Gitanjali operated in an unorganized jewelry market but dared to create a brand, partnering with Brand Capital to strengthen its brands. This helped Gitanjali grow its revenues 45% year-over-year to INR 9456 Cr, with 4 of the top 5 jewelry brands under the Gitanjali group. Through branding, Gitanjali established strong market positions and eliminated unorganized competitors.

1. Gitanjali : In an unorganized
market, someone dared to change
the game.

2. Leverage your Brand for Value creation
This presentation & ideas is the sole property of Brand Capital, a division of Bennett Coleman & Co.
Ltd. It is solely for internal use of client personnel and may be used only for internal discussions. No
part of it may otherwise be reproduced, modified, circulated, or disclosed outside the client
organization without Brand Capital's prior written consent.

3. Gitanjali : In an unorganized
market, someone dared to
change the game.

4. Jewelry is bought on trust rather than
brand value!
90% of sector is unorganized!
Is it possible and logical to CREATE a
brand?

5. Partnering with Brand Capital, Gitanjali
strengthened its brands and took care of
the forthcoming IPO.

10. Results
•
Total Revenues of INR 9456 Cr FY2011 has grown by 45% over last year
•
Revenue growth at 36% CAGR during the last 3 years
•
4 out of the top 5 jewelry brands are part of the group (Nakshatra, Asmi, Gili and D’damas)
•
3500 point of sales
•
1,040 retail points in India through own, franchise and shop-in ‐shop route
•
111 retail points in USA and a retail store in Dubai

11. Results
•
Created strong aspiration value amongst purchasers through celebrity association
•
Promoted the mother brand and support brands throughout the year thus, going above
seasonality in the category
•
Eliminated out local/ unorganized players and even inspired many other jewelry brands to
see potential in branded jewelry
•
Gitanjali today has became synonymous with Luxury and Style