood at Rs. 45.45 crores for the quarter
ended 30th June, 2009, as compared to the Rs. 41.77 crores in the
previous quarter.

Standalone
Revenues registered a 2% growth from Rs. 711.43 cr. for the quarter
ended 30th June, 2008 to Rs. 728.45 crores for the quarter ended 30th
June, 2009.
Profit after tax stood at Rs. 37.96 crores, as compared to previous
quarter profit of Rs. 33.54 crores.
Operating profits registered a 13% increase to Rs. 37.96 crores for the
quarter ended 30th June 2009 from Rs. 33.54 crores for the quarter
ended 30th June, 2008.

Management comment
Mr. G.K. Nair, Executive Director, Gitanjali Gems Limited, commented
on the results,” The quarter ended 30th June, 2009 has witnessed
consistent growth in the jewellery segment. We are focused on
leveraging on our domestic retail brands to strengthen our
international presence. Our resilience and improvement in profit
margins can be attributed to effective cost control policies and efficient
strategies. However, our diamond segment revenues were adversely
impacted due to the overall slowdown in the diamond industry. “
About
Gitanja
li Gems
Limite
d

Gitanjali
Gems Ltd.,
part of the
Gitanjali
Group of
Companies
promoted by
Mr. Mehul
Choksi, is one
of the largest
and fastest
growing
diamond and
jewellery
businesses in
the world.
The Group
has been the
pioneers of
the jewellery
retail
revolution,
with several
of their
brands
enjoying
strong equity
amongst
consumers,
including Gili,
Asmi, D’Dam
as,
Maya Sangini
. Gitanjali’s
brands are
thus, the
most visible
jewellery
brands in the
RESEARCH DESIGN
1 - Successful Jewellery Retailing in Rural India

2 - Natural Colored Diamonds & Advantages

3 - Lessons from China’s gold Jewellery growth

4 - Identifying Diamond Treatments

5 - E-Selling (Free Seminar)

6 - “Ocean of Colours” : Gemstones

7 - World of Designers

8 - Optimizing Manufacturing of Jewellery

9 - Utilization of the capital to achieve maximum goals

KEY POINT-"Brand Valuation: Relevance, Scope & Future Potential for

the Indian Jewellery Industry"

THEORY-

Research Methodology:

The research methodology that I undertook for the purpose

of this study is enumerated below-

PRIMARY RESEARCH:

This consisted questionnaire and interaction from various

people. A focus group study will be conducted to design the
customer survey questionnaire with a sample size of 50
respondents. The survey was conducted in Delhi/NCR

SECONDARY RESEARCH:
Sources of secondary data were primarily the Internet ,
journals , newspaper, annual report, database available in
catalogues and presentations.

RESEARCH DESIGN: DESCRIPTIVE

Descriptive studies are well structured, they tend to be rigid

and its approach can not be changed every now and then.
Descriptive study can be divided in two categories:

Cross sectional
Longitudinal

Descriptive study are undertaken in many circumstances:

When the researcher is interested in knowing the

characteristics of certain groups such as age, profession.

When the researcher is interested in knowing the proportion

of people in given population who have behaved in a
particular manner, making projection of certain things.

The objective of this kind of study is to answer the why, who,

what, when and how of the subject under consideration.
I will be taking descriptive because my research includes the
knowing the behavior of customer towards advertisement. I
will be working on to know how people of various age group
respond to different advertising or there perception towards
advertisement. Also my survey is related to two companies
Air Tel and Vodafone.
TYPES OF QUESTIONS:

OPEN ENDED:

They give the respondents complete freedom to decide the

form, length and detail of the answer. Open questions are
preferred when the researchers is interested in knowing
what is upper most in the mind of respondents.

DICHOTOMOUS:

This type of questions have only two type of answer, yes or

no. true or false etc.

MULTIPLE CHOICE QUESTIONS:

In the case of multiple choice question the respondents is
offered two or more choices. The researcher exhausts all the
possible choices and the respondent has to indicate which
one is applicable in this case.

RESEARCH PROCESS
1,KEEP ON EVOLVING WITH TIME

2,SATISFYING CUSTOMER
3,FINDING VALUABLE MARKET ACROSS THE GLOBE

4,SEEING EFFECT OF ADVETISING ON CUSTOMER BY DIRECT FEEDBACK

Gitanjali SEZs on stream: Group Chairman

New Delhi, Mar 29: The Rs 1,500 crore SEZs of Gitanjali Group, leading gems and jewellery
retailer, are proceeding as scheduled as the company did not face any problems
on land acquisition.

''We have not faced any problems to acquire land for our SEZs as both of them are
located in old areas of the cities. Infact, the work on Hyderabad SEZ has started and
is on full stream,'' Gitanjali Group Chairman Mehul Choksi told reporters here today.

The Rs 2,500-crore company is setting up two gems and jewellery special economic zones
(SEZs) at Hyderabad and Maharashtra. While the first SEZ at Shamshabad, Hyderabad, will be
spread over 200 acres of land, the second at Panvel will be built on over 25.23 acres of area.

The Hyderabad SEZ, being built in a phased manner, is expected to be operational in three
years.

THEORY

1. Problem definition and recognition.

A research generally begins with a question. That question is

the synonym for problem definition. It is the base of a
research. Based on that problem a researcher formulates the
objectives and scope of the study. Clearly stated objectives
keep a research project focused. The research question can
also be stated as hypothesis. It is simply the
researcher’s belief about a problem, which he develops
during the review of literature.

2. Creating Research design

The researcher chooses the research design based on how
he would like to come to a conclusion and whether that
research type would satisfy his thirst meet the objectives
and goals for the study undertaken. For this research
exploratory research design has been chosen.

3. Sampling

It involves defining the target population. Types of sampling

are random, stratified, systematic, convenience, judgment,
quota and snowball sampling.

Convenience sampling would serve the purpose of

this research.

4. Data collection

A research project uses a data collection technique

appropriate to the particular research
methodology.Quantitative study employs deductive logic,
where the researcher starts with a hypothesis, and then
collects data to confirm or refute the hypothesis. Qualitative
studies use inductive logic, where the researcher first
designs a study and then develops a hypothesis or theory to
explain the results of the analysis.

For this research qualitative study would be adopted.

5. Data analysis

These days’ computer software has made the analysis of

quantitative data a very easy task. It is no longer incumbent
on the researcher to know the formulas needed to calculate
the desired statistics. Data analysis then leads to findings
and conclusion of the research.

6. Reporting the result

The purpose of reporting is to communicate information, and

therefore, the report should be prepared specifically for the
readers of the report
7. Validity and reliability

It refers to the accuracy or truthfulness of a

measurement. Reliability is synonymous with repeatability. A
measurement that yields consistent results over time is said
to be reliable.

8. Variability and error

Most research is an attempt to understand and

explain variability. . When a measurement lacks variability,
no statistical tests can be performed. When a researcher
finds differences between respondents, they are due to true
difference on the variable being measured.

Problem definition/Hyothesis
GITANJAL GROUP has evolved itself over the
time and has arranged great infrastructure
with enormous capital. They even have great
workforce to maintain their dignity in the trade
of jewellery,selling of loose diamonds, and
manufacturing the same.

They believe in wholesale marketing retailing

and have even prefer e-retailing. GITANJALI
jewellery is easily available for purchase on
amazon.com and ebay.in.

They must have faced problems in starting in

building the brand name. But now they are the
most saleable item in market creating
transparency in cost. This way they have made
enormous loyalty among customers.

EPILOGUE-
Gitanjali group has emerged as a great
enterprise.
They have trade relationship with USA ,EUROPE
and being the top most brand for jewellery in
INDIA.
They have loyal customer base.
Company provides transparency in the dealing
with the customer.
Over the time they have carved their own
niche in the world by being 3500 crore
enterprise and having further important
dealings in the pipeline to further raise their
standard from being diamond merchants to
other sectors of retail and infrastructure.