2. Market Size and Growth rate
•Consumption of gold and jeweler products in
India has grown at a rate of 10-15 per cent per
annum.
• the domestic Indian market is estimated to be
over US$ 30 billion.
• India and China are now emerging as one of
the leaders in the global jewellery industry in
terms of consumption
3. Unorganized Sector
industry has around 15,000 players,
4,50,000 goldsmiths,
over 100,000 gold jewelers
6,000 diamond-processing players
8,000 diamond jewelers.
4. Impact of Recession
September 2009-10 due to economic
slowdown, the demand for gems and jeweler
shrank, which resulted in export slowdown for
India.
5. Rise in Prices
From Rs 17,847 per kg in December 2008, the silver
price increased to Rs 29,720 per kg in September
2013.
6. Branding of Jeweler
Continuous Skill Development
Technology Up gradation
Increase in Exploration Activities
Enhancing Visibility through Continuous
Participation in International Exhibitions.
8. Indian gems and jewellery sector is expected to grow at a
compound annual growth rate (CAGR) of around 16.26 per
cent during the period 2011-12 to 2016-17 on account of
increasing government efforts and incentives coupled with
private sector initiatives, according to a report of the
working group on 'Boosting India's Manufacturing
Exports', by Ministry of Commerce & Industry.
Shipment of gems and jewellery makes up about 14 percent
of India's total exports, and the sector employs about 3.4
million workers, with the Middle East taking most of the
market.
9. Name Last Price Market Cap.
(Rs. cr.) Sales
Turnover Net Profit Total Assets
Rajesh Exports 106.85 3,154.85 31,879.62 453.12 5,245.28
PC Jeweller 90.10 1,613.69 4,018.42 290.66 -
Shrenuj and Co 102.85 992.03 2,239.30 30.50 2,109.54
Tribhovandas 145.90 973.21 1,658.34 85.00 363.15
C Mahendra Expo 162.10 972.60 2,111.45 31.17 1,543.70
Gitanjali Gems 76.20 701.54 10,380.67 265.16 5,089.12
Vaibhav Global 203.30 651.87 257.50 26.38 507.58
Goenka Diamond 15.70 497.69 729.33 21.21 399.47
Shree Ganesh 69.75 492.62 9,222.38 253.81 2,081.59
Thangamayil 172.95 237.28 1,524.79 29.63 400.67
Tara Jewels 87.85 215.91 1,383.60 66.24 736.37
Renaissance Jew 50.00 95.40 719.01 13.37 489.66
Winsome Diamond 5.75 61.30 7,141.98 -177.27 1,769.86
Goldiam Inter 19.25 48.02 97.46 8.49 219.55
Zodiac JRD-MKJ 16.50 8.54 16.64 0.81 55.91
Classic Diamond 1.55 6.08 21.51 -251.26 511.18
How big is the branded precious jewellery market in India? What is the share of Tanishq in it?
This industry is very fragmented. According to a recent study by KPMG, the Indian jewellery market is worth
Rs.21 billion and a major pie of it is dominated by traditional retailers. There are only three brands with a pan-
India presence – Reliance Jewels, Tanishq and Gitanjali Jewels. But we definitely dominate the branded precious
jewellery market.
10. Robert Shipley develop and design identification
equipment for the gem trade. In 1930s, he is seen using one
of the first refract meters. It was one of the first dark-field
illuminated microscopes.
The technique for synthesizing ruby was discovered in the
latter part of the 1800s. the synthetic ruby was considered a
masterpiece of advancing technology.
Another significant technical innovation, the cultured
pearl, also made its appearance early in the century.
Mikimoto introduced the first spherical cultured pearls in
1905 in Japan.
The diamond cutting was advancing, too.
11. The other innovation was the Internet, which enabled even small
jewelers to present information and sell merchandise not only in their
own markets but also around the world.
Lightweight Jewelry
Electroforming, one of the most important developments, enabled
craftsmen to create light but strong metal designs. The technique
produces a hollow skin of gold or silver, allowing production of large,
lightweight pieces, and is most often used for earrings.
Invisible Settings
Designers also sought new ways to anchor gemstones to metal.
Color Treatment of Gold
To achieve a white look, gold must be alloyed with a white metal and
then bleached. Silver, one of the more common alloys used with gold.
12. Volatile gold prices and changing customers tastes are forcing
traditional gold jewellery retailers to sell fashion and imitation
jewellery to protect falling business margins and sales.
Research shows that the Indian jewellery sector is in the transition
phase with consumers' desire for possession of jewellery for its
aesthetic appeal and not as a form of investment.
Imitation jewellery is easy to carry and comes in various patterns
and colours which are giving edge over traditional yellow metal.
13. every woman wants to look beautiful, not everyone can afford
diamonds and gold. Thats why the concept of imitation jewellery is a
popular option for many women
For many women, shopping for and collecting different types of
accessories qualifies as a passion. Buying expensive jewellery is not
the most practical option
It also affords most fashionable women many more options, and is
safe for travel.
While attending an important event far from home, and worried
about whether or not you should bring your fine jewellery? In such
situations, imitation jewellery provides the best and sometimes safest
bet for a fashionable look
14. The trend of heavy and trendy imitation jewellery has gained
popularity due to TV serials and historical films
Earlier only middle-class aspirants used to come to shop such
jewellery but now women from across the class opt for such kind
trendy jewellery
Imitation jewellery is available at a price ranging from Rs 5 to
15,000 depending on design and material.
Now one-gram gold jewellery micro and antic patterns are in great
demand
15. Imitation jewellery is too cheap to worry in the case of lost or steal.
Women now wanted to wear jewellery according to their clothes.
This is not possible with real gold jewellery
Best Option to Accessorize on Budget No matter your age
Special events for valentines day , teachers day, doctors day
collections
The consumer wanted a wider selection at a single convenient
location and expected an international shopping experience.
16. The following steps will help you define your marketing mix
* Identify your target market.
* Determine what the target consumer desires.
* Assess whether you have any advantages over your competition
in delivering the desired service.
* Choose the position that is most valued by the consumer.
Product: Features , Services , Product quality, Staff
quality, Style, Brand name, packing
Place(Distributions): Location, Frequencies of
services, Transportation, Distributions, Inventory.
Promotios: Publicity, Sales promotions, Personal selling
, Advertising , Mailing list
Price(Cost): List Price, Discount, Credit terms
17. Shop in shop-The "shop in shop" retail concept is where a brand
owner or retailer takes space in another retailer's store and fits it out to
provide selling space dedicated to that secondary company's products.
Pop up retailing - pop-up stores are a new phenomenon taking retail by
storm. A pop-up shop, that is — a temporary retail space or experience
which involves “popping-up” one day, and disappearing the next few
days , Pop-up retail outlets give a more of a touch and feel experience
for customer and build awareness.
Think the possibilities of create a travelling jewellery show. Seek out
places, events and venues like women's association events , luxury or
economic hotel lobbies or even mall kiosks that lend themselves to
selling jewelry on the fly.
18. Association with corporate gifting coupon companies and allow their
customers to redeem coupon in our out lets/channel partners.
Make association with third party loyalty pregame partners, like SBI,
ICICI, loyalty cards .
Add new retailers for increase sales volumes in targeted market. Use
some technique for developing franchises/ sales partners. Each new
store has the opportunity to further promote future franchisees,
Direct approch- approch leading retilers or whole sales and sell the
concept , make a business deal in win win basis
Networking-There are many different types of networking, ranging
from email, to in person, to online on LinkedIn and other social
networking sites. Knowing the right people can cause an increase in
your franchise sales.
19. Media
The media provides another option to increase your franchise sales.
Although different strategies apply, you can use both the local and
national media to expand your business. The local media is an important
tool for lead generation and allows you to target geographic areas where
you would like to grow
Trade Shows
Tradeshows are another way to meet prospective franchisees. The event
will provide an insight for potential franchise owners, while
promoting brand awareness and product visibility. Tradeshows also
provide an opportunity to promote new and current products and drive
sales
20. Use all retail marketing Tools for increase brand building among targeted
customer segment
Think the possibilities of create a travelling jewellery show. Seek out
places, events and venues like women's association events , luxury or
economic hotel lobbies or even mall kiosks that lend themselves to selling
jewellery on the fly.
Sponsorship or Active participation in cities fashion events , film based
events, school college events ( By focusing Target segment)
Use the powers of retail coupons ( one day or few days valid ) by print
medias like News papers, women based magazines.
Motivate retail partners for increase sales by offering exclusive special
events or sales schemes.
Create Data base- for repeat sales , loyal customers and make assure
constant touch with emails or other way of communications
21. There is a huge untapped market for branded Imitation jewellery in India.
The critical success factors in the business is quality, fashionable
design, and good after-sales service ,
The changing lifestyles demanded lighter and trendier jewellery with less
price .
For setting up good gold jewellery shop one needs inventory at least worth
of Rs 30 to 50 lakh. While, in the case of imitation jewellery one can start
business with stock of meagre Rs 15, 000
Imitation jewellery are known as celebrity-inspired jewellery-segment
The Indian consumer was willing to experiment with new designs.
cultivate trust by educating customers about the unethical practices in the
business and change the perception of jewellery as a high-priced purchase.
