BRANDED JEWELLERY VS NON BRANDED JEWELLERY AND ITS KEY PLAYERS IN MARKET

1. Yeatesh 13PBA021

2. Overview
The abolition of the Gold Control Act in 1992,
allowed large export houses to import gold freely.
In 1993, gold and diamond mining were opened up
for private investors
foreign investors were allowed to own half the
equity in mining ventures
In 1997, overseas banks and bullion suppliers were
also allowed to import gold into India
This allowed the entry of foreign players like
DeBeers,Tiffany and Cartiers into the Indian market.

3. MAJOR PLAYERS IN THE MARKET
GILI:
In 1994, Gili Jewellery was established as a distinct brand
by Gitanjali Jewels
Offered a wide range of 18-carat plain gold and diamond-
studded jewellery
With sales of Rs.0.14 billion for the year 2007-08, Gili had
a 0.03 percent share of the 400 billion jewellery market in
India and a 1.4 percent share of the branded jewellery
market.
Opened a jewellery salon, Gianti, to provide
customised jewellery to clients.

4. MAJOR PLAYERS IN THE MARKET
TANISHQ:
In 1995, Titan changed its name from 'Titan Watches
Ltd.' to 'Titan Industries Ltd.‘
In the same year, it also started its jewellery division
under the Tanishq brand.
Tanishq is considered to be a trendsetter.
Tanishq began with 18-carat jewellery.
It expanded to include 22 and 24-carat ornaments as well
1998, Tanishq decided to set up its own chain of retail
showrooms
By 2002, Tanishq retailed its jewellery through 53
exclusive stores across 41 cities
Tanishq had a 0.66 percent share of the total jewellery
market in 2007-08 and a 27 percent share of the branded
jewellery market

5. MAJOR PLAYERS IN THE MARKET
CARBON:
In 1996, within the fold a new brand of 18-carat
gold-based jewellery called Carbon was launched.
In 2002-03, with sales of Rs. 0.14 billion, carbon had
a 0.03 percent share of the jewellery market and a 1.4
percent share of the branded jewellery market.
It started exporting in the year 2008.
The brand is available in 23 cities countrywide.

6. MAJOR PLAYERS IN THE MARKET
OYZTERBAY:
Founded by Vasant Nangia and his team in July 2000
Oyzterbay seeks to build a national brand in the
jewellery industry in India
With sales of Rs. 0.17 billion in 2003-0, Oyzterbay
had a 0.04 percent share of the Rs.400 billion jewellery
market and a 1.7 percent share of the branded jewellery
market.

7. WHAT LED TO PROLIFERATION OF
BRANDED JEWELLERY PLAYERS??
The Indian market was witnessing an accelerated shift from
viewing jewellery as an investment to regarding it as
aesthetically appealing ornaments. The focus had shifted from
content to design.
The younger generation was looking at trendy, contemporary
jewellery and clearly avoiding heavy, traditional gold jewellery.
The consumer wanted a wider selection at a single convenient
location and expected an international shopping experience.
The Indian consumer was willing to experiment with new
designs.

8. STRATEGIES FOR WOOING
CUSTOMERS
TANISHQ
Tanishq worked hard on a two-pronged brand-building strategy:
▪ cultivate trust by educating customers about the unethical
practices in the business and
▪ change the perception of jewellery as a high-priced purchase
One way to create differentiation was through design
Tanishq decided to focus on quality control:
 it introduced caratmeters which showed the purity of gold
In November 2002, Tanishq introduced a new collection of jewellery called
'Lightweights.
It also focused on small town markets.

9. STRATEGIES FOR WOOING CUSTOMERS
CARBON:
Always focused on moving jewellery from the vault to the
dressing table
It sold its products as gift items over the internet
Like Tanishq it also laid emphasis on design
In 2002, Carbon launched its 'Sun Sign' collection, based
on the symbols of the Zodiac

10. STRATEGIES FOR WOOING CUSTOMERS
OYZTERBAY: Jewellery for the
Living:
The initial focus - to give a lifestyle value to
jewellery instead of the traditional investment value
Emphasized on marketing and advertising strategies
to give the necessary thrust for growth
Oyzterbay launched media campaigns
The new campaign focused on positioning
Oyzterbay as jewellery for office wear, evening wear
or even a fitness session
They offered exclusive products to clients by
refurbishing its collection every few months, keeping
in mind international trends

11. STRATEGIES FOR WOOING CUSTOMERS
GILI:
The company's products were made available
through a mail-order catalogue
All Gili products came with a guarantee of diamond
and gold quality.
In 2000, Gili launched its 'diamond heart collection'
targeted at teenagers and priced between Rs 500 and
Rs.2500
The collection was promoted at college campuses
Special packaging, catchy advertising and extensive
press coverage contributed to the success of the
collection

12. CONCLUSIONS
Branded jewellery players will continue to face lot of
competition from local jewellers.
Besides the major brands several regional players have opened
branches to leverage the trust and reputation that they have built
up over the years
Most of the branded jewellery players in India focused on
yellow gold
Few of them experimented with the pink and white forms of
gold.
Some of the players also used diamonds and platinum, which
appear to have a good future in the Indian jewellery market.

13. THANK YOU