JEWELLERY TRADE AND

COMPARISON BETWEEN TWO

JEWELLERY HOUSES

By-
Nikhil Chouhan
BBA (GENERAL)
D-18
A3906409173
INTRODUCTION

 Gem & Jewellery Trade Council of India (GJTCI) is a council formed to enhance &
boost the jewellery trade of India by resolving various issues of the trade by
escalating various to the relevant high authorities.

 It also indulges itself in disseminating latest information to its jeweler-members

through a monthly newsletter, various educative & trade-motivational events
such as seminars, workshps, exhibitions, festivals etc.

 GJTCI is formed with a motto to unite the jewellery trade to showcase its
potential nationally as well as internationally. Indian Jewellery industry is
armed with millennia-old talents, biggest & still growing local market for gold,
exquisite craftsmanship in jewellery & a tag of being
 OBJECTIVES:-
• Sourcing – design, technology, machinery

• Guidance & assistance to members

• Conducting events/exhibitions/seminars

• Dissemination of information

• Identifying trade promotion activities

• Conducting workshops for craftsmen and impart training in jewellery

designing and manufacturing
COMPARISON:-

V/S
 Gitanjali Gems Ltd (GGL), Established in 1966, is one of the earliest diamond
houses in India. GGL is the only company, which retails some of the reputed
brands like Gili, Nakshatra, Asmi and D'Damas through its arms and associates
Gili was the first branded jewellery introduced in India.

 The very basis of their existence is to successfully develop, produce and sell
high-quality jewellery brands worldwide & helps the customers in getting the
maximum Value – For – Money in the process.

 The Group markets its products under the brand name of Gili, Nakshatra,
Maya, Asmi, Sangini, D'damas, Vivaaha and Giantti.
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.

 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.
Business Strategy
 Continue to grow retail operations

 Expand market penetration for branded jewellery

 Increase market share in India and other international

markets

 Increase jewellery manufacturing capacities and develop infrastructure

 Tanishq is India's largest, most desirable and fastest growing jewelry brand in
India. Started in 1995, Tanishq is the jewelry business group of Titan Industries
Ltd - promoted by the TATA group, India's most respected and widely
diversified business conglomerate

 Tanishq challenged the age-old jeweller's word with TATA's guaranteed purity

 Tanishq also introduced professional retailing in the dis- organised Indian

jewelry bazaar, where women can shop with comfort and peace, without
worrying about the purity of the jewelry they are buying, as well as, select
from the best jewelry collections available in the Indian market.
Tanishq - Integrated Marketing
Communications
 Tanishq’s marketing strategy focuses on making it the most desirable brand of
jewellery in India.
Tanishq is rated as one of India's most aspirational brand of jewellery.

 The company has two key marketing objectives-First, drawing new customers
into its sixty stores located across the country, and second, building long-term
relationships with the existing.

 Successful demand generation through a slew of marketing measures is, at the

core of the rapid, profitable growth, which Tanishq has witnessed during the past
years.
 TANISHQ MARKETING STRATEGY
 When Titan launched Tanishq in 1995, Titan realized that there was a huge
untapped market for branded jewellery in India. The critical success factors in the
business were quality, fashionable design, and good after sales service.

 Many potential customers thought the products were over priced and
associated the brand only with the rich.
Hence, Titan decided to change its strategy on two fronts:
• Value proposition
• Retailing.

 The Tanishq strategy for the coming couple of years relies on two things —
increasing penetration in the domestic markets and going abroad in order to
diversify its revenue portfolio.
 COMPARING BOTH THE JEWELLERY HOUSES:

V/S

 Points of differences between Gili

and Tanishq:-
• Gili:
1) It is dependent on other retail outlets and malls
2) Specialized in Diamonds products
3) It has wide range of products under diamond and gold
• Tanishq:
1) It has self outlets of its own
2) Speaclized in Bridal Jewellery
3) Deals mostly in Stones and Gems very less collection for Diamonds
Marketing Strategies, Sales &
Distribution
 In 1997 Gili introduced Rivaaz , a collection of ethnic Indian jewellery
Gili to attract its costumers and satisfy its consumers comes up with
strategies like:-
a) Gili promise
i.e. Guarantee of Authenticity of its products.
b) provides with certificate of Authenticity
 Employee Safety, Satisfaction Index, Medical Availability,
Environmental Protection Standards, etc.
 Corporate gifts Collection: The Brand is very much
popular in the market for its Corporate Jewellery Collections
 Gili also comes up with special offers on top selling products
Online shopping concept is also adopted by Gili
Tanishq
jewellery is sold exclusively through three types of stores namely
(a) Company operated stores
(b) Management Agent stores and
(c) Franchised stores

 Tanishq have Company operated stores in Bangalore, Chennai, Calcutta,

Mumbai and New Delhi.

 Tanishq has not only developed a national retail

chain with uniform and transparent practices and policies but also
maintained consistency of retailing standards across all these stores on an
ongoing basis.
 CONCLUSION
 Which Brand according to me is better & why?

 Gili, it offers a wide range of 18-carat gold and diamond jewellery that
has been designed to appeal to the contemporary Indian women. It
reflects the Indian woman.
Tanishq offers ethnic Indian jewellery which is not preffered by majority of the
customers.

 If I was in position to advice the company to increase the sales, how

would I do it?

 Gili should advertise its products in a rigorous way so as to bring it to end

user’s notice.
Gili is specialized only in Diamond Pendants; hence it should come up with a
new specialty range to attract more and more costumers.
Gili also need to expand in other cities of India where it does not exist now,
this will lead to an opening of new market for the brand
Gili’s Collection price range is more expensive than its competitors, which
needs proper cost analysis to compete well.