Gitanjali Gems presented information on their company including an overview of their history, brands, operations, financials, and future plans. They operate across the diamond and jewelry supply chain from rough diamond sourcing to retail of branded jewelry. Some of their key brands include Gili, Nakshatra, and recently acquired Italian brands. They have a global presence across key markets like the US, Middle East, and China and aim to continue expanding their operations internationally while growing in India.

1. GITANJALI
GEMS & JEWELLERY
PRESENTED BY
RIDDHI PANDYA / SANJAY GUPTA / VINOD THAKUR / SWAPNIL BHOSLE

2. GITANJALI GEMS
• ABOUT GITANJALI GEMS
• THE LIME CHALLENGE

3. GITANJALI GEMS
1.
2.
3.
4.
5.
6.
Chairman’s message
Vision & Mission
Company Overview
Spreading Wings (Blaze to Brilliance)
Milestones (Promise Beacon)
Location Spread out
THE LIME CHALLENGE
7. Financials / Acquisitions & Alliances
8. Differentiators
9. Factors affecting Gitanjali Gems Ltd.
10. Some Facts about Gems and Jewellery
11. Gitanjali Gems Ltd. – A Road Ahead
12. Forward Integration

4. CHAIRMAN’S MESSAGE
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• “ We are the only completely integrated diamond and jewellery manufacturer
and retailer in the country.
• We have a strong presence at every level of the diamond business, right from
sourcing diamonds at competitive prices from DTC as sight holders to retailing
our products through a vast network of self-owned and franchised stores.
• We are the pioneers of branded jewellery in India and have several established
brands in our arsenal to tap the continuously growing branded jewellery market.
• The list includes well-know and well established brands such as 'Nakshatra', 'Gili',
'Asmi', 'Sangini', 'D'Damas' and 'Giantti, Shuddhi‘.”
Mr. Mehul Chokshi
Chairman & MD

5. VISION & MISSION
INDEX
Mission
To be the world’s leading manufacturer of diamonds and retailer of branded jewellery, with a strong, globally
diversified infrastructure and integrated operations efficiently linking diamonds from rough to retail.
Vision
1. To become India’s no.1 jeweller by 2015 and World’s No2. Jeweller by 2016
2. To become India’s No.1 Fashion House selling integrated portfolio of Gitanjali ever innovative products advocated
by designers and others’ products for consideration
3.
4.
5.
6.
7.
8.
9.
10.
To elevate, nurture and satisfy customers known and unknown (to customers) needs
To establish an educational Institute of designing (Jewels, Garments, Textile) & Engineering
To be recognized as World’s best Socially Responsible Corporate
To create incremental demand for diamonds through marketing and promotion strategies.
To create incremental enterprise and brand value to increase the net worth of the Co.
To build in-house resources of unsurpassable skill in design, manufacture and customer response.
To protect worker interest and nurture professional growth
To remain a loyal business partner to DTC

6. COMPANY OVERVIEW
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1. Gitanjali Group was established in 1966 as one of the earliest of India’s dedicated diamond houses. The first Group company began
cutting and polishing diamonds, at Surat, one of Gujarat’s great diamond gem & jewellery manufacturing centres.
2. By the 1980s and 90s it had forward integrated into diamond jewellery manufacturing and Having won over 50 awards from the
Ministry of Commerce, India for outstanding exports of diamond and jewellery, is today over $3000 million multinational group,
and a publicly listed entity.
3. In under three decades, it became a DTC Sightholder, and one of India’s largest manufacturers, retailers and exporters of diamonds
– and a global frontrunner.
4. In 1990, with the startup of Gitanjali Creations, a 100% Export Oriented Unit at Borivali, Mumbai, the Group integrated forward from
diamonds to diamond-studded jewellery.
5. The Gitanjali Group's operations extended from rough diamond sourcing, cutting, polishing and distribution, to jewellery
manufacture, which involved designing, mould making, wading, casting, sprue grinding, filing, polishing and setting.
6. In 1994, the Group, launched Gili, India's first jewellery brand, sparking a new phase of growth. Subsequently, it has launched a
wide range of new brands and also retails various luxury accessories, advancing steadily to its current stature as the world's largest
branded jewellery manufacturer-retailer, with a turnover of over U.S. $3 billion in financial year 2013.
7. With rapid expansion in India; the company penetrated Tier II and III towns in a big way using primarily franchisee route; developed
multiple retail strategies. The product portfolio had new additions in the form of luxury products like high end watches, writing
instruments and apparels.
8. Operations span the globe, all the way from USA, UK, Belgium, Italy and the Middle East to Thailand, South East Asia, China, and
Japan.

7. SPREADING WINGS (BLAZE TO BRILLIANCE)
1.
INDEX
Integration enabled the Gitanjali Group to build strengths and hone expertise in all aspects of product development,
marketing and merchandising, the perfect launching pad for organic and uninterrupted growth.
2.
In the 1990s, they adopted a new strategy of developing jewellery brands rather than selling diamonds as a commodity
by launching India's first jewellery brand Gili, in 1994. Subsequently, the Group developed a large portfolio of over 30
jewellery brands catering to different consumer needs and segments foraying into jewellery retail.
3.
First overseas acquisition was made in 2006 US jewellery chain Samuels Jewelers Inc; and acquired a number of
premium jewellery brands such as Stefan Hafner, Valente, Io Si, Poratti and others in Italy, and has a fast developing
presence in China, the Middle East and other new markets.
4.
The company registered a steady growth in turnover with a CAGR of over 30% in last three financial years to cross U.S.
$3 bn in FY'13. The Group has over 4,000 retail points of sale, including the metros, Tier II and Tier III cities. The Group
has a strong presence in all five largest jewellery markets in the world India, U.S., Japan, Middle East and China.
5.
Over the last two decades, the Group has expanded operations in USA, UK, Belgium, Italy and the Middle East to China,
Singapore and Japan. Further, new regions are being explored and entry plans drawn up for markets in South and
South East Asia, Russia, Africa, East Europe.

8. MILESTONES (PROMISE BEACON)
1986:
Incorporated as a limited company 'Gitanjali Gems Private Limited'
1991:
Started jewellery operations at the manufacturing units in SEEPZ, Mumbai
1994:
Converted into a public limited company 'Gitanjali Gems Limited'
1994:
Launch of India's first jewellery brand - Gili
2003:
Pioneer of branded jewellery retail in India - D'damas
2004:
Formed JV Brightest Cricle Jewellery Private Limited to promote Brand 'Nakshtra'
2006:
Gitanjali goes public, launches IPO
2006:
Acquisition of U.S. Retail Chain - Samuel Jewelers Inc.
2006:
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Acquired Asmi from DTC
2011:
Acquired five leading Italian jewellery brands - Stefan Hafner, IO SI, Porratti, Nouvelle Bague
Valente
2012:
Growing presence in Japan through Gems TV - leading jewellery selling TV channel
2012:
Acquired Nirvana and Viola jewellery brands in India
2013:
Strengthening presence in Middle East, has tied up with Paris Gallery
and

9. LOCATION SPREAD OUT
INDEX

10. FINANCIALS / ACQUISITIONS & ALLIANCES
INDEX
Financials
Results for FY2013 - Gitanjali Group announces results for the financial year ended March 31st, 2013. Gitanjali
Group Sales up 31% at Rs.16,418 cr for Fy’13
Net Sales 31%
Rs. 16,418.5 cr
1.
2.
3.
4.
5.
EBITDA 30%
Rs. 1,114.5 cr
PAT 21%
Rs. 591.7 cr
Net Sales in FY 2013 were Rs. 16,418.5 cr as against Rs. 12,498.3 cr. in last year; up 31%
PAT in the year was Rs. 591.7 cr as against Rs. 487.3 cr last year
EPS for FY13 was Rs. 64.5, up 16%
Jewellery Sales in the year were at Rs. 10,165.5 cr up 45%
EBIT in the year was Rs. 1,081.9 cr as against Rs. 856.2 cr in the last year

11. FINANCIALS / ACQUISITIONS & ALLIANCES
Acquisitions & Alliances
1.
The Company had strategic alliance with World Gold Council. Collection “g”
2.
Gitanjali was a DTC sight holder since 1967.
3.
In 2001, the firm entered into a 50% joint venture in the form of D’Damas Jewellery Private Ltd with
Damas Jewellery LLC (Dubai).
4.
The company acquired 99.04% equity interest in Fantasy diamond cuts private ltd in 2005. •
Hyderabad gems SEZ was incorporated in 2005.
5.
Gitanjali gems has 2 associate companies Gili India (60% equity interest) and Brightest Circle
(33.34%).
6.
In 2005, Gemplus, Prism, Giantti were amalgamated into the company.
7.
Gitanjali has five subsadries namely, mehul impex, hyderabad gems. Gitanjali expots, fantasy
diamonds, CRIA Jewellery.
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12. DIFFERENTIATORS
1.
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First mover advantage - In its manifold mission, the Gitanjali Group is overall ahead of rivals because it has
been the first, or among the first, to make break new ground in many directions – an advantage of
momentum it continues to build on.
2.
Product range and innovation - Having brought diamonds and diamond-studded jewellery within reach of
consumers previously unable to afford them, the Group offers a wide variety of products in classic, ethnic
and modern patterns, suitable for consumers at differing price brackets, in line with market demand in
various markets, in India and abroad.
3.
Integrated, multilocation operations -The Group is active in all stages of the diamond jewellery business,
from cutting polishing rough stones, to design and manufacture of finished jewellery. With manufacturing
operations in India, China and Thailand, and distribution points across the country, and in the global orbit,
on four continents.
4.
Skills and technology - Technology • Achieved an International first by perforating heart cut diamonds and
making them available in affordable process between Rs. 1,000 to 6,000. • It took two years and 250 carats
value at Rs. 2 crore for Gitanjali Laser House to perfect the technology.
5.
Owns portfolio of top 6 out of 8 jewellery brands in India and well known international brands

13. DIFFERENTIATORS - 2
6.
Balanced portfolio of gold jewellery and diamond jewellery as well as the domestic and
international businesses
7.
Focus on franchise-led growth in India and diversification in International markets
8.
E-Commerce emerging as a strong platform for the group’s jewellery retail.
9.
Senior Management with significant Industry experience was instrumental in the consistent
growth in revenues and operations.
10. Marketing - Offering a comprehensive range of diamonds and other Jewellery products aimed at :
a)
Various Jewellery categories, Different customers and price segments.
b)
During various festive and social occasions by offering custom made Jewellery.
c)
Branded Jewellery enjoyed significant brand equity which gave Gitanjali a competitive edge.
d)
The sub collection “D Damas” was particularly noted for Wedding and general collection.
INDEX

14. FACTORS AFFECTING GITANJALI GEMS-EXTERNAL
1.
The Diamond Manufacturing Industry
2.
Gems and Jewellery Industry (India)
3.
Structure of Gems and Jewellery Industry in India
4.
Retailing of Diamond Jewellery
5.
Gold Jewellery• Branded Jewellery in India
6.
Government Initiatives and Regulations
7.
Gems and Jewellery Export Promotion Council
8.
Demand Conditions
9.
Supply Conditions
10. Competition
INDEX

15. FACTORS AFFECTING GITANJALI GEMS-INTERNAL
1.
Infrastructure
2.
Human Resources
3.
Technology
4.
Procurement
5.
Manufacturing
6.
Marketing
7.
Distribution
8.
Customer Relationship Management
9.
Acquisitions & Alliances
INDEX

16. SOME FACTS ABOUT GEMS AND JEWELLERY
INDEX
1.
Global Jewellery Market to Surpass USD 272 Billion Revenues by2018 Says TechSci ResearchPublished on: 28 Feb.
2013
2.
According to recently published report “Global Gems and Jewellery Market Forecast &Opportunities, 2018”, In 2012,
United States generated maximum revenues in the global jewellery market.The country is also the largest consumer
for diamonds globally.
3.
Regionally Asia Pacific holds the largest jewellery market in the world with more than half of the share being
contributed by India and China alone. India and China are also the two largest gold consumers in the world.
4.
China is the world’s largest platinum consumer followed by Japan.
5.
India accounts for more than half of the world’s diamond processing industry and is the world’s largest importer of
rough diamonds and largest re-exporter of diamonds.
6.
The market is also experiencing trends such as implementation of CAD (Computer AidedDesigning) and RP (Rapid
Prototyping) for enhancing the production procedures.
7.
According to a recently published report by TechSci Research “Global Gems and JewelleryMarket Forecast and
Opportunities, 2018”, the gold jewellery market currently accounts for43% of the global jewellery market. Given the
increasing disposable incomes and growingmarkets in the Asia Pacific and Middle East regions, the market is set to
expand immensely.
Reference http://www.techsciresearch.com for more reports

17. GITANJALI GEMS LTD. – A ROAD AHEAD
1.
The Indian gems and Jewellery sector is expected to cross US$ 26 billion by
2013, driven by availability of huge base of skilled labor and improving lifestyle,
according to a research report
2.
Due to various government efforts and incentives, coupled with private sector
initiatives, the Indian gems and Jewellery sector is expected to grow at a
Compound Annual Growth Rate of around 14 percent from 2009 to 2013.
3.
The consumption of diamond Jewellery in India is expected to touch US$ 6.41
billion in 2013.
4.
State-run National Mining Development Corp (NMDC) plans to produce close to
100,000 carats of diamonds from the Panna diamond mines in Madhya Pradesh
by 2010-11.
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18. FORWARD INTEGRATION
1.
Unique Production houses for Retail & Wholesale. • Low labour has helped GITANJALI
GEM LTD. to sustain in the market (Capital Intensive) • Recruitment of technologist
have helped them in attaining the point of difference. • Consumption of jewellery is
affected by Culture. (Diwali, Akshya Tritya, Christmas)
2.
Value Chain Diamond Polishing Diamond Distribution Shopping Experience Jewellery
Jewellery Retailing Rough Distribution Manufacturing Direct From Mines Jewellery
Whole Selling Jewellery Branding
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19. THE LIME CHALLENGE
1. The Lime Challenge
2. Market Strategies for Global Sales (USA and Europe)
3. Market Strategy for UAE
4. Market Strategy for USA
5. Market Strategy for China
6. Market Strategy for India
7. Push and Pull factors of the marketing programme
8. CSR activities for Gitanjali Group
ABOUT GITANJALI GEMS

20. THE LIME CHALLENGE
A.
Create a Marketing Strategy and Plan for global sales of Gitanjali's recently acquired Italian
Brands including Stefan Hafner, Porrati, Valentene, Io Si, along with developing Brand Gitanjali (as
part of Brand India) as one of the leading luxury jewellers
1.
In the developed U.S. market which is showing signs of gradual recovery from slowdown
2.
In Middle East which is one of the 5 top jewellery markets in the world, here the target is the Indian
diaspora settled in Middle East (for Both our Indian Jewellery Brands like Gili, Nakshatra and our acquired
premium award winning Italian brands). FYI - In Middle East Gitanjali has competition from Top Luxury
jewellery brands like Cartier, Tiffany, Chow Tai Fook and from Indian Brands like Malabar Gold and Kalyan
Jewellers (Kerala Based jewelers).
3.
In the established and rising Asian economies China
B.
Identify the Push and Pull factors of the marketing programme for the above.
C.
Devise a strategy to build the brand image or group image as a socially responsible corporate, so
it gains wider acceptance among customers.
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21. MARKETING STRATEGIES FOR GLOBAL SALES
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Market Strategies for USA & Europe
Americans and Europeans are matured customers as they have higher disposable incomes- A bridal ring is the
largest selling jewellery item in the West followed by fashion jewellery, solitaire and studs- Gitanjali Gems uses
software to map customer behaviour, trends and manage customer relationship programmes.
Our recommendations would be as follows
1.
2.
3.
4.
5.
6.
7.
8.
9.
Alliance with Large E-commerce companies in world (country region specific) to enhance sales.
ATMs For Gitanjali consumers in collaboration with American Express
Blue Ocean Strategy (Integration among all products)
No Blood diamonds
Incorporation &revival of traditional art of manufacturing
With M&A tool consolidation of unorganized Indian industry
Organic and integrated HR and IT services
Geography specific recognized Philanthropist for promotion
Tie-up with large catalogue houses of the world – Most of the sales in world happens during winter via e-commerce Or
Catalogue houses. Jewellery sellers in USA are big on direct marketing even online marketing- They send out catalogues and
mailers to actual and potential buyers. An online catalogue is made available which, repeat customers can log on to using a
password.

22. MARKETING STRATEGIES FOR GLOBAL SALES - 2
INDEX
10.
About 35% of jewellery sales in USA take place between thanks giving day- The 4th Thursday in November and
Christmas and 15% of on valentine’s day- Hence it is important that Gitanjali focus their sales and marketing strategies
during this period both in terms of designs and supplies.
11.
Extending its network of family jewellers across the U.S. and Europe. Improving logistic/supply chain that enables fast
delivery and return.
12.
13.
Repositioning the look of the current website by upgrading graphic elements and state-of-the-art navigation.
14.
In addition to the interactive website, we also publish an annual diamond catalog that is distributed throughout our
network of local jewelers.
15.
Market Segmentation
Setting up alliances with supporting media and the Internet to promote the idea of purchasing diamonds and rings
online.
a)
b)
c)
16.
17.
The "Future Grooms" category is composed of young men, age 28 to 45
"Young Working Women.
Luxury conscious people (both male and female)
Advertise in leading air magazine to draw attention of flyers for branding and promotion.
Strategic alliance has one significant impact in creating brand image. We propose an alliance (s) with financing firms
such as Visa, American Express, and Master Card to boost the image and customers' spending power.

23. MARKETING STRATEGIES - UAE
Strategy for UAE
1.
Target Group : Indian Diaspora settled in Middle East
2.
Competitors: Kalyan jewellers, TBZ, Malabar jewellers
3.
Positioning : Straddle positioning
4.
USP : innovative designs
5.
POPs : Trust and transparency
6.
PODs : differentiated products offering
7.
ATM facility for GOLD/diamond jewels
INDEX

24. MARKETING STRATEGIES - USA
Strategy for USA
1.
Target Group : NRIs and Americans in all income groups
2.
Competitors: Tiffany, Carters, De Beers and others
3.
Positioning : Straddle & differentiation positioning
4.
USP : innovative designs from the globe @ tempting rates
5.
POPs : Trust and transparency
6.
PODs : differentiated products offering with exchange option
7.
ATM facility for GOLD/diamond jewels
8.
Brand Mantra: World for you!!
INDEX

25. MARKETING STRATEGIES - CHINA
Strategy for China
1.
Target Group : NRIs and Chinese in all income groups
2.
Competitors: Chow Tai Fook, Chow Say Say
3.
Positioning : Straddle & differentiation positioning
4.
USP : innovative designs from the globe @ tempting rates, Jewels for masses
5.
POPs : Trust and transparency
6.
PODs : differentiated products offering with exchange option, competitive price
7.
ATM facility for GOLD/diamond jewels
8.
Brand Mantra: World for you!!
INDEX

26. MARKETING STRATEGIES - INDIA
INDEX
Strategy for India
1.
Jewellery makers in India rely on a combination of print and TV Ads.
2.
Adding more product categories into the existing loose diamond category, such as gold settings for
pendants, rings, and earrings, and gold trinkets/accessories aimed at younger audience.
3.
Price sensitive market - Gitanjali gems’ ecommerce strategy should be to sell loose high quality diamonds at
wholesale prices.
4.
Sell online and advertise online – Most of young people they have higher disposable incomes even in small
cities and would buy online from the luxury of their office / house.
5.
Customers are concerned with appearances. Most people want to look good by giving their fiancée,
spouse, partner the best quality Jewelry / diamond ring. No one wants to give from cheap outlet. So, upper
echelon retailer is the answer. They need to transform themselves into high-end retail.
6.
Credibility – Most of the people in this region buy Jewellery / diamond as an investment, Credibility is the
biggest factor in finalising Jewellery / diamond.
7.
Diversify – Diversification into various other products like expensive watches, pen and corporate Gifts.

27. MARKETING STRATEGIES – INDIA – 2
INDEX
Strategy for India
8.
Alliance with big corporate to plan their Diwali / Christmas Gifts.
9.
Transformation Into Corporate Style of Management
10. Positioning Through New Brand Development – Most of people know Tanisq due to Tata’s name but
society at large does not know Gitanjali.
11.
Sell Gold in Biscuit / Bar form their online store keeping market price in mind.
12.
Strategic alliance has one significant impact in creating brand image. We propose an alliance (s) with
financing firms such as Visa, American Express, and Master Card to boost the image and customers'
spending power.

28. PUSH AND PULL FACTORS
INDEX

29. PUSH AND PULL FACTORS - 2
INDEX
Pull:
1.
2.
Trade expo, Carnivals, Fashion shows, beauty pageants and Regional festivals celebration.
3.
4.
Have a special scheme for Corporate houses.
In USA, retail stores like Tiffany are brands by themselves.- Gitanjali Gems has retail outlets at Tiffany
and earns the goodwill of the store- It has to struggle less to win over the customers – They should
focus more on alliance.
Alliance with E-Comm and Catalogue houses.
Push :
1.
2.
Discount %, offers for loyal customers, Credit loans for Purchase or weekly EMI option
3.
It used its marketing mechanism towards making the sale happen- It made available, easy finance and
Western as well as Asian ares happy availing it.
4.
A Customer avails of a long credit period while purchasing jewellery- The street stores mostly see
planned purchases but malls and department stores typically see impulse buying.
Gitanjali Gems used contests and freebies as an integral part of marketing programmers to lure
customers, they should continue doing the same more aggressively.

30. CSR ACTIVITIES FOR GITANJALI GROUP
INDEX
1. Business aside, the dedication to preserve the environment, nurturing relationships with
local communities and upholding human rights should remain paramount to their success.
2. The industry should embrace social responsibility and environmentally conscious mining,
production and marketing of diamonds and coloured stones products. Company should
bravely declare that they do not buy blood diamonds. This will have positive impact on
buyers and will achieve positive group image.
3. Gitanjali uphold fair-trade practices while remaining compliant with the highest level of
environmental, social and safety standards.
4. To promote CSR image, group can declare X% of gain dedicated for women empowerment in
whichever country it operates, by promoting women as a source of creativity. This campaign
can be promoted across the world by the famous women philanthropist operating in the
particular geography

31. THANK YOU!
RIDDHI PANDYA / SANJAY GUPTA / VINOD THAKUR / SWAPNIL BHOSLE