2. INTRODUCTION
• NIRALI CHHEDA (CEO)
•
•
•
•
YASH PALRECHA (Managing director)
PRASANT GHATAGE (Head Export)
PRAFULL CHAUDHARY (Head Retail Branding)
AMOL PHAONDKE ( Non- Active)

3. COMPANY OVERVIEW
 Rajesh Mehta and Prashant Mehta joined their father's jewelry business in the
year 1985 and with a modest investment in the year 1990 Rajesh Exports Ltd
was formed.
 Headquartered at Bangalore, India and in the year of inception the firm posted
reasonable export sales of Rupees 24.7 million.
 REL is the only Indian company to be recognized by Government of India as a
“Five Star Export House” in the field of gold jewellery.
 The Company’s manufacturing facility in Bangalore, spread over a 12- acre plot,
uses advanced machines and laser technology.
 In comparison to industry standards of 3%, wastage in processing of Gold, REL
processes Gold at a wastage of 0.25%, resulting in huge cost savings. Hence,
the company is known for World's lowest cost producer of jewelry.
 Presently REL employs 725 skilled workers and 550 unskilled workers.

4. Contd…
 REL enjoys a negative working cycle (receives 240-day credit from its suppliers
while selling on cash-basis to the customers).
 In 2010, REL launched the “Retail Gold Revolution" in India.
 REL offers more than 30,000 designs in its jewellery catalogue, the largest
variety offered by any retailer in the world.
 REL is India's largest exporter of gold jewellery (exports to over 20 countries
worldwide) and contributes 40% share in gold jewellery exports from India.
 The company has diligently built up some of the finest infrastructure and
systems for the manufacture and marketing of gold jewelry.
 A keen vision in the development of unique methods and systems for the
manufacture and marketing of gold jewelry has placed REL ahead of other
companies in the Indian and global gold industry.

5. Awards and Achievements
 Karnataka State Government Best Exporter Award for past 13 years (from
199 to 2010).
 “Overall Excellence in the category of Gold Exports” Award by the “Gem &
Jewellery Export Promotion Council” for 16 consecutive years (from 1994 to
2010).
 Ranked as the ‘Second Fastest Growing Company’ in the Large Scale
Sector in 2009.
 Accorded as the “Jeweller of the Year” Award by Jewellers Association,
Bangalore in 2009.
 Awarded Gold Trophy for exports by Federation of Imports & Exports in
2008.

6. PRODUCTS
GOLD JEWELRY
DIAMOND JEWELRY

7. GOLD JEWELRY
Gold Jewelry
Product
Weight (gms)
Earrings
0.8 to 50 gms per pair
Studs, hanging, bali, jumki
3000
Rings
0.70 to 15 gms per
piece
Machine cut, filigree work
and meenakari work
2500
Pendants
0.7 to 15gms per
piece
Plain gold, meenakari,
studded
2500
Chains
2 to 120gms per piece
Machine made & hand made
1500
Necklaces
8 to 55gms per piece
Plain gold, meenakari &
studded
1200
Necklace
Sets
14 to 600gms per set
Plain gold, meenakari &
studded
3000
Bangles
8 to 120 gms per pair
Plain gold, meenakari &
studded
2000
Bracelets
4 to 90gms per piece
Plain gold, studded, beaded
& linked
1500
Styles & Types
Design
Portfolio
Target
Asian

8. DIAMOND JEWELRY
Diamond
Jewelry
Product
Weight (gms/cts/ cents)
Styles & Types
Earrings
1.5 to 28 gms of 18 cts
gold and from 2 to 100
cents
Stud Earrings,
hoops, design,
chandelier, drops,
huggies.
274
1 to 15 gms of 18 cts gold
and 1 to 125 cents
Stud with different
cuts and shapes &
designs.
246
1.5 to 15 gms of 18 cts
gold and 1 to 80 cents
Stud with different
cuts and shapes &
designs like heart,
star etc.
101
Rings
Pendents
Bracelets
5 to 45 gms of 18 cts gold
and 9 to 150 cents
18 to 54 gms of 18 cts
Necklaces Sets
gold and 45 to 300 cents
Tennis Bracelets,
Diamond Bangles
& Cuffs.
Stud with different
cuts and shapes &
unique designs.
Design
Portfolio
45
34
Target
USA, North
America,
UAE,
China,
Singapore&
Indonesia

9. Technology & Manufacturing Process
Gold bullion &
alloy heated
to 1000 C
Molten Gold poured
into cast to
produce rods
(A) Machine Chains
(B) Manual Process
(C) Casting Process

10. (A) Machine Chains (for standard gold chains of various designs)
Wires drawn
from gold
ingots
Soldering of
chain
Soldering of
Loops
Wires then
drawn using
diamond
dyes
Wires wound
on spools &
mounted
Non-soldered
chain is
woven
Chains
without
loops
Quality check
& delivery
Gold chains of
various sizes

11. (B) Manual Chains (for hand-made jewelry)
Wire drawing &
stamping
Dye Cutting
Design
fabrication
Design pieces
with loose
ends
Soldering &
Polishing
Quality check
& delivery

12. (C) Casted jewelry (for plain & diamond jewelry)
Metal master &
rubber bound
making
Burn out of wax
Setting & final
polishing
Wax injection &
spurring
Liquid gold
injection
Quality check &
delivery
Investment
casting
De-sprucing &
initial
polishing

13. CERTIFICATION
BIS hallmark:
 The BIS hallmark is a hallmarking system for gold jewellery sold in India
certifying to the purity of the metal. It certifies that the piece of jewellery
conforms to a set of standards laid by the Bureau of Indian Standards, the
national standards organization of India.
BIS hallmark for gold jewellery consists of several components:
 The BIS logo.
 A three digit number (out of a set of six pre-defined values) indicating the
purity of the gold in part-per-thousand-format viz; 958, 916, 875, 750, 585,
375. Thus a BIS 916 hallmark would certify to a purity of 916 per 1000,
that is 91.6%, translating to a 22 carat purity of gold.
 Logo of the assaying centre.
 A code denoting the date of hallmarking.
 Logo/code of the jeweler.
Hallmark Certificate.JPG

14. International gemological institute:
•
•
•
for gem certi.jpg
The IGI Diamond Report is essentially a statement attesting to the authenticity of a
diamond and provides a reliable and accurate report of its identity and grade based
on an internationally recognized system. Each diamond is scientifically analyzed by
several gemologists who use their experience in combination with state-of-the-art
equipment to produce an accurate description of the characteristics of the diamond
and the quality of its cut. With its detailed information presented in understandable
language, the different qualities of a diamond can be truly appreciated.
The grade or quality of a diamond is based on four characteristics commonly referred
to as the 4Cs: the Carat weight, Color, Clarity, and Cut. These are analyzed and the
results are recorded in the IGI Diamond Report.
LASERSCRIBE (SM)
Upon request, your diamond or colored stone is sealed in
a secure and tamper-proof container A miniature copy of
the IGI Report is enclosed within the seal, and is visible
from the back. Once opened, the IGI Seal will show a
chemically generated pattern, evidencing that the seal
has been opened.

15. FACTORS FOR MARKET SELECTION
United Arab Emirates (UAE)
Demand of
gold


Government
Policies


Infrastructure


United States of America( USA)
The per capita gold consumption in Dubai
is the highest in the world.76 per cent of all
residents own gold.
Demand for gold jewellery rose 29 percent
according to the latest quarterly report
from the World Gold Council (WGC)

According to the Gulf Cooperation Council
(GCC) Customs Union, Gold in any form is
exempted from Customs Duties.
The exporter is to have an appropriate
Trade License issued by a Government
Authority.

Infrastructure in the UAE is extremely well
developed following a period of rapid
progress that saw the construction of
residential, tourism, industrial and
commercial facilities on a massive scale,
radically altering the urban environment in
the UAE.
Business Monitor International estimates
that the UAE is currently investing Dh213
billion (US58 billion) on roads and bridges
alone, including projects underway and in
the planning stage.





USA accounted for 161 tonnes of gold in
jewellery during 2012.
It is third largest consumption of gold
jewelry followed by India & China.
The US government has liberalized
policy for the entering of foreign trade
but have also many restrictions at the
same time.
Complied with Kimberly Process.
United States has an excellent
infrastructure which is capable of
supporting the needs of the economy.
Estimated investment by 2020 is around
$3.6 million.
The American Society of Civil Engineers
(ASCE) depicts the condition and
performance of the nation’s
infrastructure via Report Card & have
Graded “D+”

16. Environment
The United Arab Emirates, with its rapidly
developing infrastructure, investor-friendly
policies and political stability, is undoubtedly
one of the most attractive business
destinations in the region.
Foreign investors have access to single
window licensing services that promise
quick turnaround in terms of registration and
visa processing. Specialized zones for
technology, media, education, healthcare,
finance and others gives an added
dimension to the trade and commercial
environment.
The vast & varied geographical area has
been a boon to US providing ample of
natural resources. Being a developed
country US has fully utilizes these resources
for export and import of all kind of good.
The foreign investors have to comply all
the rules and regulations laid by the
customs department for trading where one
must be licensed recognized by their
government.
Currency
The official currency of the UAE is the
dirham (abbreviated to Dhs or AED), with
each dirham divided into 100 fils.
The dirham is pegged to the US Dollar at
the official exchange rate of Dhs 3.6725 to
every US Dollar.
The official currency is referred to as
the U.S.
(sign: $; code: USD;
also
abbreviated US$ dollar or American dollar.
It is divided into 100 smaller units
called cents.
U.S. dollar as the world's most stable
currency & mostly used for international
trading.
Trade
Barriers
As a member of the Gulf Cooperation
Council (GCC), the UAE applies the GCC
common external tariff of five percent for
most products, with a limited number of
exceptions.
According to the WTO, the UAE’s simple
average applied tariff 4.7 percent for non
-agricultural goods.
All goods that enter the United States are
categorized in accordance with the
provisions of the U.S. Harmonized Tariff
Schedule (HTSUS).
They charge 5% to 5.8% tariff or import
charges on bullion in any form.

17. Relationship
between
Countries
Trading links between India and UAE have
existed since long. Growing Indo-UAE
economic
and
commercial
relations
contribute valuable stability and strength to
bilateral relationship between the two
countries. The UAE enjoys a broad and
comprehensive economic relationship with
the India, based on mutual interests.
The notable reason of strong Indo-UAE
economic ties is huge expatriate Indian
population in UAE.
Trading links between India and usa have
existed since long. Growing usa economic
and commercial relations contribute valuable
stability and strength to bilateral relationship
between the two countries. The USA enjoys
a broad and comprehensive economic
relationship with the India, based on mutual
interests.
The notable reason of strong USA
economic ties is huge expatriate Indian
population in USA.
Population
9.206 million in 2012
2 million Indian expatriates currently live
and work in the UAE, comprising more than
30 per cent of the national population and
constituting the Emirates’ largest expatriate
group.
313.9 million in 2012 making it third most
populated country in world.
Around 1% of population is Indians.
The UAE is an amazing amalgamation of
the traditional values of the East and the
modern technologies of the West and a
melting pot of various nationalities and
cultures living together and working in
harmony.
The UAE offers a standard of living that is
comparable to the world's most advanced
nations makes it one of 20th century's
success stories. Along side that a literally
crime-free environment makes the UAE one
of the most attractive places to live.
United States is always in the top twenty,
currently ranking 3rd by means of measures
by UN Human Development.
Per capita income is high but also less
evenly distributed than in most other
developed countries; as a result, the United
States fares particularly well in measures of
average material well being that do not place
weight on equality aspects
Standard
living
of