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GRADUATION PROJECT REPORT

Miss. Gandle Pratiksha Shatrughna


Fashion & Lifestyle Accessory Design Department
Batch (2013-2017)

Department of Fashion and Lifestyle Accessory Design


National Institute Of Fashion Technology, Mumbai.
Batch (2013-2017)
National Institute of Fashion Technology, Mumbai.
Fashion & Lifestyle Accessory Design Dept.

Graduation Project
Report
Company

Jewelery Design

Submitted By
Ms. Pratiksha Shatrughna Gandle
MUM13AD24
Batch - (2013-2017)
Fashion & Lifestyle Accessory Design Dept.
NIFT, Mumbai.

Under The Guidance of


Faculty Guide
Mr. Saurabh Kumar
Industry Guide
Ms. Priyanka Jain

(Project Year 2016-17)


Copyright c by National Institute of Fashion Technology.

All rights Reserved. No part of this documnet may be repro-


duced, stored in a retrievalsystem, or transmitted in any form
or by any means, electronic, mechanical, photocopying, re-
cording and scanning or otherwise in any form wothout the
written permission of the copyright owners.

Design - Ms. Gandle Pratiksha Shatrughna


National Institute of fashion Technology, Mumbai.

CERTIFICATE

This is to certify that Ms. Gandle Pratiksha Shatrughna of Fashion & Lifestyle Accessory
Design Department at National Institute Of Fashion Technology- Mumbai, has been eval-
uated for her Graduation Project Report and have fulfilled all the requirements set by the
institute and the evaluation jury. Her work has been found satisfactory.

Faculty Guide Centre Coordinator

Joint Director Director


ACKNOWLEDGMENT

The satisfaction and euphoria that a accompany successful com-


pletion of the Graduation project would be incomplete without
the mention of the people who made it possible.

I would like to thank and express my deep sense of gratitude to-


wards the mentor from Reliance Jewels Ms. Priyanka Jain (De-
sign Head) along with sourcing & design head Mr. Ragavendran
Nagarajan Sir who gave me the opportunity to handle the project
and for considering my designs for Reliance Jewels jewelery col-
lection.

I would like to thank my Course Coordinator & Head of the dept.


from Fashion & Lifestyle dept. NIFT - Mr. Saurabh Kumar sir
& Mr. Sudeepta Kumar Sir for giving me positive and supportive
attitude with continues encouragement for completing internship
project.

I owe my wholehearted thanks to the entire company staff of


Reliance Jewels for their cooperation during the entire project.

Ms. Pratiksha S. Gandle


MUM13AD24
Semester- 8
NIFT, Mumbai.

Page No.1
ABSTRACT

Graduation Project is a part of curricular and it


helped not only in educational level but also in building the
knowledge that how a company works along with the team
members or employees. The project has shown me how the cor-
porate business life works with ups and downs.

The purpose of the project is to work on design


collections of the company, also giving them your own col-
lection which should match the standards of the company. I
tried to convert new ideas and concepts into sketches in 2D
forms. Few factory visits helped me out in understanding the
manufacturing processes.

I tried to execute the jewelery designs in such a


way that the customer will attract to the jewelery product
easily. Overall I learned gold & diamond jewelry categories.
Throughout the project I learned how to be a professional
person and how you portray yourself to the world.

Page No.2
TABLE OF CONTENT

TITLE

Introduction to ‘RIL’
Introduction to ‘Reliance Jewels’
Organizational Structure
Manufacturing process
Types of Indian Jewelry
Design Process
Collection 1 - (Shivashmi)
Information for collection 1
Market survey & Analysis
Client/ User profile
Demographics – age, gender, Income group
Theme Board
Color Board
Mood Board
Material & Element Board
Design Detailing
Final designs & products
Costing
Trends & Forecast
Complexity
Possible competitors

Page No.3
Collection 2 - (Dynamic)
Initial design brief - collection 2
Information for collection 2
Inspiration Board
Mood Board
Color Board
Final Designs (Women Earrings)
Final Designs (Mens Pendants)

Collection 3 - (Aavaran)
Barriers in Existing Product
Final Designs
Swot Analysis
Brand Study
. Bibliography

Page No.4
Introduction to ‘RIL’
Reliance Industries Limited (RIL) is one of the top most leading company in the world.
It is an Indian based company and headquartered in Ghansoli, Navi Mumbai, Maharashtra,
India. Reliance owns businesses across India engaged in energy, petrochemicals, textiles, nat-
ural resources, retail and telecommunications. Reliance is the second most profitable company
in India, the second-largest publicly traded company in India by market capitalization and the
second largest company in India as measured by revenue after the government-controlled Indi-
an Oil Corporation. The company is ranked 215th on the Fortune Global 500 list of the world’s
biggest corporations as of 2016. RIL contributes approximately 20% of India’s total exports. It
is ranked 14th among the Top 250 Global Energy Companies by Platts.

History
1960 – 1980
The company was co-founded by Dhirubhai
Ambani and his brother Champaklal Damani
in 1960s as Reliance Commercial Corporation.
In 1965, the partnership ended and Dhirubhai
continued the polyester business of the firm.
In 1966, Reliance Textiles Industries
Pvt Ltd was incorporated in Maharashtra. It es-
tablished a synthetic fabrics mill in the same
year at Naroda in Gujarat.

1981 – 2000
In 1985, the name of the company was changed
from Reliance Textiles Industries Ltd. to
Reliance Industries Ltd. During the years 1985
to 1992, the company expanded its installed
capacity for producing polyester yarn by over
145,000 tonnes per annum.
1995/96- The company entered the telecom industry through a joint venture with NYNEX,
USA and promoted Reliance Telecom Private Limited in India.
1998/99- RIL introduced packaged LPG in 15 kg cylinders under the brand name Reliance
Gas.
1998–2000 saw the construction of the integrated petrochemical complex at Jamnagar in
Gujarat, the largest refinery in the world.

2001 – present
In 2001, Reliance Industries Ltd. and Reliance Petroleum Ltd. became India’s two largest
companies in terms of all major financial parameters. Page No.5
Introduction to ‘Reliance Jewels’

Brand’s Collection
gold and diamond

Reliance Jewels is one the leading jewelery brand in Indian market. The brand offers 100%
range, purity and value in gold, diamond and bridal jewelery with a wide choice of more than thou-
sands of exquisitely crafted designs from across the country to make it a one-stop shopping destina-
tion for fine jewelery. Reliance Jewels, the 100% Jewellery Store, where customers are assured of the
widest range, stunning designs, guaranteed purity and quality and a pleasant shopping experience.
Reliance Jewels guarantees 100% purity as it offers only BIS Hallmarked Gold Jewellery. Also
each and every diamond comes with a certificate of diamond quality by Independent Certification
Laboratories. Thereby customers are assured of complete purity of gold and quality of diamonds.
All the stores also have a Karat meter through which the purity of any gold jewellery can be accu-
rately checked free of cost. There is a Karigar room where brand offers FREE Jewellery Cleaning &
Polishing and minor jewelery repairs. The brand offers the most competitive pricing with complete
transparency on every single element of the pricing structure. In case a customer has a specific design
in mind, they can also avail of customized jewellery making services.

Several stunning new designs in Rajasthani Kundan, Delicate Filigree, timeless Nakashi,
Temple Jewellery and Junagarhi Polki. The diamond collection includes Solitaire Illusions, the enig-
matic Iris and International Collection, Colour Stone, Pearl & Diamond Collection amongst a large
range of diamond jewelery

Each and every piece in the collection is designed and executed to match the beauty and charisma of
the one wearing it. All jewelery that brand sell comes at reasonable and affordable prices backed by
quality and trust. Page No.6
Organizational Structure

CEO
Mr. Sunil Nayak

AVP
Mr. Akash Jain

Gold
Finance Head Marketing Head Design Head Merchandising Sales Head
Head
Mr. Brijesh Goyal Mr. Mukul Singh Mr. Nagarajan Mr. Challa Mr. Mukesh

Design Head
Priyanka Jain

Designer Designer Designer Designer


Mr. Sagaran Mr. Rakesh Mr. Angel Mr. Shuvankar

For the better development of a brand or a company; the single employee must have all
the qualities to handle his or her own post as well as the stand of the company. Reliance has creat-
ed a positive mark in the market in less time period because of the organizational structure. Every
single staff member try to give best at their work. And this hard-work , passion and enthusiasm
makes the company rise and shine through out the globe.

Page No.7
Manufacturing process

Every piece of diamond jewellery, you buy from GemTrove is flawlessly crafted by highly
skilled craftsmen to become the symbol of love that lasts forever. Our in house design and
production studio boasts exceptional facilities to ensure that each piece of diamond jewellery
is impeccably done.

Although we possess the most sophisticated and technologically advanced equipment, the
jewellery making process beings with the age-old casting process. Please follow our step-by-
step guide to explore the fascinating method that ends in the production of a beautifully jewel-
lery.

Kindly follow our step-by-step guide, which is laid down in the form of flow chart and know
the exciting process that culminates in the manufacturing of beautiful diamond jewellery.

Step-1 : Creation of the Wax Model

The very first step is the creation of the wax model. The wax is created by injecting molten
wax into a rubber mould. For desired result, the correct pressures are applied and timed accu-
rately. The waxes are checked to ensure that they are free from defects and flaws such as air
bubbles, distinct join lines, and irregularities of surface color, finish and flashing. Great atten-
tion is vital during this process to safeguard perfect waxes are produced.

Wax is used primarily because it retains its shape during the moulding process, and therefore
produces excellent results. Additionally, wax burns away cleanly and efficiently.

Step-2 : Placing the Wax on the Casting Tree


Second step is to select the most appropriate casting options through the
assessment of waxes by size and mass. >On a normal format tree, lighter
weight rings will be placed toward the top and the heavier ones will be
positioned lower down the tree.

When all rings have been correctly placed, a can, or flask, is place over the
tree. The solution similar to plaster of Paris, is then poured in the container
and left for 3 hours to set. Page No.8
Manufacturing process
Step-3 : Casting

Container in which the solution is poured and set is placed in a fur-


nace overnight. During the process that wax burns out making an
inverse mould.
The casting of gold and silver alloys takes place in a vacuum pressure
casting machine. The metal is melted in a graphite crucible that is
heated to the correct temperature using an induction coil. When the
correct temperature is reached, the skilled operator will instigate the
casting process.

Firstly, the casting chamber is flushed with helium. This ensures that the any foreign gases are
removed. Then a vacuum is applied to the lower chamber, the stopper is lifted in the upper
chamber, allowing metal to flow into the mould through the process of gravity. This sequence
of events is determined by pre-set programmes to ensure that each stage is activated at the ex-
act time to achieve perfect results. The vacuum is then released and the chamber opens. When
the cast tin is removed it is immersed in water to reveal the cast tree.

Step-4 : Setting and Polishing

At the stage when the diamond is to be finally set up ,our team will be helping you in selecting
the diamond as per your requirement. Every diamond is rigorously checked for continuity of
cut, carat, clarity and colour. All diamonds are quality checked several times before they are
set into the ring.

Once the appropriate diamond is selected, the jeweller will set the
ring. The facets of the diamond are expertly filed to ensure that the
diamond will sit perfectly in its setting. When the diamond is set,
the piece of jewellery will be glossed and polished to achieve a
vivid sheen and sparkle .

Page No.9
Step-5 : Rhodium Plating

Rhodium is a rare, naturally occurring member of the platinum group of metals. It involves covering
one metal surface with a very thin layer of another through electrolysis. Rhodium plating adds shine
and sparkle to the jewellery piece and helps in resisting tarnishing. Under the process the item to be
plated is dipped in a liquid solution containing the plating metal. When an electric current is added to
the mix, the tiny suspended particles of plating metal bond to the surface of the immersed piece of jew-
ellery, dramatically giving a new land sheen look to your jewellery.

Page No.10
Types of Indian Jewelry

Antique Jewelry
The jewelry which is not in mainstream production and of which the
mode of production is no longer popular is known by the name of
‘Antique Jewelry.’ This kind of jewelry has dull and rough look.

Filigree Jewelry
Filigree work is done on silver and involves lots of precision and
technicality, added with great amount of patience and an eye for
minute details.

Gold Jewelry
Gold is a metal that lures many. It gives the security against any
financial crisis, because of its easy liquidity, and is also used by
women for adorning themselves. Traditionally, gold has been con-
sidered auspicious among Hindus and is regarded to be symbolic of
Lakshmi, the Goddess of Wealth.

Handmade jewelry
Talking about jewelry manufacturing in India is as good as talking
about handmade jewelry in India. A major chunk of jewelry in the
country is made by independent craftsmen. Traditionally also, a sig-
nificant part of jewelry manufacturing has been handmade jewelry.

Jadau Jewelry
Jadau Jewelry forms one of the major examples of high skilled
craftsmanship that was brought into India by Mughals. Historical-
ly speaking, the tradition of Jadau work has been in practice in the
states of Rajasthan and Gujarat since the Mughal era. Jadau jewel-
lery is also called engraved jewelry.

Kundan Jewelry
During Mughal period, the art of kundan work reached Rajasthan
from Delhi. Later on, craftsmen from the different part of the coun-
try migrated to the place and made Rajasthan a hub of Kundankari.
Rulers and feudal lords gave patronage to the art and it developed
into perfection.

Meenakari Jewelry
In Meenakari jewelry, precious stones are set and then enameled
with gold. Historically speaking, the art was introduced to Rajasthan
artisans by Raja Mansingh of Amer. He invited Lahore-based skilled
artisans to his kingdom, and their intermingling with the locals
craftsmen resulted in an amalgam.
Page No.11
Navratna Jewelry
In Navratna jewelry, nine auspicious stones are used in a single ornament.
The belief behind this is that the nine stones together ensure well being of
the person who wears it.

Silver Jewelry
Silver Jewelry, along with gold jewelry, is quite popular amongst Indi-
an women. Ornaments made of silver, such as rings, bracelets, chains,
necklaces, nose rings, earrings, toe rings, heavy kadas, and armlets, form
integral part of Indian jewelry.

Stone Jewelry
Jewelry studded with different gems is quite popular among Indians. For
reasons ranging from spiritual to aesthetic to health, gemstone jewelry has
become the part of life of Indian women and men both.

Temple Jewelry
Indian jewelry art is at times divided into three kinds - temple jewelry,
spiritual jewelry and bridal jewelry. Temple jewelry of India initially used
to be described as the jewelry used to adorn the idols of Gods and God-
desses. The statues In India were ornamented with chunky necklaces.

Tribal Jewelry
Tribal jewelry in India is quite rich. Each tribe has kept its unique style of
jewelry intact even now. The original format of jewelry design has been
preserved by ethnic tribal. Jewelry that is made of bone, wood, clay, shells
and crude metal, by tribals, is not only attractive, but also holds a distinct
rustic charm.

Page No.12
Design Process

The art of jewelry making dates back thousands of years, to a time when ancient civiliza-
tions crafted jewelry for personal adornment. Created to display gemstones, express faith,
and signify social status, artisans made jewelry that ranged from shells on hemp strings to
tiaras and crowns worn by royalty.

Throughout the ages, the continual discovery of new gems, precious metals and ornamental
materials, combined with advancement of tools and metallurgy, have made it possible for
almost everyone to own fine jewelry.

At Jewelry Designs our artisans have passionately pursued the lost art of jewelry making
since our company was founded in 1980. Designing jewelry from gold, platinum, diamonds
and precious stones, our master jewelers create original jewelry in our shop. While still
rooted in the spirit of old world craftsmen, the equipment and techniques we use for mak-
ing jewelry have changed significantly since such times. Jewelry making procedures have
advanced more throughout the past three decades than any other time in history.

Research
Trend Study
Market analysis / survey
Ideation & Conceptualization
Theme Board
Mood Board
Color Board
2D - Brain storming , Hand sketches
Cad Designs
Finalization of order
Given to Vendors
RPT products
Casting
Plating
Finishing
Packaging
Dispatch vendor to JDC
Dispatch JDC to Reliance Showrooms

Page No.13
Initial
A clear articulation of the scope of this project includes market/ con-
Brief of sumer/ product range specification, trends, price range, material spec-
ification and any other factor to be detailed for defining the complete
Design nature of the project

Collection

Collection Brief - To design a collection which includes all the cat-


egories of gold & diamond jewelry which has to be innovative and
mass acceptable, The collection will be a part of in-house design
collections, the ratio should be increase 50-50 for in-house designs
& out-house designs as earlier it was 30-70 to get name and fame of
reliance jewels.

Page No.14
ON - GOING PROJECT

PROJECT

NPI
NEW PRODUCT INNOVATION

Page No.15
Market Survey
For market survey best place near Reliance Headquarters, Ghansoli was nothing but Vashi Inorbit
Mall because this mall has lots of jewelry showrooms. It was a one day visit to Vashi, Navi Mum-
bai on 07/02/2017.

List of the showrooms we have visited -

1. Tanishq -
Tanishq has a eye catchy collection which was named as SHUBHAM Collection.
Basically it was a Temple jewelry collection. It was inspired from actual temple motifs & carved
patterns from Indian origin. It includes different postures of the god or goddesses. Also the birds
& animals like peacock, elephant etc. The necklaces were giving a heavy look to eyes as it has
actual 3D but hollow shapes were used.

Tanishq has a royal collection called as QUEEN OF HEARTS Collection, which was
inspired from queen’s tiaras or crowns. The synthetic stones like Rubi/emerald was the attaction
point.
Also the NILOFAR Collection was beautifully executed. It was inspired by Lotus.
Hence all of the jewlery pieces has reddish pink colored stones which was really matching to
Lotus color.

Then there was a exclusive collection of Designer Farah Khan & there were 5-6 pieces
and those pieces were much more expensive because it was designer piece.

2. ORRA -

Orra is the brand who deals with gold, platinum & diamond only. We seen few col-
lection like Infinity & binary collection. Price range was more than 50k & above.

3. Peora - All the categories in Peora was in sterling silver. Price range was average and afford-
able. Demands for rings, pendants was comparatively high than necklaces.

This survey has helped us throughout all the projects, we were taking inspiration in designs, we
were easily recognizing the jewelry categories after we were visited these showrooms.

Page No.16
Collection - 1

“This is my simple religion.


There is no need for temples;
no need for complicated philosophy.
Our own brain,
our own heart is our temple;
the philosophy is kindness.” 

- Dalai Lama

Yes, you don’t have to go to temple to worship your god. The prayers should reflect from your soul,
thinking or may be work. Hence the women who is going to wear the shivashmi collection set; she
should feel a holy, pure atmosphere around her. Because the collection has a Indian Hindu communi-
ty’s touch & a distinctive aura of the authentic jewelry should feel her proud.

Page No.17
Client / User Profile

This NPI project is targeting mainly women - age group from 18 to 45.
As the collection is having different varieties in terms of categories like Temple, Chandanhaar,
Rajkot, MST, Kalkatti as well as CZA diamond designs so it can wore on both occasional as well
as traditional or wedding functions.

Demographic - age, gender, income group


GENDER - FEMALE

AGE - 18-45

INCOME GROUP - 8 LAKH & ABOVE PER ANNUM

General estimation of particular design category is mainly depend upon geographic areas for
example -

Temple jewelry category sale always higher in south Indian states like Andhra Pradesh or Tamil-
nadu or Kerala.

MST with Rhodium designs will definitely sell in Gujarat state.

This happens only because of the taste as well as the tradition of that particular region. So as per
the estimation more number of pieces will put in that region’s showroom.

Page No.18
Theme Board

Theme Board

Dharma
Kama

Arth
Moksh

Karma
Page No.19
Color Board

Shades from dark golden to dull black are used in the


collection because the gold has a antique dull finish.

Page No.20
Mood Board THEME BOARD

This picture is taken at India’s most religious, holy place Varanasi. There
is a lot of dew which is making the scenario dull, the water has no waves
which is making it more calm & peaceful. Because of the yellow light we
can see what is happening in the picture. Hence this board is depicting the
jewlery which is not bright or fancy, colorful. It has a dull antique touch.

Page No.21
Material & Element Board

Gold

Idols Handmade Beads

Chains & hooks Wire

Page No.22
Design Detailing

Categories
of

Waterfall

Diya

Tassel

Page No.23
Page No.24
Inspiration
Inspiration is taken from flow of peacock feathers,
water drops & a South Indian beautiful musical
instrument.
Design - 1

Page No.25
Design - 1

Page No.26
Inspiration
Inspiration is taken from flow of peacock feathers,
water drops & a South Indian beautiful musical
instrument.
Design - 2

Page No.27
Design - 2

Page No.28
Inspiration
Inspiration is taken from different types of diya.

Design - 3

Page No.29
Design - 3

Page No.30
Inspiration
Inspiration is taken from shape of a diya.
Also the sleeping Lord Vishnu’s statue.

Design - 4

Page No.31
Design - 4

Page No.32
Inspiration
Inspiration is taken from bunch of beads(Latkan).
Also the famous pose of Krishna & Radha is
used as highlight of piece.

Design - 5

Page No.33
Design - 5

Page No.34
Costing

DIAMOND

CLARITY CUTS

COLOUR CARAT

GOLD

GOLD RATE
KARAT
(GOVT)

MAKING
WASTAGE
CHARGES

Page No.35
Trend Study & Forecasting

GJF - Jeweller Council


GRAFF –( diamond mines)
Shows in Hongkong, Dubai, Las Vegas

DIAMOND - Competitors Trend


New manufacturing Technique
(R&D)
Fashion Trends

GOLD - Not particular change


Local & Retail players,
Competitors themes & collections.

Page No.36
Complexity

CATEGORY SPECIALITY CHARGE

MST Bombay Sheet 100/-gms


(necklace)

CLT (Kalkatti) Jali/ Filigree 120-150/-gms


Rajkot bead 120/-gms
Fancy Rhodium 125/-gms
CZA stones 200/- gms
Casting 150/-gms
CBR (Coimbatore) Chains are famous 150/-gms
MNC Machine made chains 50/-gms
bangles
ANS Antique special - heavy 300/-gms
Temple Heavy & handmade 300/-gms

Page No.37
Possible Competitors

Page No.38
Collection 2

To design a collections of category CZA jewellery, it has to be innovative as well as


lightweight.

This collection includes gold & CZA stones diamond jewellery which has to be mass
acceptable, affordable .

DYNAMIC
Cubic zirconia (CZ) is the cubic crystalline form of zirconium diox-
ide (ZrO2). The synthesized material is hard, optically flawless and usually
colorless, but may be made in a variety of different colors. It should not be
confused with zircon, which is a zirconium silicate (ZrSiO4).
It is sometimes erroneously called "cubic zirconium".

Age Group - 18-30 - women

Page No.39
Inspiration Board

Page No.40
Colour & Mood Board

Page No.41
Final Designs ( Womens Earrings)

Inspiration

Jhumkis are commonly in symmetric patterns but here its in a abstract shape which is
making it more modern and trendy. CZ white round stones are used & Lotus colored redish
pink pears shape stone is used on the top.

Page No.42
Final Designs ( Womens Earrings)

These earring tops are in a abstract shape. The overlapping shape is studded with CZ
stones & it looks more modern and beautiful. CZ white round stones are used & Lotus col-
ored redish pink pears shape stone is used on the top. It is inspired from a Lotus Bud.

These earring tops are in round shape but the stuuded parts is making it abstract. The
area where CZ stones are placed has a slight dome & it will create a illusion of reflection.
Modern and beautiful earring will definitely attract young girls. It is inspired from a fully
opened Lotus flower.
Page No.43
Final Designs (Mens Pendant)

Page No.44
Final Designs (Mens Pendant)

Page No.45
Final Designs (Mens Pendant)

Page No.46
Collection - 3

Design Brief

Redesign a collection designs, where the


wight band should be less than half as it was
before, less metal should be used.

Before weight - 20-25 gms


After wight -10 gms

Page No.47
Barrier for Existing Design

Large size

Needs
more metal

More Price

Page No.48
Final Designs

To reduce metal covering almost 40-50% , here crystal glass is used on


upper portion & the flower with leaves is just a cut-work on sheet, hence
almost the weight of metal is reduced to half & this will look modern & eye
catchy.

Page No.49
Final Designs

To reduce metal covering almost 40-50% , here crystal glass is used along
with colored stones on upper portion & hence almost the weight of metal
is reduced to half & the reflection of crystal glass and stones will create a
illusion as the stones are placed in shading (white-yellow-red-orange-pink).

Page No.50
Final Designs

To reduce metal covering almost 40-50% , here Cut-work technique is used


and the inside device should not be visible so colored stone are placed with
the help of prongs on empty space. The cut-work on the metal sheet is in
geometrical shapes.

Page No.51
SWOT Analysis

1. Strong brand backing of the Reliance group.


Strengths 2. Good brand visibility in the cities in which it has its presence.
3. Offers the finest diamonds and the widest range of designs from daily
wear to party wear.
4. Exclusive stores in the major Indian cities.

Weaknesses 1. Pan-India number of stores and visibility is less compared to other jew-
elry stores.
2. Lacks global presence, which can be a huge potential market segment.

Opportunities 1. Large Scope in organized sector of Jewelery in India.


2. Plan to focus on competitive pricing and quality to make a presence in
the segment.
3.Acquiring existing jewellery store to establish brand position.

Threats
1. Customer preferences change.
2.They buy the products from third party vendors, so new regulation and
fluctuation in gold prices can hamper the buying power.

Page No.52
Brand Study

BRAND STUDY

RELIANCE JEWELS

 Parent Company Reliance group

 Category Jewellery and diamonds


 Sector Lifestyle and retail
 Tagline/ Slogan To celebrate every special occasion
 USP traditional and modern designs

STP
Segment Traditional and contemporary jewellery for woman
Target Group Urban women from upper-middle and upper class
Positioning Competitive pricing and high quality

Page No.53
Bibliography

1. http://www.reliancejewels.net/aboutus.html?expanddiv=none

2. https://en.wikipedia.org/wiki/Reliance_Industries

3. http://jewelrydesigns.com/jewelry/jewelry-making/

4. https://en.wikipedia.org/wiki/Cubic_zirconia

5. Store Visit - Vashi Inorbit Mall - Showrooms ( Reliamce jewels, Tanishq,


Orra, Peora)

6. Factory Visit - Priority (Diamond Jewelry factory)- MIDC area, Andheri.

THANK YOU...!
Page No.54

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