PRIYA

RAMYA
RITCHA RITIKA
ANDREY

PRIYANKA
• The gems and jewellery sector
can be categorised
Gemstones - Diamonds and
coloured stones
(precious, semi-precious and
synthetic)
Jewellery - Plain Gold,
Studded, Silver, Costume
Pearls
Global Market for C A G R
gems and
jewellery

US$ 85 billion 5-10 per

cent
 Gold
80% Others
 SECTORS OF INDIAN
JEWELLERY INDUSTRY
Indian Jewelry market in 2007 was
valued at 70,000 cr. INR (Business
Standard)
 India Gems & Jewellery
Industry – Highlights

• Jewellery market size – US$ 13 billion

• Diamond jewellery – US$ 1.2 billion
• Gold jewellery market growth year
on year – 15%
• Diamond jewellery market growth –
27%
 INDUSTRIAL PROFILE

• Key findings:CAGR around 14% from 2007-08 to 2010-11

• It is anticipated to grow at a rate of 8% by 2009-10.
• INDIA remains world’s largest gold consumer.

OVERVIEW:
SIZE:
• domestic sales US$ 10 billion.
• 4% of the global sales in gems and jewellery market.
• Exports of over US$ 17 billion in 2006-07, which is 14% of Indian exports.
POLICY:
• 100% FDI is permitted in gems and jewellery sector.
OPPORTUNITY:
• India is the diamond polishing capital of the world specially the states of Gujarat and Maharashtra.
POTENTIAL:

• Highly skilled yet low cost labor.

• Several design centres and training institutes are being set-up.
PURPOSE OF PURCHASE
JOY ALUKKAS
World’s
favourite jeweller
 HISTORY
• Alukkas Jewellery was founded by the
Late Sri Varghese J Alukka in
Thrissur, Kerala in 1956.
• Mr Joy Alukkas started in UAE in
1987.
• Became separate legal entity in
2001.
 COMPANY PROFILE
• Expertise in contemporary, ethno-contemporary and
traditional jewellery.
• Joy alukkas is the only jeweller to be conferred the
ISO 9001 and 14001 in the UAE.
• Consumers’ Choice Award 2008.
• Winner of the Retail Me Best Retailer of the Year
(Middle East) Award .
• 70 jewellery showrooms around the world.
• World’s biggest jewellery showroom located in
Chennai.
• Enjoys a trust of 10 million customers with a work
force of 3000 around the world.
 VISION AND MISSION
• Vision: To become a global brand by
ornamenting the world. 

• Mission: To improve and enrich lives

everywhere by offering extraordinary
lifestyle solutions backed by incomparable
value-additions, adhering to globally
approved processes and norms and creating
a successful value- chain for our associates
 OBJECTIVES
• Plans to open 100 new showrooms
by 2010, making it Asia’s largest
chain of jewellery showrooms.
• By the end of the decade, Joy
Alukkas is poised to be the World’s
No. 1 jewellery chain.     
VARIOUS BRANDS
DIAMONDS
GOLD
PEARLS
PRECIOUS GEMS
 PLACE
• They have branches in India, Middle
East and Europe.
 POSITIONING AND PRICING

Affordable and adorable

Ornamenting your emotions

Starts at attractive prices

 PROMOTION
• Kerala quest was be conducted live to an
audience in nine cities worldwide, the
launch on 23rd January 2009 in Dubai.
• The Joy Alukkas Global Souk offers fun,
excitement and a shopping experience.
• Oman Air welcomes Joy Alukkas as its
newest partner in the Sindbad Frequent
Flyer Programme .
 PROMOTION
• Entry into hypermarket - Lulu
Hypermarket, Sohar.
• Announced a mega initiative for its valued
customers to win 10 BMW sedans across
the Middle East and India.
• Entered the realm of themed malls
with Wedding Centres .
“We make precious metals
available and useful for people”
Company profile
► JSC Krastsvetmet ranks among the world leaders of precious metals
industry.
► Turning precious metals into products useful for people
► 98.5% is Krastsvetmet’s share in the Russian market of platinum metals
processing
► Russian Leading Golden Jewelry Manufacturer
► Quality Management System was certified for the quality standards ISO
9001:2000
Mission statement and visionary

► Mission- Our goal is to be a model business and management for Russian

companies. The shareholder's profits and employees' incomes, mutually
beneficial collaboration with our suppliers and satisfying the customers current
needs – all these tasks are equally important for us.
► Vision: To become leading jewelry company in the Eastern Europe and Asia
Promotion

► Mass media ( advertisement in newspaper, TV, etc…

► Jewelry exhibitions
► Charity
► Sponsor of a lot of Russian football teams.
Product

Wide ranged choice of jewelry and products from

precious metals :

► Diamonds
► Platinum
► Gold
► Silver
► Jewelry with coloured precious stones
► Gentlemens articles
► Souveniers and Interior
► Children gifts
► tableserving articles tradition
► Table-serving articles classic
Place
► Russia and CIS (Krasnoyarsk, Minsk, Moscow, St.
Petersburg)
► Available to buy on-line
► B2C commerce.
►“Instant delivery “ to any region

Price
► Target audience: upper class
► Minimum : 5000 RS
► Maximum : unlimited
Policy of the company
The policy of JSC Krastsvetmet in quality is satisfying
expectations of the following parties concerned:

► consumers – for quality, assortment and the deadline of the

rendered services and produced output;
► shareholders – for making stable profit;
the company’s employees – for being provided with social
guarantees, work motivation and training system development;
► social environment – for timely taxes disbursement and
ecological and industrial risks decrease
Positioning

► They position their product as a symbol

of a status in society, creating product
which emphasize your position in society

► Developed customer care

 TATA JEWELLERY
(Jewellery is not a product but a piece of art, and
shopping for jewellery is an exalting experience)
 TATA GROUP
Tata Industries has interests in steel,
automobiles, information technology,
communication, power, tea and hotels. The
Tata Group has operations in more than 85
countries across six continents and its
companies export products and services to
over 80 nations.
Tata Jewellery comprises of- Tanishq and Gold
Plus.
 TANISHQ
• Ta-Tata and nishk-gold coin.
• Started in 1995.
• Vision: To be the most desirable
brand for Indian women.
• Mission:
We will continuously create wealth for all our
stakeholders, by transferring the jewellery
business and by being gold standard in
jewellery design, shopping experience and
ethical practices.
• Jacob Kurien – CEO.
Products-Brands:
For women:
1)Colors of Royalty.
2)Moham
3)Wedding Collection
4)Zoya
5)Diamond Collection.

For Men:
Cuff-links, Bracelets, chains and kadas
 Place
• Tanishq has 104 stores in 71 Indian cities.

•Also present in the Middle East and in the United

States.
 Promotion-Marketing
Strategies
1)Customer Schemes-Durga
Pooja, Akshaya Tritiya.

2) Category Melas-Limited Period

Offers.

3)Karat Meter Testing-Jewellery

Servicing.

4)Television Advertising-Asin.

5)Movie Advertising-Jodha Akbar,

Paheli.
 Gold Plus

•L.Natarajan is the head of the

company.
•Mass Market Jewellery Brand.
Product:
•Gold Wedding jewellery market.
•Traditional Designs.
Place:
• Semi-urban and rural areas.
Target customer and pricing
•People interested in investing in the metal
rather than buying for immediate use-
daughters wedding.
•Exchange of gold at just 2%.
Promotion-Marketing Strategies:
1)Chit funds.
2)Direct Approach to Marketing.
3) Hoardings, FM Radio.
 COMPANY PROFILE
• Gitanjali Group was established in 1966 and is one of the earliest
diamond houses in India.

• It’s a $900 million multinational group, is a Public Listed Company.

• Gitanjali's unique business model encompasses a wide range of

activities like rough diamond sourcing, diamond manufacturing and
distribution, jewellery manufacturing, jewellery branding and
jewellery, lifestyle and watch retailing at the domestic and
international level.

• The Group has its business spread across the globe including
countries like USA, UK, Middle East, Thailand, Belgium, China, Japan,
Italy and South East Asia.
 MISSION & VISION
• Mission:
The very basis of our existence, our mission is to successfully develop,
produce and sell high quality jewellery, lifestyle products and accessories
worldwide and help our customers in getting the maximum value for
money in process

• Vision:
>> To become the world's leading company in diamond manufacturing and
retailing of branded jewellery, lifestyle products and accessories.
>> To have a strong, globally diversified infrastructure for manufacturing
and marketing diamond and diamond jewellery.
 GITANJALI’S FIRSTS

• Introducing the concept of affordable branded

diamond studded jewellery in India
• Offering jewellery in Superstores, Department Stores
and other such retail outlets at MRP
• Offering the same quality, designs and prices
throughout India with a certification of authenticity for
the same from renowned diamond grading laboratory
• Producing the smallest heart shaped diamond (0.03
carat)
 BUSINESS MAP
GITANJALI
GEMS

Diamond
& Lifestyle Infrastruc
Jewellery ture

Manufacturi
Diamond Retail
ng &
Processing
 5 State-of-the-art manufacturing Wholesaling Pioneers of branded
jewelle
and processing units -ry in India
 4 decades of experience Brands rated
amongst best in India
 Sufficient production for internal Strong Sales and
distribution network
and external use
PRESENCE ACROSS THE VALUE
CHAIN

Shopping
Diamond Diamond Experience
Distribution
Polishing

Rough Jewellery Jewellery

Distribution Manufacturing Retailing

Direct from Jewelery Branding

 THE ACQUISITION GIANT
• Aim -To be the global retailer

• The Path Chosen-International Acquisitions

and Domestic Consolidations
Some Examples:
 Samuels
 Lucera
 Rogers
 Nakshatra
 Trinity
 BRANDS AND
SEGMENTATION
The Enhancing Enigma
Entire product range including
bridal jewellery
ASMI The Fire Within
Premier work wear collection
The Art Of Beauty
International quality designs
combined with Indian values

Easy Elegance
Diamond jewellery at reasonable prices
Partners For Life
Brand focus on couples
The Wedding Collection
Jewellery for Weddings

Unique International Allure

High end Jewellery Brand

Giantt
i
 BRAND RECALL

(Acc. To TNS
Survey)
 PLACES
Domestic Presence Global presence
• Ahemdabad
• Bangalore
• More than 175 stores in
• Baroda U.S.A.
• Chennai • Stores in China
• Delhi
• Goa • Middle East
• Guwahati
• Thailand
• Hyderabad
• Jammu • Japan
• Jamshedpur
• Kolkatta
• Italy
• Mumbai • UK
• Nagpur
• Pune
• Shimla
 MARKETING STRATEGIES
 Immense Retailing
 Extensive advertising
video
 Association with Sports:
• 3-year contract to create jewellery for Wimbledon Tennis
Championship
• Gitanjali behind Kolkata Riders-2008
 exploring a whole new sphere of e-tailing..expect to capture 35
per cent of the total online jewellery sales in India by 2010. By
2010,targets 3-5 per cent of its total sales to come through e-
commerce.
 MULTI CHANNEL
DISTRIBUTION Sales through Retail Store
Sales to Departmental stores
NETWORK
Sales Through exclusive
Distributor Network
and Exclusive
Networks
Distribution owned or managed
By the group

Exclusive distributor � Large � The retail

network for each brand to jewellery operations of the
sell to jewellery retailers stores, group are classified
across the country
shopping malls into three
� Once delivered, the
distributor assumes the
and different formats:
� Retail Stores
responsibility of selling the department
stores owned by
product
the group
� Commission paid depends � Shoppers
� Shop in shop
on the brand and sale value Stop
outlets in
of the final product � Globus department stores
� Westside � Franchisee stores
� Gold Souk
� Directly
serviced by the
RELIANCE
JEWELS
 RELIANCE INDUSTRIES

•India's largest private sector company with a turnover of $28 billion as on

March,2006.

•out of every 4 investors in India one is a reliance shareholder

•Reliance industries features worlds most respective companies on 269th

position

•The company expects its E&P efforts to gross around Rs 10,000 crore in
revenues.

•The company has strong cash flow of around Rs 7,500 crore

Competitors:
Bharat Petroleum
Indian Oil
Tata Group

RELIANCE RETAIL

•With a 27% share of world GDP, retail is a significant contributor to

overall economic activity

•The Indian retail industry is pegged at $ 300 billion and growing at over
 G

•Reliance Retail is a wholly owned subsidiary of $27.23-billion Reliance Industries Ltd.

•It will invest Rs.250 billion by 2010-11.

•RRL has also launched its first few specialty stores for apparel (Reliance Trends),
footwear (Reliance Footprints), jewellery (Reliance Jewels), books, music and other
lifestyle products (Reliance Timeout), auto accessories and service format (Reliance
Autozone) and also an initiative in the health and wellness business through ‘Reliance
Wellness’.
 

•RRL established key joint ventures with international partners in apparel, optical and
office products businesses.

•RIL wins Annual FICCI Awards 2007-08 for Excellence in Science & Technology &
Technological Innovation
 T

•Reliance Retail made a foray into the branded jewellery space with their new venture
tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani.

•Opened its first store in Bangalore on November 15, that offered gold, diamond,
platinum and silver jewellery.

•Reliance is the second corporate after the Tatas to enter the Rs 70,000 crore Indian
jewellery industry, which is dominated by almost 3 lakh traditional family jewellers.

•TARGET: Reuters reports that Reliance Jewels has targeted to capture a 10%
market share in India’s jewellery market within five years

•Media reports said that by 2010, they plan to overtake Tata’s Tanishq, the
largest organised player in this market at present.
 MAJOR MARKETING STRATEGIES

•“We aim at opening 300 'Reliance Jewels' outlets across the country during
the next three years beginning with the major metroes" said Ashok Kaul,
Business Head and Vice President, Jewellery.

•INFRASTRUCTURE: The company opened its first jewellery specialty store at

Bangalore with an investment of about Rs.120 million. The store is spread over 6,000
sq ft and showcases over 10,000 designs.

•March 2008, Set up with an investment of Rs 25 crore, the Hyderabad store is spread
across 8,000 sq.ft having over 15,000 designs of exquisitely crafted jewellery from
across the country.

•Planning to open stores across 12 locations in Andhra Pradesh in the next three
years, places like Vijayawada, Vishakhapatnam, Nellore, Warangal besides Hyderabad,
envisaging a total investment of Rs 180 crore in the next three years.

•The third "Reliance Jewels" retail store, was been launched in Ludhiana, north India.
This is the first Reliance jewels in the northern Indian region.

STRATEGIC ALLIANCES : Tie-ups with gems and jewellery manufacturers and

•Reliance has ambitious expansion plans of opening over 200
multi-storey stores across metros and mini-metros

• Offers COMPETITIVE PRICING.

"As an introductory offer, Reliance plans to waive making
charges, since gold prices have just hit an all-time high,”

•JEWELLERY ASSORTMENT AND DEMAND:

•Still, greater demand for hallmarked jewellery, a need
for a good shopping environment, coupled with its brand
name, may help draw customers to Reliance's stores, Kaul
said.

•Reliance Retail is investing Rs 25,000 crore in its retail

foray with WGC-World Gold Council to boost retail demand of
gold in India.

PUBLICITY: “it has always been the endeavour of

Reliance to provide the consumers with a wide range
of high quality products at competitive prices”

“Reliance Jewels is another milestone in our effort of bringing

a unique shopping experience with assured purity of gold and
certification of diamonds.
 MAJOR BRANDS
The Hyderabad outlet offers
•Kolkota filigree,
•Rajkot minakari jewelry,
•kundan from Jaipur,
•temple jewelry from Kerala,
•and jadau from Amritsar
in 100 percent BIS Hallmarked gold jewelry.

•Its diamond jewelry ranges from daily wear to party wear and and is
certified by an international certification laboratory.

•We’re sourcing jewellery from regional kaarigars across the country as well as design
houses, so our collection will cater to all occasions.

•Since we’re launching in the wedding season, we expect more demand for bridal
collections initially,” said K Sunil Chandran, chief executive, customer operations(this is
for the 1st Bangalore store).
ROSY BLUE
More than
diamonds
• The Group forayed into the international jewellery
business in 1888.
• Have units across 15 countries headquartered in
Antwerp, Belgium.
• Rosy Blue is sight holder and core customer of DTC,
BHP, Rio Tinto Diamonds and Alrosa.
• It has design centres in New York, Antwerp,
Hongkong, Tokyo and Mumbai.
• Rosy Blue's successful jewellery manufacturing and
distribution business is the final link completing the
chain from earth to high street.
• Mission Statement: To become the global leader in
creating and fulfilling consumer desire for diamonds.
BRANDS OF ROSY BLUE

ROSIBLU

ORRA

ASTA
 ROSIBLU
Diamonds
transform
• Rosiblu is the flagship you brand Rosy Blue's
jewellery
high-end jewellery division in the USA.
• The design inspiration for the ROSIBLU collection
is modern, sophisticated, everyday luxurious
living.
• ROSIBLU creations are sophisticated, modern and
feminine and offer designs of exquisite luxury to
be worn everyday.
 ASTA
• Rosy Blue signed an agreement with Sky
Jewellery as the major's retail partner for the Asta
brand. Sky Jewellery holds the rights to represent
Asta across the United Arab Emirates and Qatar.
• Designed to meet the tastes of a range of women
from Arab and Asian communities to Western
expatriates.
• Made of simple and dainty diamonds, is available
in 18-karat white and yellow gold.
 ORRA
Own a piece of
eternity
• The only jewellery company in India which has
tie-ups with the three leading jewellery
organizations namely, DTC ,PGI & WGC.
• Orra: epitomizes the person it was created for -
her spirit, her grace and the invisible glow that
surrounds her.
• Set in the international store format, ORRA has 35
exclusive diamond boutiques across India.
• They have attempted to differentiate our product
offerings and create new product concepts.
 SOME OF THEIR
COLLECTIONS
• Bridal Collection
• Solitaire Collection
• Platinum Couples Collection
• Mughal Collection
• Spiritual Collection
• Career Carats
 Pricing
• The Orra range has been priced at Rs 5,000
at the entry level and up to Rs 10 lakhs for
the high-end jewellery.
• Orra had a scheme to sell gold at a fixed
price.
• Segmentation: due to its premiere pricing it
generally aims the elite group.
• Targeting: traditionally like all jewellery
brands orra also targeted the female
population but above de age group of 20.
• Positioning: exclusive diamond outlet.
 PROMOTION
• Used commercial ads to recapture the brand's
heritage since Orra has been around for 116 years
and it was essential to portray its rich tradition.
• Retail strategy- Positioned as an ‘Only Diamonds
Store,’ it aims at bringing to the consumers the finest
diamond jewellery in a world-class retail setting.
• Rosy blue was associated with IIFA 2006.
• ORRA has had a long and successful
association with the Hollywood and
Bollywood.
• BCCI commemorates Sachin Tendulkar for his
feat of achieving 12000 runs, with a trophy
designed by ORRA.

• BCCI appointed ORRA to create a trophy to

honour Anil Kumble for his commendable
record of 600 test wickets.
 PLACE
• Orra operates in various parts of the
world including Asia, USA, Middle East
and Europe.
• They cater to their customers through
retail outlets and online transactions.
• They also have various tie-ups with
other jewellery outlets to market their
brand.
SOURCE ROSY GITANJALI TANISH JOY RELIANC
OF BLUE Q ALUKKAS E
DIFFEREN JEWELS
CE
SALES 7200 4832 3520 3350 800
TURNOVER
(in Crores)

TARGET Upper Middle Upper Middle Middle

CUSTOMER Middle &above middle &above &above
&above &above

MARKETING Events AdvertisingCustomer Theme Press

STRATEGY Schemes based releases
advertising
THANK YOU!!!