This document discusses quality standards in the jewelry industry. It defines quality and outlines five aspects of quality in a business context. It then examines factors that are important for comparing quality across different jewelry brands, such as design, brand value, price, and overall quality. Several major Indian jewelry brands - Tanishq, Gitanjali, Reliance Jewels, and PC Jewelers - are analyzed based on their commitment to purity standards, use of hallmarking, and other quality assurance practices. Issues with determining purity levels and inconsistent standards across local jewelers are also highlighted.

1. Amity School of Fashion Technology
Presented To: Presented By:
LALI PRIYA VISHWA VARUN
Quality standards of
various Brands

2. Quality
Quality is a perceptual, conditional, and somewhat subjective attribute and
may be understood differently by different people.
There are five aspects of quality in a business context
Producing – providing something.
Checking – confirming that something has been done correctly.
Quality Control – controlling a process to ensure that the outcomes are
predictable.
Quality Management – directing an organization so that it optimizes its
performance through analysis and improvement.
Quality Assurance – obtaining confidence that a product or service will
be satisfactory. (Normally performed by a purchaser)

3. Factors to Compare in Various Brands
To compare quality standards of apparel product ,here am going to study
following factors which play important role to measure quality
 Design Uniqueness
 Brand value
 Price
 Overall Quality
 Customer perceived Value

4. Amity School of Fashion Technology
The factories manufacture products,
but consumers buy
emotions, hope and dreams

5. Quality in Jewellery
Jewellery is personal ornaments, such as necklaces, rings, or bracelets, that are typically
made from or contain jewels and precious metal.
BIS HALLMARKING OF GOLD JEWELLERY
Government of India' has identified BIS a sole agency in India to operate this scheme.
BIS hallmarking Scheme is voluntary in nature and is operating under BIS Act, Rules and
Regulations.
It operates on the basis of trust and thus it is desirable that aspect of quality control are in
built in the system responsible for managing quality.

6. The BIS Hallmarking Scheme has been aligned with International criteria on hallmarking
(Vienna Convention 1972).
As per this scheme, license is granted to the jewellers by BIS under Hallmarking Scheme.
The BIS certified jewellers can get their jewellery hallmarked from any of the BIS
recognized Assaying and Hallmarking Centre.
The recognition to an Assaying and Hallmarking Centre is given against BIS criteria
Doc: HMS/RAHC/GO1 which is in line with International criteria on Marking and Control
of Precious metals.
100% Pure means 24 Karat
24Karat = 100 % Pure

7. Generally its not possible to make any design on 24 karat gold, so jewellery add Alloys
to give hardness to 24 Karat gold, because 24Karat gold is very soft.
So to create Jewel ornaments we need to add Alloys. When we add alloys in 24 Karat
gold ,its purity reduces in following manner.
24 Karat is 100% Pure
23 Karat is 95.8 % Pure
22 Karat is 91.6 % Pure
21 Karat is 87.6 % Pure
18 Karat is 75.0% Pure
14 Karat is 58.5 % Pure
9 Karat is 37.5 % Pure
1 Karat is 4.16 % Pure
Which jewellery is diamond studded is of 18 Karat,14 Karat gold, we can’t make
diamond jewellery in 22 or 20 Karat gold because diamond is hard ,so it can damage gold
design.

8. A Hallmarked Jewellery Contains These Marks on metal
Surface
Logo of BIS Hallmark
BIS corporate logo
Purity and Fineness
In karat or in percent like 22 karat represents 91.6 ,in Hallmarking they use 916
Assaying and Hallmarking centre Mark
The Logo of BIS recognized Assaying and Hallmarking Centre where the jewellery has been
assayed and hallmarked
Year of Marking
Code letter represents the year of hallmarking of jewellery and is decided by BIS e.g. letter
'A' Donates Year 2000,'J‘ for 2008
Jewellers identification Mark
Identification mark of BIS Certified Jeweller/Jewellery Manufacturer.

9. Brands to
StudyTanishq
Gitanjali
Reliance jewels
PC Jewellers

10. Tanishq is a prominent jewellery brand of India It pioneered the concept of branded
jewellery and ornaments in India.
It is a division of Titan Company Limited a company promoted by the Tata Group one of
India's largest conglomerates, in collaboration with the Tamil Nadu Industrial
Development Corporation(TIDCO).
The name was formed by combining the first two letters from Tata and नष्क "NISHK"
(meaning gold coin or necklace in Sanskrit)
Tanishq's headquarters is at Bengaluru(Bangalore) in Karnataka.
Tanishq follow all the norms, but not the BIS Hallmarking, they committed to follow own
standard by mark of Tata on each Jewel.
Tanishq installed kartmeter in each and every Boutiques so that consumer can check the
quality of Jewellery.

11. Gitanjali Group is one of the largest branded jewellery retailers in the world.
It is headquartered in Mumbai, India Gitanjali sells its jewellery through over 4000
Points of Sale and enjoys a market share of over 50 per cent of the overall organized
jewellery market in India.
Prominent brands housed by the group are Nakshatra, D'damas, Gili, Asmi, Sangini,
Maya, Giantti, World of Solitaire, Shuddhi, Diya to name a few.
Gitanjali offers BIS certified Jewellery. Generally all the Jewellery brands making charges
are less than Tanishq,Tanishq charges high making charges because they committed to
offer standard jewellery as per commitment.
Rest all jewellers compromise in quality and charge less making charges in comparison
to Tanishq.
Jewellers say our Jewellery is 22 karat but when people check on Karatmeter they found
it less than 22 karat.

12. Reliance Jewels, the 100% Jewellery Store, where customers are assured of the widest
range, stunning designs, guaranteed purity and quality and a pleasant shopping
experience.
Reliance Jewels guarantees 100% purity as it offers only BIS Hallmarked Gold Jewellery.
Also each and every diamond comes with a certificate of diamond quality by Independent
Certification Laboratories.
Thereby customers are assured of complete purity of gold and quality of diamonds.
All the stores also have a Karat meter through which the purity of any gold jewellery can
be accurately checked free of cost.
Reliance is also installed karatmeter,but customers prefer to Tanishq, because Tanishq
creat a believe in consumers mind as a Traditional Jewellers of India.

13. The company however, had a vision of expanding its presence in the retail segment.
It has accordingly been opening showrooms at regular intervals and today has strength of
41 stores spread over 33 cities.
PC Jeweller engages in the manufacture, export, wholesale, and retail of jewelry in India.
It offers gold and diamond jewelry.
The company’s business model consists of opening large format, stand alone stores at high
street locations.
Its stores stock a wide range of jewellery across all price points, with an increasing focus
on diamond jewellery. The company sells only hall marked jewellery and certified
diamond jewellery

14. Quality is the big issue in Jewllery Business,Jewellers still make fools to consumer in
Metal, Stones and Diamonds.
Consumers can’t understand the technicality of Karat and making charges.
Jewellers play games in purity .
Rate of 22 karat gold or 24 Karat Gold, its very confusing.
Specially when consumer go to sold his Jewellery and want to buy new as a exchange.
All jewellers buy customers jewellery and even they buy on Cash Back.
Tanishq only give Cash Back in his jewellery (Tanishq).
Hallmarking is very necessary for all the Jewellers, but its monitoring is very important.
Local Jewellers are doing bad business and making more money.
Local Jeweller promise 22 karat but in real jewellery is of 18 Karat and they even give
you discount on Making charges, few offer ZERO making charges.

15. End of presentation
Thank You !