The Rise of Gilli brand in Retailing

1. GILI- THE MARKETING OF A
SUPER BRAND
Presented By: Group 17
Aryan Bhat
Pravesh Nautiyal
Shristi Soni
Abhishek Chauhan
Mohd. A Vahab
Presented To: Dr. Neeraj Anand

2. In 1994 the group introduced India’s first ever branded jewellery Gili. Rated
as a super brand, the brand still ranks as one of the top ten jewellery brands
in the country. Over the years the group has launched many other superior
brands and today it successfully manages over five of the ten best-known
jewellery brands in India.
Gitanjali ups stake in Gili India to 65%.
About Gitanjali Group
• Establised in 1966, Gitanjali Gems Ltd (GGL) is one of the earliest diamond
houses in India.
• GGL is the only company, which retails some of the reputed brands like
Gili, Nakshatra, Asmi and D'Damas thru its arms.
• New Delhi: Integrated diamond and jewellery manufacturer and retailer
Gitanjali Gems Ltd today said the company has acquired the Mumbai-based
Gili India Ltd (GIL).
COMPANY PROFILE

3. As per the previous shareholding pattern, 40% of Gili was owned by Gitanjai Gems (now
65%) and 20% was held by Mr Choksi.
•Branded' jewellery was unheard of in India until Gili came along.
•Gili Jewellery, an 18 carat diamond studded brand, was launched in 1994. This ushered in
the birth of branded jewellery in India .
•Gili's research, aimed at finding out the level of acceptance for 18 carat diamond and colored
stone studded jewellery, revealed there was are mark able gap in the Rs 2,000-10,000.
•Introduced in 1995, the Gili range was launched as more `wearable‘ jewellery, as opposed to
the kind you stored in your `locker'.
•In 1997 Gili introduced Rivaaz, a collection of ethnic Indian jewellery.
Mehul Choksi,
CMD, Gitanjali
Gems
About Gili

4. Rings
Price: From Rs.4,000.00 up to Rs.29,425.00
Pendentants
Price: From Rs.3,125.00 up to Rs.61,650.00
Earings
Price: From Rs.7,475.00 up to Rs.49,125.00
KINDS OF PRODUCT

5. Bangles / Bracelets
Price: From Rs.3,475.00 up to Rs.59,125.00
Two Tones
Price: From Rs.3,125.00 up to Rs.24,075.00
Color Stone Sets
Price: From Rs.5,425.00 up to Rs.46,150.00

6. Sets Category
Price: From Rs.3,125.00 up to Rs.24,075.00
More Collections
• Valentine Commitment
• Chinese Zodiac
• Sign Zodiac
• Corporate Gifts
• Gold Coins
• Silver Coins
• Pendants

7. Gili Stores in India
• Gili has its presence in the
following cities of India in 256
outlets of which 3 are exclusive
stores. Gili is spread throughout
the cities of India.
• Gili stores are run well with a
strength of 7-10 executives & a
head of the outlet.

8. Gili Stores in Mumbai :-
1) AKBARALLYS – 2 out lets ( Fountain and Chembur Naka)
2) ASIATIC – 1 Out let (Churchgate)
3) CITI PLAZA – 1Out let (Santacruz)
4) JUST IN VOGUE – 3 Out lets (Worli, Mumbai Central, Lower Parel)
5) LIFESTYLE – 5 Out lets (Lower Parel, Malad (W), Link Road, Mulund (W)
6) PANTALOONS – 2 Out lets (Lower Parel, Oshiwara)
7) SHOPPERS' STOP - 7 Out lets (Andheri (W), Bandra (W), Kandivali (W),
Vile Parle (W), Chembut, Mulund (W))
8) WESTSIDE – 4 Out lets (Huges Road, MG Rd, Oshiwara, Andheri Link Rd)
9) GILI WORLD (AIRPORT) – 1 Out let (Santacruz Airport)

9. • DESIGN
• COMPUTER AIDED DESIGN (CAD)
• COMPUTER AIDED MANUFACTURING (CAM)
• MASTER MAKING
• RUBBER MOULD
• MOULD CUTTING
• WAX
• CASTING
• FILING
• TUMBLING
• DIAMOND BAGGING
• SETTING
• POLISHING
• FINISHING/PLATING
• QUALITY CONTROL
MANUFACTURING PROCESS

10. • Advertising Campains :
Equus Red Cell(Advertising Agency), Fort, Mumbai.
• Other Campains :
Giving diamond ball to the captains of all the teams of the IPL series.
• Current events :
Gili Launches the 'Heart of Gold' and Gili Turns 10
ADVERTISING

11. SEASONAL ADVERTISEMENTS

12. GEMS AND JEWELLERY MARKET SHARE
• The market size of the sector is about US$ 75 billion as of
2018 and is estimated to reach US$ 100 billion by 2025.
• The sector is home to more than 300,000 gems and
jewellery players, contributes about 7 per cent to India’s
Gross Domestic Product (GDP) and employs over 4.64
million employees.
• Gems and jewellery imports increased at a CAGR of 7.97
per cent from US$ 11.63 billion in FY05 to US$ 31.52
billion in FY18.

13. GOLD AND JEWELS IN OCT 18

14. Export and import
Source:http://www.gjepc.org/

15. THE MARKET SHARE OF JEWELLERS
•India Brand Equity Foundation
(IBEF) data suggests that $13.18
billion worth of gems and jewellery
were exported between April and
August this year.
•The 39 per cent increase in gold
imports this year(2018) spending
during in the Dussehra to Diwali
season.

16. REGULATIONS AND TAXATION IN GOLD
• One of the most widely recognised is
The OECD Due Diligence Guidance for Responsible Supply Chains of Minera
.
Some of them are:
• Conflict-FreeTin Initiative
• Solutions for Hope
• Conflict-Free Sourcing Initiative /Smelter Initiative
• DMCC’s Responsible Sourcing of Precious Metals
• ITRI Supply Chain Initiative

17. contd.
TAXATION OF GOLD
• Gold is subject to a range of taxes at various different stages of the exploration and
production cycle, in its import and export and in its purchase and sale.
• Royalties and production taxes of gold vary widely from country to county.
• Gold is freely imported and exported by many countries.
• Investment gold is often free Goods and ServicesTax (GST), but this still exists in some
countries. GST can also differ from product to product, e.g. between coins and bars, so
it is important to check local tax rules.
• Gold is often subject to Capital GainsTax when it is sold. Again, it is important to check
local tax rules.
• Main navigation
• Gold demand
• Gold supply
• Regulations and taxation
• History of gold
• Gold facts
• About gold jewellery

19. Problems Faced (earlier)
1. The earthquake of 2001 affected the whole economy of India and also the company as
it occurred on Valentines Day.
2. Second setback was campaigning of anti-Valentine’s Day by RSS and Shiv Sena.
Problems (Currently)
• Gitanjali Gems unit Nakshatra files for IPO
The IPO comprises a fresh issue of 18 million shares to raise up to Rs 400 crore ($60 million). This will result in an approximate stake
dilution of 29.16% in the company’s equity capital.
• SEBI Approved Gitanjali Group Firm’s IPO Despite Probe Against Promoter Choksi
India’s market regulator approved the initial public offering of a Gitanjali Gems Ltd. subsidiary despite an ongoing probe into alleged trading
violations by promoter Mehul Choksi, now named in the Rs 13,000-crore Punjab National Bank fraud.
• Fall from grace: How the glitter of Gitanjali Gems faded on D-Street
The stock took a big blow after the financial mess at the state-owned lender unfolded. There was intense selling at the counter, with Rs 130
crore of investor wealth gone in two trading sessions flat.

20. STRATAGIES

21. GILI PROMISE:
• Gili, despite this formidable barrier, was
able to build trust in the consumer's mind
with its consistently high quality, fine finish,
diamond studded, and contemporary
designer jewellery.
• Gili was the first brand to start giving the
customer "Certificate of Authenticity" with
every piece of jewellery bought.
• Gili captured the heart of every Indian
woman.
• Gili is proud to be awarded the super brand
status making it one of the top hundred
brands in India.

22. Corporate gifts Collection:
Over the previous decade, Gili gift articles
for corporate occasions have been
epitomizing the art of classic corporate
gifting. Used time and again as a means to
realize strategic business associations, and
to observe the relationship between
eminent clients, Gili articles are a mark of
time-honored beauty and refined elegance.
Online Shopping:
Online shopping concept is also adopted by
Gili on Rediff, Bigbazar, websites.
GILI GUARANTEE :
• ISO 9001-2000 certificate-
• Certificate of Authenticity-
• Best Business Practice Certification

23. • Exchange Policy
• Buy Back Policy
Most of Indian Jewellery Market is still with unorganized old fashioned
Jewellers. With rapid demand from the new generation urban Indians,
Lifestyle Jewelery has captured 27% of the total amount spent by
affluent Indians in Retail.
AFTER SALES SERVICE

24. •Diamond Pendants, Rings or Bridal jewellery to
attract more costumers.
•More retail outlets in cities
•Proper cost analysis for the customers
•Men’s accessories
•New series of momentums
•New unique products
•Festival Collection
•Introduce other lifestyle accessories like
designer bags, watches and belts.
IDEAS TO MAKE GILI BETTER

25. Competitors
• P C jewellers
• Tanishq
• Tribhovandas Bhimji Zaveri
• Kalyan Jewellers

26. THANKYOU