bull video

RAMYA

PRIYANKA

RITIKA

PRIYA

ANDREYRITCHA

bull The gems and jewellery sector can be categorised

Gemstones - Diamonds and coloured stones

(precious semi-precious and synthetic)

Jewellery - Plain Gold Studded Silver Costume

Pearls

Global Market for gems and jewellery

C A G R

US$ 85 billion 5-10 per cent

Gold

Others80

SECTORS OF INDIAN JEWELLERY INDUSTRY

Indian Jewelry market in 2007 was valued at 70000 cr INR (Business Standard)

India Gems amp Jewellery Industry ndash Highlights

bull Jewellery market size ndash US$ 13 billionbull Diamond jewellery ndash US$ 12 billionbull Gold jewellery market growth year on year ndash

15bull Diamond jewellery market growth ndash 27

INDUSTRIAL PROFILE

bull Key findingsCAGR around 14 from 2007-08 to 2010-11bull It is anticipated to grow at a rate of 8 by 2009-10bull INDIA remains worldrsquos largest gold consumer

OVERVIEWSIZE bull domestic sales US$ 10 billionbull 4 of the global sales in gems and jewellery marketbull Exports of over US$ 17 billion in 2006-07 which is 14 of Indian exportsPOLICYbull 100 FDI is permitted in gems and jewellery sectorOPPORTUNITYbull India is the diamond polishing capital of the world specially the states of Gujarat and

MaharashtraPOTENTIAL

bull Highly skilled yet low cost laborbull Several design centres and training institutes are being set-up

PURPOSE OF PURCHASE

JOY ALUKKAS Worldrsquos

favourite jeweller

HISTORY

bull Alukkas Jewellery was founded by the Late Sri Varghese J Alukka in Thrissur Kerala in 1956

bull Mr Joy Alukkas started in UAE in 1987bull Became separate legal entity in 2001

COMPANY PROFILE

bull Expertise in contemporary ethno-contemporary and traditional jewellery

bull Joy alukkas is the only jeweller to be conferred the ISO 9001 and 14001 in the UAE

bull Consumersrsquo Choice Award 2008 bull Winner of the Retail Me Best Retailer of the Year (Middle

East) Award bull 70 jewellery showrooms around the worldbull Worldrsquos biggest jewellery showroom located in Chennaibull Enjoys a trust of 10 million customers with a work force of

3000 around the world

VISION AND MISSION

bull Vision To become a global brand by ornamenting the world

bull Mission To improve and enrich lives everywhere by offering extraordinary lifestyle solutions backed by incomparable value-additions adhering to globally approved processes and norms and creating a successful value- chain for our associates

OBJECTIVES

bull Plans to open 100 new showrooms by 2010 making it Asiarsquos largest chain of jewellery showrooms

bull By the end of the decade Joy Alukkas is poised to be the Worldrsquos No 1 jewellery chain

VARIOUS BRANDSDIAMONDS

GOLD

PEARLS

PRECIOUS GEMS

PLACE

bull They have branches in India Middle East and Europe

POSITIONING AND PRICING

Affordable and adorableOrnamenting your emotions

Starts at attractive prices

PROMOTION

bull Kerala quest was be conducted live to an audience in nine cities worldwide the launch on 23rd January 2009 in Dubai

bull The Joy Alukkas Global Souk offers fun excitement and a shopping experience

bull Oman Air welcomes Joy Alukkas as its newest partner in the Sindbad Frequent Flyer Programme

PROMOTION

bull Entry into hypermarket - Lulu Hypermarket Sohar

bull Announced a mega initiative for its valued customers to win 10 BMW sedans across the Middle East and India

bull Entered the realm of themed malls with Wedding Centres

ldquoWe make precious metals available and useful for peoplerdquo

Company profile

JSC Krastsvetmet ranks among the world leaders of precious metals industry

Turning precious metals into products useful for people

985 is Krastsvetmetrsquos share in the Russian market of platinum metals processing Russian Leading Golden Jewelry Manufacturer

Quality Management System was certified for the quality standards ISO 90012000

Mission statement and visionary

Mission- Our goal is to be a model business and management for Russian companies The shareholders profits and employees incomes mutually beneficial collaboration with our suppliers and satisfying the customers current needs ndash all these tasks are equally important for us

Vision To become leading jewelry company in the Eastern Europe and Asia

Promotion

Mass media ( advertisement in newspaper TV etchellip

Jewelry exhibitions

Charity

Sponsor of a lot of Russian football teams

Product

Wide ranged choice of jewelry and products from precious metals

Diamonds Platinum Gold Silver Jewelry with coloured precious stones Gentlemens articles Souveniers and Interior Children gifts tableserving articles tradition Table-serving articles classic

Place

Russia and CIS (Krasnoyarsk Minsk Moscow St Petersburg)

Available to buy on-line

B2C commerce

ldquoInstant delivery ldquo to any region

Price

Target audience upper class

Minimum 5000 RS

Maximum unlimited

Policy of the company

The policy of JSC Krastsvetmet in quality is satisfying expectations of the following parties concerned

consumers ndash for quality assortment and the deadline of the rendered services and produced output shareholders ndash for making stable profitthe companyrsquos employees ndash for being provided with social guarantees work motivation and training system development social environment ndash for timely taxes disbursement and ecological and industrial risks decrease

Positioning

They position their product as a symbol of a status in society creating product which emphasize your position in society

Developed customer care

TATA JEWELLERY(Jewellery is not a product but a piece of art and shopping for

jewellery is an exalting experience)

TATA GROUP

Tata Industries has interests in steel automobiles information technology communication power tea and hotels The Tata Group has operations in more than 85 countries across six

continents and its companies export products and services to over 80 nations

Tata Jewellery comprises of- Tanishq and Gold Plus

TANISHQbull Ta-Tata and nishk-gold coinbull Started in 1995bull Vision To be the most desirable brand for Indian womenbull Mission

We will continuously create wealth for all our stakeholders by transferring the jewellery business and by being gold standard in jewellery design shopping experience and ethical practicesbull Jacob Kurien ndash CEO

Products-BrandsFor women1)Colors of Royalty2)Moham3)Wedding Collection4)Zoya5)Diamond Collection

For MenCuff-links Bracelets chains and kadas

Place

bull Tanishq has 104 stores in 71 Indian cities

bullAlso present in the Middle East and in the United States

Promotion-Marketing Strategies

1)Customer Schemes-Durga Pooja Akshaya

Tritiya

2) Category Melas-Limited Period Offers

3)Karat Meter Testing-Jewellery Servicing

4)Television Advertising-Asin

5)Movie Advertising-Jodha Akbar Paheli

Gold Plus

bullLNatarajan is the head of the companybullMass Market Jewellery Brand

ProductbullGold Wedding jewellery marketbullTraditional Designs

Placebull Semi-urban and rural areas

Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2

Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio

COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest

diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company

bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level

bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia

MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully

develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process

bull Visiongtgt To become the worlds leading company in diamond manufacturing

and retailing of branded jewellery lifestyle products and accessories

gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery

GITANJALIrsquoS FIRSTS

bull Introducing the concept of affordable branded diamond studded jewellery in India

bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP

bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory

bull Producing the smallest heart shaped diamond (003 carat)

BUSINESS MAP

5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network

and external use

GITANJALI GEMS

Diamond amp Jewellery

Lifestyle Infrastructure

Diamond Processing

Manufacturing amp Wholesaling

Retail

PRESENCE ACROSS THE VALUE CHAIN

Direct from miners

Rough Distribution

Diamond Polishing

Diamond Distribution

Jewellery Manufacturing

Jewelery Wholesaling Branding

Jewellery Retailing

Shopping Experience

THE ACQUISITION GIANTbull Aim -To be the global retailer

bull The Path Chosen-International Acquisitions and Domestic Consolidations

Some Examples Samuels Lucera Rogers Nakshatra Trinity

BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including

bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs

combined with Indian values

Easy Elegance Diamond jewellery at reasonable prices

Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand

Giantti

BRAND RECALL (Acc To TNS Survey)

PLACES Domestic Presence

bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla

Global presence

bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK

MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon

Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to

capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce

1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group

1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores

Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product

Sales Through exclusive Distributor Network

Sales to Departmental stores and Exclusive Distribution Networks

Sales through Retail Stores owned or managedBy the group

MULTI CHANNEL DISTRIBUTION NETWORK

RELIANCE JEWELS

RELIANCE INDUSTRIES

bullIndias largest private sector company with a turnover of $28 billion as on March2006

bullout of every 4 investors in India one is a reliance shareholder

bullReliance industries features worlds most respective companies on 269th position

bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues

bullThe company has strong cash flow of around Rs 7500 crore

CompetitorsBharat PetroleumIndian OilTata Group

RELIANCE RETAIL

bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity

bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08

G

bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd

bullIt will invest Rs250 billion by 2010-11

bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo

bullRRL established key joint ventures with international partners in apparel optical and office products businesses

bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation

T

bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani

bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery

bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers

bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years

bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present

MAJOR MARKETING STRATEGIES

bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery

bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs

bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country

bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years

bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region

STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group

DISTRIBUTION some of the stores are owned by the company while others are franchised

bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros

bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo

bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said

bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India

PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo

ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo

MAJOR BRANDS

The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry

bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory

bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions

bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)

ROSY BLUE More than diamonds

bull The Group forayed into the international jewellery business in 1888

bull Have units across 15 countries headquartered in Antwerp Belgium

bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa

bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai

bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street

bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds

BRANDS OF ROSY BLUE

ROSIBLU

ORRA

ASTA

ROSIBLU Diamonds transform you

bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA

bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living

bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday

ASTA

bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar

bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates

bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold

ORRA Own a piece of eternity

bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC

bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her

bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India

bull They have attempted to differentiate our product offerings and create new product concepts

SOME OF THEIR COLLECTIONS

bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats

Pricing

bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery

bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally

aims the elite groupbull Targeting traditionally like all jewellery brands orra

also targeted the female population but above de age group of 20

bull Positioning exclusive diamond outlet

PROMOTION

bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition

bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting

bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood

bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA

bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets

PLACE

bull Orra operates in various parts of the world including Asia USA Middle East and Europe

bull They cater to their customers through retail outlets and online transactions

bull They also have various tie-ups with other jewellery outlets to market their brand

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI TANISHQ JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER(in Crores)

7200 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle ampabove

Middle ampabove

Upper middle ampabove

Middle ampabove

Middle ampabove

MARKETING STRATEGY

Events Advertising Customer Schemes

Theme based advertising

Press releases

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73

RAMYA

PRIYANKA

RITIKA

PRIYA

ANDREYRITCHA

bull The gems and jewellery sector can be categorised

Gemstones - Diamonds and coloured stones

(precious semi-precious and synthetic)

Jewellery - Plain Gold Studded Silver Costume

Pearls

Global Market for gems and jewellery

C A G R

US$ 85 billion 5-10 per cent

Gold

Others80

SECTORS OF INDIAN JEWELLERY INDUSTRY

Indian Jewelry market in 2007 was valued at 70000 cr INR (Business Standard)

India Gems amp Jewellery Industry ndash Highlights

bull Jewellery market size ndash US$ 13 billionbull Diamond jewellery ndash US$ 12 billionbull Gold jewellery market growth year on year ndash

15bull Diamond jewellery market growth ndash 27

INDUSTRIAL PROFILE

bull Key findingsCAGR around 14 from 2007-08 to 2010-11bull It is anticipated to grow at a rate of 8 by 2009-10bull INDIA remains worldrsquos largest gold consumer

OVERVIEWSIZE bull domestic sales US$ 10 billionbull 4 of the global sales in gems and jewellery marketbull Exports of over US$ 17 billion in 2006-07 which is 14 of Indian exportsPOLICYbull 100 FDI is permitted in gems and jewellery sectorOPPORTUNITYbull India is the diamond polishing capital of the world specially the states of Gujarat and

MaharashtraPOTENTIAL

bull Highly skilled yet low cost laborbull Several design centres and training institutes are being set-up

PURPOSE OF PURCHASE

JOY ALUKKAS Worldrsquos

favourite jeweller

HISTORY

bull Alukkas Jewellery was founded by the Late Sri Varghese J Alukka in Thrissur Kerala in 1956

bull Mr Joy Alukkas started in UAE in 1987bull Became separate legal entity in 2001

COMPANY PROFILE

bull Expertise in contemporary ethno-contemporary and traditional jewellery

bull Joy alukkas is the only jeweller to be conferred the ISO 9001 and 14001 in the UAE

bull Consumersrsquo Choice Award 2008 bull Winner of the Retail Me Best Retailer of the Year (Middle

East) Award bull 70 jewellery showrooms around the worldbull Worldrsquos biggest jewellery showroom located in Chennaibull Enjoys a trust of 10 million customers with a work force of

3000 around the world

VISION AND MISSION

bull Vision To become a global brand by ornamenting the world

bull Mission To improve and enrich lives everywhere by offering extraordinary lifestyle solutions backed by incomparable value-additions adhering to globally approved processes and norms and creating a successful value- chain for our associates

OBJECTIVES

bull Plans to open 100 new showrooms by 2010 making it Asiarsquos largest chain of jewellery showrooms

bull By the end of the decade Joy Alukkas is poised to be the Worldrsquos No 1 jewellery chain

VARIOUS BRANDSDIAMONDS

GOLD

PEARLS

PRECIOUS GEMS

PLACE

bull They have branches in India Middle East and Europe

POSITIONING AND PRICING

Affordable and adorableOrnamenting your emotions

Starts at attractive prices

PROMOTION

bull Kerala quest was be conducted live to an audience in nine cities worldwide the launch on 23rd January 2009 in Dubai

bull The Joy Alukkas Global Souk offers fun excitement and a shopping experience

bull Oman Air welcomes Joy Alukkas as its newest partner in the Sindbad Frequent Flyer Programme

PROMOTION

bull Entry into hypermarket - Lulu Hypermarket Sohar

bull Announced a mega initiative for its valued customers to win 10 BMW sedans across the Middle East and India

bull Entered the realm of themed malls with Wedding Centres

ldquoWe make precious metals available and useful for peoplerdquo

Company profile

JSC Krastsvetmet ranks among the world leaders of precious metals industry

Turning precious metals into products useful for people

985 is Krastsvetmetrsquos share in the Russian market of platinum metals processing Russian Leading Golden Jewelry Manufacturer

Quality Management System was certified for the quality standards ISO 90012000

Mission statement and visionary

Mission- Our goal is to be a model business and management for Russian companies The shareholders profits and employees incomes mutually beneficial collaboration with our suppliers and satisfying the customers current needs ndash all these tasks are equally important for us

Vision To become leading jewelry company in the Eastern Europe and Asia

Promotion

Mass media ( advertisement in newspaper TV etchellip

Jewelry exhibitions

Charity

Sponsor of a lot of Russian football teams

Product

Wide ranged choice of jewelry and products from precious metals

Diamonds Platinum Gold Silver Jewelry with coloured precious stones Gentlemens articles Souveniers and Interior Children gifts tableserving articles tradition Table-serving articles classic

Place

Russia and CIS (Krasnoyarsk Minsk Moscow St Petersburg)

Available to buy on-line

B2C commerce

ldquoInstant delivery ldquo to any region

Price

Target audience upper class

Minimum 5000 RS

Maximum unlimited

Policy of the company

The policy of JSC Krastsvetmet in quality is satisfying expectations of the following parties concerned

consumers ndash for quality assortment and the deadline of the rendered services and produced output shareholders ndash for making stable profitthe companyrsquos employees ndash for being provided with social guarantees work motivation and training system development social environment ndash for timely taxes disbursement and ecological and industrial risks decrease

Positioning

They position their product as a symbol of a status in society creating product which emphasize your position in society

Developed customer care

TATA JEWELLERY(Jewellery is not a product but a piece of art and shopping for

jewellery is an exalting experience)

TATA GROUP

Tata Industries has interests in steel automobiles information technology communication power tea and hotels The Tata Group has operations in more than 85 countries across six

continents and its companies export products and services to over 80 nations

Tata Jewellery comprises of- Tanishq and Gold Plus

TANISHQbull Ta-Tata and nishk-gold coinbull Started in 1995bull Vision To be the most desirable brand for Indian womenbull Mission

We will continuously create wealth for all our stakeholders by transferring the jewellery business and by being gold standard in jewellery design shopping experience and ethical practicesbull Jacob Kurien ndash CEO

Products-BrandsFor women1)Colors of Royalty2)Moham3)Wedding Collection4)Zoya5)Diamond Collection

For MenCuff-links Bracelets chains and kadas

Place

bull Tanishq has 104 stores in 71 Indian cities

bullAlso present in the Middle East and in the United States

Promotion-Marketing Strategies

1)Customer Schemes-Durga Pooja Akshaya

Tritiya

2) Category Melas-Limited Period Offers

3)Karat Meter Testing-Jewellery Servicing

4)Television Advertising-Asin

5)Movie Advertising-Jodha Akbar Paheli

Gold Plus

bullLNatarajan is the head of the companybullMass Market Jewellery Brand

ProductbullGold Wedding jewellery marketbullTraditional Designs

Placebull Semi-urban and rural areas

Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2

Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio

COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest

diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company

bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level

bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia

MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully

develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process

bull Visiongtgt To become the worlds leading company in diamond manufacturing

and retailing of branded jewellery lifestyle products and accessories

gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery

GITANJALIrsquoS FIRSTS

bull Introducing the concept of affordable branded diamond studded jewellery in India

bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP

bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory

bull Producing the smallest heart shaped diamond (003 carat)

BUSINESS MAP

5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network

and external use

GITANJALI GEMS

Diamond amp Jewellery

Lifestyle Infrastructure

Diamond Processing

Manufacturing amp Wholesaling

Retail

PRESENCE ACROSS THE VALUE CHAIN

Direct from miners

Rough Distribution

Diamond Polishing

Diamond Distribution

Jewellery Manufacturing

Jewelery Wholesaling Branding

Jewellery Retailing

Shopping Experience

THE ACQUISITION GIANTbull Aim -To be the global retailer

bull The Path Chosen-International Acquisitions and Domestic Consolidations

Some Examples Samuels Lucera Rogers Nakshatra Trinity

BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including

bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs

combined with Indian values

Easy Elegance Diamond jewellery at reasonable prices

Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand

Giantti

BRAND RECALL (Acc To TNS Survey)

PLACES Domestic Presence

bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla

Global presence

bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK

MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon

Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to

capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce

1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group

1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores

Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product

Sales Through exclusive Distributor Network

Sales to Departmental stores and Exclusive Distribution Networks

Sales through Retail Stores owned or managedBy the group

MULTI CHANNEL DISTRIBUTION NETWORK

RELIANCE JEWELS

RELIANCE INDUSTRIES

bullIndias largest private sector company with a turnover of $28 billion as on March2006

bullout of every 4 investors in India one is a reliance shareholder

bullReliance industries features worlds most respective companies on 269th position

bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues

bullThe company has strong cash flow of around Rs 7500 crore

CompetitorsBharat PetroleumIndian OilTata Group

RELIANCE RETAIL

bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity

bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08

G

bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd

bullIt will invest Rs250 billion by 2010-11

bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo

bullRRL established key joint ventures with international partners in apparel optical and office products businesses

bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation

T

bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani

bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery

bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers

bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years

bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present

MAJOR MARKETING STRATEGIES

bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery

bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs

bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country

bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years

bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region

STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group

DISTRIBUTION some of the stores are owned by the company while others are franchised

bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros

bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo

bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said

bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India

PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo

ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo

MAJOR BRANDS

The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry

bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory

bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions

bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)

ROSY BLUE More than diamonds

bull The Group forayed into the international jewellery business in 1888

bull Have units across 15 countries headquartered in Antwerp Belgium

bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa

bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai

bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street

bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds

BRANDS OF ROSY BLUE

ROSIBLU

ORRA

ASTA

ROSIBLU Diamonds transform you

bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA

bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living

bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday

ASTA

bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar

bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates

bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold

ORRA Own a piece of eternity

bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC

bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her

bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India

bull They have attempted to differentiate our product offerings and create new product concepts

SOME OF THEIR COLLECTIONS

bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats

Pricing

bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery

bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally

aims the elite groupbull Targeting traditionally like all jewellery brands orra

also targeted the female population but above de age group of 20

bull Positioning exclusive diamond outlet

PROMOTION

bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition

bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting

bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood

bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA

bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets

PLACE

bull Orra operates in various parts of the world including Asia USA Middle East and Europe

bull They cater to their customers through retail outlets and online transactions

bull They also have various tie-ups with other jewellery outlets to market their brand

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI TANISHQ JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER(in Crores)

7200 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle ampabove

Middle ampabove

Upper middle ampabove

Middle ampabove

Middle ampabove

MARKETING STRATEGY

Events Advertising Customer Schemes

Theme based advertising

Press releases

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73

bull The gems and jewellery sector can be categorised

Gemstones - Diamonds and coloured stones

(precious semi-precious and synthetic)

Jewellery - Plain Gold Studded Silver Costume

Pearls

Global Market for gems and jewellery

C A G R

US$ 85 billion 5-10 per cent

Gold

Others80

SECTORS OF INDIAN JEWELLERY INDUSTRY

Indian Jewelry market in 2007 was valued at 70000 cr INR (Business Standard)

India Gems amp Jewellery Industry ndash Highlights

bull Jewellery market size ndash US$ 13 billionbull Diamond jewellery ndash US$ 12 billionbull Gold jewellery market growth year on year ndash

15bull Diamond jewellery market growth ndash 27

INDUSTRIAL PROFILE

bull Key findingsCAGR around 14 from 2007-08 to 2010-11bull It is anticipated to grow at a rate of 8 by 2009-10bull INDIA remains worldrsquos largest gold consumer

OVERVIEWSIZE bull domestic sales US$ 10 billionbull 4 of the global sales in gems and jewellery marketbull Exports of over US$ 17 billion in 2006-07 which is 14 of Indian exportsPOLICYbull 100 FDI is permitted in gems and jewellery sectorOPPORTUNITYbull India is the diamond polishing capital of the world specially the states of Gujarat and

MaharashtraPOTENTIAL

bull Highly skilled yet low cost laborbull Several design centres and training institutes are being set-up

PURPOSE OF PURCHASE

JOY ALUKKAS Worldrsquos

favourite jeweller

HISTORY

bull Alukkas Jewellery was founded by the Late Sri Varghese J Alukka in Thrissur Kerala in 1956

bull Mr Joy Alukkas started in UAE in 1987bull Became separate legal entity in 2001

COMPANY PROFILE

bull Expertise in contemporary ethno-contemporary and traditional jewellery

bull Joy alukkas is the only jeweller to be conferred the ISO 9001 and 14001 in the UAE

bull Consumersrsquo Choice Award 2008 bull Winner of the Retail Me Best Retailer of the Year (Middle

East) Award bull 70 jewellery showrooms around the worldbull Worldrsquos biggest jewellery showroom located in Chennaibull Enjoys a trust of 10 million customers with a work force of

3000 around the world

VISION AND MISSION

bull Vision To become a global brand by ornamenting the world

bull Mission To improve and enrich lives everywhere by offering extraordinary lifestyle solutions backed by incomparable value-additions adhering to globally approved processes and norms and creating a successful value- chain for our associates

OBJECTIVES

bull Plans to open 100 new showrooms by 2010 making it Asiarsquos largest chain of jewellery showrooms

bull By the end of the decade Joy Alukkas is poised to be the Worldrsquos No 1 jewellery chain

VARIOUS BRANDSDIAMONDS

GOLD

PEARLS

PRECIOUS GEMS

PLACE

bull They have branches in India Middle East and Europe

POSITIONING AND PRICING

Affordable and adorableOrnamenting your emotions

Starts at attractive prices

PROMOTION

bull Kerala quest was be conducted live to an audience in nine cities worldwide the launch on 23rd January 2009 in Dubai

bull The Joy Alukkas Global Souk offers fun excitement and a shopping experience

bull Oman Air welcomes Joy Alukkas as its newest partner in the Sindbad Frequent Flyer Programme

PROMOTION

bull Entry into hypermarket - Lulu Hypermarket Sohar

bull Announced a mega initiative for its valued customers to win 10 BMW sedans across the Middle East and India

bull Entered the realm of themed malls with Wedding Centres

ldquoWe make precious metals available and useful for peoplerdquo

Company profile

JSC Krastsvetmet ranks among the world leaders of precious metals industry

Turning precious metals into products useful for people

985 is Krastsvetmetrsquos share in the Russian market of platinum metals processing Russian Leading Golden Jewelry Manufacturer

Quality Management System was certified for the quality standards ISO 90012000

Mission statement and visionary

Mission- Our goal is to be a model business and management for Russian companies The shareholders profits and employees incomes mutually beneficial collaboration with our suppliers and satisfying the customers current needs ndash all these tasks are equally important for us

Vision To become leading jewelry company in the Eastern Europe and Asia

Promotion

Mass media ( advertisement in newspaper TV etchellip

Jewelry exhibitions

Charity

Sponsor of a lot of Russian football teams

Product

Wide ranged choice of jewelry and products from precious metals

Diamonds Platinum Gold Silver Jewelry with coloured precious stones Gentlemens articles Souveniers and Interior Children gifts tableserving articles tradition Table-serving articles classic

Place

Russia and CIS (Krasnoyarsk Minsk Moscow St Petersburg)

Available to buy on-line

B2C commerce

ldquoInstant delivery ldquo to any region

Price

Target audience upper class

Minimum 5000 RS

Maximum unlimited

Policy of the company

The policy of JSC Krastsvetmet in quality is satisfying expectations of the following parties concerned

consumers ndash for quality assortment and the deadline of the rendered services and produced output shareholders ndash for making stable profitthe companyrsquos employees ndash for being provided with social guarantees work motivation and training system development social environment ndash for timely taxes disbursement and ecological and industrial risks decrease

Positioning

They position their product as a symbol of a status in society creating product which emphasize your position in society

Developed customer care

TATA JEWELLERY(Jewellery is not a product but a piece of art and shopping for

jewellery is an exalting experience)

TATA GROUP

Tata Industries has interests in steel automobiles information technology communication power tea and hotels The Tata Group has operations in more than 85 countries across six

continents and its companies export products and services to over 80 nations

Tata Jewellery comprises of- Tanishq and Gold Plus

TANISHQbull Ta-Tata and nishk-gold coinbull Started in 1995bull Vision To be the most desirable brand for Indian womenbull Mission

We will continuously create wealth for all our stakeholders by transferring the jewellery business and by being gold standard in jewellery design shopping experience and ethical practicesbull Jacob Kurien ndash CEO

Products-BrandsFor women1)Colors of Royalty2)Moham3)Wedding Collection4)Zoya5)Diamond Collection

For MenCuff-links Bracelets chains and kadas

Place

bull Tanishq has 104 stores in 71 Indian cities

bullAlso present in the Middle East and in the United States

Promotion-Marketing Strategies

1)Customer Schemes-Durga Pooja Akshaya

Tritiya

2) Category Melas-Limited Period Offers

3)Karat Meter Testing-Jewellery Servicing

4)Television Advertising-Asin

5)Movie Advertising-Jodha Akbar Paheli

Gold Plus

bullLNatarajan is the head of the companybullMass Market Jewellery Brand

ProductbullGold Wedding jewellery marketbullTraditional Designs

Placebull Semi-urban and rural areas

Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2

Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio

COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest

diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company

bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level

bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia

MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully

develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process

bull Visiongtgt To become the worlds leading company in diamond manufacturing

and retailing of branded jewellery lifestyle products and accessories

gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery

GITANJALIrsquoS FIRSTS

bull Introducing the concept of affordable branded diamond studded jewellery in India

bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP

bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory

bull Producing the smallest heart shaped diamond (003 carat)

BUSINESS MAP

5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network

and external use

GITANJALI GEMS

Diamond amp Jewellery

Lifestyle Infrastructure

Diamond Processing

Manufacturing amp Wholesaling

Retail

PRESENCE ACROSS THE VALUE CHAIN

Direct from miners

Rough Distribution

Diamond Polishing

Diamond Distribution

Jewellery Manufacturing

Jewelery Wholesaling Branding

Jewellery Retailing

Shopping Experience

THE ACQUISITION GIANTbull Aim -To be the global retailer

bull The Path Chosen-International Acquisitions and Domestic Consolidations

Some Examples Samuels Lucera Rogers Nakshatra Trinity

BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including

bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs

combined with Indian values

Easy Elegance Diamond jewellery at reasonable prices

Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand

Giantti

BRAND RECALL (Acc To TNS Survey)

PLACES Domestic Presence

bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla

Global presence

bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK

MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon

Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to

capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce

1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group

1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores

Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product

Sales Through exclusive Distributor Network

Sales to Departmental stores and Exclusive Distribution Networks

Sales through Retail Stores owned or managedBy the group

MULTI CHANNEL DISTRIBUTION NETWORK

RELIANCE JEWELS

RELIANCE INDUSTRIES

bullIndias largest private sector company with a turnover of $28 billion as on March2006

bullout of every 4 investors in India one is a reliance shareholder

bullReliance industries features worlds most respective companies on 269th position

bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues

bullThe company has strong cash flow of around Rs 7500 crore

CompetitorsBharat PetroleumIndian OilTata Group

RELIANCE RETAIL

bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity

bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08

G

bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd

bullIt will invest Rs250 billion by 2010-11

bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo

bullRRL established key joint ventures with international partners in apparel optical and office products businesses

bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation

T

bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani

bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery

bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers

bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years

bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present

MAJOR MARKETING STRATEGIES

bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery

bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs

bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country

bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years

bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region

STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group

DISTRIBUTION some of the stores are owned by the company while others are franchised

bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros

bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo

bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said

bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India

PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo

ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo

MAJOR BRANDS

The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry

bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory

bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions

bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)

ROSY BLUE More than diamonds

bull The Group forayed into the international jewellery business in 1888

bull Have units across 15 countries headquartered in Antwerp Belgium

bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa

bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai

bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street

bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds

BRANDS OF ROSY BLUE

ROSIBLU

ORRA

ASTA

ROSIBLU Diamonds transform you

bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA

bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living

bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday

ASTA

bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar

bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates

bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold

ORRA Own a piece of eternity

bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC

bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her

bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India

bull They have attempted to differentiate our product offerings and create new product concepts

SOME OF THEIR COLLECTIONS

bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats

Pricing

bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery

bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally

aims the elite groupbull Targeting traditionally like all jewellery brands orra

also targeted the female population but above de age group of 20

bull Positioning exclusive diamond outlet

PROMOTION

bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition

bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting

bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood

bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA

bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets

PLACE

bull Orra operates in various parts of the world including Asia USA Middle East and Europe

bull They cater to their customers through retail outlets and online transactions

bull They also have various tie-ups with other jewellery outlets to market their brand

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI TANISHQ JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER(in Crores)

7200 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle ampabove

Middle ampabove

Upper middle ampabove

Middle ampabove

Middle ampabove

MARKETING STRATEGY

Events Advertising Customer Schemes

Theme based advertising

Press releases

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73

Global Market for gems and jewellery

C A G R

US$ 85 billion 5-10 per cent

Gold

Others80

SECTORS OF INDIAN JEWELLERY INDUSTRY

Indian Jewelry market in 2007 was valued at 70000 cr INR (Business Standard)

India Gems amp Jewellery Industry ndash Highlights

bull Jewellery market size ndash US$ 13 billionbull Diamond jewellery ndash US$ 12 billionbull Gold jewellery market growth year on year ndash

15bull Diamond jewellery market growth ndash 27

INDUSTRIAL PROFILE

bull Key findingsCAGR around 14 from 2007-08 to 2010-11bull It is anticipated to grow at a rate of 8 by 2009-10bull INDIA remains worldrsquos largest gold consumer

OVERVIEWSIZE bull domestic sales US$ 10 billionbull 4 of the global sales in gems and jewellery marketbull Exports of over US$ 17 billion in 2006-07 which is 14 of Indian exportsPOLICYbull 100 FDI is permitted in gems and jewellery sectorOPPORTUNITYbull India is the diamond polishing capital of the world specially the states of Gujarat and

MaharashtraPOTENTIAL

bull Highly skilled yet low cost laborbull Several design centres and training institutes are being set-up

PURPOSE OF PURCHASE

JOY ALUKKAS Worldrsquos

favourite jeweller

HISTORY

bull Alukkas Jewellery was founded by the Late Sri Varghese J Alukka in Thrissur Kerala in 1956

bull Mr Joy Alukkas started in UAE in 1987bull Became separate legal entity in 2001

COMPANY PROFILE

bull Expertise in contemporary ethno-contemporary and traditional jewellery

bull Joy alukkas is the only jeweller to be conferred the ISO 9001 and 14001 in the UAE

bull Consumersrsquo Choice Award 2008 bull Winner of the Retail Me Best Retailer of the Year (Middle

East) Award bull 70 jewellery showrooms around the worldbull Worldrsquos biggest jewellery showroom located in Chennaibull Enjoys a trust of 10 million customers with a work force of

3000 around the world

VISION AND MISSION

bull Vision To become a global brand by ornamenting the world

bull Mission To improve and enrich lives everywhere by offering extraordinary lifestyle solutions backed by incomparable value-additions adhering to globally approved processes and norms and creating a successful value- chain for our associates

OBJECTIVES

bull Plans to open 100 new showrooms by 2010 making it Asiarsquos largest chain of jewellery showrooms

bull By the end of the decade Joy Alukkas is poised to be the Worldrsquos No 1 jewellery chain

VARIOUS BRANDSDIAMONDS

GOLD

PEARLS

PRECIOUS GEMS

PLACE

bull They have branches in India Middle East and Europe

POSITIONING AND PRICING

Affordable and adorableOrnamenting your emotions

Starts at attractive prices

PROMOTION

bull Kerala quest was be conducted live to an audience in nine cities worldwide the launch on 23rd January 2009 in Dubai

bull The Joy Alukkas Global Souk offers fun excitement and a shopping experience

bull Oman Air welcomes Joy Alukkas as its newest partner in the Sindbad Frequent Flyer Programme

PROMOTION

bull Entry into hypermarket - Lulu Hypermarket Sohar

bull Announced a mega initiative for its valued customers to win 10 BMW sedans across the Middle East and India

bull Entered the realm of themed malls with Wedding Centres

ldquoWe make precious metals available and useful for peoplerdquo

Company profile

JSC Krastsvetmet ranks among the world leaders of precious metals industry

Turning precious metals into products useful for people

985 is Krastsvetmetrsquos share in the Russian market of platinum metals processing Russian Leading Golden Jewelry Manufacturer

Quality Management System was certified for the quality standards ISO 90012000

Mission statement and visionary

Mission- Our goal is to be a model business and management for Russian companies The shareholders profits and employees incomes mutually beneficial collaboration with our suppliers and satisfying the customers current needs ndash all these tasks are equally important for us

Vision To become leading jewelry company in the Eastern Europe and Asia

Promotion

Mass media ( advertisement in newspaper TV etchellip

Jewelry exhibitions

Charity

Sponsor of a lot of Russian football teams

Product

Wide ranged choice of jewelry and products from precious metals

Diamonds Platinum Gold Silver Jewelry with coloured precious stones Gentlemens articles Souveniers and Interior Children gifts tableserving articles tradition Table-serving articles classic

Place

Russia and CIS (Krasnoyarsk Minsk Moscow St Petersburg)

Available to buy on-line

B2C commerce

ldquoInstant delivery ldquo to any region

Price

Target audience upper class

Minimum 5000 RS

Maximum unlimited

Policy of the company

The policy of JSC Krastsvetmet in quality is satisfying expectations of the following parties concerned

consumers ndash for quality assortment and the deadline of the rendered services and produced output shareholders ndash for making stable profitthe companyrsquos employees ndash for being provided with social guarantees work motivation and training system development social environment ndash for timely taxes disbursement and ecological and industrial risks decrease

Positioning

They position their product as a symbol of a status in society creating product which emphasize your position in society

Developed customer care

TATA JEWELLERY(Jewellery is not a product but a piece of art and shopping for

jewellery is an exalting experience)

TATA GROUP

Tata Industries has interests in steel automobiles information technology communication power tea and hotels The Tata Group has operations in more than 85 countries across six

continents and its companies export products and services to over 80 nations

Tata Jewellery comprises of- Tanishq and Gold Plus

TANISHQbull Ta-Tata and nishk-gold coinbull Started in 1995bull Vision To be the most desirable brand for Indian womenbull Mission

We will continuously create wealth for all our stakeholders by transferring the jewellery business and by being gold standard in jewellery design shopping experience and ethical practicesbull Jacob Kurien ndash CEO

Products-BrandsFor women1)Colors of Royalty2)Moham3)Wedding Collection4)Zoya5)Diamond Collection

For MenCuff-links Bracelets chains and kadas

Place

bull Tanishq has 104 stores in 71 Indian cities

bullAlso present in the Middle East and in the United States

Promotion-Marketing Strategies

1)Customer Schemes-Durga Pooja Akshaya

Tritiya

2) Category Melas-Limited Period Offers

3)Karat Meter Testing-Jewellery Servicing

4)Television Advertising-Asin

5)Movie Advertising-Jodha Akbar Paheli

Gold Plus

bullLNatarajan is the head of the companybullMass Market Jewellery Brand

ProductbullGold Wedding jewellery marketbullTraditional Designs

Placebull Semi-urban and rural areas

Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2

Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio

COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest

diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company

bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level

bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia

MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully

develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process

bull Visiongtgt To become the worlds leading company in diamond manufacturing

and retailing of branded jewellery lifestyle products and accessories

gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery

GITANJALIrsquoS FIRSTS

bull Introducing the concept of affordable branded diamond studded jewellery in India

bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP

bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory

bull Producing the smallest heart shaped diamond (003 carat)

BUSINESS MAP

5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network

and external use

GITANJALI GEMS

Diamond amp Jewellery

Lifestyle Infrastructure

Diamond Processing

Manufacturing amp Wholesaling

Retail

PRESENCE ACROSS THE VALUE CHAIN

Direct from miners

Rough Distribution

Diamond Polishing

Diamond Distribution

Jewellery Manufacturing

Jewelery Wholesaling Branding

Jewellery Retailing

Shopping Experience

THE ACQUISITION GIANTbull Aim -To be the global retailer

bull The Path Chosen-International Acquisitions and Domestic Consolidations

Some Examples Samuels Lucera Rogers Nakshatra Trinity

BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including

bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs

combined with Indian values

Easy Elegance Diamond jewellery at reasonable prices

Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand

Giantti

BRAND RECALL (Acc To TNS Survey)

PLACES Domestic Presence

bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla

Global presence

bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK

MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon

Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to

capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce

1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group

1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores

Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product

Sales Through exclusive Distributor Network

Sales to Departmental stores and Exclusive Distribution Networks

Sales through Retail Stores owned or managedBy the group

MULTI CHANNEL DISTRIBUTION NETWORK

RELIANCE JEWELS

RELIANCE INDUSTRIES

bullIndias largest private sector company with a turnover of $28 billion as on March2006

bullout of every 4 investors in India one is a reliance shareholder

bullReliance industries features worlds most respective companies on 269th position

bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues

bullThe company has strong cash flow of around Rs 7500 crore

CompetitorsBharat PetroleumIndian OilTata Group

RELIANCE RETAIL

bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity

bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08

G

bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd

bullIt will invest Rs250 billion by 2010-11

bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo

bullRRL established key joint ventures with international partners in apparel optical and office products businesses

bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation

T

bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani

bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery

bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers

bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years

bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present

MAJOR MARKETING STRATEGIES

bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery

bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs

bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country

bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years

bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region

STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group

DISTRIBUTION some of the stores are owned by the company while others are franchised

bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros

bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo

bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said

bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India

PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo

ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo

MAJOR BRANDS

The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry

bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory

bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions

bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)

ROSY BLUE More than diamonds

bull The Group forayed into the international jewellery business in 1888

bull Have units across 15 countries headquartered in Antwerp Belgium

bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa

bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai

bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street

bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds

BRANDS OF ROSY BLUE

ROSIBLU

ORRA

ASTA

ROSIBLU Diamonds transform you

bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA

bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living

bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday

ASTA

bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar

bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates

bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold

ORRA Own a piece of eternity

bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC

bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her

bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India

bull They have attempted to differentiate our product offerings and create new product concepts

SOME OF THEIR COLLECTIONS

bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats

Pricing

bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery

bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally

aims the elite groupbull Targeting traditionally like all jewellery brands orra

also targeted the female population but above de age group of 20

bull Positioning exclusive diamond outlet

PROMOTION

bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition

bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting

bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood

bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA

bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets

PLACE

bull Orra operates in various parts of the world including Asia USA Middle East and Europe

bull They cater to their customers through retail outlets and online transactions

bull They also have various tie-ups with other jewellery outlets to market their brand

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI TANISHQ JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER(in Crores)

7200 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle ampabove

Middle ampabove

Upper middle ampabove

Middle ampabove

Middle ampabove

MARKETING STRATEGY

Events Advertising Customer Schemes

Theme based advertising

Press releases

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73

Gold

Others80

SECTORS OF INDIAN JEWELLERY INDUSTRY

Indian Jewelry market in 2007 was valued at 70000 cr INR (Business Standard)

India Gems amp Jewellery Industry ndash Highlights

bull Jewellery market size ndash US$ 13 billionbull Diamond jewellery ndash US$ 12 billionbull Gold jewellery market growth year on year ndash

15bull Diamond jewellery market growth ndash 27

INDUSTRIAL PROFILE

bull Key findingsCAGR around 14 from 2007-08 to 2010-11bull It is anticipated to grow at a rate of 8 by 2009-10bull INDIA remains worldrsquos largest gold consumer

OVERVIEWSIZE bull domestic sales US$ 10 billionbull 4 of the global sales in gems and jewellery marketbull Exports of over US$ 17 billion in 2006-07 which is 14 of Indian exportsPOLICYbull 100 FDI is permitted in gems and jewellery sectorOPPORTUNITYbull India is the diamond polishing capital of the world specially the states of Gujarat and

MaharashtraPOTENTIAL

bull Highly skilled yet low cost laborbull Several design centres and training institutes are being set-up

PURPOSE OF PURCHASE

JOY ALUKKAS Worldrsquos

favourite jeweller

HISTORY

bull Alukkas Jewellery was founded by the Late Sri Varghese J Alukka in Thrissur Kerala in 1956

bull Mr Joy Alukkas started in UAE in 1987bull Became separate legal entity in 2001

COMPANY PROFILE

bull Expertise in contemporary ethno-contemporary and traditional jewellery

bull Joy alukkas is the only jeweller to be conferred the ISO 9001 and 14001 in the UAE

bull Consumersrsquo Choice Award 2008 bull Winner of the Retail Me Best Retailer of the Year (Middle

East) Award bull 70 jewellery showrooms around the worldbull Worldrsquos biggest jewellery showroom located in Chennaibull Enjoys a trust of 10 million customers with a work force of

3000 around the world

VISION AND MISSION

bull Vision To become a global brand by ornamenting the world

bull Mission To improve and enrich lives everywhere by offering extraordinary lifestyle solutions backed by incomparable value-additions adhering to globally approved processes and norms and creating a successful value- chain for our associates

OBJECTIVES

bull Plans to open 100 new showrooms by 2010 making it Asiarsquos largest chain of jewellery showrooms

bull By the end of the decade Joy Alukkas is poised to be the Worldrsquos No 1 jewellery chain

VARIOUS BRANDSDIAMONDS

GOLD

PEARLS

PRECIOUS GEMS

PLACE

bull They have branches in India Middle East and Europe

POSITIONING AND PRICING

Affordable and adorableOrnamenting your emotions

Starts at attractive prices

PROMOTION

bull Kerala quest was be conducted live to an audience in nine cities worldwide the launch on 23rd January 2009 in Dubai

bull The Joy Alukkas Global Souk offers fun excitement and a shopping experience

bull Oman Air welcomes Joy Alukkas as its newest partner in the Sindbad Frequent Flyer Programme

PROMOTION

bull Entry into hypermarket - Lulu Hypermarket Sohar

bull Announced a mega initiative for its valued customers to win 10 BMW sedans across the Middle East and India

bull Entered the realm of themed malls with Wedding Centres

ldquoWe make precious metals available and useful for peoplerdquo

Company profile

JSC Krastsvetmet ranks among the world leaders of precious metals industry

Turning precious metals into products useful for people

985 is Krastsvetmetrsquos share in the Russian market of platinum metals processing Russian Leading Golden Jewelry Manufacturer

Quality Management System was certified for the quality standards ISO 90012000

Mission statement and visionary

Mission- Our goal is to be a model business and management for Russian companies The shareholders profits and employees incomes mutually beneficial collaboration with our suppliers and satisfying the customers current needs ndash all these tasks are equally important for us

Vision To become leading jewelry company in the Eastern Europe and Asia

Promotion

Mass media ( advertisement in newspaper TV etchellip

Jewelry exhibitions

Charity

Sponsor of a lot of Russian football teams

Product

Wide ranged choice of jewelry and products from precious metals

Diamonds Platinum Gold Silver Jewelry with coloured precious stones Gentlemens articles Souveniers and Interior Children gifts tableserving articles tradition Table-serving articles classic

Place

Russia and CIS (Krasnoyarsk Minsk Moscow St Petersburg)

Available to buy on-line

B2C commerce

ldquoInstant delivery ldquo to any region

Price

Target audience upper class

Minimum 5000 RS

Maximum unlimited

Policy of the company

The policy of JSC Krastsvetmet in quality is satisfying expectations of the following parties concerned

consumers ndash for quality assortment and the deadline of the rendered services and produced output shareholders ndash for making stable profitthe companyrsquos employees ndash for being provided with social guarantees work motivation and training system development social environment ndash for timely taxes disbursement and ecological and industrial risks decrease

Positioning

They position their product as a symbol of a status in society creating product which emphasize your position in society

Developed customer care

TATA JEWELLERY(Jewellery is not a product but a piece of art and shopping for

jewellery is an exalting experience)

TATA GROUP

Tata Industries has interests in steel automobiles information technology communication power tea and hotels The Tata Group has operations in more than 85 countries across six

continents and its companies export products and services to over 80 nations

Tata Jewellery comprises of- Tanishq and Gold Plus

TANISHQbull Ta-Tata and nishk-gold coinbull Started in 1995bull Vision To be the most desirable brand for Indian womenbull Mission

We will continuously create wealth for all our stakeholders by transferring the jewellery business and by being gold standard in jewellery design shopping experience and ethical practicesbull Jacob Kurien ndash CEO

Products-BrandsFor women1)Colors of Royalty2)Moham3)Wedding Collection4)Zoya5)Diamond Collection

For MenCuff-links Bracelets chains and kadas

Place

bull Tanishq has 104 stores in 71 Indian cities

bullAlso present in the Middle East and in the United States

Promotion-Marketing Strategies

1)Customer Schemes-Durga Pooja Akshaya

Tritiya

2) Category Melas-Limited Period Offers

3)Karat Meter Testing-Jewellery Servicing

4)Television Advertising-Asin

5)Movie Advertising-Jodha Akbar Paheli

Gold Plus

bullLNatarajan is the head of the companybullMass Market Jewellery Brand

ProductbullGold Wedding jewellery marketbullTraditional Designs

Placebull Semi-urban and rural areas

Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2

Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio

COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest

diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company

bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level

bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia

MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully

develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process

bull Visiongtgt To become the worlds leading company in diamond manufacturing

and retailing of branded jewellery lifestyle products and accessories

gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery

GITANJALIrsquoS FIRSTS

bull Introducing the concept of affordable branded diamond studded jewellery in India

bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP

bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory

bull Producing the smallest heart shaped diamond (003 carat)

BUSINESS MAP

5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network

and external use

GITANJALI GEMS

Diamond amp Jewellery

Lifestyle Infrastructure

Diamond Processing

Manufacturing amp Wholesaling

Retail

PRESENCE ACROSS THE VALUE CHAIN

Direct from miners

Rough Distribution

Diamond Polishing

Diamond Distribution

Jewellery Manufacturing

Jewelery Wholesaling Branding

Jewellery Retailing

Shopping Experience

THE ACQUISITION GIANTbull Aim -To be the global retailer

bull The Path Chosen-International Acquisitions and Domestic Consolidations

Some Examples Samuels Lucera Rogers Nakshatra Trinity

BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including

bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs

combined with Indian values

Easy Elegance Diamond jewellery at reasonable prices

Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand

Giantti

BRAND RECALL (Acc To TNS Survey)

PLACES Domestic Presence

bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla

Global presence

bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK

MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon

Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to

capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce

1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group

1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores

Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product

Sales Through exclusive Distributor Network

Sales to Departmental stores and Exclusive Distribution Networks

Sales through Retail Stores owned or managedBy the group

MULTI CHANNEL DISTRIBUTION NETWORK

RELIANCE JEWELS

RELIANCE INDUSTRIES

bullIndias largest private sector company with a turnover of $28 billion as on March2006

bullout of every 4 investors in India one is a reliance shareholder

bullReliance industries features worlds most respective companies on 269th position

bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues

bullThe company has strong cash flow of around Rs 7500 crore

CompetitorsBharat PetroleumIndian OilTata Group

RELIANCE RETAIL

bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity

bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08

G

bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd

bullIt will invest Rs250 billion by 2010-11

bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo

bullRRL established key joint ventures with international partners in apparel optical and office products businesses

bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation

T

bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani

bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery

bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers

bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years

bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present

MAJOR MARKETING STRATEGIES

bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery

bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs

bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country

bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years

bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region

STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group

DISTRIBUTION some of the stores are owned by the company while others are franchised

bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros

bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo

bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said

bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India

PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo

ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo

MAJOR BRANDS

The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry

bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory

bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions

bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)

ROSY BLUE More than diamonds

bull The Group forayed into the international jewellery business in 1888

bull Have units across 15 countries headquartered in Antwerp Belgium

bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa

bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai

bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street

bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds

BRANDS OF ROSY BLUE

ROSIBLU

ORRA

ASTA

ROSIBLU Diamonds transform you

bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA

bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living

bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday

ASTA

bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar

bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates

bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold

ORRA Own a piece of eternity

bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC

bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her

bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India

bull They have attempted to differentiate our product offerings and create new product concepts

SOME OF THEIR COLLECTIONS

bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats

Pricing

bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery

bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally

aims the elite groupbull Targeting traditionally like all jewellery brands orra

also targeted the female population but above de age group of 20

bull Positioning exclusive diamond outlet

PROMOTION

bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition

bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting

bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood

bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA

bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets

PLACE

bull Orra operates in various parts of the world including Asia USA Middle East and Europe

bull They cater to their customers through retail outlets and online transactions

bull They also have various tie-ups with other jewellery outlets to market their brand

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI TANISHQ JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER(in Crores)

7200 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle ampabove

Middle ampabove

Upper middle ampabove

Middle ampabove

Middle ampabove

MARKETING STRATEGY

Events Advertising Customer Schemes

Theme based advertising

Press releases

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73

SECTORS OF INDIAN JEWELLERY INDUSTRY

Indian Jewelry market in 2007 was valued at 70000 cr INR (Business Standard)

India Gems amp Jewellery Industry ndash Highlights

bull Jewellery market size ndash US$ 13 billionbull Diamond jewellery ndash US$ 12 billionbull Gold jewellery market growth year on year ndash

15bull Diamond jewellery market growth ndash 27

INDUSTRIAL PROFILE

bull Key findingsCAGR around 14 from 2007-08 to 2010-11bull It is anticipated to grow at a rate of 8 by 2009-10bull INDIA remains worldrsquos largest gold consumer

OVERVIEWSIZE bull domestic sales US$ 10 billionbull 4 of the global sales in gems and jewellery marketbull Exports of over US$ 17 billion in 2006-07 which is 14 of Indian exportsPOLICYbull 100 FDI is permitted in gems and jewellery sectorOPPORTUNITYbull India is the diamond polishing capital of the world specially the states of Gujarat and

MaharashtraPOTENTIAL

bull Highly skilled yet low cost laborbull Several design centres and training institutes are being set-up

PURPOSE OF PURCHASE

JOY ALUKKAS Worldrsquos

favourite jeweller

HISTORY

bull Alukkas Jewellery was founded by the Late Sri Varghese J Alukka in Thrissur Kerala in 1956

bull Mr Joy Alukkas started in UAE in 1987bull Became separate legal entity in 2001

COMPANY PROFILE

bull Expertise in contemporary ethno-contemporary and traditional jewellery

bull Joy alukkas is the only jeweller to be conferred the ISO 9001 and 14001 in the UAE

bull Consumersrsquo Choice Award 2008 bull Winner of the Retail Me Best Retailer of the Year (Middle

East) Award bull 70 jewellery showrooms around the worldbull Worldrsquos biggest jewellery showroom located in Chennaibull Enjoys a trust of 10 million customers with a work force of

3000 around the world

VISION AND MISSION

bull Vision To become a global brand by ornamenting the world

bull Mission To improve and enrich lives everywhere by offering extraordinary lifestyle solutions backed by incomparable value-additions adhering to globally approved processes and norms and creating a successful value- chain for our associates

OBJECTIVES

bull Plans to open 100 new showrooms by 2010 making it Asiarsquos largest chain of jewellery showrooms

bull By the end of the decade Joy Alukkas is poised to be the Worldrsquos No 1 jewellery chain

VARIOUS BRANDSDIAMONDS

GOLD

PEARLS

PRECIOUS GEMS

PLACE

bull They have branches in India Middle East and Europe

POSITIONING AND PRICING

Affordable and adorableOrnamenting your emotions

Starts at attractive prices

PROMOTION

bull Kerala quest was be conducted live to an audience in nine cities worldwide the launch on 23rd January 2009 in Dubai

bull The Joy Alukkas Global Souk offers fun excitement and a shopping experience

bull Oman Air welcomes Joy Alukkas as its newest partner in the Sindbad Frequent Flyer Programme

PROMOTION

bull Entry into hypermarket - Lulu Hypermarket Sohar

bull Announced a mega initiative for its valued customers to win 10 BMW sedans across the Middle East and India

bull Entered the realm of themed malls with Wedding Centres

ldquoWe make precious metals available and useful for peoplerdquo

Company profile

JSC Krastsvetmet ranks among the world leaders of precious metals industry

Turning precious metals into products useful for people

985 is Krastsvetmetrsquos share in the Russian market of platinum metals processing Russian Leading Golden Jewelry Manufacturer

Quality Management System was certified for the quality standards ISO 90012000

Mission statement and visionary

Mission- Our goal is to be a model business and management for Russian companies The shareholders profits and employees incomes mutually beneficial collaboration with our suppliers and satisfying the customers current needs ndash all these tasks are equally important for us

Vision To become leading jewelry company in the Eastern Europe and Asia

Promotion

Mass media ( advertisement in newspaper TV etchellip

Jewelry exhibitions

Charity

Sponsor of a lot of Russian football teams

Product

Wide ranged choice of jewelry and products from precious metals

Diamonds Platinum Gold Silver Jewelry with coloured precious stones Gentlemens articles Souveniers and Interior Children gifts tableserving articles tradition Table-serving articles classic

Place

Russia and CIS (Krasnoyarsk Minsk Moscow St Petersburg)

Available to buy on-line

B2C commerce

ldquoInstant delivery ldquo to any region

Price

Target audience upper class

Minimum 5000 RS

Maximum unlimited

Policy of the company

The policy of JSC Krastsvetmet in quality is satisfying expectations of the following parties concerned

consumers ndash for quality assortment and the deadline of the rendered services and produced output shareholders ndash for making stable profitthe companyrsquos employees ndash for being provided with social guarantees work motivation and training system development social environment ndash for timely taxes disbursement and ecological and industrial risks decrease

Positioning

They position their product as a symbol of a status in society creating product which emphasize your position in society

Developed customer care

TATA JEWELLERY(Jewellery is not a product but a piece of art and shopping for

jewellery is an exalting experience)

TATA GROUP

Tata Industries has interests in steel automobiles information technology communication power tea and hotels The Tata Group has operations in more than 85 countries across six

continents and its companies export products and services to over 80 nations

Tata Jewellery comprises of- Tanishq and Gold Plus

TANISHQbull Ta-Tata and nishk-gold coinbull Started in 1995bull Vision To be the most desirable brand for Indian womenbull Mission

We will continuously create wealth for all our stakeholders by transferring the jewellery business and by being gold standard in jewellery design shopping experience and ethical practicesbull Jacob Kurien ndash CEO

Products-BrandsFor women1)Colors of Royalty2)Moham3)Wedding Collection4)Zoya5)Diamond Collection

For MenCuff-links Bracelets chains and kadas

Place

bull Tanishq has 104 stores in 71 Indian cities

bullAlso present in the Middle East and in the United States

Promotion-Marketing Strategies

1)Customer Schemes-Durga Pooja Akshaya

Tritiya

2) Category Melas-Limited Period Offers

3)Karat Meter Testing-Jewellery Servicing

4)Television Advertising-Asin

5)Movie Advertising-Jodha Akbar Paheli

Gold Plus

bullLNatarajan is the head of the companybullMass Market Jewellery Brand

ProductbullGold Wedding jewellery marketbullTraditional Designs

Placebull Semi-urban and rural areas

Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2

Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio

COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest

diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company

bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level

bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia

MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully

develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process

bull Visiongtgt To become the worlds leading company in diamond manufacturing

and retailing of branded jewellery lifestyle products and accessories

gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery

GITANJALIrsquoS FIRSTS

bull Introducing the concept of affordable branded diamond studded jewellery in India

bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP

bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory

bull Producing the smallest heart shaped diamond (003 carat)

BUSINESS MAP

5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network

and external use

GITANJALI GEMS

Diamond amp Jewellery

Lifestyle Infrastructure

Diamond Processing

Manufacturing amp Wholesaling

Retail

PRESENCE ACROSS THE VALUE CHAIN

Direct from miners

Rough Distribution

Diamond Polishing

Diamond Distribution

Jewellery Manufacturing

Jewelery Wholesaling Branding

Jewellery Retailing

Shopping Experience

THE ACQUISITION GIANTbull Aim -To be the global retailer

bull The Path Chosen-International Acquisitions and Domestic Consolidations

Some Examples Samuels Lucera Rogers Nakshatra Trinity

BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including

bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs

combined with Indian values

Easy Elegance Diamond jewellery at reasonable prices

Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand

Giantti

BRAND RECALL (Acc To TNS Survey)

PLACES Domestic Presence

bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla

Global presence

bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK

MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon

Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to

capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce

1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group

1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores

Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product

Sales Through exclusive Distributor Network

Sales to Departmental stores and Exclusive Distribution Networks

Sales through Retail Stores owned or managedBy the group

MULTI CHANNEL DISTRIBUTION NETWORK

RELIANCE JEWELS

RELIANCE INDUSTRIES

bullIndias largest private sector company with a turnover of $28 billion as on March2006

bullout of every 4 investors in India one is a reliance shareholder

bullReliance industries features worlds most respective companies on 269th position

bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues

bullThe company has strong cash flow of around Rs 7500 crore

CompetitorsBharat PetroleumIndian OilTata Group

RELIANCE RETAIL

bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity

bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08

G

bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd

bullIt will invest Rs250 billion by 2010-11

bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo

bullRRL established key joint ventures with international partners in apparel optical and office products businesses

bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation

T

bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani

bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery

bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers

bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years

bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present

MAJOR MARKETING STRATEGIES

bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery

bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs

bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country

bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years

bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region

STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group

DISTRIBUTION some of the stores are owned by the company while others are franchised

bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros

bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo

bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said

bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India

PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo

ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo

MAJOR BRANDS

The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry

bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory

bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions

bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)

ROSY BLUE More than diamonds

bull The Group forayed into the international jewellery business in 1888

bull Have units across 15 countries headquartered in Antwerp Belgium

bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa

bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai

bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street

bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds

BRANDS OF ROSY BLUE

ROSIBLU

ORRA

ASTA

ROSIBLU Diamonds transform you

bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA

bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living

bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday

ASTA

bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar

bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates

bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold

ORRA Own a piece of eternity

bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC

bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her

bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India

bull They have attempted to differentiate our product offerings and create new product concepts

SOME OF THEIR COLLECTIONS

bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats

Pricing

bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery

bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally

aims the elite groupbull Targeting traditionally like all jewellery brands orra

also targeted the female population but above de age group of 20

bull Positioning exclusive diamond outlet

PROMOTION

bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition

bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting

bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood

bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA

bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets

PLACE

bull Orra operates in various parts of the world including Asia USA Middle East and Europe

bull They cater to their customers through retail outlets and online transactions

bull They also have various tie-ups with other jewellery outlets to market their brand

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI TANISHQ JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER(in Crores)

7200 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle ampabove

Middle ampabove

Upper middle ampabove

Middle ampabove

Middle ampabove

MARKETING STRATEGY

Events Advertising Customer Schemes

Theme based advertising

Press releases

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73

India Gems amp Jewellery Industry ndash Highlights

bull Jewellery market size ndash US$ 13 billionbull Diamond jewellery ndash US$ 12 billionbull Gold jewellery market growth year on year ndash

15bull Diamond jewellery market growth ndash 27

INDUSTRIAL PROFILE

bull Key findingsCAGR around 14 from 2007-08 to 2010-11bull It is anticipated to grow at a rate of 8 by 2009-10bull INDIA remains worldrsquos largest gold consumer

OVERVIEWSIZE bull domestic sales US$ 10 billionbull 4 of the global sales in gems and jewellery marketbull Exports of over US$ 17 billion in 2006-07 which is 14 of Indian exportsPOLICYbull 100 FDI is permitted in gems and jewellery sectorOPPORTUNITYbull India is the diamond polishing capital of the world specially the states of Gujarat and

MaharashtraPOTENTIAL

bull Highly skilled yet low cost laborbull Several design centres and training institutes are being set-up

PURPOSE OF PURCHASE

JOY ALUKKAS Worldrsquos

favourite jeweller

HISTORY

bull Alukkas Jewellery was founded by the Late Sri Varghese J Alukka in Thrissur Kerala in 1956

bull Mr Joy Alukkas started in UAE in 1987bull Became separate legal entity in 2001

COMPANY PROFILE

bull Expertise in contemporary ethno-contemporary and traditional jewellery

bull Joy alukkas is the only jeweller to be conferred the ISO 9001 and 14001 in the UAE

bull Consumersrsquo Choice Award 2008 bull Winner of the Retail Me Best Retailer of the Year (Middle

East) Award bull 70 jewellery showrooms around the worldbull Worldrsquos biggest jewellery showroom located in Chennaibull Enjoys a trust of 10 million customers with a work force of

3000 around the world

VISION AND MISSION

bull Vision To become a global brand by ornamenting the world

bull Mission To improve and enrich lives everywhere by offering extraordinary lifestyle solutions backed by incomparable value-additions adhering to globally approved processes and norms and creating a successful value- chain for our associates

OBJECTIVES

bull Plans to open 100 new showrooms by 2010 making it Asiarsquos largest chain of jewellery showrooms

bull By the end of the decade Joy Alukkas is poised to be the Worldrsquos No 1 jewellery chain

VARIOUS BRANDSDIAMONDS

GOLD

PEARLS

PRECIOUS GEMS

PLACE

bull They have branches in India Middle East and Europe

POSITIONING AND PRICING

Affordable and adorableOrnamenting your emotions

Starts at attractive prices

PROMOTION

bull Kerala quest was be conducted live to an audience in nine cities worldwide the launch on 23rd January 2009 in Dubai

bull The Joy Alukkas Global Souk offers fun excitement and a shopping experience

bull Oman Air welcomes Joy Alukkas as its newest partner in the Sindbad Frequent Flyer Programme

PROMOTION

bull Entry into hypermarket - Lulu Hypermarket Sohar

bull Announced a mega initiative for its valued customers to win 10 BMW sedans across the Middle East and India

bull Entered the realm of themed malls with Wedding Centres

ldquoWe make precious metals available and useful for peoplerdquo

Company profile

JSC Krastsvetmet ranks among the world leaders of precious metals industry

Turning precious metals into products useful for people

985 is Krastsvetmetrsquos share in the Russian market of platinum metals processing Russian Leading Golden Jewelry Manufacturer

Quality Management System was certified for the quality standards ISO 90012000

Mission statement and visionary

Mission- Our goal is to be a model business and management for Russian companies The shareholders profits and employees incomes mutually beneficial collaboration with our suppliers and satisfying the customers current needs ndash all these tasks are equally important for us

Vision To become leading jewelry company in the Eastern Europe and Asia

Promotion

Mass media ( advertisement in newspaper TV etchellip

Jewelry exhibitions

Charity

Sponsor of a lot of Russian football teams

Product

Wide ranged choice of jewelry and products from precious metals

Diamonds Platinum Gold Silver Jewelry with coloured precious stones Gentlemens articles Souveniers and Interior Children gifts tableserving articles tradition Table-serving articles classic

Place

Russia and CIS (Krasnoyarsk Minsk Moscow St Petersburg)

Available to buy on-line

B2C commerce

ldquoInstant delivery ldquo to any region

Price

Target audience upper class

Minimum 5000 RS

Maximum unlimited

Policy of the company

The policy of JSC Krastsvetmet in quality is satisfying expectations of the following parties concerned

consumers ndash for quality assortment and the deadline of the rendered services and produced output shareholders ndash for making stable profitthe companyrsquos employees ndash for being provided with social guarantees work motivation and training system development social environment ndash for timely taxes disbursement and ecological and industrial risks decrease

Positioning

They position their product as a symbol of a status in society creating product which emphasize your position in society

Developed customer care

TATA JEWELLERY(Jewellery is not a product but a piece of art and shopping for

jewellery is an exalting experience)

TATA GROUP

Tata Industries has interests in steel automobiles information technology communication power tea and hotels The Tata Group has operations in more than 85 countries across six

continents and its companies export products and services to over 80 nations

Tata Jewellery comprises of- Tanishq and Gold Plus

TANISHQbull Ta-Tata and nishk-gold coinbull Started in 1995bull Vision To be the most desirable brand for Indian womenbull Mission

We will continuously create wealth for all our stakeholders by transferring the jewellery business and by being gold standard in jewellery design shopping experience and ethical practicesbull Jacob Kurien ndash CEO

Products-BrandsFor women1)Colors of Royalty2)Moham3)Wedding Collection4)Zoya5)Diamond Collection

For MenCuff-links Bracelets chains and kadas

Place

bull Tanishq has 104 stores in 71 Indian cities

bullAlso present in the Middle East and in the United States

Promotion-Marketing Strategies

1)Customer Schemes-Durga Pooja Akshaya

Tritiya

2) Category Melas-Limited Period Offers

3)Karat Meter Testing-Jewellery Servicing

4)Television Advertising-Asin

5)Movie Advertising-Jodha Akbar Paheli

Gold Plus

bullLNatarajan is the head of the companybullMass Market Jewellery Brand

ProductbullGold Wedding jewellery marketbullTraditional Designs

Placebull Semi-urban and rural areas

Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2

Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio

COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest

diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company

bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level

bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia

MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully

develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process

bull Visiongtgt To become the worlds leading company in diamond manufacturing

and retailing of branded jewellery lifestyle products and accessories

gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery

GITANJALIrsquoS FIRSTS

bull Introducing the concept of affordable branded diamond studded jewellery in India

bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP

bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory

bull Producing the smallest heart shaped diamond (003 carat)

BUSINESS MAP

5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network

and external use

GITANJALI GEMS

Diamond amp Jewellery

Lifestyle Infrastructure

Diamond Processing

Manufacturing amp Wholesaling

Retail

PRESENCE ACROSS THE VALUE CHAIN

Direct from miners

Rough Distribution

Diamond Polishing

Diamond Distribution

Jewellery Manufacturing

Jewelery Wholesaling Branding

Jewellery Retailing

Shopping Experience

THE ACQUISITION GIANTbull Aim -To be the global retailer

bull The Path Chosen-International Acquisitions and Domestic Consolidations

Some Examples Samuels Lucera Rogers Nakshatra Trinity

BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including

bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs

combined with Indian values

Easy Elegance Diamond jewellery at reasonable prices

Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand

Giantti

BRAND RECALL (Acc To TNS Survey)

PLACES Domestic Presence

bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla

Global presence

bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK

MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon

Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to

capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce

1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group

1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores

Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product

Sales Through exclusive Distributor Network

Sales to Departmental stores and Exclusive Distribution Networks

Sales through Retail Stores owned or managedBy the group

MULTI CHANNEL DISTRIBUTION NETWORK

RELIANCE JEWELS

RELIANCE INDUSTRIES

bullIndias largest private sector company with a turnover of $28 billion as on March2006

bullout of every 4 investors in India one is a reliance shareholder

bullReliance industries features worlds most respective companies on 269th position

bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues

bullThe company has strong cash flow of around Rs 7500 crore

CompetitorsBharat PetroleumIndian OilTata Group

RELIANCE RETAIL

bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity

bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08

G

bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd

bullIt will invest Rs250 billion by 2010-11

bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo

bullRRL established key joint ventures with international partners in apparel optical and office products businesses

bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation

T

bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani

bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery

bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers

bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years

bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present

MAJOR MARKETING STRATEGIES

bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery

bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs

bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country

bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years

bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region

STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group

DISTRIBUTION some of the stores are owned by the company while others are franchised

bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros

bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo

bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said

bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India

PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo

ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo

MAJOR BRANDS

The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry

bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory

bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions

bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)

ROSY BLUE More than diamonds

bull The Group forayed into the international jewellery business in 1888

bull Have units across 15 countries headquartered in Antwerp Belgium

bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa

bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai

bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street

bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds

BRANDS OF ROSY BLUE

ROSIBLU

ORRA

ASTA

ROSIBLU Diamonds transform you

bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA

bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living

bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday

ASTA

bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar

bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates

bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold

ORRA Own a piece of eternity

bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC

bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her

bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India

bull They have attempted to differentiate our product offerings and create new product concepts

SOME OF THEIR COLLECTIONS

bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats

Pricing

bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery

bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally

aims the elite groupbull Targeting traditionally like all jewellery brands orra

also targeted the female population but above de age group of 20

bull Positioning exclusive diamond outlet

PROMOTION

bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition

bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting

bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood

bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA

bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets

PLACE

bull Orra operates in various parts of the world including Asia USA Middle East and Europe

bull They cater to their customers through retail outlets and online transactions

bull They also have various tie-ups with other jewellery outlets to market their brand

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI TANISHQ JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER(in Crores)

7200 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle ampabove

Middle ampabove

Upper middle ampabove

Middle ampabove

Middle ampabove

MARKETING STRATEGY

Events Advertising Customer Schemes

Theme based advertising

Press releases

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73

INDUSTRIAL PROFILE

bull Key findingsCAGR around 14 from 2007-08 to 2010-11bull It is anticipated to grow at a rate of 8 by 2009-10bull INDIA remains worldrsquos largest gold consumer

OVERVIEWSIZE bull domestic sales US$ 10 billionbull 4 of the global sales in gems and jewellery marketbull Exports of over US$ 17 billion in 2006-07 which is 14 of Indian exportsPOLICYbull 100 FDI is permitted in gems and jewellery sectorOPPORTUNITYbull India is the diamond polishing capital of the world specially the states of Gujarat and

MaharashtraPOTENTIAL

bull Highly skilled yet low cost laborbull Several design centres and training institutes are being set-up

PURPOSE OF PURCHASE

JOY ALUKKAS Worldrsquos

favourite jeweller

HISTORY

bull Alukkas Jewellery was founded by the Late Sri Varghese J Alukka in Thrissur Kerala in 1956

bull Mr Joy Alukkas started in UAE in 1987bull Became separate legal entity in 2001

COMPANY PROFILE

bull Expertise in contemporary ethno-contemporary and traditional jewellery

bull Joy alukkas is the only jeweller to be conferred the ISO 9001 and 14001 in the UAE

bull Consumersrsquo Choice Award 2008 bull Winner of the Retail Me Best Retailer of the Year (Middle

East) Award bull 70 jewellery showrooms around the worldbull Worldrsquos biggest jewellery showroom located in Chennaibull Enjoys a trust of 10 million customers with a work force of

3000 around the world

VISION AND MISSION

bull Vision To become a global brand by ornamenting the world

bull Mission To improve and enrich lives everywhere by offering extraordinary lifestyle solutions backed by incomparable value-additions adhering to globally approved processes and norms and creating a successful value- chain for our associates

OBJECTIVES

bull Plans to open 100 new showrooms by 2010 making it Asiarsquos largest chain of jewellery showrooms

bull By the end of the decade Joy Alukkas is poised to be the Worldrsquos No 1 jewellery chain

VARIOUS BRANDSDIAMONDS

GOLD

PEARLS

PRECIOUS GEMS

PLACE

bull They have branches in India Middle East and Europe

POSITIONING AND PRICING

Affordable and adorableOrnamenting your emotions

Starts at attractive prices

PROMOTION

bull Kerala quest was be conducted live to an audience in nine cities worldwide the launch on 23rd January 2009 in Dubai

bull The Joy Alukkas Global Souk offers fun excitement and a shopping experience

bull Oman Air welcomes Joy Alukkas as its newest partner in the Sindbad Frequent Flyer Programme

PROMOTION

bull Entry into hypermarket - Lulu Hypermarket Sohar

bull Announced a mega initiative for its valued customers to win 10 BMW sedans across the Middle East and India

bull Entered the realm of themed malls with Wedding Centres

ldquoWe make precious metals available and useful for peoplerdquo

Company profile

JSC Krastsvetmet ranks among the world leaders of precious metals industry

Turning precious metals into products useful for people

985 is Krastsvetmetrsquos share in the Russian market of platinum metals processing Russian Leading Golden Jewelry Manufacturer

Quality Management System was certified for the quality standards ISO 90012000

Mission statement and visionary

Mission- Our goal is to be a model business and management for Russian companies The shareholders profits and employees incomes mutually beneficial collaboration with our suppliers and satisfying the customers current needs ndash all these tasks are equally important for us

Vision To become leading jewelry company in the Eastern Europe and Asia

Promotion

Mass media ( advertisement in newspaper TV etchellip

Jewelry exhibitions

Charity

Sponsor of a lot of Russian football teams

Product

Wide ranged choice of jewelry and products from precious metals

Diamonds Platinum Gold Silver Jewelry with coloured precious stones Gentlemens articles Souveniers and Interior Children gifts tableserving articles tradition Table-serving articles classic

Place

Russia and CIS (Krasnoyarsk Minsk Moscow St Petersburg)

Available to buy on-line

B2C commerce

ldquoInstant delivery ldquo to any region

Price

Target audience upper class

Minimum 5000 RS

Maximum unlimited

Policy of the company

The policy of JSC Krastsvetmet in quality is satisfying expectations of the following parties concerned

consumers ndash for quality assortment and the deadline of the rendered services and produced output shareholders ndash for making stable profitthe companyrsquos employees ndash for being provided with social guarantees work motivation and training system development social environment ndash for timely taxes disbursement and ecological and industrial risks decrease

Positioning

They position their product as a symbol of a status in society creating product which emphasize your position in society

Developed customer care

TATA JEWELLERY(Jewellery is not a product but a piece of art and shopping for

jewellery is an exalting experience)

TATA GROUP

Tata Industries has interests in steel automobiles information technology communication power tea and hotels The Tata Group has operations in more than 85 countries across six

continents and its companies export products and services to over 80 nations

Tata Jewellery comprises of- Tanishq and Gold Plus

TANISHQbull Ta-Tata and nishk-gold coinbull Started in 1995bull Vision To be the most desirable brand for Indian womenbull Mission

We will continuously create wealth for all our stakeholders by transferring the jewellery business and by being gold standard in jewellery design shopping experience and ethical practicesbull Jacob Kurien ndash CEO

Products-BrandsFor women1)Colors of Royalty2)Moham3)Wedding Collection4)Zoya5)Diamond Collection

For MenCuff-links Bracelets chains and kadas

Place

bull Tanishq has 104 stores in 71 Indian cities

bullAlso present in the Middle East and in the United States

Promotion-Marketing Strategies

1)Customer Schemes-Durga Pooja Akshaya

Tritiya

2) Category Melas-Limited Period Offers

3)Karat Meter Testing-Jewellery Servicing

4)Television Advertising-Asin

5)Movie Advertising-Jodha Akbar Paheli

Gold Plus

bullLNatarajan is the head of the companybullMass Market Jewellery Brand

ProductbullGold Wedding jewellery marketbullTraditional Designs

Placebull Semi-urban and rural areas

Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2

Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio

COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest

diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company

bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level

bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia

MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully

develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process

bull Visiongtgt To become the worlds leading company in diamond manufacturing

and retailing of branded jewellery lifestyle products and accessories

gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery

GITANJALIrsquoS FIRSTS

bull Introducing the concept of affordable branded diamond studded jewellery in India

bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP

bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory

bull Producing the smallest heart shaped diamond (003 carat)

BUSINESS MAP

5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network

and external use

GITANJALI GEMS

Diamond amp Jewellery

Lifestyle Infrastructure

Diamond Processing

Manufacturing amp Wholesaling

Retail

PRESENCE ACROSS THE VALUE CHAIN

Direct from miners

Rough Distribution

Diamond Polishing

Diamond Distribution

Jewellery Manufacturing

Jewelery Wholesaling Branding

Jewellery Retailing

Shopping Experience

THE ACQUISITION GIANTbull Aim -To be the global retailer

bull The Path Chosen-International Acquisitions and Domestic Consolidations

Some Examples Samuels Lucera Rogers Nakshatra Trinity

BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including

bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs

combined with Indian values

Easy Elegance Diamond jewellery at reasonable prices

Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand

Giantti

BRAND RECALL (Acc To TNS Survey)

PLACES Domestic Presence

bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla

Global presence

bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK

MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon

Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to

capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce

1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group

1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores

Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product

Sales Through exclusive Distributor Network

Sales to Departmental stores and Exclusive Distribution Networks

Sales through Retail Stores owned or managedBy the group

MULTI CHANNEL DISTRIBUTION NETWORK

RELIANCE JEWELS

RELIANCE INDUSTRIES

bullIndias largest private sector company with a turnover of $28 billion as on March2006

bullout of every 4 investors in India one is a reliance shareholder

bullReliance industries features worlds most respective companies on 269th position

bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues

bullThe company has strong cash flow of around Rs 7500 crore

CompetitorsBharat PetroleumIndian OilTata Group

RELIANCE RETAIL

bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity

bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08

G

bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd

bullIt will invest Rs250 billion by 2010-11

bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo

bullRRL established key joint ventures with international partners in apparel optical and office products businesses

bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation

T

bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani

bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery

bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers

bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years

bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present

MAJOR MARKETING STRATEGIES

bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery

bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs

bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country

bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years

bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region

STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group

DISTRIBUTION some of the stores are owned by the company while others are franchised

bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros

bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo

bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said

bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India

PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo

ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo

MAJOR BRANDS

The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry

bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory

bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions

bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)

ROSY BLUE More than diamonds

bull The Group forayed into the international jewellery business in 1888

bull Have units across 15 countries headquartered in Antwerp Belgium

bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa

bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai

bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street

bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds

BRANDS OF ROSY BLUE

ROSIBLU

ORRA

ASTA

ROSIBLU Diamonds transform you

bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA

bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living

bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday

ASTA

bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar

bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates

bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold

ORRA Own a piece of eternity

bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC

bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her

bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India

bull They have attempted to differentiate our product offerings and create new product concepts

SOME OF THEIR COLLECTIONS

bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats

Pricing

bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery

bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally

aims the elite groupbull Targeting traditionally like all jewellery brands orra

also targeted the female population but above de age group of 20

bull Positioning exclusive diamond outlet

PROMOTION

bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition

bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting

bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood

bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA

bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets

PLACE

bull Orra operates in various parts of the world including Asia USA Middle East and Europe

bull They cater to their customers through retail outlets and online transactions

bull They also have various tie-ups with other jewellery outlets to market their brand

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI TANISHQ JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER(in Crores)

7200 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle ampabove

Middle ampabove

Upper middle ampabove

Middle ampabove

Middle ampabove

MARKETING STRATEGY

Events Advertising Customer Schemes

Theme based advertising

Press releases

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73

PURPOSE OF PURCHASE

JOY ALUKKAS Worldrsquos

favourite jeweller

HISTORY

bull Alukkas Jewellery was founded by the Late Sri Varghese J Alukka in Thrissur Kerala in 1956

bull Mr Joy Alukkas started in UAE in 1987bull Became separate legal entity in 2001

COMPANY PROFILE

bull Expertise in contemporary ethno-contemporary and traditional jewellery

bull Joy alukkas is the only jeweller to be conferred the ISO 9001 and 14001 in the UAE

bull Consumersrsquo Choice Award 2008 bull Winner of the Retail Me Best Retailer of the Year (Middle

East) Award bull 70 jewellery showrooms around the worldbull Worldrsquos biggest jewellery showroom located in Chennaibull Enjoys a trust of 10 million customers with a work force of

3000 around the world

VISION AND MISSION

bull Vision To become a global brand by ornamenting the world

bull Mission To improve and enrich lives everywhere by offering extraordinary lifestyle solutions backed by incomparable value-additions adhering to globally approved processes and norms and creating a successful value- chain for our associates

OBJECTIVES

bull Plans to open 100 new showrooms by 2010 making it Asiarsquos largest chain of jewellery showrooms

bull By the end of the decade Joy Alukkas is poised to be the Worldrsquos No 1 jewellery chain

VARIOUS BRANDSDIAMONDS

GOLD

PEARLS

PRECIOUS GEMS

PLACE

bull They have branches in India Middle East and Europe

POSITIONING AND PRICING

Affordable and adorableOrnamenting your emotions

Starts at attractive prices

PROMOTION

bull Kerala quest was be conducted live to an audience in nine cities worldwide the launch on 23rd January 2009 in Dubai

bull The Joy Alukkas Global Souk offers fun excitement and a shopping experience

bull Oman Air welcomes Joy Alukkas as its newest partner in the Sindbad Frequent Flyer Programme

PROMOTION

bull Entry into hypermarket - Lulu Hypermarket Sohar

bull Announced a mega initiative for its valued customers to win 10 BMW sedans across the Middle East and India

bull Entered the realm of themed malls with Wedding Centres

ldquoWe make precious metals available and useful for peoplerdquo

Company profile

JSC Krastsvetmet ranks among the world leaders of precious metals industry

Turning precious metals into products useful for people

985 is Krastsvetmetrsquos share in the Russian market of platinum metals processing Russian Leading Golden Jewelry Manufacturer

Quality Management System was certified for the quality standards ISO 90012000

Mission statement and visionary

Mission- Our goal is to be a model business and management for Russian companies The shareholders profits and employees incomes mutually beneficial collaboration with our suppliers and satisfying the customers current needs ndash all these tasks are equally important for us

Vision To become leading jewelry company in the Eastern Europe and Asia

Promotion

Mass media ( advertisement in newspaper TV etchellip

Jewelry exhibitions

Charity

Sponsor of a lot of Russian football teams

Product

Wide ranged choice of jewelry and products from precious metals

Diamonds Platinum Gold Silver Jewelry with coloured precious stones Gentlemens articles Souveniers and Interior Children gifts tableserving articles tradition Table-serving articles classic

Place

Russia and CIS (Krasnoyarsk Minsk Moscow St Petersburg)

Available to buy on-line

B2C commerce

ldquoInstant delivery ldquo to any region

Price

Target audience upper class

Minimum 5000 RS

Maximum unlimited

Policy of the company

The policy of JSC Krastsvetmet in quality is satisfying expectations of the following parties concerned

consumers ndash for quality assortment and the deadline of the rendered services and produced output shareholders ndash for making stable profitthe companyrsquos employees ndash for being provided with social guarantees work motivation and training system development social environment ndash for timely taxes disbursement and ecological and industrial risks decrease

Positioning

They position their product as a symbol of a status in society creating product which emphasize your position in society

Developed customer care

TATA JEWELLERY(Jewellery is not a product but a piece of art and shopping for

jewellery is an exalting experience)

TATA GROUP

Tata Industries has interests in steel automobiles information technology communication power tea and hotels The Tata Group has operations in more than 85 countries across six

continents and its companies export products and services to over 80 nations

Tata Jewellery comprises of- Tanishq and Gold Plus

TANISHQbull Ta-Tata and nishk-gold coinbull Started in 1995bull Vision To be the most desirable brand for Indian womenbull Mission

We will continuously create wealth for all our stakeholders by transferring the jewellery business and by being gold standard in jewellery design shopping experience and ethical practicesbull Jacob Kurien ndash CEO

Products-BrandsFor women1)Colors of Royalty2)Moham3)Wedding Collection4)Zoya5)Diamond Collection

For MenCuff-links Bracelets chains and kadas

Place

bull Tanishq has 104 stores in 71 Indian cities

bullAlso present in the Middle East and in the United States

Promotion-Marketing Strategies

1)Customer Schemes-Durga Pooja Akshaya

Tritiya

2) Category Melas-Limited Period Offers

3)Karat Meter Testing-Jewellery Servicing

4)Television Advertising-Asin

5)Movie Advertising-Jodha Akbar Paheli

Gold Plus

bullLNatarajan is the head of the companybullMass Market Jewellery Brand

ProductbullGold Wedding jewellery marketbullTraditional Designs

Placebull Semi-urban and rural areas

Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2

Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio

COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest

diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company

bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level

bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia

MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully

develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process

bull Visiongtgt To become the worlds leading company in diamond manufacturing

and retailing of branded jewellery lifestyle products and accessories

gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery

GITANJALIrsquoS FIRSTS

bull Introducing the concept of affordable branded diamond studded jewellery in India

bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP

bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory

bull Producing the smallest heart shaped diamond (003 carat)

BUSINESS MAP

5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network

and external use

GITANJALI GEMS

Diamond amp Jewellery

Lifestyle Infrastructure

Diamond Processing

Manufacturing amp Wholesaling

Retail

PRESENCE ACROSS THE VALUE CHAIN

Direct from miners

Rough Distribution

Diamond Polishing

Diamond Distribution

Jewellery Manufacturing

Jewelery Wholesaling Branding

Jewellery Retailing

Shopping Experience

THE ACQUISITION GIANTbull Aim -To be the global retailer

bull The Path Chosen-International Acquisitions and Domestic Consolidations

Some Examples Samuels Lucera Rogers Nakshatra Trinity

BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including

bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs

combined with Indian values

Easy Elegance Diamond jewellery at reasonable prices

Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand

Giantti

BRAND RECALL (Acc To TNS Survey)

PLACES Domestic Presence

bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla

Global presence

bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK

MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon

Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to

capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce

1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group

1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores

Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product

Sales Through exclusive Distributor Network

Sales to Departmental stores and Exclusive Distribution Networks

Sales through Retail Stores owned or managedBy the group

MULTI CHANNEL DISTRIBUTION NETWORK

RELIANCE JEWELS

RELIANCE INDUSTRIES

bullIndias largest private sector company with a turnover of $28 billion as on March2006

bullout of every 4 investors in India one is a reliance shareholder

bullReliance industries features worlds most respective companies on 269th position

bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues

bullThe company has strong cash flow of around Rs 7500 crore

CompetitorsBharat PetroleumIndian OilTata Group

RELIANCE RETAIL

bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity

bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08

G

bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd

bullIt will invest Rs250 billion by 2010-11

bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo

bullRRL established key joint ventures with international partners in apparel optical and office products businesses

bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation

T

bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani

bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery

bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers

bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years

bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present

MAJOR MARKETING STRATEGIES

bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery

bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs

bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country

bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years

bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region

STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group

DISTRIBUTION some of the stores are owned by the company while others are franchised

bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros

bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo

bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said

bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India

PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo

ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo

MAJOR BRANDS

The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry

bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory

bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions

bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)

ROSY BLUE More than diamonds

bull The Group forayed into the international jewellery business in 1888

bull Have units across 15 countries headquartered in Antwerp Belgium

bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa

bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai

bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street

bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds

BRANDS OF ROSY BLUE

ROSIBLU

ORRA

ASTA

ROSIBLU Diamonds transform you

bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA

bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living

bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday

ASTA

bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar

bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates

bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold

ORRA Own a piece of eternity

bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC

bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her

bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India

bull They have attempted to differentiate our product offerings and create new product concepts

SOME OF THEIR COLLECTIONS

bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats

Pricing

bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery

bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally

aims the elite groupbull Targeting traditionally like all jewellery brands orra

also targeted the female population but above de age group of 20

bull Positioning exclusive diamond outlet

PROMOTION

bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition

bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting

bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood

bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA

bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets

PLACE

bull Orra operates in various parts of the world including Asia USA Middle East and Europe

bull They cater to their customers through retail outlets and online transactions

bull They also have various tie-ups with other jewellery outlets to market their brand

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI TANISHQ JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER(in Crores)

7200 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle ampabove

Middle ampabove

Upper middle ampabove

Middle ampabove

Middle ampabove

MARKETING STRATEGY

Events Advertising Customer Schemes

Theme based advertising

Press releases

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73

JOY ALUKKAS Worldrsquos

favourite jeweller

HISTORY

bull Alukkas Jewellery was founded by the Late Sri Varghese J Alukka in Thrissur Kerala in 1956

bull Mr Joy Alukkas started in UAE in 1987bull Became separate legal entity in 2001

COMPANY PROFILE

bull Expertise in contemporary ethno-contemporary and traditional jewellery

bull Joy alukkas is the only jeweller to be conferred the ISO 9001 and 14001 in the UAE

bull Consumersrsquo Choice Award 2008 bull Winner of the Retail Me Best Retailer of the Year (Middle

East) Award bull 70 jewellery showrooms around the worldbull Worldrsquos biggest jewellery showroom located in Chennaibull Enjoys a trust of 10 million customers with a work force of

3000 around the world

VISION AND MISSION

bull Vision To become a global brand by ornamenting the world

bull Mission To improve and enrich lives everywhere by offering extraordinary lifestyle solutions backed by incomparable value-additions adhering to globally approved processes and norms and creating a successful value- chain for our associates

OBJECTIVES

bull Plans to open 100 new showrooms by 2010 making it Asiarsquos largest chain of jewellery showrooms

bull By the end of the decade Joy Alukkas is poised to be the Worldrsquos No 1 jewellery chain

VARIOUS BRANDSDIAMONDS

GOLD

PEARLS

PRECIOUS GEMS

PLACE

bull They have branches in India Middle East and Europe

POSITIONING AND PRICING

Affordable and adorableOrnamenting your emotions

Starts at attractive prices

PROMOTION

bull Kerala quest was be conducted live to an audience in nine cities worldwide the launch on 23rd January 2009 in Dubai

bull The Joy Alukkas Global Souk offers fun excitement and a shopping experience

bull Oman Air welcomes Joy Alukkas as its newest partner in the Sindbad Frequent Flyer Programme

PROMOTION

bull Entry into hypermarket - Lulu Hypermarket Sohar

bull Announced a mega initiative for its valued customers to win 10 BMW sedans across the Middle East and India

bull Entered the realm of themed malls with Wedding Centres

ldquoWe make precious metals available and useful for peoplerdquo

Company profile

JSC Krastsvetmet ranks among the world leaders of precious metals industry

Turning precious metals into products useful for people

985 is Krastsvetmetrsquos share in the Russian market of platinum metals processing Russian Leading Golden Jewelry Manufacturer

Quality Management System was certified for the quality standards ISO 90012000

Mission statement and visionary

Mission- Our goal is to be a model business and management for Russian companies The shareholders profits and employees incomes mutually beneficial collaboration with our suppliers and satisfying the customers current needs ndash all these tasks are equally important for us

Vision To become leading jewelry company in the Eastern Europe and Asia

Promotion

Mass media ( advertisement in newspaper TV etchellip

Jewelry exhibitions

Charity

Sponsor of a lot of Russian football teams

Product

Wide ranged choice of jewelry and products from precious metals

Diamonds Platinum Gold Silver Jewelry with coloured precious stones Gentlemens articles Souveniers and Interior Children gifts tableserving articles tradition Table-serving articles classic

Place

Russia and CIS (Krasnoyarsk Minsk Moscow St Petersburg)

Available to buy on-line

B2C commerce

ldquoInstant delivery ldquo to any region

Price

Target audience upper class

Minimum 5000 RS

Maximum unlimited

Policy of the company

The policy of JSC Krastsvetmet in quality is satisfying expectations of the following parties concerned

consumers ndash for quality assortment and the deadline of the rendered services and produced output shareholders ndash for making stable profitthe companyrsquos employees ndash for being provided with social guarantees work motivation and training system development social environment ndash for timely taxes disbursement and ecological and industrial risks decrease

Positioning

They position their product as a symbol of a status in society creating product which emphasize your position in society

Developed customer care

TATA JEWELLERY(Jewellery is not a product but a piece of art and shopping for

jewellery is an exalting experience)

TATA GROUP

Tata Industries has interests in steel automobiles information technology communication power tea and hotels The Tata Group has operations in more than 85 countries across six

continents and its companies export products and services to over 80 nations

Tata Jewellery comprises of- Tanishq and Gold Plus

TANISHQbull Ta-Tata and nishk-gold coinbull Started in 1995bull Vision To be the most desirable brand for Indian womenbull Mission

We will continuously create wealth for all our stakeholders by transferring the jewellery business and by being gold standard in jewellery design shopping experience and ethical practicesbull Jacob Kurien ndash CEO

Products-BrandsFor women1)Colors of Royalty2)Moham3)Wedding Collection4)Zoya5)Diamond Collection

For MenCuff-links Bracelets chains and kadas

Place

bull Tanishq has 104 stores in 71 Indian cities

bullAlso present in the Middle East and in the United States

Promotion-Marketing Strategies

1)Customer Schemes-Durga Pooja Akshaya

Tritiya

2) Category Melas-Limited Period Offers

3)Karat Meter Testing-Jewellery Servicing

4)Television Advertising-Asin

5)Movie Advertising-Jodha Akbar Paheli

Gold Plus

bullLNatarajan is the head of the companybullMass Market Jewellery Brand

ProductbullGold Wedding jewellery marketbullTraditional Designs

Placebull Semi-urban and rural areas

Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2

Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio

COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest

diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company

bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level

bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia

MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully

develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process

bull Visiongtgt To become the worlds leading company in diamond manufacturing

and retailing of branded jewellery lifestyle products and accessories

gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery

GITANJALIrsquoS FIRSTS

bull Introducing the concept of affordable branded diamond studded jewellery in India

bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP

bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory

bull Producing the smallest heart shaped diamond (003 carat)

BUSINESS MAP

5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network

and external use

GITANJALI GEMS

Diamond amp Jewellery

Lifestyle Infrastructure

Diamond Processing

Manufacturing amp Wholesaling

Retail

PRESENCE ACROSS THE VALUE CHAIN

Direct from miners

Rough Distribution

Diamond Polishing

Diamond Distribution

Jewellery Manufacturing

Jewelery Wholesaling Branding

Jewellery Retailing

Shopping Experience

THE ACQUISITION GIANTbull Aim -To be the global retailer

bull The Path Chosen-International Acquisitions and Domestic Consolidations

Some Examples Samuels Lucera Rogers Nakshatra Trinity

BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including

bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs

combined with Indian values

Easy Elegance Diamond jewellery at reasonable prices

Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand

Giantti

BRAND RECALL (Acc To TNS Survey)

PLACES Domestic Presence

bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla

Global presence

bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK

MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon

Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to

capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce

1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group

1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores

Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product

Sales Through exclusive Distributor Network

Sales to Departmental stores and Exclusive Distribution Networks

Sales through Retail Stores owned or managedBy the group

MULTI CHANNEL DISTRIBUTION NETWORK

RELIANCE JEWELS

RELIANCE INDUSTRIES

bullIndias largest private sector company with a turnover of $28 billion as on March2006

bullout of every 4 investors in India one is a reliance shareholder

bullReliance industries features worlds most respective companies on 269th position

bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues

bullThe company has strong cash flow of around Rs 7500 crore

CompetitorsBharat PetroleumIndian OilTata Group

RELIANCE RETAIL

bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity

bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08

G

bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd

bullIt will invest Rs250 billion by 2010-11

bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo

bullRRL established key joint ventures with international partners in apparel optical and office products businesses

bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation

T

bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani

bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery

bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers

bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years

bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present

MAJOR MARKETING STRATEGIES

bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery

bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs

bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country

bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years

bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region

STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group

DISTRIBUTION some of the stores are owned by the company while others are franchised

bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros

bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo

bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said

bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India

PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo

ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo

MAJOR BRANDS

The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry

bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory

bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions

bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)

ROSY BLUE More than diamonds

bull The Group forayed into the international jewellery business in 1888

bull Have units across 15 countries headquartered in Antwerp Belgium

bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa

bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai

bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street

bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds

BRANDS OF ROSY BLUE

ROSIBLU

ORRA

ASTA

ROSIBLU Diamonds transform you

bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA

bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living

bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday

ASTA

bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar

bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates

bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold

ORRA Own a piece of eternity

bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC

bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her

bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India

bull They have attempted to differentiate our product offerings and create new product concepts

SOME OF THEIR COLLECTIONS

bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats

Pricing

bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery

bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally

aims the elite groupbull Targeting traditionally like all jewellery brands orra

also targeted the female population but above de age group of 20

bull Positioning exclusive diamond outlet

PROMOTION

bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition

bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting

bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood

bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA

bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets

PLACE

bull Orra operates in various parts of the world including Asia USA Middle East and Europe

bull They cater to their customers through retail outlets and online transactions

bull They also have various tie-ups with other jewellery outlets to market their brand

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI TANISHQ JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER(in Crores)

7200 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle ampabove

Middle ampabove

Upper middle ampabove

Middle ampabove

Middle ampabove

MARKETING STRATEGY

Events Advertising Customer Schemes

Theme based advertising

Press releases

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73

HISTORY

bull Alukkas Jewellery was founded by the Late Sri Varghese J Alukka in Thrissur Kerala in 1956

bull Mr Joy Alukkas started in UAE in 1987bull Became separate legal entity in 2001

COMPANY PROFILE

bull Expertise in contemporary ethno-contemporary and traditional jewellery

bull Joy alukkas is the only jeweller to be conferred the ISO 9001 and 14001 in the UAE

bull Consumersrsquo Choice Award 2008 bull Winner of the Retail Me Best Retailer of the Year (Middle

East) Award bull 70 jewellery showrooms around the worldbull Worldrsquos biggest jewellery showroom located in Chennaibull Enjoys a trust of 10 million customers with a work force of

3000 around the world

VISION AND MISSION

bull Vision To become a global brand by ornamenting the world

bull Mission To improve and enrich lives everywhere by offering extraordinary lifestyle solutions backed by incomparable value-additions adhering to globally approved processes and norms and creating a successful value- chain for our associates

OBJECTIVES

bull Plans to open 100 new showrooms by 2010 making it Asiarsquos largest chain of jewellery showrooms

bull By the end of the decade Joy Alukkas is poised to be the Worldrsquos No 1 jewellery chain

VARIOUS BRANDSDIAMONDS

GOLD

PEARLS

PRECIOUS GEMS

PLACE

bull They have branches in India Middle East and Europe

POSITIONING AND PRICING

Affordable and adorableOrnamenting your emotions

Starts at attractive prices

PROMOTION

bull Kerala quest was be conducted live to an audience in nine cities worldwide the launch on 23rd January 2009 in Dubai

bull The Joy Alukkas Global Souk offers fun excitement and a shopping experience

bull Oman Air welcomes Joy Alukkas as its newest partner in the Sindbad Frequent Flyer Programme

PROMOTION

bull Entry into hypermarket - Lulu Hypermarket Sohar

bull Announced a mega initiative for its valued customers to win 10 BMW sedans across the Middle East and India

bull Entered the realm of themed malls with Wedding Centres

ldquoWe make precious metals available and useful for peoplerdquo

Company profile

JSC Krastsvetmet ranks among the world leaders of precious metals industry

Turning precious metals into products useful for people

985 is Krastsvetmetrsquos share in the Russian market of platinum metals processing Russian Leading Golden Jewelry Manufacturer

Quality Management System was certified for the quality standards ISO 90012000

Mission statement and visionary

Mission- Our goal is to be a model business and management for Russian companies The shareholders profits and employees incomes mutually beneficial collaboration with our suppliers and satisfying the customers current needs ndash all these tasks are equally important for us

Vision To become leading jewelry company in the Eastern Europe and Asia

Promotion

Mass media ( advertisement in newspaper TV etchellip

Jewelry exhibitions

Charity

Sponsor of a lot of Russian football teams

Product

Wide ranged choice of jewelry and products from precious metals

Diamonds Platinum Gold Silver Jewelry with coloured precious stones Gentlemens articles Souveniers and Interior Children gifts tableserving articles tradition Table-serving articles classic

Place

Russia and CIS (Krasnoyarsk Minsk Moscow St Petersburg)

Available to buy on-line

B2C commerce

ldquoInstant delivery ldquo to any region

Price

Target audience upper class

Minimum 5000 RS

Maximum unlimited

Policy of the company

The policy of JSC Krastsvetmet in quality is satisfying expectations of the following parties concerned

consumers ndash for quality assortment and the deadline of the rendered services and produced output shareholders ndash for making stable profitthe companyrsquos employees ndash for being provided with social guarantees work motivation and training system development social environment ndash for timely taxes disbursement and ecological and industrial risks decrease

Positioning

They position their product as a symbol of a status in society creating product which emphasize your position in society

Developed customer care

TATA JEWELLERY(Jewellery is not a product but a piece of art and shopping for

jewellery is an exalting experience)

TATA GROUP

Tata Industries has interests in steel automobiles information technology communication power tea and hotels The Tata Group has operations in more than 85 countries across six

continents and its companies export products and services to over 80 nations

Tata Jewellery comprises of- Tanishq and Gold Plus

TANISHQbull Ta-Tata and nishk-gold coinbull Started in 1995bull Vision To be the most desirable brand for Indian womenbull Mission

We will continuously create wealth for all our stakeholders by transferring the jewellery business and by being gold standard in jewellery design shopping experience and ethical practicesbull Jacob Kurien ndash CEO

Products-BrandsFor women1)Colors of Royalty2)Moham3)Wedding Collection4)Zoya5)Diamond Collection

For MenCuff-links Bracelets chains and kadas

Place

bull Tanishq has 104 stores in 71 Indian cities

bullAlso present in the Middle East and in the United States

Promotion-Marketing Strategies

1)Customer Schemes-Durga Pooja Akshaya

Tritiya

2) Category Melas-Limited Period Offers

3)Karat Meter Testing-Jewellery Servicing

4)Television Advertising-Asin

5)Movie Advertising-Jodha Akbar Paheli

Gold Plus

bullLNatarajan is the head of the companybullMass Market Jewellery Brand

ProductbullGold Wedding jewellery marketbullTraditional Designs

Placebull Semi-urban and rural areas

Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2

Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio

COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest

diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company

bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level

bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia

MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully

develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process

bull Visiongtgt To become the worlds leading company in diamond manufacturing

and retailing of branded jewellery lifestyle products and accessories

gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery

GITANJALIrsquoS FIRSTS

bull Introducing the concept of affordable branded diamond studded jewellery in India

bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP

bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory

bull Producing the smallest heart shaped diamond (003 carat)

BUSINESS MAP

5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network

and external use

GITANJALI GEMS

Diamond amp Jewellery

Lifestyle Infrastructure

Diamond Processing

Manufacturing amp Wholesaling

Retail

PRESENCE ACROSS THE VALUE CHAIN

Direct from miners

Rough Distribution

Diamond Polishing

Diamond Distribution

Jewellery Manufacturing

Jewelery Wholesaling Branding

Jewellery Retailing

Shopping Experience

THE ACQUISITION GIANTbull Aim -To be the global retailer

bull The Path Chosen-International Acquisitions and Domestic Consolidations

Some Examples Samuels Lucera Rogers Nakshatra Trinity

BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including

bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs

combined with Indian values

Easy Elegance Diamond jewellery at reasonable prices

Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand

Giantti

BRAND RECALL (Acc To TNS Survey)

PLACES Domestic Presence

bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla

Global presence

bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK

MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon

Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to

capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce

1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group

1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores

Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product

Sales Through exclusive Distributor Network

Sales to Departmental stores and Exclusive Distribution Networks

Sales through Retail Stores owned or managedBy the group

MULTI CHANNEL DISTRIBUTION NETWORK

RELIANCE JEWELS

RELIANCE INDUSTRIES

bullIndias largest private sector company with a turnover of $28 billion as on March2006

bullout of every 4 investors in India one is a reliance shareholder

bullReliance industries features worlds most respective companies on 269th position

bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues

bullThe company has strong cash flow of around Rs 7500 crore

CompetitorsBharat PetroleumIndian OilTata Group

RELIANCE RETAIL

bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity

bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08

G

bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd

bullIt will invest Rs250 billion by 2010-11

bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo

bullRRL established key joint ventures with international partners in apparel optical and office products businesses

bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation

T

bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani

bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery

bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers

bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years

bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present

MAJOR MARKETING STRATEGIES

bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery

bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs

bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country

bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years

bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region

STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group

DISTRIBUTION some of the stores are owned by the company while others are franchised

bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros

bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo

bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said

bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India

PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo

ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo

MAJOR BRANDS

The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry

bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory

bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions

bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)

ROSY BLUE More than diamonds

bull The Group forayed into the international jewellery business in 1888

bull Have units across 15 countries headquartered in Antwerp Belgium

bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa

bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai

bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street

bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds

BRANDS OF ROSY BLUE

ROSIBLU

ORRA

ASTA

ROSIBLU Diamonds transform you

bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA

bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living

bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday

ASTA

bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar

bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates

bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold

ORRA Own a piece of eternity

bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC

bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her

bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India

bull They have attempted to differentiate our product offerings and create new product concepts

SOME OF THEIR COLLECTIONS

bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats

Pricing

bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery

bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally

aims the elite groupbull Targeting traditionally like all jewellery brands orra

also targeted the female population but above de age group of 20

bull Positioning exclusive diamond outlet

PROMOTION

bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition

bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting

bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood

bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA

bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets

PLACE

bull Orra operates in various parts of the world including Asia USA Middle East and Europe

bull They cater to their customers through retail outlets and online transactions

bull They also have various tie-ups with other jewellery outlets to market their brand

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI TANISHQ JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER(in Crores)

7200 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle ampabove

Middle ampabove

Upper middle ampabove

Middle ampabove

Middle ampabove

MARKETING STRATEGY

Events Advertising Customer Schemes

Theme based advertising

Press releases

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73

COMPANY PROFILE

bull Expertise in contemporary ethno-contemporary and traditional jewellery

bull Joy alukkas is the only jeweller to be conferred the ISO 9001 and 14001 in the UAE

bull Consumersrsquo Choice Award 2008 bull Winner of the Retail Me Best Retailer of the Year (Middle

East) Award bull 70 jewellery showrooms around the worldbull Worldrsquos biggest jewellery showroom located in Chennaibull Enjoys a trust of 10 million customers with a work force of

3000 around the world

VISION AND MISSION

bull Vision To become a global brand by ornamenting the world

bull Mission To improve and enrich lives everywhere by offering extraordinary lifestyle solutions backed by incomparable value-additions adhering to globally approved processes and norms and creating a successful value- chain for our associates

OBJECTIVES

bull Plans to open 100 new showrooms by 2010 making it Asiarsquos largest chain of jewellery showrooms

bull By the end of the decade Joy Alukkas is poised to be the Worldrsquos No 1 jewellery chain

VARIOUS BRANDSDIAMONDS

GOLD

PEARLS

PRECIOUS GEMS

PLACE

bull They have branches in India Middle East and Europe

POSITIONING AND PRICING

Affordable and adorableOrnamenting your emotions

Starts at attractive prices

PROMOTION

bull Kerala quest was be conducted live to an audience in nine cities worldwide the launch on 23rd January 2009 in Dubai

bull The Joy Alukkas Global Souk offers fun excitement and a shopping experience

bull Oman Air welcomes Joy Alukkas as its newest partner in the Sindbad Frequent Flyer Programme

PROMOTION

bull Entry into hypermarket - Lulu Hypermarket Sohar

bull Announced a mega initiative for its valued customers to win 10 BMW sedans across the Middle East and India

bull Entered the realm of themed malls with Wedding Centres

ldquoWe make precious metals available and useful for peoplerdquo

Company profile

JSC Krastsvetmet ranks among the world leaders of precious metals industry

Turning precious metals into products useful for people

985 is Krastsvetmetrsquos share in the Russian market of platinum metals processing Russian Leading Golden Jewelry Manufacturer

Quality Management System was certified for the quality standards ISO 90012000

Mission statement and visionary

Mission- Our goal is to be a model business and management for Russian companies The shareholders profits and employees incomes mutually beneficial collaboration with our suppliers and satisfying the customers current needs ndash all these tasks are equally important for us

Vision To become leading jewelry company in the Eastern Europe and Asia

Promotion

Mass media ( advertisement in newspaper TV etchellip

Jewelry exhibitions

Charity

Sponsor of a lot of Russian football teams

Product

Wide ranged choice of jewelry and products from precious metals

Diamonds Platinum Gold Silver Jewelry with coloured precious stones Gentlemens articles Souveniers and Interior Children gifts tableserving articles tradition Table-serving articles classic

Place

Russia and CIS (Krasnoyarsk Minsk Moscow St Petersburg)

Available to buy on-line

B2C commerce

ldquoInstant delivery ldquo to any region

Price

Target audience upper class

Minimum 5000 RS

Maximum unlimited

Policy of the company

The policy of JSC Krastsvetmet in quality is satisfying expectations of the following parties concerned

consumers ndash for quality assortment and the deadline of the rendered services and produced output shareholders ndash for making stable profitthe companyrsquos employees ndash for being provided with social guarantees work motivation and training system development social environment ndash for timely taxes disbursement and ecological and industrial risks decrease

Positioning

They position their product as a symbol of a status in society creating product which emphasize your position in society

Developed customer care

TATA JEWELLERY(Jewellery is not a product but a piece of art and shopping for

jewellery is an exalting experience)

TATA GROUP

Tata Industries has interests in steel automobiles information technology communication power tea and hotels The Tata Group has operations in more than 85 countries across six

continents and its companies export products and services to over 80 nations

Tata Jewellery comprises of- Tanishq and Gold Plus

TANISHQbull Ta-Tata and nishk-gold coinbull Started in 1995bull Vision To be the most desirable brand for Indian womenbull Mission

We will continuously create wealth for all our stakeholders by transferring the jewellery business and by being gold standard in jewellery design shopping experience and ethical practicesbull Jacob Kurien ndash CEO

Products-BrandsFor women1)Colors of Royalty2)Moham3)Wedding Collection4)Zoya5)Diamond Collection

For MenCuff-links Bracelets chains and kadas

Place

bull Tanishq has 104 stores in 71 Indian cities

bullAlso present in the Middle East and in the United States

Promotion-Marketing Strategies

1)Customer Schemes-Durga Pooja Akshaya

Tritiya

2) Category Melas-Limited Period Offers

3)Karat Meter Testing-Jewellery Servicing

4)Television Advertising-Asin

5)Movie Advertising-Jodha Akbar Paheli

Gold Plus

bullLNatarajan is the head of the companybullMass Market Jewellery Brand

ProductbullGold Wedding jewellery marketbullTraditional Designs

Placebull Semi-urban and rural areas

Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2

Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio

COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest

diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company

bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level

bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia

MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully

develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process

bull Visiongtgt To become the worlds leading company in diamond manufacturing

and retailing of branded jewellery lifestyle products and accessories

gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery

GITANJALIrsquoS FIRSTS

bull Introducing the concept of affordable branded diamond studded jewellery in India

bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP

bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory

bull Producing the smallest heart shaped diamond (003 carat)

BUSINESS MAP

5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network

and external use

GITANJALI GEMS

Diamond amp Jewellery

Lifestyle Infrastructure

Diamond Processing

Manufacturing amp Wholesaling

Retail

PRESENCE ACROSS THE VALUE CHAIN

Direct from miners

Rough Distribution

Diamond Polishing

Diamond Distribution

Jewellery Manufacturing

Jewelery Wholesaling Branding

Jewellery Retailing

Shopping Experience

THE ACQUISITION GIANTbull Aim -To be the global retailer

bull The Path Chosen-International Acquisitions and Domestic Consolidations

Some Examples Samuels Lucera Rogers Nakshatra Trinity

BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including

bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs

combined with Indian values

Easy Elegance Diamond jewellery at reasonable prices

Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand

Giantti

BRAND RECALL (Acc To TNS Survey)

PLACES Domestic Presence

bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla

Global presence

bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK

MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon

Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to

capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce

1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group

1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores

Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product

Sales Through exclusive Distributor Network

Sales to Departmental stores and Exclusive Distribution Networks

Sales through Retail Stores owned or managedBy the group

MULTI CHANNEL DISTRIBUTION NETWORK

RELIANCE JEWELS

RELIANCE INDUSTRIES

bullIndias largest private sector company with a turnover of $28 billion as on March2006

bullout of every 4 investors in India one is a reliance shareholder

bullReliance industries features worlds most respective companies on 269th position

bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues

bullThe company has strong cash flow of around Rs 7500 crore

CompetitorsBharat PetroleumIndian OilTata Group

RELIANCE RETAIL

bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity

bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08

G

bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd

bullIt will invest Rs250 billion by 2010-11

bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo

bullRRL established key joint ventures with international partners in apparel optical and office products businesses

bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation

T

bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani

bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery

bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers

bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years

bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present

MAJOR MARKETING STRATEGIES

bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery

bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs

bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country

bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years

bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region

STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group

DISTRIBUTION some of the stores are owned by the company while others are franchised

bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros

bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo

bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said

bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India

PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo

ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo

MAJOR BRANDS

The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry

bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory

bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions

bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)

ROSY BLUE More than diamonds

bull The Group forayed into the international jewellery business in 1888

bull Have units across 15 countries headquartered in Antwerp Belgium

bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa

bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai

bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street

bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds

BRANDS OF ROSY BLUE

ROSIBLU

ORRA

ASTA

ROSIBLU Diamonds transform you

bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA

bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living

bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday

ASTA

bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar

bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates

bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold

ORRA Own a piece of eternity

bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC

bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her

bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India

bull They have attempted to differentiate our product offerings and create new product concepts

SOME OF THEIR COLLECTIONS

bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats

Pricing

bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery

bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally

aims the elite groupbull Targeting traditionally like all jewellery brands orra

also targeted the female population but above de age group of 20

bull Positioning exclusive diamond outlet

PROMOTION

bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition

bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting

bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood

bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA

bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets

PLACE

bull Orra operates in various parts of the world including Asia USA Middle East and Europe

bull They cater to their customers through retail outlets and online transactions

bull They also have various tie-ups with other jewellery outlets to market their brand

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI TANISHQ JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER(in Crores)

7200 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle ampabove

Middle ampabove

Upper middle ampabove

Middle ampabove

Middle ampabove

MARKETING STRATEGY

Events Advertising Customer Schemes

Theme based advertising

Press releases

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73

VISION AND MISSION

bull Vision To become a global brand by ornamenting the world

bull Mission To improve and enrich lives everywhere by offering extraordinary lifestyle solutions backed by incomparable value-additions adhering to globally approved processes and norms and creating a successful value- chain for our associates

OBJECTIVES

bull Plans to open 100 new showrooms by 2010 making it Asiarsquos largest chain of jewellery showrooms

bull By the end of the decade Joy Alukkas is poised to be the Worldrsquos No 1 jewellery chain

VARIOUS BRANDSDIAMONDS

GOLD

PEARLS

PRECIOUS GEMS

PLACE

bull They have branches in India Middle East and Europe

POSITIONING AND PRICING

Affordable and adorableOrnamenting your emotions

Starts at attractive prices

PROMOTION

bull Kerala quest was be conducted live to an audience in nine cities worldwide the launch on 23rd January 2009 in Dubai

bull The Joy Alukkas Global Souk offers fun excitement and a shopping experience

bull Oman Air welcomes Joy Alukkas as its newest partner in the Sindbad Frequent Flyer Programme

PROMOTION

bull Entry into hypermarket - Lulu Hypermarket Sohar

bull Announced a mega initiative for its valued customers to win 10 BMW sedans across the Middle East and India

bull Entered the realm of themed malls with Wedding Centres

ldquoWe make precious metals available and useful for peoplerdquo

Company profile

JSC Krastsvetmet ranks among the world leaders of precious metals industry

Turning precious metals into products useful for people

985 is Krastsvetmetrsquos share in the Russian market of platinum metals processing Russian Leading Golden Jewelry Manufacturer

Quality Management System was certified for the quality standards ISO 90012000

Mission statement and visionary

Mission- Our goal is to be a model business and management for Russian companies The shareholders profits and employees incomes mutually beneficial collaboration with our suppliers and satisfying the customers current needs ndash all these tasks are equally important for us

Vision To become leading jewelry company in the Eastern Europe and Asia

Promotion

Mass media ( advertisement in newspaper TV etchellip

Jewelry exhibitions

Charity

Sponsor of a lot of Russian football teams

Product

Wide ranged choice of jewelry and products from precious metals

Diamonds Platinum Gold Silver Jewelry with coloured precious stones Gentlemens articles Souveniers and Interior Children gifts tableserving articles tradition Table-serving articles classic

Place

Russia and CIS (Krasnoyarsk Minsk Moscow St Petersburg)

Available to buy on-line

B2C commerce

ldquoInstant delivery ldquo to any region

Price

Target audience upper class

Minimum 5000 RS

Maximum unlimited

Policy of the company

The policy of JSC Krastsvetmet in quality is satisfying expectations of the following parties concerned

consumers ndash for quality assortment and the deadline of the rendered services and produced output shareholders ndash for making stable profitthe companyrsquos employees ndash for being provided with social guarantees work motivation and training system development social environment ndash for timely taxes disbursement and ecological and industrial risks decrease

Positioning

They position their product as a symbol of a status in society creating product which emphasize your position in society

Developed customer care

TATA JEWELLERY(Jewellery is not a product but a piece of art and shopping for

jewellery is an exalting experience)

TATA GROUP

Tata Industries has interests in steel automobiles information technology communication power tea and hotels The Tata Group has operations in more than 85 countries across six

continents and its companies export products and services to over 80 nations

Tata Jewellery comprises of- Tanishq and Gold Plus

TANISHQbull Ta-Tata and nishk-gold coinbull Started in 1995bull Vision To be the most desirable brand for Indian womenbull Mission

We will continuously create wealth for all our stakeholders by transferring the jewellery business and by being gold standard in jewellery design shopping experience and ethical practicesbull Jacob Kurien ndash CEO

Products-BrandsFor women1)Colors of Royalty2)Moham3)Wedding Collection4)Zoya5)Diamond Collection

For MenCuff-links Bracelets chains and kadas

Place

bull Tanishq has 104 stores in 71 Indian cities

bullAlso present in the Middle East and in the United States

Promotion-Marketing Strategies

1)Customer Schemes-Durga Pooja Akshaya

Tritiya

2) Category Melas-Limited Period Offers

3)Karat Meter Testing-Jewellery Servicing

4)Television Advertising-Asin

5)Movie Advertising-Jodha Akbar Paheli

Gold Plus

bullLNatarajan is the head of the companybullMass Market Jewellery Brand

ProductbullGold Wedding jewellery marketbullTraditional Designs

Placebull Semi-urban and rural areas

Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2

Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio

COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest

diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company

bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level

bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia

MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully

develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process

bull Visiongtgt To become the worlds leading company in diamond manufacturing

and retailing of branded jewellery lifestyle products and accessories

gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery

GITANJALIrsquoS FIRSTS

bull Introducing the concept of affordable branded diamond studded jewellery in India

bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP

bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory

bull Producing the smallest heart shaped diamond (003 carat)

BUSINESS MAP

5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network

and external use

GITANJALI GEMS

Diamond amp Jewellery

Lifestyle Infrastructure

Diamond Processing

Manufacturing amp Wholesaling

Retail

PRESENCE ACROSS THE VALUE CHAIN

Direct from miners

Rough Distribution

Diamond Polishing

Diamond Distribution

Jewellery Manufacturing

Jewelery Wholesaling Branding

Jewellery Retailing

Shopping Experience

THE ACQUISITION GIANTbull Aim -To be the global retailer

bull The Path Chosen-International Acquisitions and Domestic Consolidations

Some Examples Samuels Lucera Rogers Nakshatra Trinity

BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including

bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs

combined with Indian values

Easy Elegance Diamond jewellery at reasonable prices

Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand

Giantti

BRAND RECALL (Acc To TNS Survey)

PLACES Domestic Presence

bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla

Global presence

bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK

MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon

Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to

capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce

1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group

1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores

Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product

Sales Through exclusive Distributor Network

Sales to Departmental stores and Exclusive Distribution Networks

Sales through Retail Stores owned or managedBy the group

MULTI CHANNEL DISTRIBUTION NETWORK

RELIANCE JEWELS

RELIANCE INDUSTRIES

bullIndias largest private sector company with a turnover of $28 billion as on March2006

bullout of every 4 investors in India one is a reliance shareholder

bullReliance industries features worlds most respective companies on 269th position

bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues

bullThe company has strong cash flow of around Rs 7500 crore

CompetitorsBharat PetroleumIndian OilTata Group

RELIANCE RETAIL

bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity

bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08

G

bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd

bullIt will invest Rs250 billion by 2010-11

bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo

bullRRL established key joint ventures with international partners in apparel optical and office products businesses

bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation

T

bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani

bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery

bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers

bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years

bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present

MAJOR MARKETING STRATEGIES

bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery

bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs

bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country

bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years

bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region

STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group

DISTRIBUTION some of the stores are owned by the company while others are franchised

bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros

bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo

bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said

bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India

PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo

ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo

MAJOR BRANDS

The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry

bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory

bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions

bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)

ROSY BLUE More than diamonds

bull The Group forayed into the international jewellery business in 1888

bull Have units across 15 countries headquartered in Antwerp Belgium

bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa

bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai

bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street

bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds

BRANDS OF ROSY BLUE

ROSIBLU

ORRA

ASTA

ROSIBLU Diamonds transform you

bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA

bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living

bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday

ASTA

bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar

bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates

bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold

ORRA Own a piece of eternity

bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC

bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her

bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India

bull They have attempted to differentiate our product offerings and create new product concepts

SOME OF THEIR COLLECTIONS

bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats

Pricing

bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery

bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally

aims the elite groupbull Targeting traditionally like all jewellery brands orra

also targeted the female population but above de age group of 20

bull Positioning exclusive diamond outlet

PROMOTION

bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition

bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting

bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood

bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA

bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets

PLACE

bull Orra operates in various parts of the world including Asia USA Middle East and Europe

bull They cater to their customers through retail outlets and online transactions

bull They also have various tie-ups with other jewellery outlets to market their brand

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI TANISHQ JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER(in Crores)

7200 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle ampabove

Middle ampabove

Upper middle ampabove

Middle ampabove

Middle ampabove

MARKETING STRATEGY

Events Advertising Customer Schemes

Theme based advertising

Press releases

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73

OBJECTIVES

bull Plans to open 100 new showrooms by 2010 making it Asiarsquos largest chain of jewellery showrooms

bull By the end of the decade Joy Alukkas is poised to be the Worldrsquos No 1 jewellery chain

VARIOUS BRANDSDIAMONDS

GOLD

PEARLS

PRECIOUS GEMS

PLACE

bull They have branches in India Middle East and Europe

POSITIONING AND PRICING

Affordable and adorableOrnamenting your emotions

Starts at attractive prices

PROMOTION

bull Kerala quest was be conducted live to an audience in nine cities worldwide the launch on 23rd January 2009 in Dubai

bull The Joy Alukkas Global Souk offers fun excitement and a shopping experience

bull Oman Air welcomes Joy Alukkas as its newest partner in the Sindbad Frequent Flyer Programme

PROMOTION

bull Entry into hypermarket - Lulu Hypermarket Sohar

bull Announced a mega initiative for its valued customers to win 10 BMW sedans across the Middle East and India

bull Entered the realm of themed malls with Wedding Centres

ldquoWe make precious metals available and useful for peoplerdquo

Company profile

JSC Krastsvetmet ranks among the world leaders of precious metals industry

Turning precious metals into products useful for people

985 is Krastsvetmetrsquos share in the Russian market of platinum metals processing Russian Leading Golden Jewelry Manufacturer

Quality Management System was certified for the quality standards ISO 90012000

Mission statement and visionary

Mission- Our goal is to be a model business and management for Russian companies The shareholders profits and employees incomes mutually beneficial collaboration with our suppliers and satisfying the customers current needs ndash all these tasks are equally important for us

Vision To become leading jewelry company in the Eastern Europe and Asia

Promotion

Mass media ( advertisement in newspaper TV etchellip

Jewelry exhibitions

Charity

Sponsor of a lot of Russian football teams

Product

Wide ranged choice of jewelry and products from precious metals

Diamonds Platinum Gold Silver Jewelry with coloured precious stones Gentlemens articles Souveniers and Interior Children gifts tableserving articles tradition Table-serving articles classic

Place

Russia and CIS (Krasnoyarsk Minsk Moscow St Petersburg)

Available to buy on-line

B2C commerce

ldquoInstant delivery ldquo to any region

Price

Target audience upper class

Minimum 5000 RS

Maximum unlimited

Policy of the company

The policy of JSC Krastsvetmet in quality is satisfying expectations of the following parties concerned

consumers ndash for quality assortment and the deadline of the rendered services and produced output shareholders ndash for making stable profitthe companyrsquos employees ndash for being provided with social guarantees work motivation and training system development social environment ndash for timely taxes disbursement and ecological and industrial risks decrease

Positioning

They position their product as a symbol of a status in society creating product which emphasize your position in society

Developed customer care

TATA JEWELLERY(Jewellery is not a product but a piece of art and shopping for

jewellery is an exalting experience)

TATA GROUP

Tata Industries has interests in steel automobiles information technology communication power tea and hotels The Tata Group has operations in more than 85 countries across six

continents and its companies export products and services to over 80 nations

Tata Jewellery comprises of- Tanishq and Gold Plus

TANISHQbull Ta-Tata and nishk-gold coinbull Started in 1995bull Vision To be the most desirable brand for Indian womenbull Mission

We will continuously create wealth for all our stakeholders by transferring the jewellery business and by being gold standard in jewellery design shopping experience and ethical practicesbull Jacob Kurien ndash CEO

Products-BrandsFor women1)Colors of Royalty2)Moham3)Wedding Collection4)Zoya5)Diamond Collection

For MenCuff-links Bracelets chains and kadas

Place

bull Tanishq has 104 stores in 71 Indian cities

bullAlso present in the Middle East and in the United States

Promotion-Marketing Strategies

1)Customer Schemes-Durga Pooja Akshaya

Tritiya

2) Category Melas-Limited Period Offers

3)Karat Meter Testing-Jewellery Servicing

4)Television Advertising-Asin

5)Movie Advertising-Jodha Akbar Paheli

Gold Plus

bullLNatarajan is the head of the companybullMass Market Jewellery Brand

ProductbullGold Wedding jewellery marketbullTraditional Designs

Placebull Semi-urban and rural areas

Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2

Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio

COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest

diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company

bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level

bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia

MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully

develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process

bull Visiongtgt To become the worlds leading company in diamond manufacturing

and retailing of branded jewellery lifestyle products and accessories

gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery

GITANJALIrsquoS FIRSTS

bull Introducing the concept of affordable branded diamond studded jewellery in India

bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP

bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory

bull Producing the smallest heart shaped diamond (003 carat)

BUSINESS MAP

5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network

and external use

GITANJALI GEMS

Diamond amp Jewellery

Lifestyle Infrastructure

Diamond Processing

Manufacturing amp Wholesaling

Retail

PRESENCE ACROSS THE VALUE CHAIN

Direct from miners

Rough Distribution

Diamond Polishing

Diamond Distribution

Jewellery Manufacturing

Jewelery Wholesaling Branding

Jewellery Retailing

Shopping Experience

THE ACQUISITION GIANTbull Aim -To be the global retailer

bull The Path Chosen-International Acquisitions and Domestic Consolidations

Some Examples Samuels Lucera Rogers Nakshatra Trinity

BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including

bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs

combined with Indian values

Easy Elegance Diamond jewellery at reasonable prices

Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand

Giantti

BRAND RECALL (Acc To TNS Survey)

PLACES Domestic Presence

bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla

Global presence

bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK

MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon

Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to

capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce

1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group

1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores

Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product

Sales Through exclusive Distributor Network

Sales to Departmental stores and Exclusive Distribution Networks

Sales through Retail Stores owned or managedBy the group

MULTI CHANNEL DISTRIBUTION NETWORK

RELIANCE JEWELS

RELIANCE INDUSTRIES

bullIndias largest private sector company with a turnover of $28 billion as on March2006

bullout of every 4 investors in India one is a reliance shareholder

bullReliance industries features worlds most respective companies on 269th position

bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues

bullThe company has strong cash flow of around Rs 7500 crore

CompetitorsBharat PetroleumIndian OilTata Group

RELIANCE RETAIL

bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity

bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08

G

bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd

bullIt will invest Rs250 billion by 2010-11

bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo

bullRRL established key joint ventures with international partners in apparel optical and office products businesses

bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation

T

bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani

bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery

bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers

bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years

bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present

MAJOR MARKETING STRATEGIES

bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery

bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs

bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country

bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years

bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region

STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group

DISTRIBUTION some of the stores are owned by the company while others are franchised

bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros

bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo

bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said

bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India

PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo

ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo

MAJOR BRANDS

The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry

bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory

bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions

bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)

ROSY BLUE More than diamonds

bull The Group forayed into the international jewellery business in 1888

bull Have units across 15 countries headquartered in Antwerp Belgium

bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa

bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai

bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street

bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds

BRANDS OF ROSY BLUE

ROSIBLU

ORRA

ASTA

ROSIBLU Diamonds transform you

bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA

bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living

bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday

ASTA

bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar

bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates

bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold

ORRA Own a piece of eternity

bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC

bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her

bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India

bull They have attempted to differentiate our product offerings and create new product concepts

SOME OF THEIR COLLECTIONS

bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats

Pricing

bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery

bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally

aims the elite groupbull Targeting traditionally like all jewellery brands orra

also targeted the female population but above de age group of 20

bull Positioning exclusive diamond outlet

PROMOTION

bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition

bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting

bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood

bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA

bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets

PLACE

bull Orra operates in various parts of the world including Asia USA Middle East and Europe

bull They cater to their customers through retail outlets and online transactions

bull They also have various tie-ups with other jewellery outlets to market their brand

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI TANISHQ JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER(in Crores)

7200 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle ampabove

Middle ampabove

Upper middle ampabove

Middle ampabove

Middle ampabove

MARKETING STRATEGY

Events Advertising Customer Schemes

Theme based advertising

Press releases

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73

VARIOUS BRANDSDIAMONDS

GOLD

PEARLS

PRECIOUS GEMS

PLACE

bull They have branches in India Middle East and Europe

POSITIONING AND PRICING

Affordable and adorableOrnamenting your emotions

Starts at attractive prices

PROMOTION

bull Kerala quest was be conducted live to an audience in nine cities worldwide the launch on 23rd January 2009 in Dubai

bull The Joy Alukkas Global Souk offers fun excitement and a shopping experience

bull Oman Air welcomes Joy Alukkas as its newest partner in the Sindbad Frequent Flyer Programme

PROMOTION

bull Entry into hypermarket - Lulu Hypermarket Sohar

bull Announced a mega initiative for its valued customers to win 10 BMW sedans across the Middle East and India

bull Entered the realm of themed malls with Wedding Centres

ldquoWe make precious metals available and useful for peoplerdquo

Company profile

JSC Krastsvetmet ranks among the world leaders of precious metals industry

Turning precious metals into products useful for people

985 is Krastsvetmetrsquos share in the Russian market of platinum metals processing Russian Leading Golden Jewelry Manufacturer

Quality Management System was certified for the quality standards ISO 90012000

Mission statement and visionary

Mission- Our goal is to be a model business and management for Russian companies The shareholders profits and employees incomes mutually beneficial collaboration with our suppliers and satisfying the customers current needs ndash all these tasks are equally important for us

Vision To become leading jewelry company in the Eastern Europe and Asia

Promotion

Mass media ( advertisement in newspaper TV etchellip

Jewelry exhibitions

Charity

Sponsor of a lot of Russian football teams

Product

Wide ranged choice of jewelry and products from precious metals

Diamonds Platinum Gold Silver Jewelry with coloured precious stones Gentlemens articles Souveniers and Interior Children gifts tableserving articles tradition Table-serving articles classic

Place

Russia and CIS (Krasnoyarsk Minsk Moscow St Petersburg)

Available to buy on-line

B2C commerce

ldquoInstant delivery ldquo to any region

Price

Target audience upper class

Minimum 5000 RS

Maximum unlimited

Policy of the company

The policy of JSC Krastsvetmet in quality is satisfying expectations of the following parties concerned

consumers ndash for quality assortment and the deadline of the rendered services and produced output shareholders ndash for making stable profitthe companyrsquos employees ndash for being provided with social guarantees work motivation and training system development social environment ndash for timely taxes disbursement and ecological and industrial risks decrease

Positioning

They position their product as a symbol of a status in society creating product which emphasize your position in society

Developed customer care

TATA JEWELLERY(Jewellery is not a product but a piece of art and shopping for

jewellery is an exalting experience)

TATA GROUP

Tata Industries has interests in steel automobiles information technology communication power tea and hotels The Tata Group has operations in more than 85 countries across six

continents and its companies export products and services to over 80 nations

Tata Jewellery comprises of- Tanishq and Gold Plus

TANISHQbull Ta-Tata and nishk-gold coinbull Started in 1995bull Vision To be the most desirable brand for Indian womenbull Mission

We will continuously create wealth for all our stakeholders by transferring the jewellery business and by being gold standard in jewellery design shopping experience and ethical practicesbull Jacob Kurien ndash CEO

Products-BrandsFor women1)Colors of Royalty2)Moham3)Wedding Collection4)Zoya5)Diamond Collection

For MenCuff-links Bracelets chains and kadas

Place

bull Tanishq has 104 stores in 71 Indian cities

bullAlso present in the Middle East and in the United States

Promotion-Marketing Strategies

1)Customer Schemes-Durga Pooja Akshaya

Tritiya

2) Category Melas-Limited Period Offers

3)Karat Meter Testing-Jewellery Servicing

4)Television Advertising-Asin

5)Movie Advertising-Jodha Akbar Paheli

Gold Plus

bullLNatarajan is the head of the companybullMass Market Jewellery Brand

ProductbullGold Wedding jewellery marketbullTraditional Designs

Placebull Semi-urban and rural areas

Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2

Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio

COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest

diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company

bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level

bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia

MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully

develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process

bull Visiongtgt To become the worlds leading company in diamond manufacturing

and retailing of branded jewellery lifestyle products and accessories

gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery

GITANJALIrsquoS FIRSTS

bull Introducing the concept of affordable branded diamond studded jewellery in India

bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP

bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory

bull Producing the smallest heart shaped diamond (003 carat)

BUSINESS MAP

5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network

and external use

GITANJALI GEMS

Diamond amp Jewellery

Lifestyle Infrastructure

Diamond Processing

Manufacturing amp Wholesaling

Retail

PRESENCE ACROSS THE VALUE CHAIN

Direct from miners

Rough Distribution

Diamond Polishing

Diamond Distribution

Jewellery Manufacturing

Jewelery Wholesaling Branding

Jewellery Retailing

Shopping Experience

THE ACQUISITION GIANTbull Aim -To be the global retailer

bull The Path Chosen-International Acquisitions and Domestic Consolidations

Some Examples Samuels Lucera Rogers Nakshatra Trinity

BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including

bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs

combined with Indian values

Easy Elegance Diamond jewellery at reasonable prices

Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand

Giantti

BRAND RECALL (Acc To TNS Survey)

PLACES Domestic Presence

bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla

Global presence

bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK

MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon

Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to

capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce

1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group

1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores

Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product

Sales Through exclusive Distributor Network

Sales to Departmental stores and Exclusive Distribution Networks

Sales through Retail Stores owned or managedBy the group

MULTI CHANNEL DISTRIBUTION NETWORK

RELIANCE JEWELS

RELIANCE INDUSTRIES

bullIndias largest private sector company with a turnover of $28 billion as on March2006

bullout of every 4 investors in India one is a reliance shareholder

bullReliance industries features worlds most respective companies on 269th position

bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues

bullThe company has strong cash flow of around Rs 7500 crore

CompetitorsBharat PetroleumIndian OilTata Group

RELIANCE RETAIL

bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity

bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08

G

bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd

bullIt will invest Rs250 billion by 2010-11

bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo

bullRRL established key joint ventures with international partners in apparel optical and office products businesses

bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation

T

bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani

bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery

bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers

bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years

bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present

MAJOR MARKETING STRATEGIES

bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery

bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs

bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country

bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years

bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region

STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group

DISTRIBUTION some of the stores are owned by the company while others are franchised

bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros

bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo

bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said

bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India

PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo

ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo

MAJOR BRANDS

The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry

bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory

bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions

bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)

ROSY BLUE More than diamonds

bull The Group forayed into the international jewellery business in 1888

bull Have units across 15 countries headquartered in Antwerp Belgium

bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa

bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai

bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street

bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds

BRANDS OF ROSY BLUE

ROSIBLU

ORRA

ASTA

ROSIBLU Diamonds transform you

bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA

bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living

bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday

ASTA

bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar

bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates

bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold

ORRA Own a piece of eternity

bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC

bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her

bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India

bull They have attempted to differentiate our product offerings and create new product concepts

SOME OF THEIR COLLECTIONS

bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats

Pricing

bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery

bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally

aims the elite groupbull Targeting traditionally like all jewellery brands orra

also targeted the female population but above de age group of 20

bull Positioning exclusive diamond outlet

PROMOTION

bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition

bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting

bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood

bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA

bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets

PLACE

bull Orra operates in various parts of the world including Asia USA Middle East and Europe

bull They cater to their customers through retail outlets and online transactions

bull They also have various tie-ups with other jewellery outlets to market their brand

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI TANISHQ JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER(in Crores)

7200 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle ampabove

Middle ampabove

Upper middle ampabove

Middle ampabove

Middle ampabove

MARKETING STRATEGY

Events Advertising Customer Schemes

Theme based advertising

Press releases

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73

GOLD

PEARLS

PRECIOUS GEMS

PLACE

bull They have branches in India Middle East and Europe

POSITIONING AND PRICING

Affordable and adorableOrnamenting your emotions

Starts at attractive prices

PROMOTION

bull Kerala quest was be conducted live to an audience in nine cities worldwide the launch on 23rd January 2009 in Dubai

bull The Joy Alukkas Global Souk offers fun excitement and a shopping experience

bull Oman Air welcomes Joy Alukkas as its newest partner in the Sindbad Frequent Flyer Programme

PROMOTION

bull Entry into hypermarket - Lulu Hypermarket Sohar

bull Announced a mega initiative for its valued customers to win 10 BMW sedans across the Middle East and India

bull Entered the realm of themed malls with Wedding Centres

ldquoWe make precious metals available and useful for peoplerdquo

Company profile

JSC Krastsvetmet ranks among the world leaders of precious metals industry

Turning precious metals into products useful for people

985 is Krastsvetmetrsquos share in the Russian market of platinum metals processing Russian Leading Golden Jewelry Manufacturer

Quality Management System was certified for the quality standards ISO 90012000

Mission statement and visionary

Mission- Our goal is to be a model business and management for Russian companies The shareholders profits and employees incomes mutually beneficial collaboration with our suppliers and satisfying the customers current needs ndash all these tasks are equally important for us

Vision To become leading jewelry company in the Eastern Europe and Asia

Promotion

Mass media ( advertisement in newspaper TV etchellip

Jewelry exhibitions

Charity

Sponsor of a lot of Russian football teams

Product

Wide ranged choice of jewelry and products from precious metals

Diamonds Platinum Gold Silver Jewelry with coloured precious stones Gentlemens articles Souveniers and Interior Children gifts tableserving articles tradition Table-serving articles classic

Place

Russia and CIS (Krasnoyarsk Minsk Moscow St Petersburg)

Available to buy on-line

B2C commerce

ldquoInstant delivery ldquo to any region

Price

Target audience upper class

Minimum 5000 RS

Maximum unlimited

Policy of the company

The policy of JSC Krastsvetmet in quality is satisfying expectations of the following parties concerned

consumers ndash for quality assortment and the deadline of the rendered services and produced output shareholders ndash for making stable profitthe companyrsquos employees ndash for being provided with social guarantees work motivation and training system development social environment ndash for timely taxes disbursement and ecological and industrial risks decrease

Positioning

They position their product as a symbol of a status in society creating product which emphasize your position in society

Developed customer care

TATA JEWELLERY(Jewellery is not a product but a piece of art and shopping for

jewellery is an exalting experience)

TATA GROUP

Tata Industries has interests in steel automobiles information technology communication power tea and hotels The Tata Group has operations in more than 85 countries across six

continents and its companies export products and services to over 80 nations

Tata Jewellery comprises of- Tanishq and Gold Plus

TANISHQbull Ta-Tata and nishk-gold coinbull Started in 1995bull Vision To be the most desirable brand for Indian womenbull Mission

We will continuously create wealth for all our stakeholders by transferring the jewellery business and by being gold standard in jewellery design shopping experience and ethical practicesbull Jacob Kurien ndash CEO

Products-BrandsFor women1)Colors of Royalty2)Moham3)Wedding Collection4)Zoya5)Diamond Collection

For MenCuff-links Bracelets chains and kadas

Place

bull Tanishq has 104 stores in 71 Indian cities

bullAlso present in the Middle East and in the United States

Promotion-Marketing Strategies

1)Customer Schemes-Durga Pooja Akshaya

Tritiya

2) Category Melas-Limited Period Offers

3)Karat Meter Testing-Jewellery Servicing

4)Television Advertising-Asin

5)Movie Advertising-Jodha Akbar Paheli

Gold Plus

bullLNatarajan is the head of the companybullMass Market Jewellery Brand

ProductbullGold Wedding jewellery marketbullTraditional Designs

Placebull Semi-urban and rural areas

Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2

Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio

COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest

diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company

bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level

bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia

MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully

develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process

bull Visiongtgt To become the worlds leading company in diamond manufacturing

and retailing of branded jewellery lifestyle products and accessories

gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery

GITANJALIrsquoS FIRSTS

bull Introducing the concept of affordable branded diamond studded jewellery in India

bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP

bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory

bull Producing the smallest heart shaped diamond (003 carat)

BUSINESS MAP

5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network

and external use

GITANJALI GEMS

Diamond amp Jewellery

Lifestyle Infrastructure

Diamond Processing

Manufacturing amp Wholesaling

Retail

PRESENCE ACROSS THE VALUE CHAIN

Direct from miners

Rough Distribution

Diamond Polishing

Diamond Distribution

Jewellery Manufacturing

Jewelery Wholesaling Branding

Jewellery Retailing

Shopping Experience

THE ACQUISITION GIANTbull Aim -To be the global retailer

bull The Path Chosen-International Acquisitions and Domestic Consolidations

Some Examples Samuels Lucera Rogers Nakshatra Trinity

BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including

bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs

combined with Indian values

Easy Elegance Diamond jewellery at reasonable prices

Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand

Giantti

BRAND RECALL (Acc To TNS Survey)

PLACES Domestic Presence

bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla

Global presence

bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK

MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon

Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to

capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce

1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group

1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores

Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product

Sales Through exclusive Distributor Network

Sales to Departmental stores and Exclusive Distribution Networks

Sales through Retail Stores owned or managedBy the group

MULTI CHANNEL DISTRIBUTION NETWORK

RELIANCE JEWELS

RELIANCE INDUSTRIES

bullIndias largest private sector company with a turnover of $28 billion as on March2006

bullout of every 4 investors in India one is a reliance shareholder

bullReliance industries features worlds most respective companies on 269th position

bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues

bullThe company has strong cash flow of around Rs 7500 crore

CompetitorsBharat PetroleumIndian OilTata Group

RELIANCE RETAIL

bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity

bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08

G

bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd

bullIt will invest Rs250 billion by 2010-11

bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo

bullRRL established key joint ventures with international partners in apparel optical and office products businesses

bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation

T

bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani

bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery

bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers

bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years

bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present

MAJOR MARKETING STRATEGIES

bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery

bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs

bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country

bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years

bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region

STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group

DISTRIBUTION some of the stores are owned by the company while others are franchised

bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros

bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo

bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said

bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India

PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo

ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo

MAJOR BRANDS

The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry

bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory

bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions

bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)

ROSY BLUE More than diamonds

bull The Group forayed into the international jewellery business in 1888

bull Have units across 15 countries headquartered in Antwerp Belgium

bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa

bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai

bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street

bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds

BRANDS OF ROSY BLUE

ROSIBLU

ORRA

ASTA

ROSIBLU Diamonds transform you

bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA

bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living

bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday

ASTA

bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar

bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates

bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold

ORRA Own a piece of eternity

bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC

bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her

bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India

bull They have attempted to differentiate our product offerings and create new product concepts

SOME OF THEIR COLLECTIONS

bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats

Pricing

bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery

bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally

aims the elite groupbull Targeting traditionally like all jewellery brands orra

also targeted the female population but above de age group of 20

bull Positioning exclusive diamond outlet

PROMOTION

bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition

bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting

bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood

bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA

bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets

PLACE

bull Orra operates in various parts of the world including Asia USA Middle East and Europe

bull They cater to their customers through retail outlets and online transactions

bull They also have various tie-ups with other jewellery outlets to market their brand

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI TANISHQ JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER(in Crores)

7200 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle ampabove

Middle ampabove

Upper middle ampabove

Middle ampabove

Middle ampabove

MARKETING STRATEGY

Events Advertising Customer Schemes

Theme based advertising

Press releases

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73

PEARLS

PRECIOUS GEMS

PLACE

bull They have branches in India Middle East and Europe

POSITIONING AND PRICING

Affordable and adorableOrnamenting your emotions

Starts at attractive prices

PROMOTION

bull Kerala quest was be conducted live to an audience in nine cities worldwide the launch on 23rd January 2009 in Dubai

bull The Joy Alukkas Global Souk offers fun excitement and a shopping experience

bull Oman Air welcomes Joy Alukkas as its newest partner in the Sindbad Frequent Flyer Programme

PROMOTION

bull Entry into hypermarket - Lulu Hypermarket Sohar

bull Announced a mega initiative for its valued customers to win 10 BMW sedans across the Middle East and India

bull Entered the realm of themed malls with Wedding Centres

ldquoWe make precious metals available and useful for peoplerdquo

Company profile

JSC Krastsvetmet ranks among the world leaders of precious metals industry

Turning precious metals into products useful for people

985 is Krastsvetmetrsquos share in the Russian market of platinum metals processing Russian Leading Golden Jewelry Manufacturer

Quality Management System was certified for the quality standards ISO 90012000

Mission statement and visionary

Mission- Our goal is to be a model business and management for Russian companies The shareholders profits and employees incomes mutually beneficial collaboration with our suppliers and satisfying the customers current needs ndash all these tasks are equally important for us

Vision To become leading jewelry company in the Eastern Europe and Asia

Promotion

Mass media ( advertisement in newspaper TV etchellip

Jewelry exhibitions

Charity

Sponsor of a lot of Russian football teams

Product

Wide ranged choice of jewelry and products from precious metals

Diamonds Platinum Gold Silver Jewelry with coloured precious stones Gentlemens articles Souveniers and Interior Children gifts tableserving articles tradition Table-serving articles classic

Place

Russia and CIS (Krasnoyarsk Minsk Moscow St Petersburg)

Available to buy on-line

B2C commerce

ldquoInstant delivery ldquo to any region

Price

Target audience upper class

Minimum 5000 RS

Maximum unlimited

Policy of the company

The policy of JSC Krastsvetmet in quality is satisfying expectations of the following parties concerned

consumers ndash for quality assortment and the deadline of the rendered services and produced output shareholders ndash for making stable profitthe companyrsquos employees ndash for being provided with social guarantees work motivation and training system development social environment ndash for timely taxes disbursement and ecological and industrial risks decrease

Positioning

They position their product as a symbol of a status in society creating product which emphasize your position in society

Developed customer care

TATA JEWELLERY(Jewellery is not a product but a piece of art and shopping for

jewellery is an exalting experience)

TATA GROUP

Tata Industries has interests in steel automobiles information technology communication power tea and hotels The Tata Group has operations in more than 85 countries across six

continents and its companies export products and services to over 80 nations

Tata Jewellery comprises of- Tanishq and Gold Plus

TANISHQbull Ta-Tata and nishk-gold coinbull Started in 1995bull Vision To be the most desirable brand for Indian womenbull Mission

We will continuously create wealth for all our stakeholders by transferring the jewellery business and by being gold standard in jewellery design shopping experience and ethical practicesbull Jacob Kurien ndash CEO

Products-BrandsFor women1)Colors of Royalty2)Moham3)Wedding Collection4)Zoya5)Diamond Collection

For MenCuff-links Bracelets chains and kadas

Place

bull Tanishq has 104 stores in 71 Indian cities

bullAlso present in the Middle East and in the United States

Promotion-Marketing Strategies

1)Customer Schemes-Durga Pooja Akshaya

Tritiya

2) Category Melas-Limited Period Offers

3)Karat Meter Testing-Jewellery Servicing

4)Television Advertising-Asin

5)Movie Advertising-Jodha Akbar Paheli

Gold Plus

bullLNatarajan is the head of the companybullMass Market Jewellery Brand

ProductbullGold Wedding jewellery marketbullTraditional Designs

Placebull Semi-urban and rural areas

Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2

Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio

COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest

diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company

bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level

bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia

MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully

develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process

bull Visiongtgt To become the worlds leading company in diamond manufacturing

and retailing of branded jewellery lifestyle products and accessories

gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery

GITANJALIrsquoS FIRSTS

bull Introducing the concept of affordable branded diamond studded jewellery in India

bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP

bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory

bull Producing the smallest heart shaped diamond (003 carat)

BUSINESS MAP

5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network

and external use

GITANJALI GEMS

Diamond amp Jewellery

Lifestyle Infrastructure

Diamond Processing

Manufacturing amp Wholesaling

Retail

PRESENCE ACROSS THE VALUE CHAIN

Direct from miners

Rough Distribution

Diamond Polishing

Diamond Distribution

Jewellery Manufacturing

Jewelery Wholesaling Branding

Jewellery Retailing

Shopping Experience

THE ACQUISITION GIANTbull Aim -To be the global retailer

bull The Path Chosen-International Acquisitions and Domestic Consolidations

Some Examples Samuels Lucera Rogers Nakshatra Trinity

BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including

bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs

combined with Indian values

Easy Elegance Diamond jewellery at reasonable prices

Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand

Giantti

BRAND RECALL (Acc To TNS Survey)

PLACES Domestic Presence

bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla

Global presence

bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK

MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon

Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to

capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce

1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group

1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores

Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product

Sales Through exclusive Distributor Network

Sales to Departmental stores and Exclusive Distribution Networks

Sales through Retail Stores owned or managedBy the group

MULTI CHANNEL DISTRIBUTION NETWORK

RELIANCE JEWELS

RELIANCE INDUSTRIES

bullIndias largest private sector company with a turnover of $28 billion as on March2006

bullout of every 4 investors in India one is a reliance shareholder

bullReliance industries features worlds most respective companies on 269th position

bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues

bullThe company has strong cash flow of around Rs 7500 crore

CompetitorsBharat PetroleumIndian OilTata Group

RELIANCE RETAIL

bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity

bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08

G

bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd

bullIt will invest Rs250 billion by 2010-11

bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo

bullRRL established key joint ventures with international partners in apparel optical and office products businesses

bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation

T

bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani

bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery

bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers

bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years

bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present

MAJOR MARKETING STRATEGIES

bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery

bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs

bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country

bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years

bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region

STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group

DISTRIBUTION some of the stores are owned by the company while others are franchised

bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros

bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo

bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said

bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India

PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo

ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo

MAJOR BRANDS

The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry

bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory

bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions

bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)

ROSY BLUE More than diamonds

bull The Group forayed into the international jewellery business in 1888

bull Have units across 15 countries headquartered in Antwerp Belgium

bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa

bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai

bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street

bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds

BRANDS OF ROSY BLUE

ROSIBLU

ORRA

ASTA

ROSIBLU Diamonds transform you

bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA

bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living

bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday

ASTA

bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar

bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates

bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold

ORRA Own a piece of eternity

bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC

bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her

bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India

bull They have attempted to differentiate our product offerings and create new product concepts

SOME OF THEIR COLLECTIONS

bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats

Pricing

bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery

bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally

aims the elite groupbull Targeting traditionally like all jewellery brands orra

also targeted the female population but above de age group of 20

bull Positioning exclusive diamond outlet

PROMOTION

bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition

bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting

bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood

bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA

bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets

PLACE

bull Orra operates in various parts of the world including Asia USA Middle East and Europe

bull They cater to their customers through retail outlets and online transactions

bull They also have various tie-ups with other jewellery outlets to market their brand

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI TANISHQ JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER(in Crores)

7200 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle ampabove

Middle ampabove

Upper middle ampabove

Middle ampabove

Middle ampabove

MARKETING STRATEGY

Events Advertising Customer Schemes

Theme based advertising

Press releases

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73

PRECIOUS GEMS

PLACE

bull They have branches in India Middle East and Europe

POSITIONING AND PRICING

Affordable and adorableOrnamenting your emotions

Starts at attractive prices

PROMOTION

bull Kerala quest was be conducted live to an audience in nine cities worldwide the launch on 23rd January 2009 in Dubai

bull The Joy Alukkas Global Souk offers fun excitement and a shopping experience

bull Oman Air welcomes Joy Alukkas as its newest partner in the Sindbad Frequent Flyer Programme

PROMOTION

bull Entry into hypermarket - Lulu Hypermarket Sohar

bull Announced a mega initiative for its valued customers to win 10 BMW sedans across the Middle East and India

bull Entered the realm of themed malls with Wedding Centres

ldquoWe make precious metals available and useful for peoplerdquo

Company profile

JSC Krastsvetmet ranks among the world leaders of precious metals industry

Turning precious metals into products useful for people

985 is Krastsvetmetrsquos share in the Russian market of platinum metals processing Russian Leading Golden Jewelry Manufacturer

Quality Management System was certified for the quality standards ISO 90012000

Mission statement and visionary

Mission- Our goal is to be a model business and management for Russian companies The shareholders profits and employees incomes mutually beneficial collaboration with our suppliers and satisfying the customers current needs ndash all these tasks are equally important for us

Vision To become leading jewelry company in the Eastern Europe and Asia

Promotion

Mass media ( advertisement in newspaper TV etchellip

Jewelry exhibitions

Charity

Sponsor of a lot of Russian football teams

Product

Wide ranged choice of jewelry and products from precious metals

Diamonds Platinum Gold Silver Jewelry with coloured precious stones Gentlemens articles Souveniers and Interior Children gifts tableserving articles tradition Table-serving articles classic

Place

Russia and CIS (Krasnoyarsk Minsk Moscow St Petersburg)

Available to buy on-line

B2C commerce

ldquoInstant delivery ldquo to any region

Price

Target audience upper class

Minimum 5000 RS

Maximum unlimited

Policy of the company

The policy of JSC Krastsvetmet in quality is satisfying expectations of the following parties concerned

consumers ndash for quality assortment and the deadline of the rendered services and produced output shareholders ndash for making stable profitthe companyrsquos employees ndash for being provided with social guarantees work motivation and training system development social environment ndash for timely taxes disbursement and ecological and industrial risks decrease

Positioning

They position their product as a symbol of a status in society creating product which emphasize your position in society

Developed customer care

TATA JEWELLERY(Jewellery is not a product but a piece of art and shopping for

jewellery is an exalting experience)

TATA GROUP

Tata Industries has interests in steel automobiles information technology communication power tea and hotels The Tata Group has operations in more than 85 countries across six

continents and its companies export products and services to over 80 nations

Tata Jewellery comprises of- Tanishq and Gold Plus

TANISHQbull Ta-Tata and nishk-gold coinbull Started in 1995bull Vision To be the most desirable brand for Indian womenbull Mission

We will continuously create wealth for all our stakeholders by transferring the jewellery business and by being gold standard in jewellery design shopping experience and ethical practicesbull Jacob Kurien ndash CEO

Products-BrandsFor women1)Colors of Royalty2)Moham3)Wedding Collection4)Zoya5)Diamond Collection

For MenCuff-links Bracelets chains and kadas

Place

bull Tanishq has 104 stores in 71 Indian cities

bullAlso present in the Middle East and in the United States

Promotion-Marketing Strategies

1)Customer Schemes-Durga Pooja Akshaya

Tritiya

2) Category Melas-Limited Period Offers

3)Karat Meter Testing-Jewellery Servicing

4)Television Advertising-Asin

5)Movie Advertising-Jodha Akbar Paheli

Gold Plus

bullLNatarajan is the head of the companybullMass Market Jewellery Brand

ProductbullGold Wedding jewellery marketbullTraditional Designs

Placebull Semi-urban and rural areas

Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2

Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio

COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest

diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company

bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level

bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia

MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully

develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process

bull Visiongtgt To become the worlds leading company in diamond manufacturing

and retailing of branded jewellery lifestyle products and accessories

gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery

GITANJALIrsquoS FIRSTS

bull Introducing the concept of affordable branded diamond studded jewellery in India

bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP

bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory

bull Producing the smallest heart shaped diamond (003 carat)

BUSINESS MAP

5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network

and external use

GITANJALI GEMS

Diamond amp Jewellery

Lifestyle Infrastructure

Diamond Processing

Manufacturing amp Wholesaling

Retail

PRESENCE ACROSS THE VALUE CHAIN

Direct from miners

Rough Distribution

Diamond Polishing

Diamond Distribution

Jewellery Manufacturing

Jewelery Wholesaling Branding

Jewellery Retailing

Shopping Experience

THE ACQUISITION GIANTbull Aim -To be the global retailer

bull The Path Chosen-International Acquisitions and Domestic Consolidations

Some Examples Samuels Lucera Rogers Nakshatra Trinity

BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including

bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs

combined with Indian values

Easy Elegance Diamond jewellery at reasonable prices

Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand

Giantti

BRAND RECALL (Acc To TNS Survey)

PLACES Domestic Presence

bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla

Global presence

bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK

MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon

Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to

capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce

1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group

1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores

Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product

Sales Through exclusive Distributor Network

Sales to Departmental stores and Exclusive Distribution Networks

Sales through Retail Stores owned or managedBy the group

MULTI CHANNEL DISTRIBUTION NETWORK

RELIANCE JEWELS

RELIANCE INDUSTRIES

bullIndias largest private sector company with a turnover of $28 billion as on March2006

bullout of every 4 investors in India one is a reliance shareholder

bullReliance industries features worlds most respective companies on 269th position

bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues

bullThe company has strong cash flow of around Rs 7500 crore

CompetitorsBharat PetroleumIndian OilTata Group

RELIANCE RETAIL

bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity

bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08

G

bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd

bullIt will invest Rs250 billion by 2010-11

bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo

bullRRL established key joint ventures with international partners in apparel optical and office products businesses

bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation

T

bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani

bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery

bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers

bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years

bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present

MAJOR MARKETING STRATEGIES

bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery

bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs

bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country

bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years

bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region

STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group

DISTRIBUTION some of the stores are owned by the company while others are franchised

bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros

bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo

bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said

bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India

PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo

ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo

MAJOR BRANDS

The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry

bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory

bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions

bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)

ROSY BLUE More than diamonds

bull The Group forayed into the international jewellery business in 1888

bull Have units across 15 countries headquartered in Antwerp Belgium

bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa

bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai

bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street

bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds

BRANDS OF ROSY BLUE

ROSIBLU

ORRA

ASTA

ROSIBLU Diamonds transform you

bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA

bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living

bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday

ASTA

bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar

bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates

bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold

ORRA Own a piece of eternity

bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC

bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her

bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India

bull They have attempted to differentiate our product offerings and create new product concepts

SOME OF THEIR COLLECTIONS

bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats

Pricing

bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery

bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally

aims the elite groupbull Targeting traditionally like all jewellery brands orra

also targeted the female population but above de age group of 20

bull Positioning exclusive diamond outlet

PROMOTION

bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition

bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting

bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood

bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA

bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets

PLACE

bull Orra operates in various parts of the world including Asia USA Middle East and Europe

bull They cater to their customers through retail outlets and online transactions

bull They also have various tie-ups with other jewellery outlets to market their brand

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI TANISHQ JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER(in Crores)

7200 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle ampabove

Middle ampabove

Upper middle ampabove

Middle ampabove

Middle ampabove

MARKETING STRATEGY

Events Advertising Customer Schemes

Theme based advertising

Press releases

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73

PLACE

bull They have branches in India Middle East and Europe

POSITIONING AND PRICING

Affordable and adorableOrnamenting your emotions

Starts at attractive prices

PROMOTION

bull Kerala quest was be conducted live to an audience in nine cities worldwide the launch on 23rd January 2009 in Dubai

bull The Joy Alukkas Global Souk offers fun excitement and a shopping experience

bull Oman Air welcomes Joy Alukkas as its newest partner in the Sindbad Frequent Flyer Programme

PROMOTION

bull Entry into hypermarket - Lulu Hypermarket Sohar

bull Announced a mega initiative for its valued customers to win 10 BMW sedans across the Middle East and India

bull Entered the realm of themed malls with Wedding Centres

ldquoWe make precious metals available and useful for peoplerdquo

Company profile

JSC Krastsvetmet ranks among the world leaders of precious metals industry

Turning precious metals into products useful for people

985 is Krastsvetmetrsquos share in the Russian market of platinum metals processing Russian Leading Golden Jewelry Manufacturer

Quality Management System was certified for the quality standards ISO 90012000

Mission statement and visionary

Mission- Our goal is to be a model business and management for Russian companies The shareholders profits and employees incomes mutually beneficial collaboration with our suppliers and satisfying the customers current needs ndash all these tasks are equally important for us

Vision To become leading jewelry company in the Eastern Europe and Asia

Promotion

Mass media ( advertisement in newspaper TV etchellip

Jewelry exhibitions

Charity

Sponsor of a lot of Russian football teams

Product

Wide ranged choice of jewelry and products from precious metals

Diamonds Platinum Gold Silver Jewelry with coloured precious stones Gentlemens articles Souveniers and Interior Children gifts tableserving articles tradition Table-serving articles classic

Place

Russia and CIS (Krasnoyarsk Minsk Moscow St Petersburg)

Available to buy on-line

B2C commerce

ldquoInstant delivery ldquo to any region

Price

Target audience upper class

Minimum 5000 RS

Maximum unlimited

Policy of the company

The policy of JSC Krastsvetmet in quality is satisfying expectations of the following parties concerned

consumers ndash for quality assortment and the deadline of the rendered services and produced output shareholders ndash for making stable profitthe companyrsquos employees ndash for being provided with social guarantees work motivation and training system development social environment ndash for timely taxes disbursement and ecological and industrial risks decrease

Positioning

They position their product as a symbol of a status in society creating product which emphasize your position in society

Developed customer care

TATA JEWELLERY(Jewellery is not a product but a piece of art and shopping for

jewellery is an exalting experience)

TATA GROUP

Tata Industries has interests in steel automobiles information technology communication power tea and hotels The Tata Group has operations in more than 85 countries across six

continents and its companies export products and services to over 80 nations

Tata Jewellery comprises of- Tanishq and Gold Plus

TANISHQbull Ta-Tata and nishk-gold coinbull Started in 1995bull Vision To be the most desirable brand for Indian womenbull Mission

We will continuously create wealth for all our stakeholders by transferring the jewellery business and by being gold standard in jewellery design shopping experience and ethical practicesbull Jacob Kurien ndash CEO

Products-BrandsFor women1)Colors of Royalty2)Moham3)Wedding Collection4)Zoya5)Diamond Collection

For MenCuff-links Bracelets chains and kadas

Place

bull Tanishq has 104 stores in 71 Indian cities

bullAlso present in the Middle East and in the United States

Promotion-Marketing Strategies

1)Customer Schemes-Durga Pooja Akshaya

Tritiya

2) Category Melas-Limited Period Offers

3)Karat Meter Testing-Jewellery Servicing

4)Television Advertising-Asin

5)Movie Advertising-Jodha Akbar Paheli

Gold Plus

bullLNatarajan is the head of the companybullMass Market Jewellery Brand

ProductbullGold Wedding jewellery marketbullTraditional Designs

Placebull Semi-urban and rural areas

Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2

Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio

COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest

diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company

bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level

bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia

MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully

develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process

bull Visiongtgt To become the worlds leading company in diamond manufacturing

and retailing of branded jewellery lifestyle products and accessories

gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery

GITANJALIrsquoS FIRSTS

bull Introducing the concept of affordable branded diamond studded jewellery in India

bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP

bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory

bull Producing the smallest heart shaped diamond (003 carat)

BUSINESS MAP

5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network

and external use

GITANJALI GEMS

Diamond amp Jewellery

Lifestyle Infrastructure

Diamond Processing

Manufacturing amp Wholesaling

Retail

PRESENCE ACROSS THE VALUE CHAIN

Direct from miners

Rough Distribution

Diamond Polishing

Diamond Distribution

Jewellery Manufacturing

Jewelery Wholesaling Branding

Jewellery Retailing

Shopping Experience

THE ACQUISITION GIANTbull Aim -To be the global retailer

bull The Path Chosen-International Acquisitions and Domestic Consolidations

Some Examples Samuels Lucera Rogers Nakshatra Trinity

BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including

bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs

combined with Indian values

Easy Elegance Diamond jewellery at reasonable prices

Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand

Giantti

BRAND RECALL (Acc To TNS Survey)

PLACES Domestic Presence

bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla

Global presence

bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK

MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon

Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to

capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce

1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group

1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores

Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product

Sales Through exclusive Distributor Network

Sales to Departmental stores and Exclusive Distribution Networks

Sales through Retail Stores owned or managedBy the group

MULTI CHANNEL DISTRIBUTION NETWORK

RELIANCE JEWELS

RELIANCE INDUSTRIES

bullIndias largest private sector company with a turnover of $28 billion as on March2006

bullout of every 4 investors in India one is a reliance shareholder

bullReliance industries features worlds most respective companies on 269th position

bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues

bullThe company has strong cash flow of around Rs 7500 crore

CompetitorsBharat PetroleumIndian OilTata Group

RELIANCE RETAIL

bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity

bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08

G

bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd

bullIt will invest Rs250 billion by 2010-11

bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo

bullRRL established key joint ventures with international partners in apparel optical and office products businesses

bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation

T

bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani

bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery

bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers

bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years

bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present

MAJOR MARKETING STRATEGIES

bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery

bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs

bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country

bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years

bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region

STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group

DISTRIBUTION some of the stores are owned by the company while others are franchised

bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros

bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo

bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said

bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India

PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo

ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo

MAJOR BRANDS

The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry

bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory

bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions

bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)

ROSY BLUE More than diamonds

bull The Group forayed into the international jewellery business in 1888

bull Have units across 15 countries headquartered in Antwerp Belgium

bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa

bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai

bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street

bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds

BRANDS OF ROSY BLUE

ROSIBLU

ORRA

ASTA

ROSIBLU Diamonds transform you

bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA

bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living

bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday

ASTA

bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar

bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates

bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold

ORRA Own a piece of eternity

bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC

bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her

bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India

bull They have attempted to differentiate our product offerings and create new product concepts

SOME OF THEIR COLLECTIONS

bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats

Pricing

bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery

bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally

aims the elite groupbull Targeting traditionally like all jewellery brands orra

also targeted the female population but above de age group of 20

bull Positioning exclusive diamond outlet

PROMOTION

bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition

bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting

bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood

bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA

bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets

PLACE

bull Orra operates in various parts of the world including Asia USA Middle East and Europe

bull They cater to their customers through retail outlets and online transactions

bull They also have various tie-ups with other jewellery outlets to market their brand

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI TANISHQ JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER(in Crores)

7200 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle ampabove

Middle ampabove

Upper middle ampabove

Middle ampabove

Middle ampabove

MARKETING STRATEGY

Events Advertising Customer Schemes

Theme based advertising

Press releases

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73

POSITIONING AND PRICING

Affordable and adorableOrnamenting your emotions

Starts at attractive prices

PROMOTION

bull Kerala quest was be conducted live to an audience in nine cities worldwide the launch on 23rd January 2009 in Dubai

bull The Joy Alukkas Global Souk offers fun excitement and a shopping experience

bull Oman Air welcomes Joy Alukkas as its newest partner in the Sindbad Frequent Flyer Programme

PROMOTION

bull Entry into hypermarket - Lulu Hypermarket Sohar

bull Announced a mega initiative for its valued customers to win 10 BMW sedans across the Middle East and India

bull Entered the realm of themed malls with Wedding Centres

ldquoWe make precious metals available and useful for peoplerdquo

Company profile

JSC Krastsvetmet ranks among the world leaders of precious metals industry

Turning precious metals into products useful for people

985 is Krastsvetmetrsquos share in the Russian market of platinum metals processing Russian Leading Golden Jewelry Manufacturer

Quality Management System was certified for the quality standards ISO 90012000

Mission statement and visionary

Mission- Our goal is to be a model business and management for Russian companies The shareholders profits and employees incomes mutually beneficial collaboration with our suppliers and satisfying the customers current needs ndash all these tasks are equally important for us

Vision To become leading jewelry company in the Eastern Europe and Asia

Promotion

Mass media ( advertisement in newspaper TV etchellip

Jewelry exhibitions

Charity

Sponsor of a lot of Russian football teams

Product

Wide ranged choice of jewelry and products from precious metals

Diamonds Platinum Gold Silver Jewelry with coloured precious stones Gentlemens articles Souveniers and Interior Children gifts tableserving articles tradition Table-serving articles classic

Place

Russia and CIS (Krasnoyarsk Minsk Moscow St Petersburg)

Available to buy on-line

B2C commerce

ldquoInstant delivery ldquo to any region

Price

Target audience upper class

Minimum 5000 RS

Maximum unlimited

Policy of the company

The policy of JSC Krastsvetmet in quality is satisfying expectations of the following parties concerned

consumers ndash for quality assortment and the deadline of the rendered services and produced output shareholders ndash for making stable profitthe companyrsquos employees ndash for being provided with social guarantees work motivation and training system development social environment ndash for timely taxes disbursement and ecological and industrial risks decrease

Positioning

They position their product as a symbol of a status in society creating product which emphasize your position in society

Developed customer care

TATA JEWELLERY(Jewellery is not a product but a piece of art and shopping for

jewellery is an exalting experience)

TATA GROUP

Tata Industries has interests in steel automobiles information technology communication power tea and hotels The Tata Group has operations in more than 85 countries across six

continents and its companies export products and services to over 80 nations

Tata Jewellery comprises of- Tanishq and Gold Plus

TANISHQbull Ta-Tata and nishk-gold coinbull Started in 1995bull Vision To be the most desirable brand for Indian womenbull Mission

We will continuously create wealth for all our stakeholders by transferring the jewellery business and by being gold standard in jewellery design shopping experience and ethical practicesbull Jacob Kurien ndash CEO

Products-BrandsFor women1)Colors of Royalty2)Moham3)Wedding Collection4)Zoya5)Diamond Collection

For MenCuff-links Bracelets chains and kadas

Place

bull Tanishq has 104 stores in 71 Indian cities

bullAlso present in the Middle East and in the United States

Promotion-Marketing Strategies

1)Customer Schemes-Durga Pooja Akshaya

Tritiya

2) Category Melas-Limited Period Offers

3)Karat Meter Testing-Jewellery Servicing

4)Television Advertising-Asin

5)Movie Advertising-Jodha Akbar Paheli

Gold Plus

bullLNatarajan is the head of the companybullMass Market Jewellery Brand

ProductbullGold Wedding jewellery marketbullTraditional Designs

Placebull Semi-urban and rural areas

Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2

Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio

COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest

diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company

bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level

bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia

MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully

develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process

bull Visiongtgt To become the worlds leading company in diamond manufacturing

and retailing of branded jewellery lifestyle products and accessories

gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery

GITANJALIrsquoS FIRSTS

bull Introducing the concept of affordable branded diamond studded jewellery in India

bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP

bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory

bull Producing the smallest heart shaped diamond (003 carat)

BUSINESS MAP

5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network

and external use

GITANJALI GEMS

Diamond amp Jewellery

Lifestyle Infrastructure

Diamond Processing

Manufacturing amp Wholesaling

Retail

PRESENCE ACROSS THE VALUE CHAIN

Direct from miners

Rough Distribution

Diamond Polishing

Diamond Distribution

Jewellery Manufacturing

Jewelery Wholesaling Branding

Jewellery Retailing

Shopping Experience

THE ACQUISITION GIANTbull Aim -To be the global retailer

bull The Path Chosen-International Acquisitions and Domestic Consolidations

Some Examples Samuels Lucera Rogers Nakshatra Trinity

BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including

bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs

combined with Indian values

Easy Elegance Diamond jewellery at reasonable prices

Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand

Giantti

BRAND RECALL (Acc To TNS Survey)

PLACES Domestic Presence

bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla

Global presence

bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK

MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon

Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to

capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce

1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group

1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores

Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product

Sales Through exclusive Distributor Network

Sales to Departmental stores and Exclusive Distribution Networks

Sales through Retail Stores owned or managedBy the group

MULTI CHANNEL DISTRIBUTION NETWORK

RELIANCE JEWELS

RELIANCE INDUSTRIES

bullIndias largest private sector company with a turnover of $28 billion as on March2006

bullout of every 4 investors in India one is a reliance shareholder

bullReliance industries features worlds most respective companies on 269th position

bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues

bullThe company has strong cash flow of around Rs 7500 crore

CompetitorsBharat PetroleumIndian OilTata Group

RELIANCE RETAIL

bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity

bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08

G

bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd

bullIt will invest Rs250 billion by 2010-11

bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo

bullRRL established key joint ventures with international partners in apparel optical and office products businesses

bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation

T

bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani

bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery

bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers

bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years

bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present

MAJOR MARKETING STRATEGIES

bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery

bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs

bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country

bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years

bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region

STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group

DISTRIBUTION some of the stores are owned by the company while others are franchised

bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros

bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo

bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said

bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India

PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo

ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo

MAJOR BRANDS

The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry

bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory

bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions

bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)

ROSY BLUE More than diamonds

bull The Group forayed into the international jewellery business in 1888

bull Have units across 15 countries headquartered in Antwerp Belgium

bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa

bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai

bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street

bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds

BRANDS OF ROSY BLUE

ROSIBLU

ORRA

ASTA

ROSIBLU Diamonds transform you

bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA

bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living

bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday

ASTA

bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar

bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates

bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold

ORRA Own a piece of eternity

bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC

bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her

bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India

bull They have attempted to differentiate our product offerings and create new product concepts

SOME OF THEIR COLLECTIONS

bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats

Pricing

bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery

bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally

aims the elite groupbull Targeting traditionally like all jewellery brands orra

also targeted the female population but above de age group of 20

bull Positioning exclusive diamond outlet

PROMOTION

bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition

bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting

bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood

bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA

bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets

PLACE

bull Orra operates in various parts of the world including Asia USA Middle East and Europe

bull They cater to their customers through retail outlets and online transactions

bull They also have various tie-ups with other jewellery outlets to market their brand

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI TANISHQ JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER(in Crores)

7200 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle ampabove

Middle ampabove

Upper middle ampabove

Middle ampabove

Middle ampabove

MARKETING STRATEGY

Events Advertising Customer Schemes

Theme based advertising

Press releases

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73

PROMOTION

bull Kerala quest was be conducted live to an audience in nine cities worldwide the launch on 23rd January 2009 in Dubai

bull The Joy Alukkas Global Souk offers fun excitement and a shopping experience

bull Oman Air welcomes Joy Alukkas as its newest partner in the Sindbad Frequent Flyer Programme

PROMOTION

bull Entry into hypermarket - Lulu Hypermarket Sohar

bull Announced a mega initiative for its valued customers to win 10 BMW sedans across the Middle East and India

bull Entered the realm of themed malls with Wedding Centres

ldquoWe make precious metals available and useful for peoplerdquo

Company profile

JSC Krastsvetmet ranks among the world leaders of precious metals industry

Turning precious metals into products useful for people

985 is Krastsvetmetrsquos share in the Russian market of platinum metals processing Russian Leading Golden Jewelry Manufacturer

Quality Management System was certified for the quality standards ISO 90012000

Mission statement and visionary

Mission- Our goal is to be a model business and management for Russian companies The shareholders profits and employees incomes mutually beneficial collaboration with our suppliers and satisfying the customers current needs ndash all these tasks are equally important for us

Vision To become leading jewelry company in the Eastern Europe and Asia

Promotion

Mass media ( advertisement in newspaper TV etchellip

Jewelry exhibitions

Charity

Sponsor of a lot of Russian football teams

Product

Wide ranged choice of jewelry and products from precious metals

Diamonds Platinum Gold Silver Jewelry with coloured precious stones Gentlemens articles Souveniers and Interior Children gifts tableserving articles tradition Table-serving articles classic

Place

Russia and CIS (Krasnoyarsk Minsk Moscow St Petersburg)

Available to buy on-line

B2C commerce

ldquoInstant delivery ldquo to any region

Price

Target audience upper class

Minimum 5000 RS

Maximum unlimited

Policy of the company

The policy of JSC Krastsvetmet in quality is satisfying expectations of the following parties concerned

consumers ndash for quality assortment and the deadline of the rendered services and produced output shareholders ndash for making stable profitthe companyrsquos employees ndash for being provided with social guarantees work motivation and training system development social environment ndash for timely taxes disbursement and ecological and industrial risks decrease

Positioning

They position their product as a symbol of a status in society creating product which emphasize your position in society

Developed customer care

TATA JEWELLERY(Jewellery is not a product but a piece of art and shopping for

jewellery is an exalting experience)

TATA GROUP

Tata Industries has interests in steel automobiles information technology communication power tea and hotels The Tata Group has operations in more than 85 countries across six

continents and its companies export products and services to over 80 nations

Tata Jewellery comprises of- Tanishq and Gold Plus

TANISHQbull Ta-Tata and nishk-gold coinbull Started in 1995bull Vision To be the most desirable brand for Indian womenbull Mission

We will continuously create wealth for all our stakeholders by transferring the jewellery business and by being gold standard in jewellery design shopping experience and ethical practicesbull Jacob Kurien ndash CEO

Products-BrandsFor women1)Colors of Royalty2)Moham3)Wedding Collection4)Zoya5)Diamond Collection

For MenCuff-links Bracelets chains and kadas

Place

bull Tanishq has 104 stores in 71 Indian cities

bullAlso present in the Middle East and in the United States

Promotion-Marketing Strategies

1)Customer Schemes-Durga Pooja Akshaya

Tritiya

2) Category Melas-Limited Period Offers

3)Karat Meter Testing-Jewellery Servicing

4)Television Advertising-Asin

5)Movie Advertising-Jodha Akbar Paheli

Gold Plus

bullLNatarajan is the head of the companybullMass Market Jewellery Brand

ProductbullGold Wedding jewellery marketbullTraditional Designs

Placebull Semi-urban and rural areas

Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2

Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio

COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest

diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company

bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level

bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia

MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully

develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process

bull Visiongtgt To become the worlds leading company in diamond manufacturing

and retailing of branded jewellery lifestyle products and accessories

gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery

GITANJALIrsquoS FIRSTS

bull Introducing the concept of affordable branded diamond studded jewellery in India

bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP

bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory

bull Producing the smallest heart shaped diamond (003 carat)

BUSINESS MAP

5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network

and external use

GITANJALI GEMS

Diamond amp Jewellery

Lifestyle Infrastructure

Diamond Processing

Manufacturing amp Wholesaling

Retail

PRESENCE ACROSS THE VALUE CHAIN

Direct from miners

Rough Distribution

Diamond Polishing

Diamond Distribution

Jewellery Manufacturing

Jewelery Wholesaling Branding

Jewellery Retailing

Shopping Experience

THE ACQUISITION GIANTbull Aim -To be the global retailer

bull The Path Chosen-International Acquisitions and Domestic Consolidations

Some Examples Samuels Lucera Rogers Nakshatra Trinity

BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including

bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs

combined with Indian values

Easy Elegance Diamond jewellery at reasonable prices

Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand

Giantti

BRAND RECALL (Acc To TNS Survey)

PLACES Domestic Presence

bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla

Global presence

bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK

MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon

Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to

capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce

1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group

1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores

Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product

Sales Through exclusive Distributor Network

Sales to Departmental stores and Exclusive Distribution Networks

Sales through Retail Stores owned or managedBy the group

MULTI CHANNEL DISTRIBUTION NETWORK

RELIANCE JEWELS

RELIANCE INDUSTRIES

bullIndias largest private sector company with a turnover of $28 billion as on March2006

bullout of every 4 investors in India one is a reliance shareholder

bullReliance industries features worlds most respective companies on 269th position

bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues

bullThe company has strong cash flow of around Rs 7500 crore

CompetitorsBharat PetroleumIndian OilTata Group

RELIANCE RETAIL

bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity

bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08

G

bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd

bullIt will invest Rs250 billion by 2010-11

bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo

bullRRL established key joint ventures with international partners in apparel optical and office products businesses

bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation

T

bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani

bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery

bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers

bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years

bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present

MAJOR MARKETING STRATEGIES

bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery

bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs

bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country

bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years

bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region

STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group

DISTRIBUTION some of the stores are owned by the company while others are franchised

bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros

bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo

bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said

bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India

PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo

ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo

MAJOR BRANDS

The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry

bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory

bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions

bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)

ROSY BLUE More than diamonds

bull The Group forayed into the international jewellery business in 1888

bull Have units across 15 countries headquartered in Antwerp Belgium

bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa

bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai

bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street

bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds

BRANDS OF ROSY BLUE

ROSIBLU

ORRA

ASTA

ROSIBLU Diamonds transform you

bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA

bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living

bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday

ASTA

bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar

bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates

bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold

ORRA Own a piece of eternity

bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC

bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her

bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India

bull They have attempted to differentiate our product offerings and create new product concepts

SOME OF THEIR COLLECTIONS

bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats

Pricing

bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery

bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally

aims the elite groupbull Targeting traditionally like all jewellery brands orra

also targeted the female population but above de age group of 20

bull Positioning exclusive diamond outlet

PROMOTION

bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition

bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting

bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood

bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA

bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets

PLACE

bull Orra operates in various parts of the world including Asia USA Middle East and Europe

bull They cater to their customers through retail outlets and online transactions

bull They also have various tie-ups with other jewellery outlets to market their brand

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI TANISHQ JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER(in Crores)

7200 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle ampabove

Middle ampabove

Upper middle ampabove

Middle ampabove

Middle ampabove

MARKETING STRATEGY

Events Advertising Customer Schemes

Theme based advertising

Press releases

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73

PROMOTION

bull Entry into hypermarket - Lulu Hypermarket Sohar

bull Announced a mega initiative for its valued customers to win 10 BMW sedans across the Middle East and India

bull Entered the realm of themed malls with Wedding Centres

ldquoWe make precious metals available and useful for peoplerdquo

Company profile

JSC Krastsvetmet ranks among the world leaders of precious metals industry

Turning precious metals into products useful for people

985 is Krastsvetmetrsquos share in the Russian market of platinum metals processing Russian Leading Golden Jewelry Manufacturer

Quality Management System was certified for the quality standards ISO 90012000

Mission statement and visionary

Mission- Our goal is to be a model business and management for Russian companies The shareholders profits and employees incomes mutually beneficial collaboration with our suppliers and satisfying the customers current needs ndash all these tasks are equally important for us

Vision To become leading jewelry company in the Eastern Europe and Asia

Promotion

Mass media ( advertisement in newspaper TV etchellip

Jewelry exhibitions

Charity

Sponsor of a lot of Russian football teams

Product

Wide ranged choice of jewelry and products from precious metals

Diamonds Platinum Gold Silver Jewelry with coloured precious stones Gentlemens articles Souveniers and Interior Children gifts tableserving articles tradition Table-serving articles classic

Place

Russia and CIS (Krasnoyarsk Minsk Moscow St Petersburg)

Available to buy on-line

B2C commerce

ldquoInstant delivery ldquo to any region

Price

Target audience upper class

Minimum 5000 RS

Maximum unlimited

Policy of the company

The policy of JSC Krastsvetmet in quality is satisfying expectations of the following parties concerned

consumers ndash for quality assortment and the deadline of the rendered services and produced output shareholders ndash for making stable profitthe companyrsquos employees ndash for being provided with social guarantees work motivation and training system development social environment ndash for timely taxes disbursement and ecological and industrial risks decrease

Positioning

They position their product as a symbol of a status in society creating product which emphasize your position in society

Developed customer care

TATA JEWELLERY(Jewellery is not a product but a piece of art and shopping for

jewellery is an exalting experience)

TATA GROUP

Tata Industries has interests in steel automobiles information technology communication power tea and hotels The Tata Group has operations in more than 85 countries across six

continents and its companies export products and services to over 80 nations

Tata Jewellery comprises of- Tanishq and Gold Plus

TANISHQbull Ta-Tata and nishk-gold coinbull Started in 1995bull Vision To be the most desirable brand for Indian womenbull Mission

We will continuously create wealth for all our stakeholders by transferring the jewellery business and by being gold standard in jewellery design shopping experience and ethical practicesbull Jacob Kurien ndash CEO

Products-BrandsFor women1)Colors of Royalty2)Moham3)Wedding Collection4)Zoya5)Diamond Collection

For MenCuff-links Bracelets chains and kadas

Place

bull Tanishq has 104 stores in 71 Indian cities

bullAlso present in the Middle East and in the United States

Promotion-Marketing Strategies

1)Customer Schemes-Durga Pooja Akshaya

Tritiya

2) Category Melas-Limited Period Offers

3)Karat Meter Testing-Jewellery Servicing

4)Television Advertising-Asin

5)Movie Advertising-Jodha Akbar Paheli

Gold Plus

bullLNatarajan is the head of the companybullMass Market Jewellery Brand

ProductbullGold Wedding jewellery marketbullTraditional Designs

Placebull Semi-urban and rural areas

Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2

Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio

COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest

diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company

bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level

bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia

MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully

develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process

bull Visiongtgt To become the worlds leading company in diamond manufacturing

and retailing of branded jewellery lifestyle products and accessories

gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery

GITANJALIrsquoS FIRSTS

bull Introducing the concept of affordable branded diamond studded jewellery in India

bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP

bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory

bull Producing the smallest heart shaped diamond (003 carat)

BUSINESS MAP

5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network

and external use

GITANJALI GEMS

Diamond amp Jewellery

Lifestyle Infrastructure

Diamond Processing

Manufacturing amp Wholesaling

Retail

PRESENCE ACROSS THE VALUE CHAIN

Direct from miners

Rough Distribution

Diamond Polishing

Diamond Distribution

Jewellery Manufacturing

Jewelery Wholesaling Branding

Jewellery Retailing

Shopping Experience

THE ACQUISITION GIANTbull Aim -To be the global retailer

bull The Path Chosen-International Acquisitions and Domestic Consolidations

Some Examples Samuels Lucera Rogers Nakshatra Trinity

BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including

bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs

combined with Indian values

Easy Elegance Diamond jewellery at reasonable prices

Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand

Giantti

BRAND RECALL (Acc To TNS Survey)

PLACES Domestic Presence

bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla

Global presence

bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK

MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon

Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to

capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce

1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group

1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores

Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product

Sales Through exclusive Distributor Network

Sales to Departmental stores and Exclusive Distribution Networks

Sales through Retail Stores owned or managedBy the group

MULTI CHANNEL DISTRIBUTION NETWORK

RELIANCE JEWELS

RELIANCE INDUSTRIES

bullIndias largest private sector company with a turnover of $28 billion as on March2006

bullout of every 4 investors in India one is a reliance shareholder

bullReliance industries features worlds most respective companies on 269th position

bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues

bullThe company has strong cash flow of around Rs 7500 crore

CompetitorsBharat PetroleumIndian OilTata Group

RELIANCE RETAIL

bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity

bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08

G

bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd

bullIt will invest Rs250 billion by 2010-11

bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo

bullRRL established key joint ventures with international partners in apparel optical and office products businesses

bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation

T

bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani

bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery

bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers

bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years

bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present

MAJOR MARKETING STRATEGIES

bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery

bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs

bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country

bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years

bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region

STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group

DISTRIBUTION some of the stores are owned by the company while others are franchised

bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros

bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo

bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said

bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India

PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo

ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo

MAJOR BRANDS

The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry

bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory

bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions

bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)

ROSY BLUE More than diamonds

bull The Group forayed into the international jewellery business in 1888

bull Have units across 15 countries headquartered in Antwerp Belgium

bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa

bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai

bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street

bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds

BRANDS OF ROSY BLUE

ROSIBLU

ORRA

ASTA

ROSIBLU Diamonds transform you

bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA

bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living

bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday

ASTA

bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar

bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates

bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold

ORRA Own a piece of eternity

bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC

bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her

bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India

bull They have attempted to differentiate our product offerings and create new product concepts

SOME OF THEIR COLLECTIONS

bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats

Pricing

bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery

bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally

aims the elite groupbull Targeting traditionally like all jewellery brands orra

also targeted the female population but above de age group of 20

bull Positioning exclusive diamond outlet

PROMOTION

bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition

bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting

bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood

bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA

bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets

PLACE

bull Orra operates in various parts of the world including Asia USA Middle East and Europe

bull They cater to their customers through retail outlets and online transactions

bull They also have various tie-ups with other jewellery outlets to market their brand

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI TANISHQ JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER(in Crores)

7200 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle ampabove

Middle ampabove

Upper middle ampabove

Middle ampabove

Middle ampabove

MARKETING STRATEGY

Events Advertising Customer Schemes

Theme based advertising

Press releases

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73

ldquoWe make precious metals available and useful for peoplerdquo

Company profile

JSC Krastsvetmet ranks among the world leaders of precious metals industry

Turning precious metals into products useful for people

985 is Krastsvetmetrsquos share in the Russian market of platinum metals processing Russian Leading Golden Jewelry Manufacturer

Quality Management System was certified for the quality standards ISO 90012000

Mission statement and visionary

Mission- Our goal is to be a model business and management for Russian companies The shareholders profits and employees incomes mutually beneficial collaboration with our suppliers and satisfying the customers current needs ndash all these tasks are equally important for us

Vision To become leading jewelry company in the Eastern Europe and Asia

Promotion

Mass media ( advertisement in newspaper TV etchellip

Jewelry exhibitions

Charity

Sponsor of a lot of Russian football teams

Product

Wide ranged choice of jewelry and products from precious metals

Diamonds Platinum Gold Silver Jewelry with coloured precious stones Gentlemens articles Souveniers and Interior Children gifts tableserving articles tradition Table-serving articles classic

Place

Russia and CIS (Krasnoyarsk Minsk Moscow St Petersburg)

Available to buy on-line

B2C commerce

ldquoInstant delivery ldquo to any region

Price

Target audience upper class

Minimum 5000 RS

Maximum unlimited

Policy of the company

The policy of JSC Krastsvetmet in quality is satisfying expectations of the following parties concerned

consumers ndash for quality assortment and the deadline of the rendered services and produced output shareholders ndash for making stable profitthe companyrsquos employees ndash for being provided with social guarantees work motivation and training system development social environment ndash for timely taxes disbursement and ecological and industrial risks decrease

Positioning

They position their product as a symbol of a status in society creating product which emphasize your position in society

Developed customer care

TATA JEWELLERY(Jewellery is not a product but a piece of art and shopping for

jewellery is an exalting experience)

TATA GROUP

Tata Industries has interests in steel automobiles information technology communication power tea and hotels The Tata Group has operations in more than 85 countries across six

continents and its companies export products and services to over 80 nations

Tata Jewellery comprises of- Tanishq and Gold Plus

TANISHQbull Ta-Tata and nishk-gold coinbull Started in 1995bull Vision To be the most desirable brand for Indian womenbull Mission

We will continuously create wealth for all our stakeholders by transferring the jewellery business and by being gold standard in jewellery design shopping experience and ethical practicesbull Jacob Kurien ndash CEO

Products-BrandsFor women1)Colors of Royalty2)Moham3)Wedding Collection4)Zoya5)Diamond Collection

For MenCuff-links Bracelets chains and kadas

Place

bull Tanishq has 104 stores in 71 Indian cities

bullAlso present in the Middle East and in the United States

Promotion-Marketing Strategies

1)Customer Schemes-Durga Pooja Akshaya

Tritiya

2) Category Melas-Limited Period Offers

3)Karat Meter Testing-Jewellery Servicing

4)Television Advertising-Asin

5)Movie Advertising-Jodha Akbar Paheli

Gold Plus

bullLNatarajan is the head of the companybullMass Market Jewellery Brand

ProductbullGold Wedding jewellery marketbullTraditional Designs

Placebull Semi-urban and rural areas

Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2

Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio

COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest

diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company

bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level

bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia

MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully

develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process

bull Visiongtgt To become the worlds leading company in diamond manufacturing

and retailing of branded jewellery lifestyle products and accessories

gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery

GITANJALIrsquoS FIRSTS

bull Introducing the concept of affordable branded diamond studded jewellery in India

bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP

bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory

bull Producing the smallest heart shaped diamond (003 carat)

BUSINESS MAP

5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network

and external use

GITANJALI GEMS

Diamond amp Jewellery

Lifestyle Infrastructure

Diamond Processing

Manufacturing amp Wholesaling

Retail

PRESENCE ACROSS THE VALUE CHAIN

Direct from miners

Rough Distribution

Diamond Polishing

Diamond Distribution

Jewellery Manufacturing

Jewelery Wholesaling Branding

Jewellery Retailing

Shopping Experience

THE ACQUISITION GIANTbull Aim -To be the global retailer

bull The Path Chosen-International Acquisitions and Domestic Consolidations

Some Examples Samuels Lucera Rogers Nakshatra Trinity

BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including

bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs

combined with Indian values

Easy Elegance Diamond jewellery at reasonable prices

Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand

Giantti

BRAND RECALL (Acc To TNS Survey)

PLACES Domestic Presence

bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla

Global presence

bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK

MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon

Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to

capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce

1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group

1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores

Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product

Sales Through exclusive Distributor Network

Sales to Departmental stores and Exclusive Distribution Networks

Sales through Retail Stores owned or managedBy the group

MULTI CHANNEL DISTRIBUTION NETWORK

RELIANCE JEWELS

RELIANCE INDUSTRIES

bullIndias largest private sector company with a turnover of $28 billion as on March2006

bullout of every 4 investors in India one is a reliance shareholder

bullReliance industries features worlds most respective companies on 269th position

bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues

bullThe company has strong cash flow of around Rs 7500 crore

CompetitorsBharat PetroleumIndian OilTata Group

RELIANCE RETAIL

bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity

bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08

G

bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd

bullIt will invest Rs250 billion by 2010-11

bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo

bullRRL established key joint ventures with international partners in apparel optical and office products businesses

bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation

T

bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani

bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery

bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers

bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years

bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present

MAJOR MARKETING STRATEGIES

bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery

bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs

bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country

bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years

bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region

STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group

DISTRIBUTION some of the stores are owned by the company while others are franchised

bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros

bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo

bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said

bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India

PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo

ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo

MAJOR BRANDS

The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry

bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory

bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions

bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)

ROSY BLUE More than diamonds

bull The Group forayed into the international jewellery business in 1888

bull Have units across 15 countries headquartered in Antwerp Belgium

bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa

bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai

bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street

bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds

BRANDS OF ROSY BLUE

ROSIBLU

ORRA

ASTA

ROSIBLU Diamonds transform you

bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA

bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living

bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday

ASTA

bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar

bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates

bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold

ORRA Own a piece of eternity

bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC

bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her

bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India

bull They have attempted to differentiate our product offerings and create new product concepts

SOME OF THEIR COLLECTIONS

bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats

Pricing

bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery

bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally

aims the elite groupbull Targeting traditionally like all jewellery brands orra

also targeted the female population but above de age group of 20

bull Positioning exclusive diamond outlet

PROMOTION

bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition

bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting

bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood

bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA

bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets

PLACE

bull Orra operates in various parts of the world including Asia USA Middle East and Europe

bull They cater to their customers through retail outlets and online transactions

bull They also have various tie-ups with other jewellery outlets to market their brand

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI TANISHQ JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER(in Crores)

7200 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle ampabove

Middle ampabove

Upper middle ampabove

Middle ampabove

Middle ampabove

MARKETING STRATEGY

Events Advertising Customer Schemes

Theme based advertising

Press releases

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73

Company profile

JSC Krastsvetmet ranks among the world leaders of precious metals industry

Turning precious metals into products useful for people

985 is Krastsvetmetrsquos share in the Russian market of platinum metals processing Russian Leading Golden Jewelry Manufacturer

Quality Management System was certified for the quality standards ISO 90012000

Mission statement and visionary

Mission- Our goal is to be a model business and management for Russian companies The shareholders profits and employees incomes mutually beneficial collaboration with our suppliers and satisfying the customers current needs ndash all these tasks are equally important for us

Vision To become leading jewelry company in the Eastern Europe and Asia

Promotion

Mass media ( advertisement in newspaper TV etchellip

Jewelry exhibitions

Charity

Sponsor of a lot of Russian football teams

Product

Wide ranged choice of jewelry and products from precious metals

Diamonds Platinum Gold Silver Jewelry with coloured precious stones Gentlemens articles Souveniers and Interior Children gifts tableserving articles tradition Table-serving articles classic

Place

Russia and CIS (Krasnoyarsk Minsk Moscow St Petersburg)

Available to buy on-line

B2C commerce

ldquoInstant delivery ldquo to any region

Price

Target audience upper class

Minimum 5000 RS

Maximum unlimited

Policy of the company

The policy of JSC Krastsvetmet in quality is satisfying expectations of the following parties concerned

consumers ndash for quality assortment and the deadline of the rendered services and produced output shareholders ndash for making stable profitthe companyrsquos employees ndash for being provided with social guarantees work motivation and training system development social environment ndash for timely taxes disbursement and ecological and industrial risks decrease

Positioning

They position their product as a symbol of a status in society creating product which emphasize your position in society

Developed customer care

TATA JEWELLERY(Jewellery is not a product but a piece of art and shopping for

jewellery is an exalting experience)

TATA GROUP

Tata Industries has interests in steel automobiles information technology communication power tea and hotels The Tata Group has operations in more than 85 countries across six

continents and its companies export products and services to over 80 nations

Tata Jewellery comprises of- Tanishq and Gold Plus

TANISHQbull Ta-Tata and nishk-gold coinbull Started in 1995bull Vision To be the most desirable brand for Indian womenbull Mission

We will continuously create wealth for all our stakeholders by transferring the jewellery business and by being gold standard in jewellery design shopping experience and ethical practicesbull Jacob Kurien ndash CEO

Products-BrandsFor women1)Colors of Royalty2)Moham3)Wedding Collection4)Zoya5)Diamond Collection

For MenCuff-links Bracelets chains and kadas

Place

bull Tanishq has 104 stores in 71 Indian cities

bullAlso present in the Middle East and in the United States

Promotion-Marketing Strategies

1)Customer Schemes-Durga Pooja Akshaya

Tritiya

2) Category Melas-Limited Period Offers

3)Karat Meter Testing-Jewellery Servicing

4)Television Advertising-Asin

5)Movie Advertising-Jodha Akbar Paheli

Gold Plus

bullLNatarajan is the head of the companybullMass Market Jewellery Brand

ProductbullGold Wedding jewellery marketbullTraditional Designs

Placebull Semi-urban and rural areas

Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2

Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio

COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest

diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company

bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level

bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia

MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully

develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process

bull Visiongtgt To become the worlds leading company in diamond manufacturing

and retailing of branded jewellery lifestyle products and accessories

gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery

GITANJALIrsquoS FIRSTS

bull Introducing the concept of affordable branded diamond studded jewellery in India

bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP

bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory

bull Producing the smallest heart shaped diamond (003 carat)

BUSINESS MAP

5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network

and external use

GITANJALI GEMS

Diamond amp Jewellery

Lifestyle Infrastructure

Diamond Processing

Manufacturing amp Wholesaling

Retail

PRESENCE ACROSS THE VALUE CHAIN

Direct from miners

Rough Distribution

Diamond Polishing

Diamond Distribution

Jewellery Manufacturing

Jewelery Wholesaling Branding

Jewellery Retailing

Shopping Experience

THE ACQUISITION GIANTbull Aim -To be the global retailer

bull The Path Chosen-International Acquisitions and Domestic Consolidations

Some Examples Samuels Lucera Rogers Nakshatra Trinity

BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including

bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs

combined with Indian values

Easy Elegance Diamond jewellery at reasonable prices

Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand

Giantti

BRAND RECALL (Acc To TNS Survey)

PLACES Domestic Presence

bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla

Global presence

bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK

MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon

Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to

capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce

1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group

1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores

Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product

Sales Through exclusive Distributor Network

Sales to Departmental stores and Exclusive Distribution Networks

Sales through Retail Stores owned or managedBy the group

MULTI CHANNEL DISTRIBUTION NETWORK

RELIANCE JEWELS

RELIANCE INDUSTRIES

bullIndias largest private sector company with a turnover of $28 billion as on March2006

bullout of every 4 investors in India one is a reliance shareholder

bullReliance industries features worlds most respective companies on 269th position

bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues

bullThe company has strong cash flow of around Rs 7500 crore

CompetitorsBharat PetroleumIndian OilTata Group

RELIANCE RETAIL

bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity

bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08

G

bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd

bullIt will invest Rs250 billion by 2010-11

bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo

bullRRL established key joint ventures with international partners in apparel optical and office products businesses

bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation

T

bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani

bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery

bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers

bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years

bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present

MAJOR MARKETING STRATEGIES

bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery

bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs

bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country

bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years

bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region

STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group

DISTRIBUTION some of the stores are owned by the company while others are franchised

bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros

bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo

bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said

bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India

PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo

ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo

MAJOR BRANDS

The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry

bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory

bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions

bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)

ROSY BLUE More than diamonds

bull The Group forayed into the international jewellery business in 1888

bull Have units across 15 countries headquartered in Antwerp Belgium

bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa

bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai

bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street

bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds

BRANDS OF ROSY BLUE

ROSIBLU

ORRA

ASTA

ROSIBLU Diamonds transform you

bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA

bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living

bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday

ASTA

bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar

bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates

bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold

ORRA Own a piece of eternity

bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC

bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her

bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India

bull They have attempted to differentiate our product offerings and create new product concepts

SOME OF THEIR COLLECTIONS

bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats

Pricing

bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery

bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally

aims the elite groupbull Targeting traditionally like all jewellery brands orra

also targeted the female population but above de age group of 20

bull Positioning exclusive diamond outlet

PROMOTION

bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition

bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting

bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood

bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA

bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets

PLACE

bull Orra operates in various parts of the world including Asia USA Middle East and Europe

bull They cater to their customers through retail outlets and online transactions

bull They also have various tie-ups with other jewellery outlets to market their brand

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI TANISHQ JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER(in Crores)

7200 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle ampabove

Middle ampabove

Upper middle ampabove

Middle ampabove

Middle ampabove

MARKETING STRATEGY

Events Advertising Customer Schemes

Theme based advertising

Press releases

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73

Mission statement and visionary

Mission- Our goal is to be a model business and management for Russian companies The shareholders profits and employees incomes mutually beneficial collaboration with our suppliers and satisfying the customers current needs ndash all these tasks are equally important for us

Vision To become leading jewelry company in the Eastern Europe and Asia

Promotion

Mass media ( advertisement in newspaper TV etchellip

Jewelry exhibitions

Charity

Sponsor of a lot of Russian football teams

Product

Wide ranged choice of jewelry and products from precious metals

Diamonds Platinum Gold Silver Jewelry with coloured precious stones Gentlemens articles Souveniers and Interior Children gifts tableserving articles tradition Table-serving articles classic

Place

Russia and CIS (Krasnoyarsk Minsk Moscow St Petersburg)

Available to buy on-line

B2C commerce

ldquoInstant delivery ldquo to any region

Price

Target audience upper class

Minimum 5000 RS

Maximum unlimited

Policy of the company

The policy of JSC Krastsvetmet in quality is satisfying expectations of the following parties concerned

consumers ndash for quality assortment and the deadline of the rendered services and produced output shareholders ndash for making stable profitthe companyrsquos employees ndash for being provided with social guarantees work motivation and training system development social environment ndash for timely taxes disbursement and ecological and industrial risks decrease

Positioning

They position their product as a symbol of a status in society creating product which emphasize your position in society

Developed customer care

TATA JEWELLERY(Jewellery is not a product but a piece of art and shopping for

jewellery is an exalting experience)

TATA GROUP

Tata Industries has interests in steel automobiles information technology communication power tea and hotels The Tata Group has operations in more than 85 countries across six

continents and its companies export products and services to over 80 nations

Tata Jewellery comprises of- Tanishq and Gold Plus

TANISHQbull Ta-Tata and nishk-gold coinbull Started in 1995bull Vision To be the most desirable brand for Indian womenbull Mission

We will continuously create wealth for all our stakeholders by transferring the jewellery business and by being gold standard in jewellery design shopping experience and ethical practicesbull Jacob Kurien ndash CEO

Products-BrandsFor women1)Colors of Royalty2)Moham3)Wedding Collection4)Zoya5)Diamond Collection

For MenCuff-links Bracelets chains and kadas

Place

bull Tanishq has 104 stores in 71 Indian cities

bullAlso present in the Middle East and in the United States

Promotion-Marketing Strategies

1)Customer Schemes-Durga Pooja Akshaya

Tritiya

2) Category Melas-Limited Period Offers

3)Karat Meter Testing-Jewellery Servicing

4)Television Advertising-Asin

5)Movie Advertising-Jodha Akbar Paheli

Gold Plus

bullLNatarajan is the head of the companybullMass Market Jewellery Brand

ProductbullGold Wedding jewellery marketbullTraditional Designs

Placebull Semi-urban and rural areas

Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2

Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio

COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest

diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company

bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level

bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia

MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully

develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process

bull Visiongtgt To become the worlds leading company in diamond manufacturing

and retailing of branded jewellery lifestyle products and accessories

gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery

GITANJALIrsquoS FIRSTS

bull Introducing the concept of affordable branded diamond studded jewellery in India

bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP

bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory

bull Producing the smallest heart shaped diamond (003 carat)

BUSINESS MAP

5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network

and external use

GITANJALI GEMS

Diamond amp Jewellery

Lifestyle Infrastructure

Diamond Processing

Manufacturing amp Wholesaling

Retail

PRESENCE ACROSS THE VALUE CHAIN

Direct from miners

Rough Distribution

Diamond Polishing

Diamond Distribution

Jewellery Manufacturing

Jewelery Wholesaling Branding

Jewellery Retailing

Shopping Experience

THE ACQUISITION GIANTbull Aim -To be the global retailer

bull The Path Chosen-International Acquisitions and Domestic Consolidations

Some Examples Samuels Lucera Rogers Nakshatra Trinity

BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including

bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs

combined with Indian values

Easy Elegance Diamond jewellery at reasonable prices

Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand

Giantti

BRAND RECALL (Acc To TNS Survey)

PLACES Domestic Presence

bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla

Global presence

bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK

MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon

Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to

capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce

1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group

1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores

Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product

Sales Through exclusive Distributor Network

Sales to Departmental stores and Exclusive Distribution Networks

Sales through Retail Stores owned or managedBy the group

MULTI CHANNEL DISTRIBUTION NETWORK

RELIANCE JEWELS

RELIANCE INDUSTRIES

bullIndias largest private sector company with a turnover of $28 billion as on March2006

bullout of every 4 investors in India one is a reliance shareholder

bullReliance industries features worlds most respective companies on 269th position

bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues

bullThe company has strong cash flow of around Rs 7500 crore

CompetitorsBharat PetroleumIndian OilTata Group

RELIANCE RETAIL

bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity

bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08

G

bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd

bullIt will invest Rs250 billion by 2010-11

bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo

bullRRL established key joint ventures with international partners in apparel optical and office products businesses

bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation

T

bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani

bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery

bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers

bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years

bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present

MAJOR MARKETING STRATEGIES

bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery

bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs

bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country

bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years

bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region

STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group

DISTRIBUTION some of the stores are owned by the company while others are franchised

bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros

bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo

bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said

bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India

PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo

ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo

MAJOR BRANDS

The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry

bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory

bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions

bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)

ROSY BLUE More than diamonds

bull The Group forayed into the international jewellery business in 1888

bull Have units across 15 countries headquartered in Antwerp Belgium

bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa

bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai

bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street

bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds

BRANDS OF ROSY BLUE

ROSIBLU

ORRA

ASTA

ROSIBLU Diamonds transform you

bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA

bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living

bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday

ASTA

bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar

bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates

bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold

ORRA Own a piece of eternity

bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC

bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her

bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India

bull They have attempted to differentiate our product offerings and create new product concepts

SOME OF THEIR COLLECTIONS

bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats

Pricing

bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery

bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally

aims the elite groupbull Targeting traditionally like all jewellery brands orra

also targeted the female population but above de age group of 20

bull Positioning exclusive diamond outlet

PROMOTION

bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition

bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting

bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood

bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA

bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets

PLACE

bull Orra operates in various parts of the world including Asia USA Middle East and Europe

bull They cater to their customers through retail outlets and online transactions

bull They also have various tie-ups with other jewellery outlets to market their brand

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI TANISHQ JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER(in Crores)

7200 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle ampabove

Middle ampabove

Upper middle ampabove

Middle ampabove

Middle ampabove

MARKETING STRATEGY

Events Advertising Customer Schemes

Theme based advertising

Press releases

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73

Promotion

Mass media ( advertisement in newspaper TV etchellip

Jewelry exhibitions

Charity

Sponsor of a lot of Russian football teams

Product

Wide ranged choice of jewelry and products from precious metals

Diamonds Platinum Gold Silver Jewelry with coloured precious stones Gentlemens articles Souveniers and Interior Children gifts tableserving articles tradition Table-serving articles classic

Place

Russia and CIS (Krasnoyarsk Minsk Moscow St Petersburg)

Available to buy on-line

B2C commerce

ldquoInstant delivery ldquo to any region

Price

Target audience upper class

Minimum 5000 RS

Maximum unlimited

Policy of the company

The policy of JSC Krastsvetmet in quality is satisfying expectations of the following parties concerned

consumers ndash for quality assortment and the deadline of the rendered services and produced output shareholders ndash for making stable profitthe companyrsquos employees ndash for being provided with social guarantees work motivation and training system development social environment ndash for timely taxes disbursement and ecological and industrial risks decrease

Positioning

They position their product as a symbol of a status in society creating product which emphasize your position in society

Developed customer care

TATA JEWELLERY(Jewellery is not a product but a piece of art and shopping for

jewellery is an exalting experience)

TATA GROUP

Tata Industries has interests in steel automobiles information technology communication power tea and hotels The Tata Group has operations in more than 85 countries across six

continents and its companies export products and services to over 80 nations

Tata Jewellery comprises of- Tanishq and Gold Plus

TANISHQbull Ta-Tata and nishk-gold coinbull Started in 1995bull Vision To be the most desirable brand for Indian womenbull Mission

We will continuously create wealth for all our stakeholders by transferring the jewellery business and by being gold standard in jewellery design shopping experience and ethical practicesbull Jacob Kurien ndash CEO

Products-BrandsFor women1)Colors of Royalty2)Moham3)Wedding Collection4)Zoya5)Diamond Collection

For MenCuff-links Bracelets chains and kadas

Place

bull Tanishq has 104 stores in 71 Indian cities

bullAlso present in the Middle East and in the United States

Promotion-Marketing Strategies

1)Customer Schemes-Durga Pooja Akshaya

Tritiya

2) Category Melas-Limited Period Offers

3)Karat Meter Testing-Jewellery Servicing

4)Television Advertising-Asin

5)Movie Advertising-Jodha Akbar Paheli

Gold Plus

bullLNatarajan is the head of the companybullMass Market Jewellery Brand

ProductbullGold Wedding jewellery marketbullTraditional Designs

Placebull Semi-urban and rural areas

Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2

Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio

COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest

diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company

bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level

bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia

MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully

develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process

bull Visiongtgt To become the worlds leading company in diamond manufacturing

and retailing of branded jewellery lifestyle products and accessories

gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery

GITANJALIrsquoS FIRSTS

bull Introducing the concept of affordable branded diamond studded jewellery in India

bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP

bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory

bull Producing the smallest heart shaped diamond (003 carat)

BUSINESS MAP

5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network

and external use

GITANJALI GEMS

Diamond amp Jewellery

Lifestyle Infrastructure

Diamond Processing

Manufacturing amp Wholesaling

Retail

PRESENCE ACROSS THE VALUE CHAIN

Direct from miners

Rough Distribution

Diamond Polishing

Diamond Distribution

Jewellery Manufacturing

Jewelery Wholesaling Branding

Jewellery Retailing

Shopping Experience

THE ACQUISITION GIANTbull Aim -To be the global retailer

bull The Path Chosen-International Acquisitions and Domestic Consolidations

Some Examples Samuels Lucera Rogers Nakshatra Trinity

BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including

bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs

combined with Indian values

Easy Elegance Diamond jewellery at reasonable prices

Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand

Giantti

BRAND RECALL (Acc To TNS Survey)

PLACES Domestic Presence

bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla

Global presence

bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK

MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon

Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to

capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce

1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group

1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores

Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product

Sales Through exclusive Distributor Network

Sales to Departmental stores and Exclusive Distribution Networks

Sales through Retail Stores owned or managedBy the group

MULTI CHANNEL DISTRIBUTION NETWORK

RELIANCE JEWELS

RELIANCE INDUSTRIES

bullIndias largest private sector company with a turnover of $28 billion as on March2006

bullout of every 4 investors in India one is a reliance shareholder

bullReliance industries features worlds most respective companies on 269th position

bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues

bullThe company has strong cash flow of around Rs 7500 crore

CompetitorsBharat PetroleumIndian OilTata Group

RELIANCE RETAIL

bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity

bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08

G

bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd

bullIt will invest Rs250 billion by 2010-11

bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo

bullRRL established key joint ventures with international partners in apparel optical and office products businesses

bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation

T

bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani

bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery

bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers

bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years

bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present

MAJOR MARKETING STRATEGIES

bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery

bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs

bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country

bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years

bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region

STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group

DISTRIBUTION some of the stores are owned by the company while others are franchised

bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros

bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo

bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said

bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India

PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo

ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo

MAJOR BRANDS

The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry

bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory

bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions

bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)

ROSY BLUE More than diamonds

bull The Group forayed into the international jewellery business in 1888

bull Have units across 15 countries headquartered in Antwerp Belgium

bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa

bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai

bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street

bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds

BRANDS OF ROSY BLUE

ROSIBLU

ORRA

ASTA

ROSIBLU Diamonds transform you

bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA

bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living

bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday

ASTA

bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar

bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates

bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold

ORRA Own a piece of eternity

bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC

bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her

bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India

bull They have attempted to differentiate our product offerings and create new product concepts

SOME OF THEIR COLLECTIONS

bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats

Pricing

bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery

bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally

aims the elite groupbull Targeting traditionally like all jewellery brands orra

also targeted the female population but above de age group of 20

bull Positioning exclusive diamond outlet

PROMOTION

bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition

bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting

bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood

bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA

bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets

PLACE

bull Orra operates in various parts of the world including Asia USA Middle East and Europe

bull They cater to their customers through retail outlets and online transactions

bull They also have various tie-ups with other jewellery outlets to market their brand

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI TANISHQ JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER(in Crores)

7200 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle ampabove

Middle ampabove

Upper middle ampabove

Middle ampabove

Middle ampabove

MARKETING STRATEGY

Events Advertising Customer Schemes

Theme based advertising

Press releases

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73

Product

Wide ranged choice of jewelry and products from precious metals

Diamonds Platinum Gold Silver Jewelry with coloured precious stones Gentlemens articles Souveniers and Interior Children gifts tableserving articles tradition Table-serving articles classic

Place

Russia and CIS (Krasnoyarsk Minsk Moscow St Petersburg)

Available to buy on-line

B2C commerce

ldquoInstant delivery ldquo to any region

Price

Target audience upper class

Minimum 5000 RS

Maximum unlimited

Policy of the company

The policy of JSC Krastsvetmet in quality is satisfying expectations of the following parties concerned

consumers ndash for quality assortment and the deadline of the rendered services and produced output shareholders ndash for making stable profitthe companyrsquos employees ndash for being provided with social guarantees work motivation and training system development social environment ndash for timely taxes disbursement and ecological and industrial risks decrease

Positioning

They position their product as a symbol of a status in society creating product which emphasize your position in society

Developed customer care

TATA JEWELLERY(Jewellery is not a product but a piece of art and shopping for

jewellery is an exalting experience)

TATA GROUP

Tata Industries has interests in steel automobiles information technology communication power tea and hotels The Tata Group has operations in more than 85 countries across six

continents and its companies export products and services to over 80 nations

Tata Jewellery comprises of- Tanishq and Gold Plus

TANISHQbull Ta-Tata and nishk-gold coinbull Started in 1995bull Vision To be the most desirable brand for Indian womenbull Mission

We will continuously create wealth for all our stakeholders by transferring the jewellery business and by being gold standard in jewellery design shopping experience and ethical practicesbull Jacob Kurien ndash CEO

Products-BrandsFor women1)Colors of Royalty2)Moham3)Wedding Collection4)Zoya5)Diamond Collection

For MenCuff-links Bracelets chains and kadas

Place

bull Tanishq has 104 stores in 71 Indian cities

bullAlso present in the Middle East and in the United States

Promotion-Marketing Strategies

1)Customer Schemes-Durga Pooja Akshaya

Tritiya

2) Category Melas-Limited Period Offers

3)Karat Meter Testing-Jewellery Servicing

4)Television Advertising-Asin

5)Movie Advertising-Jodha Akbar Paheli

Gold Plus

bullLNatarajan is the head of the companybullMass Market Jewellery Brand

ProductbullGold Wedding jewellery marketbullTraditional Designs

Placebull Semi-urban and rural areas

Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2

Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio

COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest

diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company

bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level

bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia

MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully

develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process

bull Visiongtgt To become the worlds leading company in diamond manufacturing

and retailing of branded jewellery lifestyle products and accessories

gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery

GITANJALIrsquoS FIRSTS

bull Introducing the concept of affordable branded diamond studded jewellery in India

bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP

bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory

bull Producing the smallest heart shaped diamond (003 carat)

BUSINESS MAP

5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network

and external use

GITANJALI GEMS

Diamond amp Jewellery

Lifestyle Infrastructure

Diamond Processing

Manufacturing amp Wholesaling

Retail

PRESENCE ACROSS THE VALUE CHAIN

Direct from miners

Rough Distribution

Diamond Polishing

Diamond Distribution

Jewellery Manufacturing

Jewelery Wholesaling Branding

Jewellery Retailing

Shopping Experience

THE ACQUISITION GIANTbull Aim -To be the global retailer

bull The Path Chosen-International Acquisitions and Domestic Consolidations

Some Examples Samuels Lucera Rogers Nakshatra Trinity

BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including

bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs

combined with Indian values

Easy Elegance Diamond jewellery at reasonable prices

Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand

Giantti

BRAND RECALL (Acc To TNS Survey)

PLACES Domestic Presence

bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla

Global presence

bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK

MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon

Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to

capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce

1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group

1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores

Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product

Sales Through exclusive Distributor Network

Sales to Departmental stores and Exclusive Distribution Networks

Sales through Retail Stores owned or managedBy the group

MULTI CHANNEL DISTRIBUTION NETWORK

RELIANCE JEWELS

RELIANCE INDUSTRIES

bullIndias largest private sector company with a turnover of $28 billion as on March2006

bullout of every 4 investors in India one is a reliance shareholder

bullReliance industries features worlds most respective companies on 269th position

bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues

bullThe company has strong cash flow of around Rs 7500 crore

CompetitorsBharat PetroleumIndian OilTata Group

RELIANCE RETAIL

bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity

bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08

G

bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd

bullIt will invest Rs250 billion by 2010-11

bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo

bullRRL established key joint ventures with international partners in apparel optical and office products businesses

bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation

T

bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani

bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery

bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers

bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years

bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present

MAJOR MARKETING STRATEGIES

bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery

bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs

bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country

bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years

bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region

STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group

DISTRIBUTION some of the stores are owned by the company while others are franchised

bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros

bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo

bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said

bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India

PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo

ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo

MAJOR BRANDS

The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry

bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory

bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions

bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)

ROSY BLUE More than diamonds

bull The Group forayed into the international jewellery business in 1888

bull Have units across 15 countries headquartered in Antwerp Belgium

bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa

bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai

bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street

bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds

BRANDS OF ROSY BLUE

ROSIBLU

ORRA

ASTA

ROSIBLU Diamonds transform you

bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA

bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living

bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday

ASTA

bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar

bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates

bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold

ORRA Own a piece of eternity

bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC

bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her

bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India

bull They have attempted to differentiate our product offerings and create new product concepts

SOME OF THEIR COLLECTIONS

bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats

Pricing

bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery

bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally

aims the elite groupbull Targeting traditionally like all jewellery brands orra

also targeted the female population but above de age group of 20

bull Positioning exclusive diamond outlet

PROMOTION

bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition

bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting

bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood

bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA

bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets

PLACE

bull Orra operates in various parts of the world including Asia USA Middle East and Europe

bull They cater to their customers through retail outlets and online transactions

bull They also have various tie-ups with other jewellery outlets to market their brand

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI TANISHQ JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER(in Crores)

7200 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle ampabove

Middle ampabove

Upper middle ampabove

Middle ampabove

Middle ampabove

MARKETING STRATEGY

Events Advertising Customer Schemes

Theme based advertising

Press releases

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73

Place

Russia and CIS (Krasnoyarsk Minsk Moscow St Petersburg)

Available to buy on-line

B2C commerce

ldquoInstant delivery ldquo to any region

Price

Target audience upper class

Minimum 5000 RS

Maximum unlimited

Policy of the company

The policy of JSC Krastsvetmet in quality is satisfying expectations of the following parties concerned

consumers ndash for quality assortment and the deadline of the rendered services and produced output shareholders ndash for making stable profitthe companyrsquos employees ndash for being provided with social guarantees work motivation and training system development social environment ndash for timely taxes disbursement and ecological and industrial risks decrease

Positioning

They position their product as a symbol of a status in society creating product which emphasize your position in society

Developed customer care

TATA JEWELLERY(Jewellery is not a product but a piece of art and shopping for

jewellery is an exalting experience)

TATA GROUP

Tata Industries has interests in steel automobiles information technology communication power tea and hotels The Tata Group has operations in more than 85 countries across six

continents and its companies export products and services to over 80 nations

Tata Jewellery comprises of- Tanishq and Gold Plus

TANISHQbull Ta-Tata and nishk-gold coinbull Started in 1995bull Vision To be the most desirable brand for Indian womenbull Mission

We will continuously create wealth for all our stakeholders by transferring the jewellery business and by being gold standard in jewellery design shopping experience and ethical practicesbull Jacob Kurien ndash CEO

Products-BrandsFor women1)Colors of Royalty2)Moham3)Wedding Collection4)Zoya5)Diamond Collection

For MenCuff-links Bracelets chains and kadas

Place

bull Tanishq has 104 stores in 71 Indian cities

bullAlso present in the Middle East and in the United States

Promotion-Marketing Strategies

1)Customer Schemes-Durga Pooja Akshaya

Tritiya

2) Category Melas-Limited Period Offers

3)Karat Meter Testing-Jewellery Servicing

4)Television Advertising-Asin

5)Movie Advertising-Jodha Akbar Paheli

Gold Plus

bullLNatarajan is the head of the companybullMass Market Jewellery Brand

ProductbullGold Wedding jewellery marketbullTraditional Designs

Placebull Semi-urban and rural areas

Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2

Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio

COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest

diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company

bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level

bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia

MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully

develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process

bull Visiongtgt To become the worlds leading company in diamond manufacturing

and retailing of branded jewellery lifestyle products and accessories

gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery

GITANJALIrsquoS FIRSTS

bull Introducing the concept of affordable branded diamond studded jewellery in India

bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP

bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory

bull Producing the smallest heart shaped diamond (003 carat)

BUSINESS MAP

5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network

and external use

GITANJALI GEMS

Diamond amp Jewellery

Lifestyle Infrastructure

Diamond Processing

Manufacturing amp Wholesaling

Retail

PRESENCE ACROSS THE VALUE CHAIN

Direct from miners

Rough Distribution

Diamond Polishing

Diamond Distribution

Jewellery Manufacturing

Jewelery Wholesaling Branding

Jewellery Retailing

Shopping Experience

THE ACQUISITION GIANTbull Aim -To be the global retailer

bull The Path Chosen-International Acquisitions and Domestic Consolidations

Some Examples Samuels Lucera Rogers Nakshatra Trinity

BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including

bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs

combined with Indian values

Easy Elegance Diamond jewellery at reasonable prices

Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand

Giantti

BRAND RECALL (Acc To TNS Survey)

PLACES Domestic Presence

bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla

Global presence

bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK

MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon

Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to

capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce

1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group

1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores

Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product

Sales Through exclusive Distributor Network

Sales to Departmental stores and Exclusive Distribution Networks

Sales through Retail Stores owned or managedBy the group

MULTI CHANNEL DISTRIBUTION NETWORK

RELIANCE JEWELS

RELIANCE INDUSTRIES

bullIndias largest private sector company with a turnover of $28 billion as on March2006

bullout of every 4 investors in India one is a reliance shareholder

bullReliance industries features worlds most respective companies on 269th position

bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues

bullThe company has strong cash flow of around Rs 7500 crore

CompetitorsBharat PetroleumIndian OilTata Group

RELIANCE RETAIL

bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity

bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08

G

bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd

bullIt will invest Rs250 billion by 2010-11

bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo

bullRRL established key joint ventures with international partners in apparel optical and office products businesses

bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation

T

bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani

bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery

bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers

bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years

bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present

MAJOR MARKETING STRATEGIES

bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery

bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs

bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country

bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years

bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region

STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group

DISTRIBUTION some of the stores are owned by the company while others are franchised

bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros

bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo

bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said

bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India

PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo

ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo

MAJOR BRANDS

The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry

bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory

bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions

bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)

ROSY BLUE More than diamonds

bull The Group forayed into the international jewellery business in 1888

bull Have units across 15 countries headquartered in Antwerp Belgium

bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa

bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai

bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street

bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds

BRANDS OF ROSY BLUE

ROSIBLU

ORRA

ASTA

ROSIBLU Diamonds transform you

bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA

bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living

bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday

ASTA

bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar

bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates

bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold

ORRA Own a piece of eternity

bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC

bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her

bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India

bull They have attempted to differentiate our product offerings and create new product concepts

SOME OF THEIR COLLECTIONS

bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats

Pricing

bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery

bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally

aims the elite groupbull Targeting traditionally like all jewellery brands orra

also targeted the female population but above de age group of 20

bull Positioning exclusive diamond outlet

PROMOTION

bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition

bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting

bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood

bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA

bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets

PLACE

bull Orra operates in various parts of the world including Asia USA Middle East and Europe

bull They cater to their customers through retail outlets and online transactions

bull They also have various tie-ups with other jewellery outlets to market their brand

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI TANISHQ JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER(in Crores)

7200 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle ampabove

Middle ampabove

Upper middle ampabove

Middle ampabove

Middle ampabove

MARKETING STRATEGY

Events Advertising Customer Schemes

Theme based advertising

Press releases

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73

Policy of the company

The policy of JSC Krastsvetmet in quality is satisfying expectations of the following parties concerned

consumers ndash for quality assortment and the deadline of the rendered services and produced output shareholders ndash for making stable profitthe companyrsquos employees ndash for being provided with social guarantees work motivation and training system development social environment ndash for timely taxes disbursement and ecological and industrial risks decrease

Positioning

They position their product as a symbol of a status in society creating product which emphasize your position in society

Developed customer care

TATA JEWELLERY(Jewellery is not a product but a piece of art and shopping for

jewellery is an exalting experience)

TATA GROUP

Tata Industries has interests in steel automobiles information technology communication power tea and hotels The Tata Group has operations in more than 85 countries across six

continents and its companies export products and services to over 80 nations

Tata Jewellery comprises of- Tanishq and Gold Plus

TANISHQbull Ta-Tata and nishk-gold coinbull Started in 1995bull Vision To be the most desirable brand for Indian womenbull Mission

We will continuously create wealth for all our stakeholders by transferring the jewellery business and by being gold standard in jewellery design shopping experience and ethical practicesbull Jacob Kurien ndash CEO

Products-BrandsFor women1)Colors of Royalty2)Moham3)Wedding Collection4)Zoya5)Diamond Collection

For MenCuff-links Bracelets chains and kadas

Place

bull Tanishq has 104 stores in 71 Indian cities

bullAlso present in the Middle East and in the United States

Promotion-Marketing Strategies

1)Customer Schemes-Durga Pooja Akshaya

Tritiya

2) Category Melas-Limited Period Offers

3)Karat Meter Testing-Jewellery Servicing

4)Television Advertising-Asin

5)Movie Advertising-Jodha Akbar Paheli

Gold Plus

bullLNatarajan is the head of the companybullMass Market Jewellery Brand

ProductbullGold Wedding jewellery marketbullTraditional Designs

Placebull Semi-urban and rural areas

Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2

Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio

COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest

diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company

bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level

bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia

MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully

develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process

bull Visiongtgt To become the worlds leading company in diamond manufacturing

and retailing of branded jewellery lifestyle products and accessories

gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery

GITANJALIrsquoS FIRSTS

bull Introducing the concept of affordable branded diamond studded jewellery in India

bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP

bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory

bull Producing the smallest heart shaped diamond (003 carat)

BUSINESS MAP

5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network

and external use

GITANJALI GEMS

Diamond amp Jewellery

Lifestyle Infrastructure

Diamond Processing

Manufacturing amp Wholesaling

Retail

PRESENCE ACROSS THE VALUE CHAIN

Direct from miners

Rough Distribution

Diamond Polishing

Diamond Distribution

Jewellery Manufacturing

Jewelery Wholesaling Branding

Jewellery Retailing

Shopping Experience

THE ACQUISITION GIANTbull Aim -To be the global retailer

bull The Path Chosen-International Acquisitions and Domestic Consolidations

Some Examples Samuels Lucera Rogers Nakshatra Trinity

BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including

bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs

combined with Indian values

Easy Elegance Diamond jewellery at reasonable prices

Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand

Giantti

BRAND RECALL (Acc To TNS Survey)

PLACES Domestic Presence

bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla

Global presence

bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK

MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon

Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to

capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce

1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group

1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores

Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product

Sales Through exclusive Distributor Network

Sales to Departmental stores and Exclusive Distribution Networks

Sales through Retail Stores owned or managedBy the group

MULTI CHANNEL DISTRIBUTION NETWORK

RELIANCE JEWELS

RELIANCE INDUSTRIES

bullIndias largest private sector company with a turnover of $28 billion as on March2006

bullout of every 4 investors in India one is a reliance shareholder

bullReliance industries features worlds most respective companies on 269th position

bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues

bullThe company has strong cash flow of around Rs 7500 crore

CompetitorsBharat PetroleumIndian OilTata Group

RELIANCE RETAIL

bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity

bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08

G

bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd

bullIt will invest Rs250 billion by 2010-11

bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo

bullRRL established key joint ventures with international partners in apparel optical and office products businesses

bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation

T

bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani

bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery

bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers

bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years

bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present

MAJOR MARKETING STRATEGIES

bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery

bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs

bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country

bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years

bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region

STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group

DISTRIBUTION some of the stores are owned by the company while others are franchised

bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros

bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo

bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said

bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India

PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo

ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo

MAJOR BRANDS

The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry

bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory

bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions

bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)

ROSY BLUE More than diamonds

bull The Group forayed into the international jewellery business in 1888

bull Have units across 15 countries headquartered in Antwerp Belgium

bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa

bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai

bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street

bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds

BRANDS OF ROSY BLUE

ROSIBLU

ORRA

ASTA

ROSIBLU Diamonds transform you

bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA

bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living

bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday

ASTA

bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar

bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates

bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold

ORRA Own a piece of eternity

bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC

bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her

bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India

bull They have attempted to differentiate our product offerings and create new product concepts

SOME OF THEIR COLLECTIONS

bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats

Pricing

bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery

bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally

aims the elite groupbull Targeting traditionally like all jewellery brands orra

also targeted the female population but above de age group of 20

bull Positioning exclusive diamond outlet

PROMOTION

bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition

bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting

bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood

bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA

bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets

PLACE

bull Orra operates in various parts of the world including Asia USA Middle East and Europe

bull They cater to their customers through retail outlets and online transactions

bull They also have various tie-ups with other jewellery outlets to market their brand

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI TANISHQ JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER(in Crores)

7200 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle ampabove

Middle ampabove

Upper middle ampabove

Middle ampabove

Middle ampabove

MARKETING STRATEGY

Events Advertising Customer Schemes

Theme based advertising

Press releases

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73

Positioning

They position their product as a symbol of a status in society creating product which emphasize your position in society

Developed customer care

TATA JEWELLERY(Jewellery is not a product but a piece of art and shopping for

jewellery is an exalting experience)

TATA GROUP

Tata Industries has interests in steel automobiles information technology communication power tea and hotels The Tata Group has operations in more than 85 countries across six

continents and its companies export products and services to over 80 nations

Tata Jewellery comprises of- Tanishq and Gold Plus

TANISHQbull Ta-Tata and nishk-gold coinbull Started in 1995bull Vision To be the most desirable brand for Indian womenbull Mission

We will continuously create wealth for all our stakeholders by transferring the jewellery business and by being gold standard in jewellery design shopping experience and ethical practicesbull Jacob Kurien ndash CEO

Products-BrandsFor women1)Colors of Royalty2)Moham3)Wedding Collection4)Zoya5)Diamond Collection

For MenCuff-links Bracelets chains and kadas

Place

bull Tanishq has 104 stores in 71 Indian cities

bullAlso present in the Middle East and in the United States

Promotion-Marketing Strategies

1)Customer Schemes-Durga Pooja Akshaya

Tritiya

2) Category Melas-Limited Period Offers

3)Karat Meter Testing-Jewellery Servicing

4)Television Advertising-Asin

5)Movie Advertising-Jodha Akbar Paheli

Gold Plus

bullLNatarajan is the head of the companybullMass Market Jewellery Brand

ProductbullGold Wedding jewellery marketbullTraditional Designs

Placebull Semi-urban and rural areas

Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2

Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio

COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest

diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company

bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level

bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia

MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully

develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process

bull Visiongtgt To become the worlds leading company in diamond manufacturing

and retailing of branded jewellery lifestyle products and accessories

gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery

GITANJALIrsquoS FIRSTS

bull Introducing the concept of affordable branded diamond studded jewellery in India

bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP

bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory

bull Producing the smallest heart shaped diamond (003 carat)

BUSINESS MAP

5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network

and external use

GITANJALI GEMS

Diamond amp Jewellery

Lifestyle Infrastructure

Diamond Processing

Manufacturing amp Wholesaling

Retail

PRESENCE ACROSS THE VALUE CHAIN

Direct from miners

Rough Distribution

Diamond Polishing

Diamond Distribution

Jewellery Manufacturing

Jewelery Wholesaling Branding

Jewellery Retailing

Shopping Experience

THE ACQUISITION GIANTbull Aim -To be the global retailer

bull The Path Chosen-International Acquisitions and Domestic Consolidations

Some Examples Samuels Lucera Rogers Nakshatra Trinity

BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including

bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs

combined with Indian values

Easy Elegance Diamond jewellery at reasonable prices

Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand

Giantti

BRAND RECALL (Acc To TNS Survey)

PLACES Domestic Presence

bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla

Global presence

bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK

MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon

Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to

capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce

1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group

1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores

Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product

Sales Through exclusive Distributor Network

Sales to Departmental stores and Exclusive Distribution Networks

Sales through Retail Stores owned or managedBy the group

MULTI CHANNEL DISTRIBUTION NETWORK

RELIANCE JEWELS

RELIANCE INDUSTRIES

bullIndias largest private sector company with a turnover of $28 billion as on March2006

bullout of every 4 investors in India one is a reliance shareholder

bullReliance industries features worlds most respective companies on 269th position

bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues

bullThe company has strong cash flow of around Rs 7500 crore

CompetitorsBharat PetroleumIndian OilTata Group

RELIANCE RETAIL

bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity

bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08

G

bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd

bullIt will invest Rs250 billion by 2010-11

bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo

bullRRL established key joint ventures with international partners in apparel optical and office products businesses

bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation

T

bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani

bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery

bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers

bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years

bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present

MAJOR MARKETING STRATEGIES

bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery

bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs

bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country

bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years

bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region

STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group

DISTRIBUTION some of the stores are owned by the company while others are franchised

bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros

bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo

bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said

bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India

PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo

ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo

MAJOR BRANDS

The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry

bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory

bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions

bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)

ROSY BLUE More than diamonds

bull The Group forayed into the international jewellery business in 1888

bull Have units across 15 countries headquartered in Antwerp Belgium

bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa

bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai

bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street

bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds

BRANDS OF ROSY BLUE

ROSIBLU

ORRA

ASTA

ROSIBLU Diamonds transform you

bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA

bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living

bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday

ASTA

bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar

bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates

bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold

ORRA Own a piece of eternity

bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC

bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her

bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India

bull They have attempted to differentiate our product offerings and create new product concepts

SOME OF THEIR COLLECTIONS

bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats

Pricing

bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery

bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally

aims the elite groupbull Targeting traditionally like all jewellery brands orra

also targeted the female population but above de age group of 20

bull Positioning exclusive diamond outlet

PROMOTION

bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition

bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting

bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood

bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA

bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets

PLACE

bull Orra operates in various parts of the world including Asia USA Middle East and Europe

bull They cater to their customers through retail outlets and online transactions

bull They also have various tie-ups with other jewellery outlets to market their brand

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI TANISHQ JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER(in Crores)

7200 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle ampabove

Middle ampabove

Upper middle ampabove

Middle ampabove

Middle ampabove

MARKETING STRATEGY

Events Advertising Customer Schemes

Theme based advertising

Press releases

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73

TATA JEWELLERY(Jewellery is not a product but a piece of art and shopping for

jewellery is an exalting experience)

TATA GROUP

Tata Industries has interests in steel automobiles information technology communication power tea and hotels The Tata Group has operations in more than 85 countries across six

continents and its companies export products and services to over 80 nations

Tata Jewellery comprises of- Tanishq and Gold Plus

TANISHQbull Ta-Tata and nishk-gold coinbull Started in 1995bull Vision To be the most desirable brand for Indian womenbull Mission

We will continuously create wealth for all our stakeholders by transferring the jewellery business and by being gold standard in jewellery design shopping experience and ethical practicesbull Jacob Kurien ndash CEO

Products-BrandsFor women1)Colors of Royalty2)Moham3)Wedding Collection4)Zoya5)Diamond Collection

For MenCuff-links Bracelets chains and kadas

Place

bull Tanishq has 104 stores in 71 Indian cities

bullAlso present in the Middle East and in the United States

Promotion-Marketing Strategies

1)Customer Schemes-Durga Pooja Akshaya

Tritiya

2) Category Melas-Limited Period Offers

3)Karat Meter Testing-Jewellery Servicing

4)Television Advertising-Asin

5)Movie Advertising-Jodha Akbar Paheli

Gold Plus

bullLNatarajan is the head of the companybullMass Market Jewellery Brand

ProductbullGold Wedding jewellery marketbullTraditional Designs

Placebull Semi-urban and rural areas

Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2

Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio

COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest

diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company

bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level

bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia

MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully

develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process

bull Visiongtgt To become the worlds leading company in diamond manufacturing

and retailing of branded jewellery lifestyle products and accessories

gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery

GITANJALIrsquoS FIRSTS

bull Introducing the concept of affordable branded diamond studded jewellery in India

bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP

bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory

bull Producing the smallest heart shaped diamond (003 carat)

BUSINESS MAP

5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network

and external use

GITANJALI GEMS

Diamond amp Jewellery

Lifestyle Infrastructure

Diamond Processing

Manufacturing amp Wholesaling

Retail

PRESENCE ACROSS THE VALUE CHAIN

Direct from miners

Rough Distribution

Diamond Polishing

Diamond Distribution

Jewellery Manufacturing

Jewelery Wholesaling Branding

Jewellery Retailing

Shopping Experience

THE ACQUISITION GIANTbull Aim -To be the global retailer

bull The Path Chosen-International Acquisitions and Domestic Consolidations

Some Examples Samuels Lucera Rogers Nakshatra Trinity

BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including

bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs

combined with Indian values

Easy Elegance Diamond jewellery at reasonable prices

Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand

Giantti

BRAND RECALL (Acc To TNS Survey)

PLACES Domestic Presence

bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla

Global presence

bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK

MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon

Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to

capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce

1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group

1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores

Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product

Sales Through exclusive Distributor Network

Sales to Departmental stores and Exclusive Distribution Networks

Sales through Retail Stores owned or managedBy the group

MULTI CHANNEL DISTRIBUTION NETWORK

RELIANCE JEWELS

RELIANCE INDUSTRIES

bullIndias largest private sector company with a turnover of $28 billion as on March2006

bullout of every 4 investors in India one is a reliance shareholder

bullReliance industries features worlds most respective companies on 269th position

bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues

bullThe company has strong cash flow of around Rs 7500 crore

CompetitorsBharat PetroleumIndian OilTata Group

RELIANCE RETAIL

bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity

bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08

G

bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd

bullIt will invest Rs250 billion by 2010-11

bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo

bullRRL established key joint ventures with international partners in apparel optical and office products businesses

bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation

T

bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani

bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery

bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers

bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years

bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present

MAJOR MARKETING STRATEGIES

bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery

bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs

bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country

bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years

bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region

STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group

DISTRIBUTION some of the stores are owned by the company while others are franchised

bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros

bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo

bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said

bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India

PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo

ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo

MAJOR BRANDS

The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry

bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory

bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions

bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)

ROSY BLUE More than diamonds

bull The Group forayed into the international jewellery business in 1888

bull Have units across 15 countries headquartered in Antwerp Belgium

bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa

bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai

bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street

bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds

BRANDS OF ROSY BLUE

ROSIBLU

ORRA

ASTA

ROSIBLU Diamonds transform you

bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA

bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living

bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday

ASTA

bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar

bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates

bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold

ORRA Own a piece of eternity

bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC

bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her

bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India

bull They have attempted to differentiate our product offerings and create new product concepts

SOME OF THEIR COLLECTIONS

bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats

Pricing

bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery

bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally

aims the elite groupbull Targeting traditionally like all jewellery brands orra

also targeted the female population but above de age group of 20

bull Positioning exclusive diamond outlet

PROMOTION

bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition

bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting

bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood

bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA

bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets

PLACE

bull Orra operates in various parts of the world including Asia USA Middle East and Europe

bull They cater to their customers through retail outlets and online transactions

bull They also have various tie-ups with other jewellery outlets to market their brand

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI TANISHQ JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER(in Crores)

7200 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle ampabove

Middle ampabove

Upper middle ampabove

Middle ampabove

Middle ampabove

MARKETING STRATEGY

Events Advertising Customer Schemes

Theme based advertising

Press releases

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73

TATA GROUP

Tata Industries has interests in steel automobiles information technology communication power tea and hotels The Tata Group has operations in more than 85 countries across six

continents and its companies export products and services to over 80 nations

Tata Jewellery comprises of- Tanishq and Gold Plus

TANISHQbull Ta-Tata and nishk-gold coinbull Started in 1995bull Vision To be the most desirable brand for Indian womenbull Mission

We will continuously create wealth for all our stakeholders by transferring the jewellery business and by being gold standard in jewellery design shopping experience and ethical practicesbull Jacob Kurien ndash CEO

Products-BrandsFor women1)Colors of Royalty2)Moham3)Wedding Collection4)Zoya5)Diamond Collection

For MenCuff-links Bracelets chains and kadas

Place

bull Tanishq has 104 stores in 71 Indian cities

bullAlso present in the Middle East and in the United States

Promotion-Marketing Strategies

1)Customer Schemes-Durga Pooja Akshaya

Tritiya

2) Category Melas-Limited Period Offers

3)Karat Meter Testing-Jewellery Servicing

4)Television Advertising-Asin

5)Movie Advertising-Jodha Akbar Paheli

Gold Plus

bullLNatarajan is the head of the companybullMass Market Jewellery Brand

ProductbullGold Wedding jewellery marketbullTraditional Designs

Placebull Semi-urban and rural areas

Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2

Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio

COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest

diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company

bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level

bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia

MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully

develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process

bull Visiongtgt To become the worlds leading company in diamond manufacturing

and retailing of branded jewellery lifestyle products and accessories

gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery

GITANJALIrsquoS FIRSTS

bull Introducing the concept of affordable branded diamond studded jewellery in India

bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP

bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory

bull Producing the smallest heart shaped diamond (003 carat)

BUSINESS MAP

5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network

and external use

GITANJALI GEMS

Diamond amp Jewellery

Lifestyle Infrastructure

Diamond Processing

Manufacturing amp Wholesaling

Retail

PRESENCE ACROSS THE VALUE CHAIN

Direct from miners

Rough Distribution

Diamond Polishing

Diamond Distribution

Jewellery Manufacturing

Jewelery Wholesaling Branding

Jewellery Retailing

Shopping Experience

THE ACQUISITION GIANTbull Aim -To be the global retailer

bull The Path Chosen-International Acquisitions and Domestic Consolidations

Some Examples Samuels Lucera Rogers Nakshatra Trinity

BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including

bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs

combined with Indian values

Easy Elegance Diamond jewellery at reasonable prices

Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand

Giantti

BRAND RECALL (Acc To TNS Survey)

PLACES Domestic Presence

bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla

Global presence

bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK

MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon

Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to

capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce

1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group

1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores

Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product

Sales Through exclusive Distributor Network

Sales to Departmental stores and Exclusive Distribution Networks

Sales through Retail Stores owned or managedBy the group

MULTI CHANNEL DISTRIBUTION NETWORK

RELIANCE JEWELS

RELIANCE INDUSTRIES

bullIndias largest private sector company with a turnover of $28 billion as on March2006

bullout of every 4 investors in India one is a reliance shareholder

bullReliance industries features worlds most respective companies on 269th position

bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues

bullThe company has strong cash flow of around Rs 7500 crore

CompetitorsBharat PetroleumIndian OilTata Group

RELIANCE RETAIL

bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity

bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08

G

bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd

bullIt will invest Rs250 billion by 2010-11

bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo

bullRRL established key joint ventures with international partners in apparel optical and office products businesses

bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation

T

bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani

bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery

bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers

bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years

bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present

MAJOR MARKETING STRATEGIES

bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery

bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs

bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country

bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years

bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region

STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group

DISTRIBUTION some of the stores are owned by the company while others are franchised

bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros

bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo

bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said

bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India

PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo

ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo

MAJOR BRANDS

The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry

bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory

bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions

bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)

ROSY BLUE More than diamonds

bull The Group forayed into the international jewellery business in 1888

bull Have units across 15 countries headquartered in Antwerp Belgium

bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa

bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai

bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street

bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds

BRANDS OF ROSY BLUE

ROSIBLU

ORRA

ASTA

ROSIBLU Diamonds transform you

bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA

bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living

bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday

ASTA

bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar

bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates

bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold

ORRA Own a piece of eternity

bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC

bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her

bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India

bull They have attempted to differentiate our product offerings and create new product concepts

SOME OF THEIR COLLECTIONS

bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats

Pricing

bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery

bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally

aims the elite groupbull Targeting traditionally like all jewellery brands orra

also targeted the female population but above de age group of 20

bull Positioning exclusive diamond outlet

PROMOTION

bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition

bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting

bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood

bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA

bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets

PLACE

bull Orra operates in various parts of the world including Asia USA Middle East and Europe

bull They cater to their customers through retail outlets and online transactions

bull They also have various tie-ups with other jewellery outlets to market their brand

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI TANISHQ JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER(in Crores)

7200 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle ampabove

Middle ampabove

Upper middle ampabove

Middle ampabove

Middle ampabove

MARKETING STRATEGY

Events Advertising Customer Schemes

Theme based advertising

Press releases

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73

TANISHQbull Ta-Tata and nishk-gold coinbull Started in 1995bull Vision To be the most desirable brand for Indian womenbull Mission

We will continuously create wealth for all our stakeholders by transferring the jewellery business and by being gold standard in jewellery design shopping experience and ethical practicesbull Jacob Kurien ndash CEO

Products-BrandsFor women1)Colors of Royalty2)Moham3)Wedding Collection4)Zoya5)Diamond Collection

For MenCuff-links Bracelets chains and kadas

Place

bull Tanishq has 104 stores in 71 Indian cities

bullAlso present in the Middle East and in the United States

Promotion-Marketing Strategies

1)Customer Schemes-Durga Pooja Akshaya

Tritiya

2) Category Melas-Limited Period Offers

3)Karat Meter Testing-Jewellery Servicing

4)Television Advertising-Asin

5)Movie Advertising-Jodha Akbar Paheli

Gold Plus

bullLNatarajan is the head of the companybullMass Market Jewellery Brand

ProductbullGold Wedding jewellery marketbullTraditional Designs

Placebull Semi-urban and rural areas

Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2

Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio

COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest

diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company

bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level

bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia

MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully

develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process

bull Visiongtgt To become the worlds leading company in diamond manufacturing

and retailing of branded jewellery lifestyle products and accessories

gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery

GITANJALIrsquoS FIRSTS

bull Introducing the concept of affordable branded diamond studded jewellery in India

bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP

bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory

bull Producing the smallest heart shaped diamond (003 carat)

BUSINESS MAP

5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network

and external use

GITANJALI GEMS

Diamond amp Jewellery

Lifestyle Infrastructure

Diamond Processing

Manufacturing amp Wholesaling

Retail

PRESENCE ACROSS THE VALUE CHAIN

Direct from miners

Rough Distribution

Diamond Polishing

Diamond Distribution

Jewellery Manufacturing

Jewelery Wholesaling Branding

Jewellery Retailing

Shopping Experience

THE ACQUISITION GIANTbull Aim -To be the global retailer

bull The Path Chosen-International Acquisitions and Domestic Consolidations

Some Examples Samuels Lucera Rogers Nakshatra Trinity

BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including

bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs

combined with Indian values

Easy Elegance Diamond jewellery at reasonable prices

Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand

Giantti

BRAND RECALL (Acc To TNS Survey)

PLACES Domestic Presence

bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla

Global presence

bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK

MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon

Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to

capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce

1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group

1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores

Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product

Sales Through exclusive Distributor Network

Sales to Departmental stores and Exclusive Distribution Networks

Sales through Retail Stores owned or managedBy the group

MULTI CHANNEL DISTRIBUTION NETWORK

RELIANCE JEWELS

RELIANCE INDUSTRIES

bullIndias largest private sector company with a turnover of $28 billion as on March2006

bullout of every 4 investors in India one is a reliance shareholder

bullReliance industries features worlds most respective companies on 269th position

bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues

bullThe company has strong cash flow of around Rs 7500 crore

CompetitorsBharat PetroleumIndian OilTata Group

RELIANCE RETAIL

bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity

bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08

G

bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd

bullIt will invest Rs250 billion by 2010-11

bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo

bullRRL established key joint ventures with international partners in apparel optical and office products businesses

bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation

T

bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani

bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery

bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers

bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years

bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present

MAJOR MARKETING STRATEGIES

bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery

bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs

bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country

bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years

bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region

STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group

DISTRIBUTION some of the stores are owned by the company while others are franchised

bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros

bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo

bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said

bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India

PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo

ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo

MAJOR BRANDS

The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry

bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory

bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions

bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)

ROSY BLUE More than diamonds

bull The Group forayed into the international jewellery business in 1888

bull Have units across 15 countries headquartered in Antwerp Belgium

bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa

bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai

bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street

bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds

BRANDS OF ROSY BLUE

ROSIBLU

ORRA

ASTA

ROSIBLU Diamonds transform you

bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA

bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living

bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday

ASTA

bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar

bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates

bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold

ORRA Own a piece of eternity

bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC

bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her

bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India

bull They have attempted to differentiate our product offerings and create new product concepts

SOME OF THEIR COLLECTIONS

bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats

Pricing

bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery

bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally

aims the elite groupbull Targeting traditionally like all jewellery brands orra

also targeted the female population but above de age group of 20

bull Positioning exclusive diamond outlet

PROMOTION

bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition

bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting

bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood

bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA

bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets

PLACE

bull Orra operates in various parts of the world including Asia USA Middle East and Europe

bull They cater to their customers through retail outlets and online transactions

bull They also have various tie-ups with other jewellery outlets to market their brand

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI TANISHQ JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER(in Crores)

7200 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle ampabove

Middle ampabove

Upper middle ampabove

Middle ampabove

Middle ampabove

MARKETING STRATEGY

Events Advertising Customer Schemes

Theme based advertising

Press releases

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73

Products-BrandsFor women1)Colors of Royalty2)Moham3)Wedding Collection4)Zoya5)Diamond Collection

For MenCuff-links Bracelets chains and kadas

Place

bull Tanishq has 104 stores in 71 Indian cities

bullAlso present in the Middle East and in the United States

Promotion-Marketing Strategies

1)Customer Schemes-Durga Pooja Akshaya

Tritiya

2) Category Melas-Limited Period Offers

3)Karat Meter Testing-Jewellery Servicing

4)Television Advertising-Asin

5)Movie Advertising-Jodha Akbar Paheli

Gold Plus

bullLNatarajan is the head of the companybullMass Market Jewellery Brand

ProductbullGold Wedding jewellery marketbullTraditional Designs

Placebull Semi-urban and rural areas

Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2

Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio

COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest

diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company

bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level

bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia

MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully

develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process

bull Visiongtgt To become the worlds leading company in diamond manufacturing

and retailing of branded jewellery lifestyle products and accessories

gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery

GITANJALIrsquoS FIRSTS

bull Introducing the concept of affordable branded diamond studded jewellery in India

bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP

bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory

bull Producing the smallest heart shaped diamond (003 carat)

BUSINESS MAP

5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network

and external use

GITANJALI GEMS

Diamond amp Jewellery

Lifestyle Infrastructure

Diamond Processing

Manufacturing amp Wholesaling

Retail

PRESENCE ACROSS THE VALUE CHAIN

Direct from miners

Rough Distribution

Diamond Polishing

Diamond Distribution

Jewellery Manufacturing

Jewelery Wholesaling Branding

Jewellery Retailing

Shopping Experience

THE ACQUISITION GIANTbull Aim -To be the global retailer

bull The Path Chosen-International Acquisitions and Domestic Consolidations

Some Examples Samuels Lucera Rogers Nakshatra Trinity

BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including

bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs

combined with Indian values

Easy Elegance Diamond jewellery at reasonable prices

Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand

Giantti

BRAND RECALL (Acc To TNS Survey)

PLACES Domestic Presence

bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla

Global presence

bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK

MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon

Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to

capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce

1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group

1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores

Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product

Sales Through exclusive Distributor Network

Sales to Departmental stores and Exclusive Distribution Networks

Sales through Retail Stores owned or managedBy the group

MULTI CHANNEL DISTRIBUTION NETWORK

RELIANCE JEWELS

RELIANCE INDUSTRIES

bullIndias largest private sector company with a turnover of $28 billion as on March2006

bullout of every 4 investors in India one is a reliance shareholder

bullReliance industries features worlds most respective companies on 269th position

bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues

bullThe company has strong cash flow of around Rs 7500 crore

CompetitorsBharat PetroleumIndian OilTata Group

RELIANCE RETAIL

bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity

bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08

G

bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd

bullIt will invest Rs250 billion by 2010-11

bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo

bullRRL established key joint ventures with international partners in apparel optical and office products businesses

bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation

T

bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani

bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery

bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers

bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years

bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present

MAJOR MARKETING STRATEGIES

bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery

bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs

bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country

bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years

bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region

STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group

DISTRIBUTION some of the stores are owned by the company while others are franchised

bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros

bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo

bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said

bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India

PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo

ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo

MAJOR BRANDS

The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry

bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory

bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions

bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)

ROSY BLUE More than diamonds

bull The Group forayed into the international jewellery business in 1888

bull Have units across 15 countries headquartered in Antwerp Belgium

bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa

bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai

bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street

bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds

BRANDS OF ROSY BLUE

ROSIBLU

ORRA

ASTA

ROSIBLU Diamonds transform you

bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA

bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living

bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday

ASTA

bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar

bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates

bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold

ORRA Own a piece of eternity

bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC

bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her

bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India

bull They have attempted to differentiate our product offerings and create new product concepts

SOME OF THEIR COLLECTIONS

bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats

Pricing

bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery

bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally

aims the elite groupbull Targeting traditionally like all jewellery brands orra

also targeted the female population but above de age group of 20

bull Positioning exclusive diamond outlet

PROMOTION

bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition

bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting

bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood

bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA

bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets

PLACE

bull Orra operates in various parts of the world including Asia USA Middle East and Europe

bull They cater to their customers through retail outlets and online transactions

bull They also have various tie-ups with other jewellery outlets to market their brand

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI TANISHQ JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER(in Crores)

7200 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle ampabove

Middle ampabove

Upper middle ampabove

Middle ampabove

Middle ampabove

MARKETING STRATEGY

Events Advertising Customer Schemes

Theme based advertising

Press releases

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73

Place

bull Tanishq has 104 stores in 71 Indian cities

bullAlso present in the Middle East and in the United States

Promotion-Marketing Strategies

1)Customer Schemes-Durga Pooja Akshaya

Tritiya

2) Category Melas-Limited Period Offers

3)Karat Meter Testing-Jewellery Servicing

4)Television Advertising-Asin

5)Movie Advertising-Jodha Akbar Paheli

Gold Plus

bullLNatarajan is the head of the companybullMass Market Jewellery Brand

ProductbullGold Wedding jewellery marketbullTraditional Designs

Placebull Semi-urban and rural areas

Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2

Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio

COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest

diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company

bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level

bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia

MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully

develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process

bull Visiongtgt To become the worlds leading company in diamond manufacturing

and retailing of branded jewellery lifestyle products and accessories

gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery

GITANJALIrsquoS FIRSTS

bull Introducing the concept of affordable branded diamond studded jewellery in India

bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP

bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory

bull Producing the smallest heart shaped diamond (003 carat)

BUSINESS MAP

5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network

and external use

GITANJALI GEMS

Diamond amp Jewellery

Lifestyle Infrastructure

Diamond Processing

Manufacturing amp Wholesaling

Retail

PRESENCE ACROSS THE VALUE CHAIN

Direct from miners

Rough Distribution

Diamond Polishing

Diamond Distribution

Jewellery Manufacturing

Jewelery Wholesaling Branding

Jewellery Retailing

Shopping Experience

THE ACQUISITION GIANTbull Aim -To be the global retailer

bull The Path Chosen-International Acquisitions and Domestic Consolidations

Some Examples Samuels Lucera Rogers Nakshatra Trinity

BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including

bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs

combined with Indian values

Easy Elegance Diamond jewellery at reasonable prices

Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand

Giantti

BRAND RECALL (Acc To TNS Survey)

PLACES Domestic Presence

bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla

Global presence

bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK

MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon

Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to

capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce

1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group

1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores

Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product

Sales Through exclusive Distributor Network

Sales to Departmental stores and Exclusive Distribution Networks

Sales through Retail Stores owned or managedBy the group

MULTI CHANNEL DISTRIBUTION NETWORK

RELIANCE JEWELS

RELIANCE INDUSTRIES

bullIndias largest private sector company with a turnover of $28 billion as on March2006

bullout of every 4 investors in India one is a reliance shareholder

bullReliance industries features worlds most respective companies on 269th position

bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues

bullThe company has strong cash flow of around Rs 7500 crore

CompetitorsBharat PetroleumIndian OilTata Group

RELIANCE RETAIL

bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity

bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08

G

bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd

bullIt will invest Rs250 billion by 2010-11

bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo

bullRRL established key joint ventures with international partners in apparel optical and office products businesses

bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation

T

bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani

bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery

bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers

bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years

bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present

MAJOR MARKETING STRATEGIES

bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery

bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs

bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country

bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years

bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region

STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group

DISTRIBUTION some of the stores are owned by the company while others are franchised

bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros

bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo

bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said

bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India

PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo

ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo

MAJOR BRANDS

The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry

bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory

bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions

bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)

ROSY BLUE More than diamonds

bull The Group forayed into the international jewellery business in 1888

bull Have units across 15 countries headquartered in Antwerp Belgium

bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa

bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai

bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street

bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds

BRANDS OF ROSY BLUE

ROSIBLU

ORRA

ASTA

ROSIBLU Diamonds transform you

bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA

bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living

bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday

ASTA

bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar

bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates

bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold

ORRA Own a piece of eternity

bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC

bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her

bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India

bull They have attempted to differentiate our product offerings and create new product concepts

SOME OF THEIR COLLECTIONS

bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats

Pricing

bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery

bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally

aims the elite groupbull Targeting traditionally like all jewellery brands orra

also targeted the female population but above de age group of 20

bull Positioning exclusive diamond outlet

PROMOTION

bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition

bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting

bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood

bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA

bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets

PLACE

bull Orra operates in various parts of the world including Asia USA Middle East and Europe

bull They cater to their customers through retail outlets and online transactions

bull They also have various tie-ups with other jewellery outlets to market their brand

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI TANISHQ JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER(in Crores)

7200 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle ampabove

Middle ampabove

Upper middle ampabove

Middle ampabove

Middle ampabove

MARKETING STRATEGY

Events Advertising Customer Schemes

Theme based advertising

Press releases

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73

Promotion-Marketing Strategies

1)Customer Schemes-Durga Pooja Akshaya

Tritiya

2) Category Melas-Limited Period Offers

3)Karat Meter Testing-Jewellery Servicing

4)Television Advertising-Asin

5)Movie Advertising-Jodha Akbar Paheli

Gold Plus

bullLNatarajan is the head of the companybullMass Market Jewellery Brand

ProductbullGold Wedding jewellery marketbullTraditional Designs

Placebull Semi-urban and rural areas

Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2

Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio

COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest

diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company

bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level

bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia

MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully

develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process

bull Visiongtgt To become the worlds leading company in diamond manufacturing

and retailing of branded jewellery lifestyle products and accessories

gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery

GITANJALIrsquoS FIRSTS

bull Introducing the concept of affordable branded diamond studded jewellery in India

bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP

bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory

bull Producing the smallest heart shaped diamond (003 carat)

BUSINESS MAP

5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network

and external use

GITANJALI GEMS

Diamond amp Jewellery

Lifestyle Infrastructure

Diamond Processing

Manufacturing amp Wholesaling

Retail

PRESENCE ACROSS THE VALUE CHAIN

Direct from miners

Rough Distribution

Diamond Polishing

Diamond Distribution

Jewellery Manufacturing

Jewelery Wholesaling Branding

Jewellery Retailing

Shopping Experience

THE ACQUISITION GIANTbull Aim -To be the global retailer

bull The Path Chosen-International Acquisitions and Domestic Consolidations

Some Examples Samuels Lucera Rogers Nakshatra Trinity

BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including

bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs

combined with Indian values

Easy Elegance Diamond jewellery at reasonable prices

Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand

Giantti

BRAND RECALL (Acc To TNS Survey)

PLACES Domestic Presence

bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla

Global presence

bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK

MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon

Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to

capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce

1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group

1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores

Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product

Sales Through exclusive Distributor Network

Sales to Departmental stores and Exclusive Distribution Networks

Sales through Retail Stores owned or managedBy the group

MULTI CHANNEL DISTRIBUTION NETWORK

RELIANCE JEWELS

RELIANCE INDUSTRIES

bullIndias largest private sector company with a turnover of $28 billion as on March2006

bullout of every 4 investors in India one is a reliance shareholder

bullReliance industries features worlds most respective companies on 269th position

bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues

bullThe company has strong cash flow of around Rs 7500 crore

CompetitorsBharat PetroleumIndian OilTata Group

RELIANCE RETAIL

bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity

bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08

G

bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd

bullIt will invest Rs250 billion by 2010-11

bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo

bullRRL established key joint ventures with international partners in apparel optical and office products businesses

bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation

T

bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani

bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery

bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers

bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years

bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present

MAJOR MARKETING STRATEGIES

bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery

bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs

bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country

bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years

bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region

STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group

DISTRIBUTION some of the stores are owned by the company while others are franchised

bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros

bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo

bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said

bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India

PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo

ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo

MAJOR BRANDS

The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry

bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory

bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions

bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)

ROSY BLUE More than diamonds

bull The Group forayed into the international jewellery business in 1888

bull Have units across 15 countries headquartered in Antwerp Belgium

bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa

bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai

bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street

bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds

BRANDS OF ROSY BLUE

ROSIBLU

ORRA

ASTA

ROSIBLU Diamonds transform you

bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA

bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living

bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday

ASTA

bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar

bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates

bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold

ORRA Own a piece of eternity

bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC

bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her

bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India

bull They have attempted to differentiate our product offerings and create new product concepts

SOME OF THEIR COLLECTIONS

bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats

Pricing

bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery

bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally

aims the elite groupbull Targeting traditionally like all jewellery brands orra

also targeted the female population but above de age group of 20

bull Positioning exclusive diamond outlet

PROMOTION

bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition

bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting

bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood

bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA

bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets

PLACE

bull Orra operates in various parts of the world including Asia USA Middle East and Europe

bull They cater to their customers through retail outlets and online transactions

bull They also have various tie-ups with other jewellery outlets to market their brand

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI TANISHQ JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER(in Crores)

7200 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle ampabove

Middle ampabove

Upper middle ampabove

Middle ampabove

Middle ampabove

MARKETING STRATEGY

Events Advertising Customer Schemes

Theme based advertising

Press releases

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73

Gold Plus

bullLNatarajan is the head of the companybullMass Market Jewellery Brand

ProductbullGold Wedding jewellery marketbullTraditional Designs

Placebull Semi-urban and rural areas

Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2

Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio

COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest

diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company

bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level

bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia

MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully

develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process

bull Visiongtgt To become the worlds leading company in diamond manufacturing

and retailing of branded jewellery lifestyle products and accessories

gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery

GITANJALIrsquoS FIRSTS

bull Introducing the concept of affordable branded diamond studded jewellery in India

bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP

bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory

bull Producing the smallest heart shaped diamond (003 carat)

BUSINESS MAP

5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network

and external use

GITANJALI GEMS

Diamond amp Jewellery

Lifestyle Infrastructure

Diamond Processing

Manufacturing amp Wholesaling

Retail

PRESENCE ACROSS THE VALUE CHAIN

Direct from miners

Rough Distribution

Diamond Polishing

Diamond Distribution

Jewellery Manufacturing

Jewelery Wholesaling Branding

Jewellery Retailing

Shopping Experience

THE ACQUISITION GIANTbull Aim -To be the global retailer

bull The Path Chosen-International Acquisitions and Domestic Consolidations

Some Examples Samuels Lucera Rogers Nakshatra Trinity

BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including

bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs

combined with Indian values

Easy Elegance Diamond jewellery at reasonable prices

Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand

Giantti

BRAND RECALL (Acc To TNS Survey)

PLACES Domestic Presence

bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla

Global presence

bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK

MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon

Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to

capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce

1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group

1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores

Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product

Sales Through exclusive Distributor Network

Sales to Departmental stores and Exclusive Distribution Networks

Sales through Retail Stores owned or managedBy the group

MULTI CHANNEL DISTRIBUTION NETWORK

RELIANCE JEWELS

RELIANCE INDUSTRIES

bullIndias largest private sector company with a turnover of $28 billion as on March2006

bullout of every 4 investors in India one is a reliance shareholder

bullReliance industries features worlds most respective companies on 269th position

bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues

bullThe company has strong cash flow of around Rs 7500 crore

CompetitorsBharat PetroleumIndian OilTata Group

RELIANCE RETAIL

bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity

bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08

G

bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd

bullIt will invest Rs250 billion by 2010-11

bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo

bullRRL established key joint ventures with international partners in apparel optical and office products businesses

bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation

T

bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani

bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery

bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers

bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years

bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present

MAJOR MARKETING STRATEGIES

bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery

bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs

bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country

bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years

bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region

STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group

DISTRIBUTION some of the stores are owned by the company while others are franchised

bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros

bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo

bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said

bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India

PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo

ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo

MAJOR BRANDS

The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry

bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory

bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions

bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)

ROSY BLUE More than diamonds

bull The Group forayed into the international jewellery business in 1888

bull Have units across 15 countries headquartered in Antwerp Belgium

bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa

bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai

bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street

bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds

BRANDS OF ROSY BLUE

ROSIBLU

ORRA

ASTA

ROSIBLU Diamonds transform you

bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA

bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living

bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday

ASTA

bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar

bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates

bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold

ORRA Own a piece of eternity

bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC

bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her

bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India

bull They have attempted to differentiate our product offerings and create new product concepts

SOME OF THEIR COLLECTIONS

bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats

Pricing

bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery

bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally

aims the elite groupbull Targeting traditionally like all jewellery brands orra

also targeted the female population but above de age group of 20

bull Positioning exclusive diamond outlet

PROMOTION

bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition

bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting

bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood

bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA

bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets

PLACE

bull Orra operates in various parts of the world including Asia USA Middle East and Europe

bull They cater to their customers through retail outlets and online transactions

bull They also have various tie-ups with other jewellery outlets to market their brand

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI TANISHQ JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER(in Crores)

7200 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle ampabove

Middle ampabove

Upper middle ampabove

Middle ampabove

Middle ampabove

MARKETING STRATEGY

Events Advertising Customer Schemes

Theme based advertising

Press releases

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73

Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2

Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio

COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest

diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company

bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level

bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia

MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully

develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process

bull Visiongtgt To become the worlds leading company in diamond manufacturing

and retailing of branded jewellery lifestyle products and accessories

gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery

GITANJALIrsquoS FIRSTS

bull Introducing the concept of affordable branded diamond studded jewellery in India

bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP

bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory

bull Producing the smallest heart shaped diamond (003 carat)

BUSINESS MAP

5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network

and external use

GITANJALI GEMS

Diamond amp Jewellery

Lifestyle Infrastructure

Diamond Processing

Manufacturing amp Wholesaling

Retail

PRESENCE ACROSS THE VALUE CHAIN

Direct from miners

Rough Distribution

Diamond Polishing

Diamond Distribution

Jewellery Manufacturing

Jewelery Wholesaling Branding

Jewellery Retailing

Shopping Experience

THE ACQUISITION GIANTbull Aim -To be the global retailer

bull The Path Chosen-International Acquisitions and Domestic Consolidations

Some Examples Samuels Lucera Rogers Nakshatra Trinity

BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including

bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs

combined with Indian values

Easy Elegance Diamond jewellery at reasonable prices

Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand

Giantti

BRAND RECALL (Acc To TNS Survey)

PLACES Domestic Presence

bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla

Global presence

bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK

MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon

Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to

capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce

1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group

1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores

Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product

Sales Through exclusive Distributor Network

Sales to Departmental stores and Exclusive Distribution Networks

Sales through Retail Stores owned or managedBy the group

MULTI CHANNEL DISTRIBUTION NETWORK

RELIANCE JEWELS

RELIANCE INDUSTRIES

bullIndias largest private sector company with a turnover of $28 billion as on March2006

bullout of every 4 investors in India one is a reliance shareholder

bullReliance industries features worlds most respective companies on 269th position

bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues

bullThe company has strong cash flow of around Rs 7500 crore

CompetitorsBharat PetroleumIndian OilTata Group

RELIANCE RETAIL

bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity

bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08

G

bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd

bullIt will invest Rs250 billion by 2010-11

bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo

bullRRL established key joint ventures with international partners in apparel optical and office products businesses

bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation

T

bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani

bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery

bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers

bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years

bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present

MAJOR MARKETING STRATEGIES

bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery

bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs

bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country

bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years

bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region

STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group

DISTRIBUTION some of the stores are owned by the company while others are franchised

bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros

bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo

bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said

bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India

PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo

ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo

MAJOR BRANDS

The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry

bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory

bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions

bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)

ROSY BLUE More than diamonds

bull The Group forayed into the international jewellery business in 1888

bull Have units across 15 countries headquartered in Antwerp Belgium

bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa

bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai

bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street

bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds

BRANDS OF ROSY BLUE

ROSIBLU

ORRA

ASTA

ROSIBLU Diamonds transform you

bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA

bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living

bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday

ASTA

bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar

bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates

bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold

ORRA Own a piece of eternity

bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC

bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her

bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India

bull They have attempted to differentiate our product offerings and create new product concepts

SOME OF THEIR COLLECTIONS

bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats

Pricing

bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery

bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally

aims the elite groupbull Targeting traditionally like all jewellery brands orra

also targeted the female population but above de age group of 20

bull Positioning exclusive diamond outlet

PROMOTION

bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition

bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting

bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood

bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA

bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets

PLACE

bull Orra operates in various parts of the world including Asia USA Middle East and Europe

bull They cater to their customers through retail outlets and online transactions

bull They also have various tie-ups with other jewellery outlets to market their brand

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI TANISHQ JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER(in Crores)

7200 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle ampabove

Middle ampabove

Upper middle ampabove

Middle ampabove

Middle ampabove

MARKETING STRATEGY

Events Advertising Customer Schemes

Theme based advertising

Press releases

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73

COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest

diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company

bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level

bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia

MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully

develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process

bull Visiongtgt To become the worlds leading company in diamond manufacturing

and retailing of branded jewellery lifestyle products and accessories

gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery

GITANJALIrsquoS FIRSTS

bull Introducing the concept of affordable branded diamond studded jewellery in India

bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP

bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory

bull Producing the smallest heart shaped diamond (003 carat)

BUSINESS MAP

5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network

and external use

GITANJALI GEMS

Diamond amp Jewellery

Lifestyle Infrastructure

Diamond Processing

Manufacturing amp Wholesaling

Retail

PRESENCE ACROSS THE VALUE CHAIN

Direct from miners

Rough Distribution

Diamond Polishing

Diamond Distribution

Jewellery Manufacturing

Jewelery Wholesaling Branding

Jewellery Retailing

Shopping Experience

THE ACQUISITION GIANTbull Aim -To be the global retailer

bull The Path Chosen-International Acquisitions and Domestic Consolidations

Some Examples Samuels Lucera Rogers Nakshatra Trinity

BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including

bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs

combined with Indian values

Easy Elegance Diamond jewellery at reasonable prices

Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand

Giantti

BRAND RECALL (Acc To TNS Survey)

PLACES Domestic Presence

bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla

Global presence

bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK

MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon

Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to

capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce

1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group

1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores

Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product

Sales Through exclusive Distributor Network

Sales to Departmental stores and Exclusive Distribution Networks

Sales through Retail Stores owned or managedBy the group

MULTI CHANNEL DISTRIBUTION NETWORK

RELIANCE JEWELS

RELIANCE INDUSTRIES

bullIndias largest private sector company with a turnover of $28 billion as on March2006

bullout of every 4 investors in India one is a reliance shareholder

bullReliance industries features worlds most respective companies on 269th position

bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues

bullThe company has strong cash flow of around Rs 7500 crore

CompetitorsBharat PetroleumIndian OilTata Group

RELIANCE RETAIL

bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity

bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08

G

bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd

bullIt will invest Rs250 billion by 2010-11

bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo

bullRRL established key joint ventures with international partners in apparel optical and office products businesses

bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation

T

bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani

bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery

bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers

bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years

bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present

MAJOR MARKETING STRATEGIES

bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery

bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs

bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country

bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years

bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region

STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group

DISTRIBUTION some of the stores are owned by the company while others are franchised

bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros

bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo

bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said

bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India

PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo

ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo

MAJOR BRANDS

The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry

bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory

bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions

bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)

ROSY BLUE More than diamonds

bull The Group forayed into the international jewellery business in 1888

bull Have units across 15 countries headquartered in Antwerp Belgium

bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa

bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai

bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street

bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds

BRANDS OF ROSY BLUE

ROSIBLU

ORRA

ASTA

ROSIBLU Diamonds transform you

bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA

bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living

bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday

ASTA

bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar

bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates

bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold

ORRA Own a piece of eternity

bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC

bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her

bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India

bull They have attempted to differentiate our product offerings and create new product concepts

SOME OF THEIR COLLECTIONS

bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats

Pricing

bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery

bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally

aims the elite groupbull Targeting traditionally like all jewellery brands orra

also targeted the female population but above de age group of 20

bull Positioning exclusive diamond outlet

PROMOTION

bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition

bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting

bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood

bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA

bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets

PLACE

bull Orra operates in various parts of the world including Asia USA Middle East and Europe

bull They cater to their customers through retail outlets and online transactions

bull They also have various tie-ups with other jewellery outlets to market their brand

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI TANISHQ JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER(in Crores)

7200 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle ampabove

Middle ampabove

Upper middle ampabove

Middle ampabove

Middle ampabove

MARKETING STRATEGY

Events Advertising Customer Schemes

Theme based advertising

Press releases

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73

MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully

develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process

bull Visiongtgt To become the worlds leading company in diamond manufacturing

and retailing of branded jewellery lifestyle products and accessories

gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery

GITANJALIrsquoS FIRSTS

bull Introducing the concept of affordable branded diamond studded jewellery in India

bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP

bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory

bull Producing the smallest heart shaped diamond (003 carat)

BUSINESS MAP

5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network

and external use

GITANJALI GEMS

Diamond amp Jewellery

Lifestyle Infrastructure

Diamond Processing

Manufacturing amp Wholesaling

Retail

PRESENCE ACROSS THE VALUE CHAIN

Direct from miners

Rough Distribution

Diamond Polishing

Diamond Distribution

Jewellery Manufacturing

Jewelery Wholesaling Branding

Jewellery Retailing

Shopping Experience

THE ACQUISITION GIANTbull Aim -To be the global retailer

bull The Path Chosen-International Acquisitions and Domestic Consolidations

Some Examples Samuels Lucera Rogers Nakshatra Trinity

BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including

bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs

combined with Indian values

Easy Elegance Diamond jewellery at reasonable prices

Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand

Giantti

BRAND RECALL (Acc To TNS Survey)

PLACES Domestic Presence

bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla

Global presence

bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK

MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon

Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to

capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce

1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group

1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores

Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product

Sales Through exclusive Distributor Network

Sales to Departmental stores and Exclusive Distribution Networks

Sales through Retail Stores owned or managedBy the group

MULTI CHANNEL DISTRIBUTION NETWORK

RELIANCE JEWELS

RELIANCE INDUSTRIES

bullIndias largest private sector company with a turnover of $28 billion as on March2006

bullout of every 4 investors in India one is a reliance shareholder

bullReliance industries features worlds most respective companies on 269th position

bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues

bullThe company has strong cash flow of around Rs 7500 crore

CompetitorsBharat PetroleumIndian OilTata Group

RELIANCE RETAIL

bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity

bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08

G

bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd

bullIt will invest Rs250 billion by 2010-11

bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo

bullRRL established key joint ventures with international partners in apparel optical and office products businesses

bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation

T

bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani

bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery

bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers

bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years

bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present

MAJOR MARKETING STRATEGIES

bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery

bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs

bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country

bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years

bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region

STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group

DISTRIBUTION some of the stores are owned by the company while others are franchised

bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros

bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo

bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said

bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India

PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo

ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo

MAJOR BRANDS

The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry

bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory

bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions

bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)

ROSY BLUE More than diamonds

bull The Group forayed into the international jewellery business in 1888

bull Have units across 15 countries headquartered in Antwerp Belgium

bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa

bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai

bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street

bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds

BRANDS OF ROSY BLUE

ROSIBLU

ORRA

ASTA

ROSIBLU Diamonds transform you

bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA

bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living

bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday

ASTA

bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar

bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates

bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold

ORRA Own a piece of eternity

bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC

bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her

bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India

bull They have attempted to differentiate our product offerings and create new product concepts

SOME OF THEIR COLLECTIONS

bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats

Pricing

bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery

bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally

aims the elite groupbull Targeting traditionally like all jewellery brands orra

also targeted the female population but above de age group of 20

bull Positioning exclusive diamond outlet

PROMOTION

bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition

bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting

bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood

bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA

bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets

PLACE

bull Orra operates in various parts of the world including Asia USA Middle East and Europe

bull They cater to their customers through retail outlets and online transactions

bull They also have various tie-ups with other jewellery outlets to market their brand

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI TANISHQ JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER(in Crores)

7200 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle ampabove

Middle ampabove

Upper middle ampabove

Middle ampabove

Middle ampabove

MARKETING STRATEGY

Events Advertising Customer Schemes

Theme based advertising

Press releases

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73

GITANJALIrsquoS FIRSTS

bull Introducing the concept of affordable branded diamond studded jewellery in India

bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP

bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory

bull Producing the smallest heart shaped diamond (003 carat)

BUSINESS MAP

5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network

and external use

GITANJALI GEMS

Diamond amp Jewellery

Lifestyle Infrastructure

Diamond Processing

Manufacturing amp Wholesaling

Retail

PRESENCE ACROSS THE VALUE CHAIN

Direct from miners

Rough Distribution

Diamond Polishing

Diamond Distribution

Jewellery Manufacturing

Jewelery Wholesaling Branding

Jewellery Retailing

Shopping Experience

THE ACQUISITION GIANTbull Aim -To be the global retailer

bull The Path Chosen-International Acquisitions and Domestic Consolidations

Some Examples Samuels Lucera Rogers Nakshatra Trinity

BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including

bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs

combined with Indian values

Easy Elegance Diamond jewellery at reasonable prices

Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand

Giantti

BRAND RECALL (Acc To TNS Survey)

PLACES Domestic Presence

bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla

Global presence

bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK

MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon

Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to

capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce

1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group

1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores

Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product

Sales Through exclusive Distributor Network

Sales to Departmental stores and Exclusive Distribution Networks

Sales through Retail Stores owned or managedBy the group

MULTI CHANNEL DISTRIBUTION NETWORK

RELIANCE JEWELS

RELIANCE INDUSTRIES

bullIndias largest private sector company with a turnover of $28 billion as on March2006

bullout of every 4 investors in India one is a reliance shareholder

bullReliance industries features worlds most respective companies on 269th position

bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues

bullThe company has strong cash flow of around Rs 7500 crore

CompetitorsBharat PetroleumIndian OilTata Group

RELIANCE RETAIL

bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity

bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08

G

bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd

bullIt will invest Rs250 billion by 2010-11

bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo

bullRRL established key joint ventures with international partners in apparel optical and office products businesses

bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation

T

bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani

bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery

bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers

bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years

bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present

MAJOR MARKETING STRATEGIES

bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery

bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs

bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country

bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years

bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region

STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group

DISTRIBUTION some of the stores are owned by the company while others are franchised

bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros

bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo

bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said

bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India

PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo

ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo

MAJOR BRANDS

The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry

bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory

bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions

bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)

ROSY BLUE More than diamonds

bull The Group forayed into the international jewellery business in 1888

bull Have units across 15 countries headquartered in Antwerp Belgium

bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa

bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai

bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street

bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds

BRANDS OF ROSY BLUE

ROSIBLU

ORRA

ASTA

ROSIBLU Diamonds transform you

bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA

bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living

bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday

ASTA

bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar

bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates

bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold

ORRA Own a piece of eternity

bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC

bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her

bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India

bull They have attempted to differentiate our product offerings and create new product concepts

SOME OF THEIR COLLECTIONS

bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats

Pricing

bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery

bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally

aims the elite groupbull Targeting traditionally like all jewellery brands orra

also targeted the female population but above de age group of 20

bull Positioning exclusive diamond outlet

PROMOTION

bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition

bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting

bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood

bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA

bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets

PLACE

bull Orra operates in various parts of the world including Asia USA Middle East and Europe

bull They cater to their customers through retail outlets and online transactions

bull They also have various tie-ups with other jewellery outlets to market their brand

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI TANISHQ JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER(in Crores)

7200 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle ampabove

Middle ampabove

Upper middle ampabove

Middle ampabove

Middle ampabove

MARKETING STRATEGY

Events Advertising Customer Schemes

Theme based advertising

Press releases

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73

BUSINESS MAP

5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network

and external use

GITANJALI GEMS

Diamond amp Jewellery

Lifestyle Infrastructure

Diamond Processing

Manufacturing amp Wholesaling

Retail

PRESENCE ACROSS THE VALUE CHAIN

Direct from miners

Rough Distribution

Diamond Polishing

Diamond Distribution

Jewellery Manufacturing

Jewelery Wholesaling Branding

Jewellery Retailing

Shopping Experience

THE ACQUISITION GIANTbull Aim -To be the global retailer

bull The Path Chosen-International Acquisitions and Domestic Consolidations

Some Examples Samuels Lucera Rogers Nakshatra Trinity

BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including

bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs

combined with Indian values

Easy Elegance Diamond jewellery at reasonable prices

Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand

Giantti

BRAND RECALL (Acc To TNS Survey)

PLACES Domestic Presence

bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla

Global presence

bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK

MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon

Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to

capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce

1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group

1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores

Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product

Sales Through exclusive Distributor Network

Sales to Departmental stores and Exclusive Distribution Networks

Sales through Retail Stores owned or managedBy the group

MULTI CHANNEL DISTRIBUTION NETWORK

RELIANCE JEWELS

RELIANCE INDUSTRIES

bullIndias largest private sector company with a turnover of $28 billion as on March2006

bullout of every 4 investors in India one is a reliance shareholder

bullReliance industries features worlds most respective companies on 269th position

bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues

bullThe company has strong cash flow of around Rs 7500 crore

CompetitorsBharat PetroleumIndian OilTata Group

RELIANCE RETAIL

bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity

bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08

G

bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd

bullIt will invest Rs250 billion by 2010-11

bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo

bullRRL established key joint ventures with international partners in apparel optical and office products businesses

bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation

T

bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani

bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery

bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers

bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years

bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present

MAJOR MARKETING STRATEGIES

bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery

bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs

bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country

bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years

bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region

STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group

DISTRIBUTION some of the stores are owned by the company while others are franchised

bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros

bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo

bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said

bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India

PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo

ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo

MAJOR BRANDS

The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry

bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory

bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions

bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)

ROSY BLUE More than diamonds

bull The Group forayed into the international jewellery business in 1888

bull Have units across 15 countries headquartered in Antwerp Belgium

bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa

bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai

bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street

bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds

BRANDS OF ROSY BLUE

ROSIBLU

ORRA

ASTA

ROSIBLU Diamonds transform you

bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA

bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living

bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday

ASTA

bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar

bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates

bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold

ORRA Own a piece of eternity

bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC

bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her

bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India

bull They have attempted to differentiate our product offerings and create new product concepts

SOME OF THEIR COLLECTIONS

bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats

Pricing

bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery

bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally

aims the elite groupbull Targeting traditionally like all jewellery brands orra

also targeted the female population but above de age group of 20

bull Positioning exclusive diamond outlet

PROMOTION

bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition

bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting

bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood

bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA

bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets

PLACE

bull Orra operates in various parts of the world including Asia USA Middle East and Europe

bull They cater to their customers through retail outlets and online transactions

bull They also have various tie-ups with other jewellery outlets to market their brand

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI TANISHQ JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER(in Crores)

7200 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle ampabove

Middle ampabove

Upper middle ampabove

Middle ampabove

Middle ampabove

MARKETING STRATEGY

Events Advertising Customer Schemes

Theme based advertising

Press releases

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73

PRESENCE ACROSS THE VALUE CHAIN

Direct from miners

Rough Distribution

Diamond Polishing

Diamond Distribution

Jewellery Manufacturing

Jewelery Wholesaling Branding

Jewellery Retailing

Shopping Experience

THE ACQUISITION GIANTbull Aim -To be the global retailer

bull The Path Chosen-International Acquisitions and Domestic Consolidations

Some Examples Samuels Lucera Rogers Nakshatra Trinity

BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including

bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs

combined with Indian values

Easy Elegance Diamond jewellery at reasonable prices

Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand

Giantti

BRAND RECALL (Acc To TNS Survey)

PLACES Domestic Presence

bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla

Global presence

bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK

MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon

Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to

capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce

1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group

1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores

Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product

Sales Through exclusive Distributor Network

Sales to Departmental stores and Exclusive Distribution Networks

Sales through Retail Stores owned or managedBy the group

MULTI CHANNEL DISTRIBUTION NETWORK

RELIANCE JEWELS

RELIANCE INDUSTRIES

bullIndias largest private sector company with a turnover of $28 billion as on March2006

bullout of every 4 investors in India one is a reliance shareholder

bullReliance industries features worlds most respective companies on 269th position

bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues

bullThe company has strong cash flow of around Rs 7500 crore

CompetitorsBharat PetroleumIndian OilTata Group

RELIANCE RETAIL

bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity

bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08

G

bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd

bullIt will invest Rs250 billion by 2010-11

bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo

bullRRL established key joint ventures with international partners in apparel optical and office products businesses

bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation

T

bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani

bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery

bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers

bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years

bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present

MAJOR MARKETING STRATEGIES

bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery

bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs

bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country

bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years

bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region

STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group

DISTRIBUTION some of the stores are owned by the company while others are franchised

bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros

bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo

bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said

bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India

PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo

ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo

MAJOR BRANDS

The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry

bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory

bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions

bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)

ROSY BLUE More than diamonds

bull The Group forayed into the international jewellery business in 1888

bull Have units across 15 countries headquartered in Antwerp Belgium

bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa

bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai

bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street

bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds

BRANDS OF ROSY BLUE

ROSIBLU

ORRA

ASTA

ROSIBLU Diamonds transform you

bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA

bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living

bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday

ASTA

bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar

bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates

bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold

ORRA Own a piece of eternity

bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC

bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her

bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India

bull They have attempted to differentiate our product offerings and create new product concepts

SOME OF THEIR COLLECTIONS

bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats

Pricing

bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery

bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally

aims the elite groupbull Targeting traditionally like all jewellery brands orra

also targeted the female population but above de age group of 20

bull Positioning exclusive diamond outlet

PROMOTION

bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition

bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting

bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood

bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA

bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets

PLACE

bull Orra operates in various parts of the world including Asia USA Middle East and Europe

bull They cater to their customers through retail outlets and online transactions

bull They also have various tie-ups with other jewellery outlets to market their brand

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI TANISHQ JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER(in Crores)

7200 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle ampabove

Middle ampabove

Upper middle ampabove

Middle ampabove

Middle ampabove

MARKETING STRATEGY

Events Advertising Customer Schemes

Theme based advertising

Press releases

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73

THE ACQUISITION GIANTbull Aim -To be the global retailer

bull The Path Chosen-International Acquisitions and Domestic Consolidations

Some Examples Samuels Lucera Rogers Nakshatra Trinity

BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including

bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs

combined with Indian values

Easy Elegance Diamond jewellery at reasonable prices

Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand

Giantti

BRAND RECALL (Acc To TNS Survey)

PLACES Domestic Presence

bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla

Global presence

bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK

MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon

Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to

capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce

1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group

1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores

Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product

Sales Through exclusive Distributor Network

Sales to Departmental stores and Exclusive Distribution Networks

Sales through Retail Stores owned or managedBy the group

MULTI CHANNEL DISTRIBUTION NETWORK

RELIANCE JEWELS

RELIANCE INDUSTRIES

bullIndias largest private sector company with a turnover of $28 billion as on March2006

bullout of every 4 investors in India one is a reliance shareholder

bullReliance industries features worlds most respective companies on 269th position

bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues

bullThe company has strong cash flow of around Rs 7500 crore

CompetitorsBharat PetroleumIndian OilTata Group

RELIANCE RETAIL

bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity

bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08

G

bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd

bullIt will invest Rs250 billion by 2010-11

bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo

bullRRL established key joint ventures with international partners in apparel optical and office products businesses

bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation

T

bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani

bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery

bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers

bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years

bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present

MAJOR MARKETING STRATEGIES

bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery

bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs

bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country

bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years

bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region

STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group

DISTRIBUTION some of the stores are owned by the company while others are franchised

bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros

bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo

bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said

bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India

PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo

ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo

MAJOR BRANDS

The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry

bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory

bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions

bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)

ROSY BLUE More than diamonds

bull The Group forayed into the international jewellery business in 1888

bull Have units across 15 countries headquartered in Antwerp Belgium

bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa

bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai

bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street

bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds

BRANDS OF ROSY BLUE

ROSIBLU

ORRA

ASTA

ROSIBLU Diamonds transform you

bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA

bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living

bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday

ASTA

bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar

bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates

bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold

ORRA Own a piece of eternity

bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC

bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her

bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India

bull They have attempted to differentiate our product offerings and create new product concepts

SOME OF THEIR COLLECTIONS

bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats

Pricing

bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery

bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally

aims the elite groupbull Targeting traditionally like all jewellery brands orra

also targeted the female population but above de age group of 20

bull Positioning exclusive diamond outlet

PROMOTION

bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition

bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting

bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood

bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA

bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets

PLACE

bull Orra operates in various parts of the world including Asia USA Middle East and Europe

bull They cater to their customers through retail outlets and online transactions

bull They also have various tie-ups with other jewellery outlets to market their brand

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI TANISHQ JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER(in Crores)

7200 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle ampabove

Middle ampabove

Upper middle ampabove

Middle ampabove

Middle ampabove

MARKETING STRATEGY

Events Advertising Customer Schemes

Theme based advertising

Press releases

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73

BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including

bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs

combined with Indian values

Easy Elegance Diamond jewellery at reasonable prices

Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand

Giantti

BRAND RECALL (Acc To TNS Survey)

PLACES Domestic Presence

bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla

Global presence

bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK

MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon

Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to

capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce

1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group

1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores

Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product

Sales Through exclusive Distributor Network

Sales to Departmental stores and Exclusive Distribution Networks

Sales through Retail Stores owned or managedBy the group

MULTI CHANNEL DISTRIBUTION NETWORK

RELIANCE JEWELS

RELIANCE INDUSTRIES

bullIndias largest private sector company with a turnover of $28 billion as on March2006

bullout of every 4 investors in India one is a reliance shareholder

bullReliance industries features worlds most respective companies on 269th position

bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues

bullThe company has strong cash flow of around Rs 7500 crore

CompetitorsBharat PetroleumIndian OilTata Group

RELIANCE RETAIL

bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity

bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08

G

bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd

bullIt will invest Rs250 billion by 2010-11

bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo

bullRRL established key joint ventures with international partners in apparel optical and office products businesses

bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation

T

bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani

bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery

bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers

bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years

bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present

MAJOR MARKETING STRATEGIES

bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery

bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs

bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country

bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years

bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region

STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group

DISTRIBUTION some of the stores are owned by the company while others are franchised

bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros

bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo

bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said

bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India

PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo

ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo

MAJOR BRANDS

The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry

bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory

bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions

bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)

ROSY BLUE More than diamonds

bull The Group forayed into the international jewellery business in 1888

bull Have units across 15 countries headquartered in Antwerp Belgium

bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa

bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai

bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street

bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds

BRANDS OF ROSY BLUE

ROSIBLU

ORRA

ASTA

ROSIBLU Diamonds transform you

bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA

bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living

bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday

ASTA

bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar

bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates

bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold

ORRA Own a piece of eternity

bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC

bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her

bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India

bull They have attempted to differentiate our product offerings and create new product concepts

SOME OF THEIR COLLECTIONS

bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats

Pricing

bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery

bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally

aims the elite groupbull Targeting traditionally like all jewellery brands orra

also targeted the female population but above de age group of 20

bull Positioning exclusive diamond outlet

PROMOTION

bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition

bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting

bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood

bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA

bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets

PLACE

bull Orra operates in various parts of the world including Asia USA Middle East and Europe

bull They cater to their customers through retail outlets and online transactions

bull They also have various tie-ups with other jewellery outlets to market their brand

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI TANISHQ JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER(in Crores)

7200 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle ampabove

Middle ampabove

Upper middle ampabove

Middle ampabove

Middle ampabove

MARKETING STRATEGY

Events Advertising Customer Schemes

Theme based advertising

Press releases

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73

BRAND RECALL (Acc To TNS Survey)

PLACES Domestic Presence

bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla

Global presence

bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK

MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon

Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to

capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce

1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group

1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores

Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product

Sales Through exclusive Distributor Network

Sales to Departmental stores and Exclusive Distribution Networks

Sales through Retail Stores owned or managedBy the group

MULTI CHANNEL DISTRIBUTION NETWORK

RELIANCE JEWELS

RELIANCE INDUSTRIES

bullIndias largest private sector company with a turnover of $28 billion as on March2006

bullout of every 4 investors in India one is a reliance shareholder

bullReliance industries features worlds most respective companies on 269th position

bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues

bullThe company has strong cash flow of around Rs 7500 crore

CompetitorsBharat PetroleumIndian OilTata Group

RELIANCE RETAIL

bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity

bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08

G

bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd

bullIt will invest Rs250 billion by 2010-11

bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo

bullRRL established key joint ventures with international partners in apparel optical and office products businesses

bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation

T

bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani

bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery

bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers

bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years

bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present

MAJOR MARKETING STRATEGIES

bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery

bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs

bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country

bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years

bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region

STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group

DISTRIBUTION some of the stores are owned by the company while others are franchised

bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros

bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo

bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said

bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India

PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo

ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo

MAJOR BRANDS

The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry

bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory

bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions

bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)

ROSY BLUE More than diamonds

bull The Group forayed into the international jewellery business in 1888

bull Have units across 15 countries headquartered in Antwerp Belgium

bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa

bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai

bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street

bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds

BRANDS OF ROSY BLUE

ROSIBLU

ORRA

ASTA

ROSIBLU Diamonds transform you

bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA

bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living

bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday

ASTA

bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar

bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates

bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold

ORRA Own a piece of eternity

bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC

bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her

bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India

bull They have attempted to differentiate our product offerings and create new product concepts

SOME OF THEIR COLLECTIONS

bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats

Pricing

bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery

bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally

aims the elite groupbull Targeting traditionally like all jewellery brands orra

also targeted the female population but above de age group of 20

bull Positioning exclusive diamond outlet

PROMOTION

bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition

bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting

bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood

bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA

bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets

PLACE

bull Orra operates in various parts of the world including Asia USA Middle East and Europe

bull They cater to their customers through retail outlets and online transactions

bull They also have various tie-ups with other jewellery outlets to market their brand

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI TANISHQ JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER(in Crores)

7200 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle ampabove

Middle ampabove

Upper middle ampabove

Middle ampabove

Middle ampabove

MARKETING STRATEGY

Events Advertising Customer Schemes

Theme based advertising

Press releases

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73

PLACES Domestic Presence

bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla

Global presence

bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK

MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon

Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to

capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce

1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group

1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores

Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product

Sales Through exclusive Distributor Network

Sales to Departmental stores and Exclusive Distribution Networks

Sales through Retail Stores owned or managedBy the group

MULTI CHANNEL DISTRIBUTION NETWORK

RELIANCE JEWELS

RELIANCE INDUSTRIES

bullIndias largest private sector company with a turnover of $28 billion as on March2006

bullout of every 4 investors in India one is a reliance shareholder

bullReliance industries features worlds most respective companies on 269th position

bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues

bullThe company has strong cash flow of around Rs 7500 crore

CompetitorsBharat PetroleumIndian OilTata Group

RELIANCE RETAIL

bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity

bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08

G

bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd

bullIt will invest Rs250 billion by 2010-11

bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo

bullRRL established key joint ventures with international partners in apparel optical and office products businesses

bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation

T

bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani

bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery

bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers

bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years

bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present

MAJOR MARKETING STRATEGIES

bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery

bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs

bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country

bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years

bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region

STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group

DISTRIBUTION some of the stores are owned by the company while others are franchised

bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros

bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo

bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said

bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India

PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo

ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo

MAJOR BRANDS

The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry

bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory

bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions

bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)

ROSY BLUE More than diamonds

bull The Group forayed into the international jewellery business in 1888

bull Have units across 15 countries headquartered in Antwerp Belgium

bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa

bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai

bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street

bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds

BRANDS OF ROSY BLUE

ROSIBLU

ORRA

ASTA

ROSIBLU Diamonds transform you

bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA

bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living

bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday

ASTA

bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar

bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates

bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold

ORRA Own a piece of eternity

bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC

bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her

bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India

bull They have attempted to differentiate our product offerings and create new product concepts

SOME OF THEIR COLLECTIONS

bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats

Pricing

bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery

bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally

aims the elite groupbull Targeting traditionally like all jewellery brands orra

also targeted the female population but above de age group of 20

bull Positioning exclusive diamond outlet

PROMOTION

bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition

bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting

bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood

bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA

bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets

PLACE

bull Orra operates in various parts of the world including Asia USA Middle East and Europe

bull They cater to their customers through retail outlets and online transactions

bull They also have various tie-ups with other jewellery outlets to market their brand

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI TANISHQ JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER(in Crores)

7200 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle ampabove

Middle ampabove

Upper middle ampabove

Middle ampabove

Middle ampabove

MARKETING STRATEGY

Events Advertising Customer Schemes

Theme based advertising

Press releases

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73

MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon

Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to

capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce

1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group

1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores

Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product

Sales Through exclusive Distributor Network

Sales to Departmental stores and Exclusive Distribution Networks

Sales through Retail Stores owned or managedBy the group

MULTI CHANNEL DISTRIBUTION NETWORK

RELIANCE JEWELS

RELIANCE INDUSTRIES

bullIndias largest private sector company with a turnover of $28 billion as on March2006

bullout of every 4 investors in India one is a reliance shareholder

bullReliance industries features worlds most respective companies on 269th position

bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues

bullThe company has strong cash flow of around Rs 7500 crore

CompetitorsBharat PetroleumIndian OilTata Group

RELIANCE RETAIL

bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity

bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08

G

bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd

bullIt will invest Rs250 billion by 2010-11

bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo

bullRRL established key joint ventures with international partners in apparel optical and office products businesses

bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation

T

bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani

bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery

bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers

bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years

bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present

MAJOR MARKETING STRATEGIES

bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery

bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs

bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country

bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years

bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region

STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group

DISTRIBUTION some of the stores are owned by the company while others are franchised

bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros

bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo

bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said

bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India

PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo

ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo

MAJOR BRANDS

The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry

bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory

bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions

bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)

ROSY BLUE More than diamonds

bull The Group forayed into the international jewellery business in 1888

bull Have units across 15 countries headquartered in Antwerp Belgium

bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa

bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai

bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street

bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds

BRANDS OF ROSY BLUE

ROSIBLU

ORRA

ASTA

ROSIBLU Diamonds transform you

bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA

bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living

bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday

ASTA

bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar

bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates

bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold

ORRA Own a piece of eternity

bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC

bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her

bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India

bull They have attempted to differentiate our product offerings and create new product concepts

SOME OF THEIR COLLECTIONS

bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats

Pricing

bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery

bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally

aims the elite groupbull Targeting traditionally like all jewellery brands orra

also targeted the female population but above de age group of 20

bull Positioning exclusive diamond outlet

PROMOTION

bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition

bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting

bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood

bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA

bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets

PLACE

bull Orra operates in various parts of the world including Asia USA Middle East and Europe

bull They cater to their customers through retail outlets and online transactions

bull They also have various tie-ups with other jewellery outlets to market their brand

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI TANISHQ JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER(in Crores)

7200 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle ampabove

Middle ampabove

Upper middle ampabove

Middle ampabove

Middle ampabove

MARKETING STRATEGY

Events Advertising Customer Schemes

Theme based advertising

Press releases

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73

1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group

1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores

Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product

Sales Through exclusive Distributor Network

Sales to Departmental stores and Exclusive Distribution Networks

Sales through Retail Stores owned or managedBy the group

MULTI CHANNEL DISTRIBUTION NETWORK

RELIANCE JEWELS

RELIANCE INDUSTRIES

bullIndias largest private sector company with a turnover of $28 billion as on March2006

bullout of every 4 investors in India one is a reliance shareholder

bullReliance industries features worlds most respective companies on 269th position

bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues

bullThe company has strong cash flow of around Rs 7500 crore

CompetitorsBharat PetroleumIndian OilTata Group

RELIANCE RETAIL

bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity

bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08

G

bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd

bullIt will invest Rs250 billion by 2010-11

bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo

bullRRL established key joint ventures with international partners in apparel optical and office products businesses

bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation

T

bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani

bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery

bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers

bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years

bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present

MAJOR MARKETING STRATEGIES

bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery

bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs

bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country

bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years

bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region

STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group

DISTRIBUTION some of the stores are owned by the company while others are franchised

bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros

bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo

bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said

bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India

PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo

ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo

MAJOR BRANDS

The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry

bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory

bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions

bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)

ROSY BLUE More than diamonds

bull The Group forayed into the international jewellery business in 1888

bull Have units across 15 countries headquartered in Antwerp Belgium

bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa

bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai

bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street

bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds

BRANDS OF ROSY BLUE

ROSIBLU

ORRA

ASTA

ROSIBLU Diamonds transform you

bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA

bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living

bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday

ASTA

bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar

bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates

bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold

ORRA Own a piece of eternity

bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC

bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her

bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India

bull They have attempted to differentiate our product offerings and create new product concepts

SOME OF THEIR COLLECTIONS

bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats

Pricing

bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery

bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally

aims the elite groupbull Targeting traditionally like all jewellery brands orra

also targeted the female population but above de age group of 20

bull Positioning exclusive diamond outlet

PROMOTION

bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition

bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting

bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood

bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA

bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets

PLACE

bull Orra operates in various parts of the world including Asia USA Middle East and Europe

bull They cater to their customers through retail outlets and online transactions

bull They also have various tie-ups with other jewellery outlets to market their brand

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI TANISHQ JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER(in Crores)

7200 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle ampabove

Middle ampabove

Upper middle ampabove

Middle ampabove

Middle ampabove

MARKETING STRATEGY

Events Advertising Customer Schemes

Theme based advertising

Press releases

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73

RELIANCE JEWELS

RELIANCE INDUSTRIES

bullIndias largest private sector company with a turnover of $28 billion as on March2006

bullout of every 4 investors in India one is a reliance shareholder

bullReliance industries features worlds most respective companies on 269th position

bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues

bullThe company has strong cash flow of around Rs 7500 crore

CompetitorsBharat PetroleumIndian OilTata Group

RELIANCE RETAIL

bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity

bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08

G

bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd

bullIt will invest Rs250 billion by 2010-11

bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo

bullRRL established key joint ventures with international partners in apparel optical and office products businesses

bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation

T

bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani

bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery

bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers

bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years

bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present

MAJOR MARKETING STRATEGIES

bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery

bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs

bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country

bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years

bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region

STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group

DISTRIBUTION some of the stores are owned by the company while others are franchised

bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros

bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo

bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said

bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India

PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo

ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo

MAJOR BRANDS

The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry

bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory

bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions

bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)

ROSY BLUE More than diamonds

bull The Group forayed into the international jewellery business in 1888

bull Have units across 15 countries headquartered in Antwerp Belgium

bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa

bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai

bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street

bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds

BRANDS OF ROSY BLUE

ROSIBLU

ORRA

ASTA

ROSIBLU Diamonds transform you

bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA

bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living

bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday

ASTA

bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar

bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates

bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold

ORRA Own a piece of eternity

bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC

bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her

bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India

bull They have attempted to differentiate our product offerings and create new product concepts

SOME OF THEIR COLLECTIONS

bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats

Pricing

bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery

bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally

aims the elite groupbull Targeting traditionally like all jewellery brands orra

also targeted the female population but above de age group of 20

bull Positioning exclusive diamond outlet

PROMOTION

bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition

bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting

bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood

bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA

bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets

PLACE

bull Orra operates in various parts of the world including Asia USA Middle East and Europe

bull They cater to their customers through retail outlets and online transactions

bull They also have various tie-ups with other jewellery outlets to market their brand

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI TANISHQ JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER(in Crores)

7200 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle ampabove

Middle ampabove

Upper middle ampabove

Middle ampabove

Middle ampabove

MARKETING STRATEGY

Events Advertising Customer Schemes

Theme based advertising

Press releases

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73

RELIANCE INDUSTRIES

bullIndias largest private sector company with a turnover of $28 billion as on March2006

bullout of every 4 investors in India one is a reliance shareholder

bullReliance industries features worlds most respective companies on 269th position

bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues

bullThe company has strong cash flow of around Rs 7500 crore

CompetitorsBharat PetroleumIndian OilTata Group

RELIANCE RETAIL

bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity

bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08

G

bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd

bullIt will invest Rs250 billion by 2010-11

bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo

bullRRL established key joint ventures with international partners in apparel optical and office products businesses

bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation

T

bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani

bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery

bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers

bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years

bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present

MAJOR MARKETING STRATEGIES

bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery

bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs

bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country

bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years

bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region

STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group

DISTRIBUTION some of the stores are owned by the company while others are franchised

bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros

bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo

bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said

bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India

PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo

ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo

MAJOR BRANDS

The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry

bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory

bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions

bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)

ROSY BLUE More than diamonds

bull The Group forayed into the international jewellery business in 1888

bull Have units across 15 countries headquartered in Antwerp Belgium

bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa

bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai

bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street

bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds

BRANDS OF ROSY BLUE

ROSIBLU

ORRA

ASTA

ROSIBLU Diamonds transform you

bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA

bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living

bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday

ASTA

bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar

bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates

bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold

ORRA Own a piece of eternity

bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC

bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her

bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India

bull They have attempted to differentiate our product offerings and create new product concepts

SOME OF THEIR COLLECTIONS

bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats

Pricing

bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery

bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally

aims the elite groupbull Targeting traditionally like all jewellery brands orra

also targeted the female population but above de age group of 20

bull Positioning exclusive diamond outlet

PROMOTION

bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition

bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting

bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood

bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA

bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets

PLACE

bull Orra operates in various parts of the world including Asia USA Middle East and Europe

bull They cater to their customers through retail outlets and online transactions

bull They also have various tie-ups with other jewellery outlets to market their brand

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI TANISHQ JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER(in Crores)

7200 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle ampabove

Middle ampabove

Upper middle ampabove

Middle ampabove

Middle ampabove

MARKETING STRATEGY

Events Advertising Customer Schemes

Theme based advertising

Press releases

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73

G

bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd

bullIt will invest Rs250 billion by 2010-11

bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo

bullRRL established key joint ventures with international partners in apparel optical and office products businesses

bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation

T

bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani

bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery

bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers

bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years

bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present

MAJOR MARKETING STRATEGIES

bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery

bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs

bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country

bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years

bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region

STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group

DISTRIBUTION some of the stores are owned by the company while others are franchised

bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros

bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo

bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said

bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India

PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo

ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo

MAJOR BRANDS

The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry

bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory

bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions

bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)

ROSY BLUE More than diamonds

bull The Group forayed into the international jewellery business in 1888

bull Have units across 15 countries headquartered in Antwerp Belgium

bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa

bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai

bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street

bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds

BRANDS OF ROSY BLUE

ROSIBLU

ORRA

ASTA

ROSIBLU Diamonds transform you

bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA

bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living

bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday

ASTA

bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar

bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates

bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold

ORRA Own a piece of eternity

bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC

bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her

bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India

bull They have attempted to differentiate our product offerings and create new product concepts

SOME OF THEIR COLLECTIONS

bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats

Pricing

bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery

bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally

aims the elite groupbull Targeting traditionally like all jewellery brands orra

also targeted the female population but above de age group of 20

bull Positioning exclusive diamond outlet

PROMOTION

bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition

bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting

bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood

bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA

bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets

PLACE

bull Orra operates in various parts of the world including Asia USA Middle East and Europe

bull They cater to their customers through retail outlets and online transactions

bull They also have various tie-ups with other jewellery outlets to market their brand

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI TANISHQ JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER(in Crores)

7200 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle ampabove

Middle ampabove

Upper middle ampabove

Middle ampabove

Middle ampabove

MARKETING STRATEGY

Events Advertising Customer Schemes

Theme based advertising

Press releases

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73

T

bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani

bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery

bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers

bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years

bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present

MAJOR MARKETING STRATEGIES

bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery

bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs

bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country

bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years

bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region

STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group

DISTRIBUTION some of the stores are owned by the company while others are franchised

bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros

bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo

bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said

bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India

PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo

ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo

MAJOR BRANDS

The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry

bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory

bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions

bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)

ROSY BLUE More than diamonds

bull The Group forayed into the international jewellery business in 1888

bull Have units across 15 countries headquartered in Antwerp Belgium

bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa

bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai

bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street

bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds

BRANDS OF ROSY BLUE

ROSIBLU

ORRA

ASTA

ROSIBLU Diamonds transform you

bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA

bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living

bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday

ASTA

bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar

bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates

bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold

ORRA Own a piece of eternity

bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC

bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her

bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India

bull They have attempted to differentiate our product offerings and create new product concepts

SOME OF THEIR COLLECTIONS

bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats

Pricing

bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery

bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally

aims the elite groupbull Targeting traditionally like all jewellery brands orra

also targeted the female population but above de age group of 20

bull Positioning exclusive diamond outlet

PROMOTION

bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition

bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting

bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood

bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA

bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets

PLACE

bull Orra operates in various parts of the world including Asia USA Middle East and Europe

bull They cater to their customers through retail outlets and online transactions

bull They also have various tie-ups with other jewellery outlets to market their brand

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI TANISHQ JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER(in Crores)

7200 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle ampabove

Middle ampabove

Upper middle ampabove

Middle ampabove

Middle ampabove

MARKETING STRATEGY

Events Advertising Customer Schemes

Theme based advertising

Press releases

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73

MAJOR MARKETING STRATEGIES

bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery

bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs

bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country

bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years

bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region

STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group

DISTRIBUTION some of the stores are owned by the company while others are franchised

bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros

bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo

bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said

bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India

PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo

ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo

MAJOR BRANDS

The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry

bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory

bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions

bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)

ROSY BLUE More than diamonds

bull The Group forayed into the international jewellery business in 1888

bull Have units across 15 countries headquartered in Antwerp Belgium

bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa

bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai

bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street

bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds

BRANDS OF ROSY BLUE

ROSIBLU

ORRA

ASTA

ROSIBLU Diamonds transform you

bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA

bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living

bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday

ASTA

bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar

bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates

bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold

ORRA Own a piece of eternity

bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC

bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her

bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India

bull They have attempted to differentiate our product offerings and create new product concepts

SOME OF THEIR COLLECTIONS

bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats

Pricing

bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery

bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally

aims the elite groupbull Targeting traditionally like all jewellery brands orra

also targeted the female population but above de age group of 20

bull Positioning exclusive diamond outlet

PROMOTION

bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition

bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting

bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood

bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA

bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets

PLACE

bull Orra operates in various parts of the world including Asia USA Middle East and Europe

bull They cater to their customers through retail outlets and online transactions

bull They also have various tie-ups with other jewellery outlets to market their brand

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI TANISHQ JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER(in Crores)

7200 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle ampabove

Middle ampabove

Upper middle ampabove

Middle ampabove

Middle ampabove

MARKETING STRATEGY

Events Advertising Customer Schemes

Theme based advertising

Press releases

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73

bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros

bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo

bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said

bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India

PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo

ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo

MAJOR BRANDS

The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry

bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory

bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions

bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)

ROSY BLUE More than diamonds

bull The Group forayed into the international jewellery business in 1888

bull Have units across 15 countries headquartered in Antwerp Belgium

bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa

bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai

bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street

bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds

BRANDS OF ROSY BLUE

ROSIBLU

ORRA

ASTA

ROSIBLU Diamonds transform you

bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA

bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living

bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday

ASTA

bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar

bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates

bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold

ORRA Own a piece of eternity

bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC

bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her

bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India

bull They have attempted to differentiate our product offerings and create new product concepts

SOME OF THEIR COLLECTIONS

bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats

Pricing

bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery

bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally

aims the elite groupbull Targeting traditionally like all jewellery brands orra

also targeted the female population but above de age group of 20

bull Positioning exclusive diamond outlet

PROMOTION

bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition

bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting

bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood

bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA

bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets

PLACE

bull Orra operates in various parts of the world including Asia USA Middle East and Europe

bull They cater to their customers through retail outlets and online transactions

bull They also have various tie-ups with other jewellery outlets to market their brand

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI TANISHQ JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER(in Crores)

7200 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle ampabove

Middle ampabove

Upper middle ampabove

Middle ampabove

Middle ampabove

MARKETING STRATEGY

Events Advertising Customer Schemes

Theme based advertising

Press releases

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73

MAJOR BRANDS

The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry

bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory

bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions

bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)

ROSY BLUE More than diamonds

bull The Group forayed into the international jewellery business in 1888

bull Have units across 15 countries headquartered in Antwerp Belgium

bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa

bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai

bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street

bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds

BRANDS OF ROSY BLUE

ROSIBLU

ORRA

ASTA

ROSIBLU Diamonds transform you

bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA

bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living

bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday

ASTA

bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar

bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates

bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold

ORRA Own a piece of eternity

bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC

bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her

bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India

bull They have attempted to differentiate our product offerings and create new product concepts

SOME OF THEIR COLLECTIONS

bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats

Pricing

bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery

bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally

aims the elite groupbull Targeting traditionally like all jewellery brands orra

also targeted the female population but above de age group of 20

bull Positioning exclusive diamond outlet

PROMOTION

bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition

bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting

bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood

bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA

bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets

PLACE

bull Orra operates in various parts of the world including Asia USA Middle East and Europe

bull They cater to their customers through retail outlets and online transactions

bull They also have various tie-ups with other jewellery outlets to market their brand

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI TANISHQ JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER(in Crores)

7200 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle ampabove

Middle ampabove

Upper middle ampabove

Middle ampabove

Middle ampabove

MARKETING STRATEGY

Events Advertising Customer Schemes

Theme based advertising

Press releases

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73

ROSY BLUE More than diamonds

bull The Group forayed into the international jewellery business in 1888

bull Have units across 15 countries headquartered in Antwerp Belgium

bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa

bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai

bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street

bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds

BRANDS OF ROSY BLUE

ROSIBLU

ORRA

ASTA

ROSIBLU Diamonds transform you

bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA

bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living

bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday

ASTA

bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar

bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates

bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold

ORRA Own a piece of eternity

bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC

bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her

bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India

bull They have attempted to differentiate our product offerings and create new product concepts

SOME OF THEIR COLLECTIONS

bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats

Pricing

bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery

bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally

aims the elite groupbull Targeting traditionally like all jewellery brands orra

also targeted the female population but above de age group of 20

bull Positioning exclusive diamond outlet

PROMOTION

bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition

bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting

bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood

bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA

bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets

PLACE

bull Orra operates in various parts of the world including Asia USA Middle East and Europe

bull They cater to their customers through retail outlets and online transactions

bull They also have various tie-ups with other jewellery outlets to market their brand

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI TANISHQ JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER(in Crores)

7200 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle ampabove

Middle ampabove

Upper middle ampabove

Middle ampabove

Middle ampabove

MARKETING STRATEGY

Events Advertising Customer Schemes

Theme based advertising

Press releases

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73

bull The Group forayed into the international jewellery business in 1888

bull Have units across 15 countries headquartered in Antwerp Belgium

bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa

bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai

bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street

bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds

BRANDS OF ROSY BLUE

ROSIBLU

ORRA

ASTA

ROSIBLU Diamonds transform you

bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA

bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living

bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday

ASTA

bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar

bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates

bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold

ORRA Own a piece of eternity

bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC

bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her

bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India

bull They have attempted to differentiate our product offerings and create new product concepts

SOME OF THEIR COLLECTIONS

bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats

Pricing

bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery

bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally

aims the elite groupbull Targeting traditionally like all jewellery brands orra

also targeted the female population but above de age group of 20

bull Positioning exclusive diamond outlet

PROMOTION

bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition

bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting

bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood

bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA

bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets

PLACE

bull Orra operates in various parts of the world including Asia USA Middle East and Europe

bull They cater to their customers through retail outlets and online transactions

bull They also have various tie-ups with other jewellery outlets to market their brand

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI TANISHQ JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER(in Crores)

7200 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle ampabove

Middle ampabove

Upper middle ampabove

Middle ampabove

Middle ampabove

MARKETING STRATEGY

Events Advertising Customer Schemes

Theme based advertising

Press releases

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73

BRANDS OF ROSY BLUE

ROSIBLU

ORRA

ASTA

ROSIBLU Diamonds transform you

bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA

bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living

bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday

ASTA

bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar

bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates

bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold

ORRA Own a piece of eternity

bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC

bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her

bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India

bull They have attempted to differentiate our product offerings and create new product concepts

SOME OF THEIR COLLECTIONS

bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats

Pricing

bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery

bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally

aims the elite groupbull Targeting traditionally like all jewellery brands orra

also targeted the female population but above de age group of 20

bull Positioning exclusive diamond outlet

PROMOTION

bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition

bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting

bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood

bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA

bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets

PLACE

bull Orra operates in various parts of the world including Asia USA Middle East and Europe

bull They cater to their customers through retail outlets and online transactions

bull They also have various tie-ups with other jewellery outlets to market their brand

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI TANISHQ JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER(in Crores)

7200 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle ampabove

Middle ampabove

Upper middle ampabove

Middle ampabove

Middle ampabove

MARKETING STRATEGY

Events Advertising Customer Schemes

Theme based advertising

Press releases

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73

ROSIBLU Diamonds transform you

bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA

bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living

bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday

ASTA

bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar

bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates

bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold

ORRA Own a piece of eternity

bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC

bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her

bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India

bull They have attempted to differentiate our product offerings and create new product concepts

SOME OF THEIR COLLECTIONS

bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats

Pricing

bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery

bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally

aims the elite groupbull Targeting traditionally like all jewellery brands orra

also targeted the female population but above de age group of 20

bull Positioning exclusive diamond outlet

PROMOTION

bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition

bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting

bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood

bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA

bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets

PLACE

bull Orra operates in various parts of the world including Asia USA Middle East and Europe

bull They cater to their customers through retail outlets and online transactions

bull They also have various tie-ups with other jewellery outlets to market their brand

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI TANISHQ JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER(in Crores)

7200 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle ampabove

Middle ampabove

Upper middle ampabove

Middle ampabove

Middle ampabove

MARKETING STRATEGY

Events Advertising Customer Schemes

Theme based advertising

Press releases

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73

ASTA

bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar

bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates

bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold

ORRA Own a piece of eternity

bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC

bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her

bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India

bull They have attempted to differentiate our product offerings and create new product concepts

SOME OF THEIR COLLECTIONS

bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats

Pricing

bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery

bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally

aims the elite groupbull Targeting traditionally like all jewellery brands orra

also targeted the female population but above de age group of 20

bull Positioning exclusive diamond outlet

PROMOTION

bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition

bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting

bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood

bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA

bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets

PLACE

bull Orra operates in various parts of the world including Asia USA Middle East and Europe

bull They cater to their customers through retail outlets and online transactions

bull They also have various tie-ups with other jewellery outlets to market their brand

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI TANISHQ JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER(in Crores)

7200 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle ampabove

Middle ampabove

Upper middle ampabove

Middle ampabove

Middle ampabove

MARKETING STRATEGY

Events Advertising Customer Schemes

Theme based advertising

Press releases

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73

ORRA Own a piece of eternity

bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC

bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her

bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India

bull They have attempted to differentiate our product offerings and create new product concepts

SOME OF THEIR COLLECTIONS

bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats

Pricing

bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery

bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally

aims the elite groupbull Targeting traditionally like all jewellery brands orra

also targeted the female population but above de age group of 20

bull Positioning exclusive diamond outlet

PROMOTION

bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition

bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting

bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood

bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA

bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets

PLACE

bull Orra operates in various parts of the world including Asia USA Middle East and Europe

bull They cater to their customers through retail outlets and online transactions

bull They also have various tie-ups with other jewellery outlets to market their brand

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI TANISHQ JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER(in Crores)

7200 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle ampabove

Middle ampabove

Upper middle ampabove

Middle ampabove

Middle ampabove

MARKETING STRATEGY

Events Advertising Customer Schemes

Theme based advertising

Press releases

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73

SOME OF THEIR COLLECTIONS

bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats

Pricing

bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery

bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally

aims the elite groupbull Targeting traditionally like all jewellery brands orra

also targeted the female population but above de age group of 20

bull Positioning exclusive diamond outlet

PROMOTION

bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition

bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting

bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood

bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA

bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets

PLACE

bull Orra operates in various parts of the world including Asia USA Middle East and Europe

bull They cater to their customers through retail outlets and online transactions

bull They also have various tie-ups with other jewellery outlets to market their brand

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI TANISHQ JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER(in Crores)

7200 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle ampabove

Middle ampabove

Upper middle ampabove

Middle ampabove

Middle ampabove

MARKETING STRATEGY

Events Advertising Customer Schemes

Theme based advertising

Press releases

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73

Pricing

bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery

bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally

aims the elite groupbull Targeting traditionally like all jewellery brands orra

also targeted the female population but above de age group of 20

bull Positioning exclusive diamond outlet

PROMOTION

bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition

bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting

bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood

bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA

bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets

PLACE

bull Orra operates in various parts of the world including Asia USA Middle East and Europe

bull They cater to their customers through retail outlets and online transactions

bull They also have various tie-ups with other jewellery outlets to market their brand

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI TANISHQ JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER(in Crores)

7200 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle ampabove

Middle ampabove

Upper middle ampabove

Middle ampabove

Middle ampabove

MARKETING STRATEGY

Events Advertising Customer Schemes

Theme based advertising

Press releases

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73

PROMOTION

bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition

bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting

bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood

bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA

bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets

PLACE

bull Orra operates in various parts of the world including Asia USA Middle East and Europe

bull They cater to their customers through retail outlets and online transactions

bull They also have various tie-ups with other jewellery outlets to market their brand

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI TANISHQ JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER(in Crores)

7200 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle ampabove

Middle ampabove

Upper middle ampabove

Middle ampabove

Middle ampabove

MARKETING STRATEGY

Events Advertising Customer Schemes

Theme based advertising

Press releases

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73

bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA

bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets

PLACE

bull Orra operates in various parts of the world including Asia USA Middle East and Europe

bull They cater to their customers through retail outlets and online transactions

bull They also have various tie-ups with other jewellery outlets to market their brand

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI TANISHQ JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER(in Crores)

7200 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle ampabove

Middle ampabove

Upper middle ampabove

Middle ampabove

Middle ampabove

MARKETING STRATEGY

Events Advertising Customer Schemes

Theme based advertising

Press releases

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73

PLACE

bull Orra operates in various parts of the world including Asia USA Middle East and Europe

bull They cater to their customers through retail outlets and online transactions

bull They also have various tie-ups with other jewellery outlets to market their brand

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI TANISHQ JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER(in Crores)

7200 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle ampabove

Middle ampabove

Upper middle ampabove

Middle ampabove

Middle ampabove

MARKETING STRATEGY

Events Advertising Customer Schemes

Theme based advertising

Press releases

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73

SOURCE OF DIFFERENCE

ROSY BLUE

GITANJALI TANISHQ JOY ALUKKAS

RELIANCE JEWELS

SALES TURNOVER(in Crores)

7200 4832 3520 3350 800

TARGET CUSTOMER

Upper Middle ampabove

Middle ampabove

Upper middle ampabove

Middle ampabove

Middle ampabove

MARKETING STRATEGY

Events Advertising Customer Schemes

Theme based advertising

Press releases

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73

THANK YOU

• Slide 1
• Slide 2
• Slide 3
• Slide 4
• Slide 5
• SECTORS OF INDIAN JEWELLERY INDUSTRY
• India Gems amp Jewellery Industry ndash Highlights
• INDUSTRIAL PROFILE
• Slide 9
• Slide 10
• PURPOSE OF PURCHASE
• JOY ALUKKAS Worldrsquos favourite jeweller
• HISTORY
• COMPANY PROFILE
• VISION AND MISSION
• OBJECTIVES
• VARIOUS BRANDS DIAMONDS
• GOLD
• PEARLS
• PRECIOUS GEMS
• PLACE
• POSITIONING AND PRICING
• PROMOTION
• Slide 24
• Slide 25
• Slide 26
• Slide 27
• Slide 28
• Slide 29
• Slide 30
• Slide 31
• Slide 32
• Slide 33
• TATA JEWELLERY (Jewellery is not a product but a piece of art and shopping for jewellery is an exalting experience)
• TATA GROUP
• TANISHQ
• Products-Brands For women 1)Colors of Royalty 2)Moham 3)Wedding Collection 4)Zoya 5)Diamond Collection For Men Cuff-links Bracelets chains and kadas
• Place
• Slide 39
• Gold Plus
• Slide 41
• Slide 42
• Slide 43
• MISSION amp VISION
• GITANJALIrsquoS FIRSTS
• BUSINESS MAP
• PRESENCE ACROSS THE VALUE CHAIN
• THE ACQUISITION GIANT
• BRANDS AND SEGMENTATION
• Slide 50
• PLACES
• MARKETING STRATEGIES
• Slide 53
• Slide 54
• RELIANCE INDUSTRIES
• G
• T
• MAJOR MARKETING STRATEGIES
• Slide 59
• MAJOR BRANDS
• ROSY BLUE More than diamonds
• Slide 62
• BRANDS OF ROSY BLUE
• ROSIBLU Diamonds transform you
• ASTA
• ORRA Own a piece of eternity
• SOME OF THEIR COLLECTIONS
• Pricing
• Slide 69
• Slide 70
• Slide 71
• Slide 72
• Slide 73