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Jewelry Industry

In

India

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Rs. 900 Billion CAGR 15%

Organized Sector: 5%

Jewelry Industry In India

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Jewelry Brands In India

Brand Turnover (Rs. Crore)

1098

1993.84

4,600 Cr.

885.2

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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

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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

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Entry Of Organised Players

Enormous potential for growth

Gap in the market

Diversification opportunities

Brand conscious consumers

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1995 Rs. 4,600 Cr.

104 stores, 71 cities

Tanishq

2/3 revenue of Titan

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Target Segment

Tanishq

Tanishq

Upper middle class urban women

Gold Plus

•Traditional 22 karat jewelry consumer segment

•Small towns

Zoya

Upper class urban women

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Marketing Strategies

Tanishq

360o approach in creating brand equity

Objectives

To build trust

To create differentiation

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Tanishq

Building Trust

Educating customers about the unethical practices

 Ad campaigns emphasised the purity aspect

Carat Meters

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Tanishq

Creating Differentiation

Innovative designs

Traditional and contemporary

‘Dancing Diamonds’ 

Regional designs

Retail brand

Unique shopping experience

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Tanishq

Brand extentions

Gold Plus

Zoya

Product line extensions

Mia

fg

Creating Differentiation

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Tanishq

Promotions

In film

Paheli

Jodha Akbar

Sales Promotions

Golden Harvest Scheme

 Anuttara loyalty club

Swarnanidhi

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SWOT

StrengthsTATA brand equity

Quality and trustDesigns

Innovative marketing

strategies

Retail footprint

Opportunities

Rising disposable incomes

Rising brand consciousness

Changing buying behaviour

Rising global demand

Govt. support

Weaknesses

Inability to customize

Limited purchase points

Limited advertising

Threats

Rising gold prices

Increasing competition

Lack of skilled labour

Technological limitations

Fluctuating exchange rates

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Future Outlook

Expected growth rate: 20% by

2015

Increase in organized sector

Move towards luxury

Shifting focus

From gold to other metals

From colorless diamonds

to colored diamonds

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

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Thank You