GEMS AND JEWELLERY

SECTOR
{ COMPOSITION OF JEWELLERY SECTOR
INTRODUCTION TO INDUSTRY
• The Gems and Jewellery sector plays a significant role in the Indian
Economy, which is contributing about 7% to the GDP of the
country and 15%to the India’s total merchandise export

• India exports 75%of the World’s polished diamond as per statistics

of Gems and Jewellery Export Promotion Council

• Indian Government presently allows 100% FDI in the sector

through the automatic routes
MARKET SIZE
• Indian Gems and Jewellery sector is one of the largest in the
world contributing 29% to the Global jewellery consumption

• India’s demand for the gold is 640.4 tonnes in 2019.

• India’s export stands to US$29.07 billion and a import of

US$24.41 billion in FY 2020

• In the FY 2020 India exported cut and polished diamonds worth

US$18.66billion
Dominant player in
Jewellery sector
 Tanishq
Introduction
 Tanishq is a jewellery brand of India. It is a division of Titan Company, a
company promoted by the Tata Group in collaboration with the Tamil Nadu
Industrial Development Corporation (TIDCO). Tanishq's headquarters is at
Bengaluru in Karnataka. It was founded in 1994.
 Punchline “ khushiyo ki chamak”
 Market capital – Rs 103245.09cr
 Turnover - Rs 61701.34 lakhs

CEO Brand Ambassador

Ajoy Chawla Mithila Palkar
Strategies
 Place and distribution strategy
 Promotion and advertising strategy
 Pricing strategy

Reasons for their success

 Quality
 Great Designs
 Brand New
 Malabar Gold and Diamonds
INTRODUCTION
 Malabar Gold and Diamonds is a BIS certified Indian jewellery group
headquartered in Kozhikode, Kerala, India. The Malabar Group of Companies was
founded by M. P. Ahammed in the year 1993.
 Tagline the brand raises its volume saying “Every women in this world like 2
things- surprise and diamonds”
 Market capital - Rs 675cr

Chairman Brand Ambassador

M. P. Ahammed Anil Kapoor
Strategies
 Product strategy
 Pricing strategy
 Place and distribution strategy
 Promotion and advertising strategy

Reasons for their success

 Certified Diamonds
 Conflict Free Diamonds
 No Middle Men
Introduction
Largest jewellery chain in India
Founded : 1993
Chairman & MD : T S Kalyanaraman
Headquarter : Thrissur, Kerala
No of show room : 137 as of 30/06/2020
Kalyan’s Marketing strategy and reason behind its success:
 Early Disruptor
 Transparency

 The customer is the King approach

 Price

 Place

 Promotion

 Attention To Detail
Introduction:
Founded :1864
Founder : Tribhovandas Bhimji Zaveri
Headquarters : Zaveri bazzer, Mumbai
No of Location : 37
Brand Ambassador : Sara ali khan
Marketing Strategy and the Reasons behind its Success
• Product Quality and Design
• Price
• Oldest in the Business
• Place and Distribution
• Promotion
• Campaign
STRATEGIES OF MALABAR GOLD &
DIAMONDS
 STRENGTH THREAT
• changes in government
• Offers life long warranty in ornaments
policies
• association with film and sports celebrities
• Fluctuating Global
• Product differentiation
economy
• Profits for noble cause

S
•
W O
gold is not an investment
T

WEAKNESS OPPURTUNITIES
• Increase presence in India
• Less penetration across India • Tie up with corporate and sponsorship of fashion
events
• global footprint is less especially in UK and USA
• Expansion plans in the future
Indian jewellery market has seen big changes in last few years due to the entry of
multinational companies. Local retailers are facing huge problems due to this. The mindset
of customers is also changing towards branded jewellery. To retain their position in the
market, traditional jewellery sellers must adopt some new marketing techniques.

Before making any plan there is a need for knowing the factors that affect the sales in this
market. Below are some factors seller should consider :

1. Purchasing power
2. Choice of buyers
3. Trends in jewellery market

Strategies to use in retail jewellery :

1. Personal relationships
2. Digital marketing
3. Event marketing
4. Using discounts
5. Using latest technology