Gitanjali Gems

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• Since 1966 Gitanjali has come a long way. Our strength
  and success can be attributed to our efficient
  management,        modern       operation       systems,
  uncompromising quality control and dynamic workforce;
  but above all, it’s a desire and vision that has
  accentuated our growth.
                                           - Mehul Choksi
                            (Chairman, Gitanjali gem Ltd.)

• We understand the emotional needs attached to
  diamonds and jewellery and celebrate the glory of
  diamonds, gold and jewellery with our consumers.

• To become the world’s leading company in diamond
  manufacturing and retailing of branded jewellery and to
  have a strong, globally diversified infrastructure for
  manufacturing and marketing the diamonds.

• Our business is driven by our focus on the market,
  identifying the consumer need, gathering resources to
  fulfill it and an inner urge to excel.
• Our integrity is never compromise and we believe in
  being the best.
• Established in 1966, by Mehul choksi, was one of the
  earliest diamond house in India.
• One of the first sight holders in India.
• Co. was incorporated on Aug, 21 1986.
• Gitanjali gems was integrated diamond in jewellery
  manufacturing co.
• One of the largest manufacturers and retailers of
  diamonds and jewellery in India.
• Initially limited to the manufacture in export of cut and
  polished diamonds to various international markets.
• In 1990, started the production of diamond studded and
  other jewellery at a facility at Andheri, Mumbai.
 • Gili, the first branded jewellery of India, started in 1994,
   BY Gitanjali Gems
 • When jewellery was treated as a possession, Gili with
   the clear image of future needs, shifted this paradigm
   "from occasionally... to the need of every occasion".
 • Awarded a “Superbrand” status by Times of india in
 • Gili was the first brand to start giving the customer
   "Certificate of Authenticity" with every piece of jewellery
 • With a view of introducing a brand in Diamond jewellery,
   Gili set out to make its mark and offer people something
   unexpected, unbelievable and unheard of.
     It is now a name synonymous with youth, love,
                      feelings, and emotions.
          OF GILI
• Gili, a part of the Gitanjali Group, has appointed leading
  film star, Bipasha Basu, as its new brand ambassador
  to endorse its products.
• Mehul Choksi Chairman Gitanjali Group and Nakshatra
  feels that Bipasha epitomises what Gili stands for.
• Traditionally in India, women did not wear diamond
  jewellery often, apart from special occasions such as
  marriages and festivals.
• Diamond jewellery was not meant for everyone but only
  a privileged few who could meet the expense of it.
• To possess a diamond was a real privilege.
• Indians were only aware of 22karat jewellery in the
  market. The notion of 18karat jewellery was completely
  unheard of.
The longstanding beliefs, practices and customary
  conventions needed to change and Gili believed it
  could be the change it envisioned to bring about.

• The company had strategic alliances with the world gold
  counsel for promoting gold Sale in India.
• In 2001, firm entered 50% JV in the firm of D’damas
  jewelry private ltd. with Damas jewelry LLC(U.A.E. based
• On 30, Sep. 2005 three of their group companies
  Gemplus, Prism, Giantti were amalgamated into the
• The co. manufactured the most précised and ideal cut
  diamond in the world.
• It has specialized factory in different parts of the world
  (China, Thailand, Vietnam India etc.)
• It has 2 modern diamond manufacturing facilities located
  in Mumbai and Surat.
• Sophisticated manufacturing facilities, strong design
  capabilities and focus on stringent quality control
  enabled them to produce quality certified diamond and
• The design and quality of diamond and a large customer
  based outside India, enable them to develop strong
  credentials in International markets.
• The success in the growth of retail operations depend
  upon, the opening of new stores in capitalizing on
  existing marketing and distribution network.
• Gitanjali gem has an independent sales and distribution
  network for diamond and jewellery product.
• To increase visibility of branded jewellery lines, they
  operated through extensive distribution network.
• They also sell directly to end customers through retail
• They entered into arrangements with Shopper’s Stop, to
  operate “Facet shops” within Shopper’s Stop stores to
  provide custom made jewellery for customers.
            HR AT GITANJALI
• The co. has a strong belief that a motivator and
  empowered employees are the key to competitor
• Management with a significant industry experience was
  instrumental in the continuous growth in revenues and
• Gitanjali gems provided regular staff training programs,
  leadership programs and performance enhancement
  programs for employees
• Also planned to set up a training centre for employees.
• Engaged outside consultants to assist in training
  employees to enhance their performance.
• To develop customer loyalty they provide branded
  diamond and jewellery product which were certified for
  carat age, authenticity and quality and carried a
  suggested MRP.
• Development of new products and design is a key
  element of the business strategy.
• Innovative designs and product lines enabled them to
  develop the brands an increased retail sales.
• Designs are upgraded regularly to service the changing
  preferences of consumers.
• The co. strengthen the brand portfolio with the launch of
  new brands aimed at different customer profiles, various
  market and price segments and for various uses and
• Believe in Aggressive advertising and marketing
  campaigns which give the company a competitive
  advantage over competitors.
• In 2001, launched Buy-Back scheme for diamonds
• GITANJALI Group, has embarked upon a new strategy
  for product differentiation signifying a shift from the
  routine diamond polishing practice.
• According to the company press release, the group has
  applied for patents for 25 new cuts that have been
  developed by its own R&D team.

• Under this scheme, Gitanjali offered 5% below purchase
  MRP if the diamond sold within a year of purchase.
• 5% above purchase MRP for diamond sold between the
  second and third year.
• 10% above purchase MRP between fourth and fifth year.
• 15% above from the sixth year onwards.
• Diamond processing business is dependent on
  developing and maintaining continuing relationship with
• CRM is important for Gitanjali as they did not have any
  long term contracts with customers, nor the customers
  are subjected to any contractual provisions.
• Firm identified specific customer requirement and deliver
  efficiently within the shortest possible time frame.
• Continuing relationship with customers enabled them to
  identify the customers requirement and supply diamonds
  in accordance with their specifications.
• CRM also enables them to reduce payment risk.
                   THE FUTURE
•    Gitanjali Gems poised to become a leading integrated
     diamond and jewelry manufacturing and retailing co.
•    To achieve this, they took several initiative:

1)   Increase market shares in the diamonds and jewelry business in
     India (planned to capitalize shift of consumer preferences from
     traditional unbranded to branded jewelry)
2)    Maintain focus on International markets.
3)   Develop branded jewelry lines (such as nakshatra, gili, asmi and
4)   To expand retail operations (from 620 in 2006 to 1300 in 2008)
5)   Expand product offering and maintain high quality customer
6) Pursue strategic acquisitions and alliances (Gitanjali Gems has
   acquired US jewellery retail chain Rogers, a move that will boost the
   company’s retail presence in India and abroad)

• The company launched MISSION MARS to create a
  range of customized branded jewelry that provide better
  value preposition.
• The emphasis is on originality and exquisite finish of the

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