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  • 1. Case study 2 by, incredibles
  • 2. About:  Emerald Jewel Industry India Limited (Emerald) was established in 1984.  “Emerald” is known for its quality consciousness, perfection in manufacturing and business ethics.  Emerald started it business by working with goldsmiths and then established its own manufacturing in 1992. Emerald transformed conventional methods of jewelry manufacturing into technology and talent driven process. The ultra modern manufacturing facilities in Coimbatore are an example of the same. Currently Emerald has the esteemed tag of being the “Largest Jewelry Manufacturer in the SAARC Countries”.
  • 3.  Emerald is known for its large number of design base (over 1 lac designs). All designs have been developed internally by an active team to efficient designers who are involved extensively in market survey. They attend various trade shows and events to know currents trends in markets.  The Company provides employment to over 2000 people. The incredible commitment and the dedication of the employees fuel the growth of the Company. The in-house 'training centre' provides extensive training in the areasof design, production, stone setting, etc. to the work force before absorbing them into the regular stream to maintain uniformity of quality and perfection. Timely exchange of ideas between employees and management helps in attaining continued improvements in all spheres of the management.
  • 4. Vision:  Mr. Srinivasan's dream to transform conventional cottage jewelry manufacturing by goldsmiths into a most-modernized technology-oriented industry came true with the establishment of “Emerald Jeweltech” in 1994. Initially the unit was manufacturing just 400 grams of jewelry per month as against the present capacity of 2 Metric tonnes per month. The real revolution for Emerald began between 1995 and 1998 when various new activities and departments were introduced for specialization, right from research & development, laser engraving, tubing, laser soldering, machine cutting, photography, gold recovery & refining, order processing, stone setting, pollution control, security systems, H.R. Management, cost management etc., came into being. The concept of mixing casting designs with handmade designs were innovated and named as MVD which the market welcomed with cheer. This triumph of success was made possible due to the hi-tech facility available for casting and skilled work force of hand craftsmanship together under the guidance of one visionary.
  • 5. Milestones: 1984 1986 1989 • Establishment of emarald jewelers • In-house emerald die works • Testing and quality certifications emerald polishing unit
  • 6. 1990 Jewel exports 1991 infrastructural expansion 1994 Emerald jeweltech
  • 7. 1997 Micro wire drawing 1998 Krishna Charitable trust 2003 Diamond and Diamond jewelery