The Indian jewellery market includes around 500,000 players, primarily small businesses, with a shift in consumer preferences towards modern designs and increased sales due to higher per capita income. Major firms like Rajesh Exports and Titan's Tanishq have implemented innovative strategies and extensive marketing networks, creating significant market share and promoting brand loyalty. Challenges faced by the industry include dependence on imports, volatile prices, and limited technological advancement, necessitating strategies focused on product innovation and international expansion.

22. Competition in Jewellery segment of India
 500,000 players, in India with the majority being small players.
 Changes in consumer preferences due to adoption of western lifestyle. Consumers are
demanding new designs and varieties in jewellery
 Increase in per capita income has
led to an increase in sales of
jewellery, as jewellery is a status
symbol in India.
 Net Gems and Jewellery exports for
2015-16 was to the tune of US$ 32B
as compared to US$ 36.2B in 2014-
15

23. Major Players
Rajesh Mehta,Chairman
TURNOVER: Rs 30,000 crore in 2013
Key Business Fact: Integrated player
USP: No making charges
5% of gold produced in
the world.
database of 29000 designs
40 % market share in
India Gold industries
Lowest cost gold jewellery
producer in the world.
 The only company in the
world with value chain of
Gold from refining to retailing.
 Extensive marketing network.
 Several innovative
technologies and processes in
the manufacture of Jewellery

24. Titan Company Limited (Tanishq)
Division of Titan Industries a company promoted by the Tata
Group
Started in 1995, Tanishq is the jewellery business based
in Bangalore launched by TITAN.
150th showroom in India
scheme called Golden Harvest for sales promotion and to
help buyers plan for large purchases like during weddings
Tanishq introduced innovations like Karat meter
Market Strategy –
Transmigration Of Designs
Continous Change In Designs
Own Chain Of Retail Stores
Positioning -Tanishq diamonds embark the aspiration of emerging
Indian women who uses tradition rather than being used by it

25. Established in 1986.
Sophisticated and scalable diamond and jewellery manufacturing facilities
Approximately 1,246 retail outlets in India and 143 outlets in the U.S.
Shraddha Kapoor is the brand ambassador of Parineeta brand
Net Revenue of 9.67bn and a growth of 60%in 2013
Leading brands
GITANJALI
Strategy In India
• Promotion through TV
ads and print ads
• Diversity of product
credibility

26. Kalyan Jewellers
Kalyan branched out into the field of jewellery
retailing in the year 1993 by opening its first store in
Thrissur.
Their target segment are women of middle and
upper class .
It has position itself as royal Brand

27. Mohanlal Jewellers
• Mohanlal Jewellers was founded
in the year of 1990 by its
proprietor Mr. M.Mohanlal
Khatri
• Supplying order items on
time is the core strength of
Mohanlal Jewellers with
committed purity in the whole
sale market, with the support
of its loyal customers

28. PC Jewellers
• Established in 1980 (HQ : Sadar Bazar,
Delhi )
 Jewellery designers -35
 Total no of stores – 11
 Gross sales 4018 Cr in 2013

29. Rajesh Exports Ltd
Mar 16 Mar 15 Mar 14 Mar 13 Mar 12
Revenues 38,622.70 37,923.56 23,538.22 31,228.64 25,850.33
+21%-24%+61%+2%
GDP Growth poor- 4.7%
Volatile Rupee
Import duty on gold - 2 to 6
Mar 16 Mar 15 Mar 14 Mar 13 Mar 12
Revenues 8,097.49 8,218.94 6,868.87 10,534.01 8,049.81
Gitanjali Gems Ltd.
-35% +30%+20%-1.4%
Financial Analysis of Major Players

30. Challenges
 High dependence on Imports
 Volatile raw material prices
 Changing fashion
 Limited financing options for the industry
 Limited Research and Technology Adoption
 Lack of training facilities for labourers
 Low level of quality and productivity

31. Strategies
• Manufacturers should emphasize on their ‘competitive
advantage’
• Diversify the export product portfolio, and concentrate more
on other products of gem and jewellery
• Product Innovation and Channel Innovation
• Publicity measures should be initiated through media network
• Expanding international presence
• Provision to organize trade fairs and exhibitions
• Additionally, government should establish more designing
institutes of jewellery

32. More Even Demand
Pure gold 22 carat to light weight, lesser carat gold
Neighborhood store to brand store and e-retailing
Gold to platinum and Diamond studded jewellery
Emerging Trends

33. THANK YOU!