Jewelry Industry

In India

Jewelry Rs. 900 Billion

Industry In India CAGR 15%

Organized Sector: 5%

Jewelry Brands In India

Brand Turnover (Rs. Crore) 1098 1993.84 4,600 Cr.

885.2

Factors Leading To Change

Jewellery Retailing Certification Technology Significant growth of the domestic industry Increase in Exports Rising Income Levels Large target consumer base

Changing Lifestyle
Skilled manpower Government Support Competition fostered innovation

Buying Behavior
Quality conscious consumers Investment to accessory Frequent purchase Gold Jewelry to Platinum and Gemstone Rising awareness about quality standards Traditional Jewelry to modern jewelry Upper echelons of societytothe middle and upper middle class Demand for light jewelry is increasing

Entry Of Organised Players

Enormous potential for growth Gap in the market Diversification opportunities Brand conscious consumers

1995

Tanishq Rs. 4,600 Cr.

2/3 revenue of Titan

104 stores, 71 cities

Tanishq
Tanishq Upper middle class urban women Gold PlusTarget Small towns

Segment

Traditional 22 karat jewelry consumer segment

Zoya Upper class urban women

Tanishq

360o approach in creating brand equity Objectives

To build trust Marketing

Strategies

To create differentiation

Tanishq

Building Trust
Educating customers about the unethical practices Ad campaigns emphasised the purity aspect Carat Meters

Tanishq
Creating Differentiation
Innovative designs Traditional and contemporary Dancing Diamonds Regional designs

Retail brand
Unique shopping experience

Tanishq
Creating Differentiation
Brand extentions Gold Plus Zoya Product line extensions

Mia
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Tanishq
Promotions
In film Paheli Jodha Akbar Sales Promotions

Golden Harvest Scheme

Anuttara loyalty club Swarnanidhi

Strengths
TATA brand equity Quality and trust Designs Innovative marketing strategies Retail footprint

Weaknesses
Inability to customize Limited purchase points

Limited advertising

SWOT
Opportunities
Rising disposable incomes Rising brand consciousness Changing buying behaviour Rising global demand Govt. support

Threats
Rising gold prices
Increasing competition Lack of skilled labour

Technological limitations
Fluctuating exchange rates

Future Outlook
Expected growth rate: 20% by 2015 Increase in organized sector Move towards luxury Shifting focus From gold to other metals Higher growth in the gemstone industry Focus on high margin segments Creative stores Better visual merchandizing Better trained staff Greater focus on packaging Significantly lower inventories

From colorless diamonds

to colored diamonds

Thank You