1. ACKNOWLEDGEMENT
This research project would not have been possible without the support of many people.
The author wishes to express her gratitude to all those who guided her to scale the pinnacle of success throughout Industry Internship project.
At the outset I would like to express my gratitude to Mr. Sanjay Jain, Proprietor of Mahi for providing me with the opportunity to work and accomplish the
internship project in their company and gain the professional understanding and without which the project wouldn’t have gained it’s shape.
Without the invaluable assistance, support and guidance provided by Mr. Sanjay Jain, Industry mentor it would have been impossible for me to gain the
professional industry understanding and the working of an organization
Deepest gratitude to the supportive, nurturing, kind and helpful staff members of Trends Fashion Pvt. Ltd. Family for the support which helped in the smooth
flow and deep understanding of the project.
I would also like to thank
Mrs. Supriya Yadav, Asst. Prof. NIFT Bhopal,
For her guidance provided to me in the due course of the module and taking the pain to go through thoroughly of my work done.
Mr. Sharad Yadav, Asst. Prof. NIFT Bhopal,
Mr. Soumik Halder, Asst. Prof. NIFT Bhopal,
Mr. K.V.Murli , Asst. Prof. NIFT Bhopal,
Mr. Aditya Upadhyay, Asst. Prof. NIFT Bhopal
And Who all helped me to acquire a strong outlook towards the industry with good quality work.
My Deepest thanks to my friends,
Ekta Bhatwadekar | Pratishek Bansal | Sourabh Dutta | Shweta Boyal | Mahi Khare | Akansha Kanojia | Priyashree Sharma | Gayatri Dash |
Sarita Shankar Shewale | Abhishek Anand singh
&
all those who supported and helped me in the due course of completion of this project report.
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2. SYNOPSIS
National Institue of Fashion Technology is a premier institute dedicated to train design professionals in various facets of fashion industry. The Fashion &
Lifestyle Accessory design department provides with a great opportunity in the export and domestic market and helps the students to gain an overall
knowledge for developing expertise in the integrated modules of design methodology, materials and various production process, consumer behavior and
market dynamics, trend and forecast interpretation, business practices and project management in the field of Fashion & Lifestyle Accessory.
The industry induction is a mode of interaction between the industry and the student. The main motive of the internship is to create a strong relation between
the student and the industry and provide a through learning and understand to the student of the working. This helps the student to create a crucial
experience and relate the words and theory learned with the practical and feasible way to the industry and thus relate the classroom knowledge gained with
the industry lesson offered in the real life experience.
I got the oppurtunity to work with Trends Fashion Jewelry Pvt. Ltd. the industry working and the process and the roles of the departments and the inter
relation of the industry.
The industry provides with a vast range of products range with quality, utility and aesthetics. They provide with imitation jewelry ensuring the quality as per
the requirement of the customer accordingly to the latest trend and forecast.
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3. INTRODUCTION TO INTERNSHIP
The industry internship is a project undertaken by the students in semester VII during the professional education program at National Institute of Fashion
technology, Fashion and lifestyle accessories department. The project is of eight (8) weeks is to make the student understand the industry working and the
role of various departments in the industry and to understand the responsibilities of the department and the role of designer in the industry. The module
even helps the student to understand students ability to recognize, experience and comprehend the realith of a professional industry set-up and demonstrate
their competence to render the service to the sponsoring organization or client as an independent practitioner of design. Through the project one learns to
arrive at solution and develop alternative by utilizing the design process and also learn the ways of mass production and cost effective sales.
The project helps the student to understand the working and take the projects in more organized way and using creative methods.
The project was an opportunity for me to utilize the chance and gain an imbible learning and working and gain the following understandings too-
• Development based projects centered on composite interventions of design, technology, marketing, product range development, product diversification,
etc.
• Innovation, design development, cluster development, integration of learning, etc.
• Development of substitute materials, products and market development thereof
• Contemporary application of traditional crafts using trends, forecast and other market related aspects.
• Customer/ Lifestyle studies/ User studies or any other project.
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4. COMPANY PROFILE
Company’s Name – Trend Fashion Jewelry Pvt. Ltd.
Brand Name - Mahi
Address – Unit no. 1007, 10th floor, IJMIMA, Metro plex,
Behind Goregaon sports club, New Link Road,
Malad (W), Mumbai – 400064
Maharashtra, India.
Telephone No - +91 22 2844 1007, 2881 1007
• Certification : ISO 9001 : 2000
• Nature of business : Manufacturer
• Annual turnover – 3 crore
• Web site - www.mahijewelry.com
• Founder’s Name – Mr. Mahipal Jain
Mr. Sanjay Jain
Mahi derived from Mahipal Jain, the founder, is the only brand associated with Swarovski in most of its ingredient verticals.
Trends Fashion Jewelry Pvt. Ltd. Was established in the year 2006.Trends Fashion Jewelry having mastered with the art of marketing and distribution of
imitation jewelry for over 20 years. The products of Trends Fashion Jewelry have etched a special place in the heart and mind of its esteemed customers for
its flawless finishes and designs.
Mahi Fashion Jewelry is one of the leading designers and manufacturers of imitation jewellery in India. They are one of the leading brands in India to be
associated with SWAROVSKI.
With their innovative designs, caring craftsmanship, impeccable quality and real value for money, their jewellery is admired in country. Quality and excel-
lence form the basis of Mahi’s culture.
Philosophy:
Our philosophy of ‘affordable luxury’ is quite simple. We make our customers feel wonderful - bringing colour, glamour and a smile with every purchase-an
unbeatable combination.
Mission:
Backed by the experience, resource and ever-growing demands, the company has grand plans of making mahi the biggest Indian Imitation Jewellery brand
onthe grounds of sales, geographical presence and also as a retail proposition. Increase the number of retail outlets from 50 to 125.
Tagline: We are one of the leading designers & manufacturers of imitation fashion jewellery.
COMPANY’S U.S.P (UNIQUE SELLING POINT)
•Manufacturer Warranty
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5. •Attractive prize
•The best parameter followed by premium real jewelry brand .
•High finish
Employees:120 plus employees of all calibers from MBA’s to Sales Managers to counter sales staff.
Management:
Mr. Sohanraj Jain – Director
Mrs. Rekha Jain – Director
Mrs. Bhavna Jain – Director
Mr. Mahipal Jain – Founder
Mr. Sanjay Jain – Founder
Mr. Manish Tater – General Manager
Trends fashion private limited
Romil enterprises (Proprieter- Sanjay Babulal Jain)
Hardik enterprises (Proprieter- Mahipal Jain)
SMS(sohanraj mahipal sanjay) 1(Director- Mahipal Jain and Sanjay Babulal Jain)
SMS(sohanraj mahipal sanjay) 2 (Director- Mahipal Jain and Sanjay Babulal Jain)
Branch Locations:
Company operated sales counters at more than 50 locations spread across India within large lifestyle format stores such as Shoppers Stop, Pantaloon Central,
Westside Sahara etc. They have their own owned and operated stores at. Inorbit, VIVIANA, Shopper’s stop, in mumbai.
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6. CLIENTELE
Delhi -Krishna Traders, Adina Jewels
Pune -New Glitter
Gurgaon -In style
Rajkot -M.S Creations
Mumbai -Asiatic ,Amarsons, Benzer, Kamdhenu, Eliperi, Betty, Senorita, Tip Top Point ,Satyam- Mumbai
Chennai - Group, Pothys, Sarvana Stores
Hyderabad -N.S.Associates, Motilal, Shringar Stores
Ahemdabad -Sohini Fashions, Smriti Selection, Lady Grace
Baroda -The Shopee
Nasik -Aditi Jewels
And few more across the country are-Aabhusan,Aarzoo jewellers, A.B. Porwal and Sons, A Dreams Gallery,v, Amis Island, ArissavArt Gallery, Bawree, Betty,
Celebration, City Girl, Disha Collection, Dulhan, Fashion Yatra, GIP Mall Noida,Green City, Gurukrupa,Hasta kala,, IIFA-Glow Max Sales Pvt Ltd, IIFA
RETAIL Pvt Ltd, Indoco Remedies,Ltd, Janjira Beauty Collection, Jankar Collection, Jaya Utopia, Jinal Jewels, Lakshmi Gems Corporation, Laxmi kangan
corner,Maalyaa, Mahavir jewels, Maisha D’ziner jewellery, Miloni, M,K Jewellers, Motilal & Co. Jewellers, M.S Cration, Padhali Garments, Pothys Life Style,
Rachna, Rajwadi Art Jewellery, Real Collection, Rushabh Traders, Sahara India Products Division, Saheli Nx, Sai Silk Kala Mandir Ltd, Sargam Fashion Pvt
Ltd, Satyam Boutique, Saundarya Jewellery & Cosmetics.
Main clients- Shoppers Stop, Central, Inorbit, Homeshop 18
AWARDS
Best Jewellery Award at IIFJAS in Year 2010
Best Design Award in Lead / Tin Casting Jewellery at FJAS - 2012
Design Featured in Swarovski Gem Vision 2012
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9. HEAD OFFICE, FLAGSHIP STORES AND OUTLETS - Locations
HEAD OFFICE :
Trends Fashion jewellery
Unit no. 1007, IJMIMA, Metro plex,
Link Road, Malad (W)
Mumbai - 400064
Maharashtra, India.
Contact : 022-42554848
Group : Head Office
MAHI FASHION JEWELLERY BACK OFFICE
40/238, Unnat nagar 4,
M.G. Road, Goregoan(W)
Mumbai - 400090
Maharashtra, India
Contact : 022-42554805
Group : Trend Fashion Jewelry
MAHI FASHION JEWELRY FLAGSHIP STORES
1. Viviana Mall
Eastern express highway, Thane(W)
Mumbai - 400606
Contact : 022-39931343
Group : Trends fashion jewelry
2. Pantaloon Retail(I) Ltd.
CT-Mumbai, cross Road, A Divison of Panta cross road,
PT M.M. Malaviya Marg, Tardeo,
Mumbai - 400015
Group : Central
3. CT-BENGALURU-SOUL SPACE SPIRIT A DIVISION OF PANTALOON RETAIL (I) LTD
SOUL SPACE SPIRIT, BELLANDUR VILLAGE, VARTHUR HOBLI
Bangalore, Karnataka 560103
Group: Central 9
10. 4.PANTALOON RETAIL (I) LTD.CT-PUNE-MSM-
PARANJAPE MALL-KARVE ROAD,A MSM PARANJAPE MALL OFF KARVE ROAD,
NR MES COLLEGE
Pune, Maharashtra 411004
Group: Central
5. CT NASHIK - TIRIMBAK NAKA PINNACLE MALL
A DIVISION OF PANTALOON RETAIL( I) LTD PLOT NO.152, SURVEY NO.1054, TIRIMBAK NAKA
Nashik, Maharashtra 422001
Group: Central
MAHI FASHION JEWELRY KIOSK
• All kiosk are in Shopper’s Stop.
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11. 11
ORGANISATIONAL STRUCTURE
FOUNDER/PROPRIETOR
(Mr. Mahipal Jain
Mr. Sanjay Jain)
DIRECTOR
Mr. Sohanraj Jain
Mrs. Rekha Jain
Mrs. Bhavna Jain
GENERAL MANAGER
Mr. Manish Tater
MANAGER ADVERTISING MANAGER MARKETING MANAGER
(Raju Motwani) (Akshay Sonigara) (Vikesh Sonaiya)
ACCOUNTS PRODUCTION MARKETING
SENIOR ACCOUNTANT PRODUCTION SUPERVISOR SALES MANAGER
(Mr. Chintan Visaria) (Mr Mani)
ACCOUNTANT EMPLOYEE SALES PERSON
(Miss. Sarita shankar Shewale)
12. INDUSTRY INFRASTRUCTURE
Romil Enterprises
( manufacturing Unit)
Trends Fashion Jewelry Pvt. Ltd.
( wholesale department)
SIS ( Shop in Shop)
Mahi Counters in Retail outlets and stores in diferent
different malls malls all over the country
The whole brand is stretched to different units-
1. Trends Fashion Jewellery Pvt.Ltd(Marketing and advertising Unit) -Unit no. 1007, IJMIMA, Metro plex Link Road, Malad (W)
2. Romil enterprises(Manufacturing unit-casting, assembling, finishing) - Unnat nagar, Goregaon West, Mumbai
3. SMS1(Outlet for swarovski ) -Malad west, Mumbai
4. SMS2(Outlet for other crystal) - Malad west, Mumbai
5. Hardik enterprises (Manufacturing unit) -Goregaon east, Mumbai
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13. DEPARTMENTAL SETUP
The departments have been categorized accordingly to the functions and responsibilities. The different levels of department maintain a sound communica-
tion track between each other to achieve a target and fetch maximum profits.
The various departments are
• Raw material storage and purchase
• Sampling
• Production
• Quality control
• Packaging and shipment
• Merchandising.
1.Raw material storage and purchase
Registers are maintained by the production and the sampling departments as to the raw materials required. These are reviewed by the raw material purchase
department which does the required purchase.
2. Sampling
Sampling is the deciding factor for the buyers to place order or not to place order. The basic function of the sampling department is to coordinate the mer-
chandising and the designing department and take the alterations or specifications as per required by the buyers until the master sample is done or the final
product gets approved.
3.Production
The production department manages the purchasing of the raw materials and sampling for the company. The team is responsible for the vendor distributions
and proper execution
of the production order where they manage the in-house which work for the development of the samples and orders and even out house production cells
which work independently
on contract basis for the company.
4. Quality control
Quality control check the products and carry out a through out check at the production process at various stages. Q.C. is based on the final condition of the
requirement of the consumer to meet the requirement and specifications of the design according to the company standards having no defects and having the
best combination of design, price and features.
Quality Control is applied at each step of the process and after jewelry polishing, this is carried out as follows:
Polishing: Each item is closely inspected and compared with the client supplied structure or image, to make certain of its flawlessness. Prongs and stone
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14. cases are strictly scrutinized for correctness of shape and presence of irregularities.
Soldering/Assembling: Accuracy of soldering and its finishing is closely examined before starting the second polishing stage.
Setting: Confirmation of perfect setting, symmetry, cleanliness, diamond stamp through a vigorous stage-by-stage verifying system.
Finishing: Stone setting is checked for appropriate fixing and cleanliness. Shining, overall stamping and quality of plating is also scrutinized at this point.
5.Merchandising
Merchandisers communicate with the buyers from time of initial communication till the order reaches to the buyers. It’s their responsibility to communicate
with the design team and inform them about the design specification and get the samples manufactured from the sampling team and approved.
6. Packing and shipment
This department takes care of the packaging, storage and shipment of the finished goods. it also takes care of the transportation of the finished products. it
handles all the necessary work. The packaging department takes utmost care of the packaging of the products. The
various types of packaging that are followed in the company are:
• Plastic bags(Polyethylene)
• bubble sheet packaging
• plastic(transparent) containers.
• Cardboard packaging
Generally the products are placed in a self-adhesive plastics and these products are then placed in a carton lined with bubble sheet.
The following details are mentioned in the cartons:
• Buyers name
• Buyers address
• Invoice number
7.Accounts
Accounts department handles the payment of workers and all the bills from various vendors.
Handle the payment received from the buyers and all the taxation of the company.
Responsible for all the monetary aspects like sanctioning the purchase of raw materials, payment of salaries, and keeping all the track of the balances of the
company and it’s banking.
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15. 15
BUYERS INTERACTION
The initial stage of obtaining an order is the interaction with the buyer. The way of interaction used is.
1. Direct meetings and contacts.
After the initial interaction, buyer is invited to visit the company or to place the photo offer. Based on this the buyer places his request for samples according
to his need. Using these inputs the design department creates the design brief resembling the customers need and expectations. The sampling department
produces three to four samples and those samples are sent to buyer for the final approval. The merchandisers continue their interaction with the buyers, a final
order is placed in the form of a purchase order specifying the materials, dimensions, colors, packaging instructions and stickers etc.
16. DESIGN DEVELOPMENT PROCESS
Design development unit is directly answerable to the proprietor of the firm or the production
head where the production feasibility of the design is looked over. The designers make designs as per ongoing trend and fashion,
considering consumer group of company, which is then followed by various possible production process available and then the cost is
calculated by the production head accordingly and the same is conveyed to the the buyer by the merchandiser.
DESIGN FINALIZING
• The general manager, Manager and the marketing head decides the design which further is finalized and passed by the Proprietor.
• According to the design the Advertisement department works for the product and then it is corrected and finally passed by the
• General Manager.
• The Manager directs the Supervisor as how to procure Raw material and how should be the manufacturing process.
• The manager manages the whole department from the initial step of procurement to the end product and the packaging also and how
will the product reach the customer
• The supervisor supervises the manufaturing unit and orders the required materials for the manufacturing.
17. RAW MATERIALS
The raw material of the company is sourced from different parts of Mumbai and other cities of Maharashtra.
Metal :
•Pewter (malleable metal alloy, 85–99% tin, with the remainder consisting of copper,antimony, bismuth)
•Brass
•Copper
•Marcasite (white iron pyrite)
Pearl :
•Fresh pearl
•Shell pearl
•Glass pearl
Glue : TJ Premium Glue Special Glue for foiled Crystal Stone. TJ premium glue is clay adhesive that exceptional adhesion to foiled crystal stone.
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18. JEWELRY MANUFACTURING PROCESS
Jewelry manufacturing process includes most advance technologies and dedicated research. Jewelry making is a very composite process undergoing a long and
slow procedure making it tough from the initial point to the concluding point. Each product undergoes a series of procedures before we get the net product as
a beautiful jewelry product. All the materials and parts used in the process of jewelry making needs a multiple processes. These all need a lot of skill and time
. Jewelry is both handcrafted and casted . But most of the jewelry are executed by casting. In this organization jewelry is made through two process, which are
- Spin Casting and Lost-wax casting and for beads or pearl jewellery, method of assembling and joining of ready made units and also by soldering process, is
used.
19. SPIN CASTING
Spin casting, also known as centrifugal rubber mold casting (CRMC), is a method of utilizing centrifugal force to produce castings from a rubber mold. The
casting material, usually molten metal or liquid thermoset plastic is then poured in through an opening at the top-center of the mold. The filled mold then
continues to spin as the metal solidifies or the thermoset plastic sets.
Advantages of Spin Casting:
• Achieve a competitor edge with faster “time to market” capabilities.
• No costly metal tooling is required.
• Same day results with in-house control.
• Simple to use technology.
• Increase productivity - Provides 30 to 50% more casting cycles per hour, per operator.
• No heavy mold cover plate - To handle each cycle.
• No lift-over of molds.
• Automatically adjusts for mold height - no manual adjustment is needed.
• All mold handling is done at waist level.
Mold material Vulcanized “TEKSIL” Rubber
Casting material Zinc, tin, lead, pewter,thermoset plastics, pattern wax
Ability to make design changes Easiest
Typical initial lead time 4 hours to 2 days
Piece price Very low
Usual secondary machining required Very little or none
CASTING EQUIPMENT
1. Spin Caster - During the casting process, the finished mold spins along its central axis for anywhere from 30 seconds to several minutes depending upon
the chosen casting material. Internally a spin casting machine or spin caster consists of a motor and pressure clamping system which holds
and positions the mold properly while it spins at a steady rate. These components are placed inside of a machine body which shields against
flashing of molten metal or liquid plastic that is inadvertently ejected from the mold during the spinning process. Without the proper
containment,hot melted flashing can be a serious hazard to the machine operator and anyone else nearby. There are two different types of
spin caster, i.e. front-loading and top-loading.
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20. 20
2. Vulcanizer - It is a necessary step to prepare the uncured silicone mold for spin casting production. Under controlled heat and pressure the silicone
slowly cures to a heat resistant, flexible, permanent mold. The vulcanizing press or vulcanizer uniformly compresses the mold while
exposing it to high temperature over a period of several hours. The vulcanizer consists of a pair of parallel heated platens mounted on a
hydraulic press. Smaller or home-made vulcanizers may compress the mold via screws or a heavy duty clamp instead of hydraulic pressure.
Some spin casting operations choose to forgo running their own vulcanizer and instead contract out their mold production.
3. Melting furnace - A melting furnace is necessary only when spin casting with metal. Understandably the metal must be in a molten state prior to
introduction into the mold. However, it is necessary for a spin casting furnace to have a temperature controller as there is an
approximate range that works best for each metal.
CASTING MATERIALS
1. Metal
2. Plastic
CASTING PROCESS
Molds are formed by placing patterns between disks of uncured rubber. The mold is then loaded into a vulcanizer that applies heat and pressure to cure the
rubber. After a few hours, the mold becomes fi rm yet fl exible. The mold is then loaded into a spin casting machine. After the spin cycle starts, the liquid
metal, plastic or wax is poured into the rotating mold. Pressure caused by centrifugal force pushes the liquid through the mold’s runner system, completely fi
lling each mold cavity. After the material has solidified, the mold is removed, and the castings are extracted.
21. 1. PREPARING THE MOLD - Parts or models are laid out on a disk of uncured TEKSIL silicone or organic mold rubber. Depending upon model/pattern
thickness and shape, cavities may be cut or molded by hand to accomodate the part. The uncures TEKSIL rubber mold
material is soft and pliable like a clay.The mold parting line is formed at this stage and can be built up or lowered around any
section of the model/pattern. Parts of any complexity can be handled. cores, inserts and pull-out sections can also be easily
incorporated, if required.Mold parting compound is sprayed on the uncured mold and “Accorn” nuts are arranged around
the edge where they precisely position the mold halves to each other.
2. VULCANIZING MOLD - After preparation, the mold is placed in a vulcanizing frame. this frame is placed in the heated vulcanizing press for curing. the
combination of heat and pressure forces the rubber mold material into all crevices and around all details of the model/patterns.
The heat cross-links and cures the rubber mold. the resulting mold is tough, resilient, dimensionally accurate, heat and
chemically resistant.After vulcanisation the mold is easily flexed to release the patterns (and later, parts) from the cavities. this
is true even for patterns with a wide variety of undercuts.
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22. 3. GATING & VENTING - The gates, runner system and air vents are easily cut into the cured rubber mold with a sharp knife or scalpel. Air vents may also
be drilled into the cavity to aid in venting of entrapped air or gases.
4. PLACING MOLD IN CENTRIFUGAL SPIN-CASTER - The mold is placed into the Tekcaster - the patented, Top- loading unit. the mold is
automatically centered and closing the door actuates a pnuematic mold clamp. Spin speed,
clamping pressure and cycle time are fully adjustable with the solid-state digital controls.
5. POURING & SPIN-CASTING - After the spin cycle starts, the liquid metal is poured into the Tekcaster. Pressure caused by centrifugal force pushes the
liquid through the mold’s runner system, completely filling every section, corner, detail and surface finish in each mold
cavity.
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23. 6. REMOVAL OF CENTRIFUGAL SPIN-CAST PARTS - After metals solidify, the parts are quickly removed from the mold. with metal, 50 to 60 cycles per
hour are readily made. The gates, runners and vents are easily broken away by hand. castings are
ready for assembly, for painting, plating or coating with no additional clean up. spin-casting is a
precision casting process producting high integrity, close tolerance parts comparable to die
casting or plastic injection techniques.
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PRODUCT LIFECYCLE
Making of dye
Casting of jewelry parts
Finishing
Checking
Manual stone - fitting
Plating
Checking plated quality
Fixing of Hooks and extension and other findings
Attachment of Mahi tags and price tags
Checking
Packaging
25. LOST-WAX CASTING
Lost-wax casting is an industrial process based on and also called investment casting, one of the oldest known metal-forming techniques. From 5,000 years
ago, when beeswax formed the pattern, to today’s high-technology waxes, refractory materials and specialist alloys, the castings allow the production of
components with accuracy, repeatability, versatility and integrity in a variety of metals and high-performance alloys. Lost-foam casting is a modern form of
investment casting that eliminates certain steps in the process.
The process is generally used for small castings, but has been used to produce complete aircraft door frames, steel castings of up to 300 kg (660 lbs) and
aluminium castings of up to 30 kg (66 lbs). It is generally more expensive per unit than die casting or sand casting, but has lower equipment costs. It can
produce complicated shapes that would be difficult or impossible with die casting, yet like that process, it requires little surface finishing and only minor
machining.
Advantages of Lost-wax casting:
• Many Intricate forms with undercuts can be cast.
• A very smooth surface is obtained with no parting line.
• Dimensional accuracy is good.
• Certain unmachinable parts can be cast to preplanned shape.
• It may be used to replace die-casting where short runs are involved.
Dimensional Tolerances ±.010” ±.020”
Relative Cost - High Part Quantity Highest
Relative Cost - Low Part Quantity Medium
Minimum Wall Thickness 1/16”
Design Complexity/Detail Best
Relative Ease of Design or Changes In Production Fair
Castable Alloys Most Ferrous / Non-ferrous Metals.
CASTING EQUIPMENT / MATERIALS
1. Electric wax worker
2. LiquaFast ICE Silicone
3. Clear Mold Frames
4. Talcum powder
5. Mold Cutting Blade
6. Air Pressure Injector (1-1/3 qt)
7. Perforated Casting Flasks
8. Flask Extenders for Perforated Flasks 25
26. 26
9. Tree Style Sprue Bases
10. Vacuum Pump
11. Electric Burnout Ovens
27. CASTING PROCESS
Casts can be made of the wax model itself, the direct method; or of a wax copy of a model that need not be of wax, the indirect method. The following are the
steps for casting:
1. PRODUCE A MASTER PATTERN: An artist or mould-maker creates an original pattern from wax, clay, wood, plastic, steel, or another material.
2. MOULDMAKING: A mould, known as the master die, is made of the master pattern. The master pattern may be made from a low-melting-point metal,
steel, or wood. If a steel pattern was created then a low-melting-point metal may be cast directly from the master pattern. Rubber
moulds can also be cast directly from the master pattern. The first step may also be skipped if the master die is machined directly into
steel.
3. PRODUCE THE WAX PATTERNS: Although called a wax pattern, pattern materials also include plastic and frozen mercury. Wax patterns may be
produced in one of two ways. In one process the wax is poured into the mold and swished around until an even
coating, usually about 3 mm (0.12 in) thick, covers the inner surface of the mould. This is repeated until the desired
thickness is reached. Another method is filling the entire mould with molten wax, and let it cool, until a desired
thickness has set on the surface of the mould. After this the rest of the wax is poured out again, the mould is turned
upside down and the wax layer is left to cool and harden. With this method it is more difficult to control the overall
thickness of the wax layer.If a core is required, there are two options: soluble wax or ceramic. Soluble wax cores are
designed to melt out of the investment coating with the rest of the wax pattern, whereas ceramic cores remain part of
the wax pattern and are removed after the workpiece is cast.
28. 5. INVESTMENT: The ceramic mould, known as the investment, is produced by three repeating steps: coating, stuccoing, and hardening. The first step
involves dipping the cluster into a slurry of fine refractory material and then letting any excess drain off, so a uniform surface is
produced. This fine material is used first to give a smooth surface finish and reproduce fine details. In the second step, the cluster is
stuccoed with a coarse ceramic particle, by dipping it into a fluidised bed, placing it in a rainfall-sander, or by applying by hand. Finally,
the coating is allowed to harden. These steps are repeated until the investment is the required thickness, which is usually 5 to 15 mm. The
first coatings are known as prime coats. An alternative to multiple dips is to place the cluster upside-down in a flask and then liquid
investment material is poured into the flask. The flask is then vibrated to allow entrapped air to escape and help the investment material
fill in all of the details.
6. DEWAX: The investment is then allowed to completely dry, which can take 16 to 48 hours. Drying can be enhanced by applying a vacuum or minimizing
the environmental humidity. It is then turned upside-down and placed in a furnace or autoclave to melt out and/or vaporize the wax. Most shell
failures occur at this point because the waxes used have a thermal expansion coefficient that is much greater than the investment material sur
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28
29. rounding it, so as the wax is heated it expands and induces great stresses. In order to minimize these stresses the wax is heated as rapidly
as possible so that the surface of the wax can melt into the surface of the investment or run out of the mold, which makes room for the rest of
the wax to expand. In certain situations holes may be drilled into the mold beforehand to help reduce these stresses. Any wax that runs out of
the mold is usually recovered and reused.
7. BURNOUT & PREHEATING: The mold is then subjected to a burnout, which heats the mold between 870 °C and 1095 °C to remove any moisture and
residual wax, and to sinter the mold. Sometimes this heating is also used as the preheat, but other times the mold is
allowed to cool so that it can be tested. If any cracks are found they can be repaired with ceramic slurry or special
cements. The mold is preheated to allow the metal to stay liquid longer to fill any details and to increase dimensional ac
curacy, because the mold and casting cool together.
8. POURING: The investment mold is then placed cup-upwards into a tub filled with sand. The metal may be gravity poured, but if there are thin sections in
the mold it may be filled by applying positive air pressure, vacuum cast, tilt cast, pressure assisted pouring, or centrifugal cast.
9. REMOVAL: The shell is hammered, media blasted, vibrated, waterjeted, or chemically dissolved to release the casting. The sprue is cut off and recycled.
The casting is cleaned up then, usually by grinding.
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30. PRODUCT LIFECYCLE
2d design
Developing it on jewel CAD software
Master developed with accurate measurement
Cleaning
Making of Dye
Production of molds
Wax - setting
Wax- tree is formed
Wax tree inserted in flask
Temp set at 650 degree Celsius
Packing of POP in flask and keeping it in kiln
Flask taken out and kept in metal melting machine
Pouring of metal
Development of product form
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31. Cutting of units from the casted tree form
Cleaning through tumbling machine
Filing of casted parts
Assembling
Polishing and cleaning
Final- checking
Plating
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32. SOLDERING PROCESS
Soldering Process-It is the way to connect metal surfaces using heat and solder.
They often use base metal as pewter and plated metals.
The solder is made mostly of tin and has a relatively low melting temperature.
Tools used for the process:
• 60 watt chisel tip soldering iron
• Solder (soft)
• Flux (required to melt and flow)
• Jar of water
• Tweezers.
Procedure:
•A soldering iron is turned on and let to get to a temperature.
•Soldering tip is cleaned with a damp cloth.
•Flux is applied to the required surface.
•Hot iron is touched to the solder to pick a blob and run the iron over the required surface.
•If it looks lumpy, the iron is run again to re-melt the solder and smoothened .
•The iron is frequently cleaned.
•This way the solder helps the units get joined
•Mostly cup chains are used to be soldered and made beautiful jewelry out of it.
•Tweezers are used to hold the units.
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33. ASSEMBLING
Before or after plating there is a need of further assembling in many jewelry. Some jewelry needs stones studding.
•Assembling of various units of the whole jewelry is also done before casting to bring out a single jewelry product using the various units .
•Once the units are ready they are assembled in a different to avoid dissimilarity and continue a standard
•This process requires a paste of Plaster of Paris generally.
•This process is applied when any soldering is required.
•The units are arranged and dipped half on the POP paste and as there is indication of the POP drying or
even a slight hardening, the units are taken out.
•The units come out easily leaving behind impression of the arrangement which later serves support for making similar jewelry.
•As it hardens later it is generally no more used.
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34. 34
PLATING
Plating is a surface covering in which a metal is deposited on a conductive surface Gold plating Rhodium plating
•Original
•Imitation Two tone (gold and Rhodium)
PROCESS OF PLATING
Bunch of the similar product dipped in the ultrasonic chemical
Then dipped under hydrochloric acid
Then in sodium water
Again dipped in ultra sonic liquid( soda )
Cleaning of product in fresh water three times
Pieces is dipped inside copper sulphate
Cleaning is done
Dipped in solution of nickel for nickel plating
Rinsed with fresh water
Gold or silver plating as per requirement.
Kept in D- sold container
GPC Powder is mixed for gold plating SPC Powder is mixed for silver plating
35. 15 – 20 seconds for normal plating & 20 – 25 seconds for very good gold plating
Rinsed in fresh water
Dried in the dryer
PROCESS OF TWO-TONE PLATING
Masking is done on the already rhodium plated
Product touched with the solution of nickel for nickel Plating
Rinsed with Fresh water
Dried through drying machine
Product is dipped in thinner
Ultra sonic solution and Fresh water for cleaning
Steaming machine for cleaning final plated products
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36. PROCESS OF DRY LACQUERING
Masking is done on required space
For dry lacquering process
Dipped in lacquer
Dried in oven
Dipped in thinner
Rinsed in fresh water
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37. PRODUCT COSTING
Prime cost – Number of stones used in a particular product+ Metal used for casting+ + direct labor charge
Factory cost- design cost +over head charges( electricity+ transportation + lubricants+ security+ medication+ etc )+ indirect lab
Manufacturing Cost includes- Factory Cost+ Cost of production (fuels+ saw dust+ kerosene+ araldite+ others + plating cost+ casting cost) + consumables
items + weight of final product + packaging charges
Total cost – Includes selling and distribution charges+ manufacturing cost
Selling cost- Total cost+ Profit.
The overall cost includes assembling and packaging cost as well. Packaging cost varies . For homeshop 18, the packaging costs- Rs 50. There are some fixed
infrastructure costs which are marked with the factory profits
Minimum price for product - Rs. 199
Maximum price for product - Rs. 10000
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38. PACKAGING
Packaging in Mahi varies according to the market. For home shop18,they make different packaging where as for the direct consumer they have, the follow-
ing packaging:
1. Primary Packaging -
2. Secondary Packaging -
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40. SWOT ANALYSIS
Strength
•Mahi caters all types of fashion jewelry where as its competitors deals mostly to a single category type of jewelry .
•It is one of the leading brand that is associated with ‘SWAROVSKI’.
•As today diamond is in demand but due to the high cost of diamond embedded jewelry some people are unable to buy it, Mahi provides SWAROVSKI
which is very close to Diamond and is available at affordable price.
•For example- Mahi caters fashion jewelry embedded with different varieties of precious stones( like CZ-Cubic Zirconia, Swarovski, Marcasite, Pearls, Emer-
ald, PP stone.
•Wide product range where they also produce men’s accessory which most fashion jewelry brands do not manufactures.
•As it covers maximum states all over India for selling its product , Mahi study deeply about every states consumer segment ,their needs and accordingly
display their products.( keeping in mind the design part , types of jewelry preferred)
Weakness
•No designers involvement
•Designs of Mahi , are mostly good but are unable to produce in mass production as the raw material procurement is not so good or is unavailable in huge
amount. Hence Mahi is unable to produce some of its best products in market.
•Other units like plating casting are situated far away from the manufacturing unit.
Opportunities
•Mahi is curious about creating and exploring new designs to the market.
•It keeps playing more with its packaging and introduce new range of packaging in the market, it also plays around with the props.
•Mahi produces Fashion jewelry which is the most preferred add on to today’s fashion.
Threats
•Mahi gives a product warranty of only 6 months where as its competitors brands provide more warranty period.
•Mahi lacks consumer research which is a vital part of marketing, due to which they do not get good feed back in online business.
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41. PACKAGING – Comparative study of packaging of imitation jewellery brands similar to MAHI.
Packaging is the technology of enclosing or protecting products for distribution, storage, sale, and use. Packaging also refers to the process of design, evalu-
ation, and production of packages. Packaging can be described as a coordinated system of preparing goods for transport, warehousing, logistics, sale, and
end use. Packaging contains, protects, preserves, transports, informs, and sells. It is a systematic approach to safe transportation and effective promotion of
product.
ABOUT THE ASSINGMENT
I was asked to study the packaging, price points, consumer group, of the similar brands to Mahi to know the status of mahi’s packaging, in terms of sales.
Comparing it with other brands. For which I surveyed 5malls (i.e. 5 stores), which includes Mahi’s outlet in it through primary data.
ABSTRACT
This paper describes 2 weeks research study on packaging of jewellery. This work is responded to the approvals concerning the way of packaging in retailing
and its extent of effect on both the manufacturer and the consumer group. This study involved the taste and consumer group which developed some facts and
figures of packaging effects on industry as well as consumer.
KEYWORDS
Consumer/Market
Price points
Quality
Types of packaging
AIMS AND OBJECTIVES
To develop some facts and figures for jewellery packaging.
METHODOLOGY
Primary data - Research and observation of actual market.
Secondary data - From websites of the brands.
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42. OBSERVATION
Mahi - Trends Fashion Jewelry Pvt. Ltd. Was established in the year 2006.Trends Fashion Jewelry having mastered with the art of marketing and distribution
of imitation jewelry for over 20 years.The products of Trends Fashion Jewelry have etched a special place in the heart and mind of its esteemed customers for
its flawless finishes and designs.
Price range – 199rs. To 8500rs.
Consumer group – 22 to 38
Packaging by Mahi:
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43. At first research was done to know which are the brands in market, which gives direct competition to Mahi in terms of designs, products, materials, etc. After
getting the names of the brands, collected the basic information about them like what they are making, their
price points and their consumer group. Naming the brands-
1. Estella
2. Sia
3. Zaveri pearls
4. Cygnus
5. Haute curry
6. Kashish
7. Elliza donatein
1. Estella – Estelle fashion jewellery is for the stylish and elegant woman offering a wide range of designs that are international in style, reflecting a spirit of
aspiration and confidence.Estelle’s attributes are Quality, Reliability, International, Trendy and Value for money. Estelle jewelry is unsurpassed in
quality and finish, matching the best available anywhere in the world, in this category. It is 24 Ct Gold and Silver Plated Jewellery with all stones used being
of high quality including Austrian crystals/CZ .
Estelle is retailed in India through 10 exclusive showrooms, over 150 large format stores like Shoppers Stop, Lifestyle, Central, Globus, Westside, Reliance,
etc. and more than 1,000 high-end women’s product centric stores across the country.
Their price point is from 299rs. To 4999rs.
Consumer group – 25 to 35
Collections by Estella:
1. Limited edition – Made with Swarovski elements
2. Glam collection – courtier styles with processed metal plating.
3. Uber collection – pearl jewellery with precious metal plating.
4. Chroma collection – Colour plated jewellery with undercoats of precious metal.
5. Timeless collection - traditional jewellery, plated with precious metal.
6. Deities collection – 24 carat gold plated statuettes of deities.
7. Mystic- Mystic reflects styling which is trendy, delicate & fashionable in imitation gold & imitation rhodium finish at attractive price points. It is a high
fashion brand with mass appeal and is retailed through hyper stores like Big Bazaar, Megamart, AVA deals in metro stations, Spencers and Brand
Factory.
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44. 44
Packaging by Estella:
2. Sia – In the year 1972, the company’s doyen, Mr. Ramniklal D. Chhadva ventured into the wholesale business of imitation jewellery, leather bags and other
related accessories under the brand name ‘Tohfa’, which, with its large product assortment wowed customers and critics alike. At the same time, another
undertaking, known as ‘Noble stores’ came into existence dealing with leather purses & accessories, which further cemented the business of delighting cus-
tomers and providing a wide range of exclusive products.
Their price point is from 296rs. To 3250rs.
Consumer group – 25 to 35
The flagship brand of the company- a complete House of Jewellery for all accessory needs- showcasing the ‘Art of Complimenting’
45. 45
An extension into the field of complimenting- designer footwear and designer bags- finding ‘The Perfect Match’
With a view to providing complete customer delight spanning the lifestyle and fashion spectrum, Sia plans to have business interests with top fashion
brands. Sia has planned an extensive network of exclusive retail outlets, along with other sub brand launches to cater to a wider and more discerning audi-
ence.
Packaging by Sia:
3. Zaveri pearls – Zaveri pearls is a whole seller of imitation jewellery, pearl jewellery, kundan jewellery, fashion jewellery and silver jewellery, Jewellery
consist Necklace, Bracelet, Earring, Bangles, Kada, Sets. Having retail outlets across India.
Their price point is from 595rs. To 1990rs.
Consumer group – 30 to 40
46. Packaging by Zaveri pearls:
4. Cygnus - Cygnus Jewellery comes to you in 2003, from the house of Laxmi Diamond which was conceptualised and founded by Mr. Vasant Gajera in the
year 1972. A DTC Sight holder, Laxmi Diamond is one of the most dynamic diamond and jewellery companies in the world. Launched in July 2003, it is a
range of skillfully crafted 18K gold jewellery with the finest choice of diamonds by Laxmi Diamond. Cygnus signifies the pure constellation of stars in a swan
formation and is designed to epitomise the woman of today, representing class, confidence and zeal. Whether you want light daily-wear jewellery, high-end
stylish design or ethnic and bridal wear jewellery, Cygnus has it all. An incredible mix of exquisite craftsmanship and state of the art manufacturing technol-
ogy; each piece of Cygnus jewellery is unique, ultra-fine and a cut above the rest.
Their price point is from 5000rs. To 20,000rs
Consumer group – 25 to 35
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47. Packaging by Cygnus:
Private labels/brands for jewellery of Shoppers Stop
Haute curry – Haute curry makes an ethnic collection. Mostly considering festivals of India and take inspiration for designs/motifs from Rangoli, tribal, and
festivals into consideration.
Price range starts from Rs. 299
Consumer group – 25 to 35
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48. 48
Kashish - Kashish makes the jewellery for special occasion.
Price range is 300rs. To 3000rs.
Consumer group –25 to 35
Elliza donatein – Elliza donatein makes design to show more delicacy, they use coloured stones, diamonds studded in silver. Their designs are more for daily
wear.
Price range is 990rs. To 1690rs.
Consumer group – 25 to 35
49. Packaging by Private labels of shoppers stop:
FINDINGS AND RESULTS FROM SURVEY
After survey and observation, I found out, Packaging of Mahi, i.e. boxes, plastic bag or paper packaging, whether it is primary packaging or secondary pack-
aging it is as per the price range and consumer group. When it was compared with the other brands, it was found out
that packaging on regular basis, like selling in normal times, packaging doesn’t dominate much on product or purchase of product.
But, when it comes about gifting someone, packaging plays the equal role. Like consumer expect box of jewellery to be more attractive, colourful and as per
the product price and the brand. In these terms Cygnus and Estella gives direct competition to Mahi. Mahi’s
packaging are more sophisticated, while the packaging of Cygnus is more of bright colour which attracts the consumer to purchase and packaging of Estella
is more of designed based and stylised which again convince the consumer to purchase.
Hence, the packaging of Mahi, especially for gifting purpose, can be made more attractive and convincing to consumer, to increase selling.
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56. RETROSPECT
Learning through doing. Has always giving me a better and deeper understanding and this industry visit helped me learn more with the same. In this module
I learned while i was working and looking things with my own perspective. I learned the professional steps of working in an professional environment and
working in group.
This module of 2months really was very fruitful to me as it showed me the various perspective of the industrial working setup and gain the various understand-
ing of the professionalism. This module was even a stepping stone for me with respect to building professional contacts and professionalism required towards
an industry.
I am thankful to my industry Trend Fashion Jewellery for teaching and showing me the best that I could learn and gain as a professional..
This was a wonderful experience while learning was fun learning from the best of industry professionals. I am also very thankful to my mentor for her support
and teaching me the best possible I could learn in the respect of designing, production and finding the constraints of the production
And a note of thanks to my college N.I.F.T Bhopal for providing me a chance to gain professional experience and the standards required for an amture in the
industry and to be a learned professional.
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57. REFERENCE
• www.cygnusjewellery.com
• www.estellejewellery.com
• www.zaveri-pearls.com
• www.siajewellery.com
• www.mahijewelry.com
• http://en.wikipedia.org/wiki/Spin_casting
• http://www.core77.com/blog/object_culture/production_methods_spin_casting_a_low-cost_low-run_alternative_to_injection_molding_24419.asp
• http://en.wikipedia.org/wiki/Lost-wax_casting
• MachinableWax.com%20-%20Technical%20Info.htm
• About the private labels of shoppers stop, data is collected by survey and observation.
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