ORGANISATION STUDY

on

Francis Alukkas Jewellery

(One of the top Jewellery chains in India)

SUBMITTED

IN PARTIAL FULFILMENT OF THE

REQUIREMENTS FOR THE AWARD OF THE

PROFESSIONAL DEGREE

Of

MASTER of BUSINESS ADMINISTRATION

in

TRAVEL & TOURISM

By

BENJY MATHEW

Under the Guidance of

Mr C.K Venugopal

KERALA INSTITUTE OF TOURISM & TRAVEL STUDIES

THYCAUD

TRIVANDRUM
 DECLARATION

I, Benjy Mathew, hereby declare that the report entitled

“Organisation Study on Francis Alukkas Jewellery”

submitted in the partial fulfillment of the requirement for the Master of

Business Administration Course in Travel & Tourism to

Kerala Institute of Tourism & Travel Studies, Trivandrum

is an authentic record of work done by me.

I further state that no part of this project has been submitted for a P.G,
Degree or Diploma or any other similar title in this or any other university.

Benjy Mathew

KERALA INSTITUTE OF TOURISM & TRAVEL STUDIES

RESIDENCY COMPOUND,

THYCAUD,

TRIVANDRUM-695014
 Acknowledgement

While forwarding this organization study report, I wish to

acknowledge my sincere gratitude to Dr. B Vijayakumar the principal
Kerala Institute of Tourism and Travel Studies for necessary guidelines
given to me for accomplishing this work.

I express my gratitude to Mrs.Sindhu S for her advice and active

encouragement throughout the training.

I express my gratitude to Mr.C.K Venugopal, my guide for this project

for his advice and active guidance throughout the training.

I would also like to thank my mother for enlightening my knowledge

on jewellery and the importance it has held for our society throughout the
years.

Also a word of gratitude to God who I believe was the most crucial
factor in my favor.

CERTIFICATE
This is to certify that this bonafide record of organizational
study entitled “An Organizational Study On Francis Alukkas
Jewellery, is done by Mr. Benjy Mathew of MBA- third semester
under my guidance and supervision during the year 2010 in
partial fulfillment for the award of Master of Business
Administration- Travel and Tourism (MBA-T&T) by University of
Kerala.

Place:

Date: C.K Venugopal

 Contents
1. INTRODUCTION OF THE STUDY

1.1 Objectives of the Study

1.2 Limitations

2. Industry profile

3. Company profile

3.1 History of Alukkas

3.2 Nature of business

3.3 Strategic intent (Mission, vision and objectives)

3.4 Quality policy

3.5 Products

4. Organization structure

5. SWOT analysis

6. Findings, suggestions and conclusions

1 INTRODUCTION OF THE STUDY

An Organization consists of several group of people which together focus

towards the achievement of organization objective. The organizations differ
in the nature of business, size, and the nature of industry to which it
belongs.

Every management student should do a study on any organization function,

which will help them to get practical knowledge about how an organization
works. By this study, we get a whole picture of the organization under
study.

The organization that I am studying is Francis Alukkas Jewellery, which is one

of the biggest established brands in the Indian jewel industry. This is one group
which also has an excellent international rapport. Fancis Alukkas Jewellery has
an excellent record of high customer satisfaction. It deals in the retailing of all
kinds of jewellery including gold, silver, diamond, platinum and various other
precious stones.

Francis Alukkas is not just one of the biggest brands in India, but one which has
tremendous potential to be a great jewellery brand internationally. My study
will focus on all aspects of this company and also a detailed analysis on all
aspects. The study also includes a detailed report on the various products which
are sold by Francis Alukkas jewellery. I hope by this study I am able to give full
justice to the organization and able to bring all aspects under study.
1.1 OBJECTIVES OF THE STUDY

 To familiarize the business organization.

 To gain more knowledge about the company and their work culture.

To make an overall study on Francis Alukkas Jewellery.

 To study the different products and services of the organization under
study.

 To familiarize the different departments in the organization and their

individual functioning.

 To understand how the key business processes are carried out in the
organization.

 To understand how information is used in the organization for decision

making at various levels.

 To study how to present products before the customers.

To know about customers behavior and attitude during purchase.

 To examine various advertisement policies of the firm.

 To do a SWOT analysis on the organization.

1.2 LIMITATIONS OF THE STUDY

When we do a study or research on any particular thing we

face certain limitations. This particular study is also not free from such
limitations.

The management is not interested to reveal all facts.

Non availing of financial data’s.

Available data’s are limited.

Time is also a limiting factor.

2. INDUSTRIAL PROFILE

WORLD HISTORY OF JEWELLERY

The earliest known, gold jewellery was believed to date

back to the ‘summer’ civilization’ which thrived in southern Iraq, around
3000 B.C. However recent discoveries suggest that gold smithing first
began on the shores of the Black sea, which is today Bulgaria.

The best known examples about ancient jewellery came from the treasures of
King Tutankhamun, who died in 1352 BC. Italy has remained at the forefront of
the gold jewellery industry. The Italian Renaissance coincided with the
discoveries of the New World sources of gold, and wealthy Italian patrons
encouraged goldsmiths just as they did painters and sculptors.

Historically, gold was a rare metal, which only the wealthy could afford. But the
gold rushes to California and Australia in the mid-19th century ushered in a new
dimension of gold supply. They coincided, too, with the development of
machinery for making chain and other articles, and of a much wider consumer
market. In the 20th century, Gold jewellery has become affordable for most
people. . Since 1991, over 2,000 tonnes of gold has been used annually.

India's glorious history has affected each and every aspect of Indian lifestyle.
Jewelry has remained an integral part of the Indian lifestyle. Thus, the diverse
history of Indian has influence the jewelry styles as well. You will be surprised
to know that the history of Indian jewelry goes back to almost 5000 years. Since
pre-historic times, people in India have had a penchant for adorning themselves
with jewellery. Gold, silver, stones, gems, etc. were the defining aspects of
Indian jewellery.

The Indian jewelry is varied in styles and designs in accordance to the

different regions. Different states have different styles of Indian jewelry that are
unique to that state and are not found anywhere else. For instance, the delicate
filigree work in silver is unique to Orissa and Andhra Pradesh; the Meenakari
(jewelry enameling work) is popular in Rajasthan; the temple town of Nagercoil
in south is famous for its famous temple jewelry; Delhi is famous for its Kundan
jewelry and so on.

Indian jewelry has a variety of ornaments in different styles and designs for just
about every part of the body. In ancient times, people used to adorn themselves
with necklaces, rings and anklets made of crude stones and other metals.

As time passed by, people learnt the art of polishing metals like gold and silver
and learnt to extract semi-precious stones and gems from the mines. As various
ruling empires came, the rich kings wore jewelry that made them look like
Gods. Every big and small piece of adornment was made of gold and precious
stones like rings, earrings, bangles, chains, crowns, anklets, etc.

India has been ruled by different empires over the past many years.
All these empires have left an indelible mark on the jewelry styles as well. The
Mughals gave their distinctive style of using precious stones and intricate
carvings, the Rajputs had their enameled jewelry and so on. In the modern
world, though new and sophisticated styles have emerged to cater to urban
centers, the traditional style of jewelry is still in vogue and is usually the first
choice in jewelry. In the contemporary Indian market, you will find a beautiful
blend of traditional and modern jewelry in gold and silver that are decorated
with gorgeous precious stones that never fail to attract and amuse buyers.

The Spanish acquisition of South American gold, however, was achieved

at the expense of the ancient heritage of pre-Columbian goldsmiths. These
craftsmen were producing exquisite items as early as 1200 BC, and their art
reached its zenith during the Chimu civilisation from the 12th to the I5th
centuries AD, only to be stopped by the mass looting of the ‘conquistadors’.
Historically, gold was a rare metal, which only the wealthy could afford. But the
gold rushes to California and Australia in the mid-19th century ushered in a new
dimension of gold supply. They coincided, too, with the development of
machinery for making chain and other articles, and of a much wider consumer
market. In the 20th century, gold jewellery has become affordable for most
people in western society.Important new centres for gold production emerged in
the early 1990s, notably in Hong Kong, Singapore, Malaysia and Thailand,
catering particularly to the rapidly growing market for ‘chuk kam’ (pure gold)
jewellery in China,which requires several hundred tonnes a year. In Japan,
jewellery fabrication for the domestic market has become a major industry,
using around 100 tonnes a year.Attitudes to jewellery still vary throughout the
world. In the industrial countries, for example, gold jewellery is primarily a
fashion item. But in the Middle East and much of Asia, gold ornaments are seen
equally as investment; 22 carat articles are bought on a low mark-up of only 10-
20 per cent over the gold price of the day, and can be traded in at a profit if the
price rises or, as is more often the case, for new articles
3. COMPANY PROFILE

FRANCIS ALUKKAS JEWELLERY, is one of the

biggest jewellery group in India and the only Indian jewellery with an
international rapport. It has an exclusive floor for diamonds, which is the
biggest diamond gallery in Kerala. A huge collection of navaratna jewellery,
designer pendants, wedding sets, are broadly available at Alukkas. Today
FRANCIS ALUKKAS jewellery has established itself as one of the most
reputed jewellery chain with an unwavering customer trust. FRANCIS
ALUKKAS has imbibed the finest craftsmanship from its legacy. The
creations are an expression of the wonderful designs and talents of India. All
its jewelries at Kannur, Thalassery, Vatakara, Trichy, Cochin and
Kozhikode sell only 916 purity golds. The corporate office and residence of
Mr. Alukka is in Kozhikode.

With finest craftsmanship, products of Francis Alukkas outperform other

jewelleries of the present day. Just as sale is important for Alukkas they are also
concerned about their services. A life time guarantee is provided for repairing,
since their showrooms are situated in almost every district of Kerala, therefore
one can always seek their assistance. 22 carat gold is exchanged without any
loss. Gold purchase from their showroom can be exchanged at the maximum
market purchase price. Diamonds are sold only with guarantee certificates and
can be exchanged at any time without any loss in diamond or gold value.
Platinum jeweler is authorized by the Platinum Guild International (PGL) and
certified by United Laboratories. Their constant communication with the
consumer’s through their newsletters and advertisement provides information
on latest products, offers and schemes beneficial to the customers.
3.1 HISTORY OF ALUKKAS

Alukkas’ story started about 50 years back in

thrissur, The cultural capital of Kerala. Probably the cultural competence of
thrissur has also made the town very rich in tradition of jewellery. Without
doubt today thrissur is one of the most important places for jewellery
manufacturing in the country. Way back in 1960, for A.J. Varghese, the
founder, a salesman himself, a shop of his own was a dream come true. His
experience as a salesman helped him immensely in the retailing business,
because he knew the customer very well. His aspirations to do some business
took off but his was not a tall ambition, his aim was to do work by the best
practice followed in the field and work hard to be the best. He was a simple,
God fearing man and was known for his simplicity at the beginning of his career
and for charity later on. He had a large family to care of. His wife was Mrs. Elia
Varghese. Then had fifteen children, ten daughters and five sons. Mr. Jose, Mr.
Paul, Mr. Francis, Mr. Anto, and Mr. joy were the five sons. They grew into
determined businessman and were very futuristic. “Rare are leaders who inspire
their team to look beyond immediate competition”. Their father, a philanthropist
instilled in them humanitarianism.

About Francis Alukka

Mr Francis Alukka, the third of the five sons, was well aware of the initial
hassles of establishing a firm, and from his young days he had an eye for
business. Today Francis Alukkas Jewellery has established itself as one of the
most reputed jewellery chain and has to its trust the unwavering customer trust.
Francis Alukkas has imbibed the finest craftsmanship from its legacy. The
creations are an expression of the wonderful designs and talents of India. All his
jewelleries at Kannur, Thalassery, Vadakara, Kozhikode, Manjery and
cochinsell only 916 purity hallmark jewellery and the customer can avail the
services of gold testing machines to determine the purity of the jewellery. More
over , the gold jewellery is purchased at the wholesale trade centre in
Kozhikode and the wholesale office in thrissur which simply enables to sell
gold at the wholesale price to the consumers.
The corporate office and residence of Mr francis alukka is in Kozhikode. His
wife Mrs. Princy alukka is also very supportive in the business. His
children, Varghese alukka (jr.) and Maria francis,
3.2 NATURE OF BUSINESS

FRANCIS ALUKKAS is a sector of jewellery. Within a short time FRANCIS

ALUKKAS jewellery has become one of the leading business in India.
FRANCIS ALUKKAS jewellery produces number of products, such as gold
, silver, diamond, etc.

The main aim of FRANCIS ALUKKAS jewellery is,

to get the name of “worlds no.1 ultimate jeweler” through customer
satisfaction and Trust.
3.3 Strategic intent

VISION

Every organization has certain goals and objectives. An

organization’s vision is the principles that guide the organization. It defines
what you want to be.

Vision of francis alukkkas:

“To be the most sought after quality,

Affordable, and attractive jewellery

Brand of the customer.”

 MISSION.

Mission is the part of goal or objective endeavor assigned on a specific

responsibility of a particular unit.

Mission of Francis alukkas:

• Maintaining and improving upon the customer trust that it already enjoys.

• To continuously work to expand the national and international network and

operations for the quality conscious people irrespective of their domicile.

• To further enhance Anto’ s Alukkas as a modern and quality lifestyle brand

and, at the same time, serve the customer and society with the same dedication
that the traditional family jeweler once did.
OBJECTIVE

An objective is a personal or organizational desired end point

in development.

Objective of Francis Alukkas:

To expand their showroom in the entire world and to attain the name of
“world’s no.1 ultimate jeweler. ”

Strategies for attaining this objective are:

Popularize their jewellery throughout the entire world

Spreading the network business and focusing on creating better shopping

experience and quality of services for its customers.
3.4 Quality policy

The management and staff of Francis Alukkas jewellery vow to

recognize the expectations and ensure customer satisfaction and continual
improvement at all stages to reach and retain the position of excellence without
any compromise to quality. They consider customer satisfaction as the basic
philosophy of the organization.

Values

To cherish and uphold the values of fair business

Integrity

To be true to themselves and to be fair and genuine to others.

Respect

Customer’s concerns to be addressed first

 Excellence and innovation

Utmost care and hard work for excellence and Innovation is the
main focus

The Trust in Always

The trust bestowed by millions of customers and a very

professional outlook in business has made alukkas gold a cut above the rest,
Jayaram the versatile Malayalam actor, vouches for the purity of alukkas
gold.
3.5 Products

Francis Alukkas products are:

Gold

Silver

Diamond

Platinum

Precious stones
Gold

The word ‘GOLD’ is often thought synonymous with

wealth. So many wars have been fought to make it their own. Long before,
many did not consider platinum to be valuable because of its ordinary looks,
but gold has been highly valued since prehistoric days for its great
look. There is no civilization, which has not mentioned about gold. Several
mentions about gold have been made in all the holy books from
Mahabharata to even the old Testament of the Bible.

Purity of gold

Increasingly, jewellery manufacturers and retailers are

implementing quality assurance systems to meet the need in the market. Since
poof of Carat age conformance is of prime concern to the consumers, jewelers
are now compelled to have Carat Checking Machines at every store.

Bureau of Indian Standards( B I S)

BIS , In many countries the law requires that every item in gold
jewelry be clearly stamped with its carat age. This is often controlled through
Hall Marking, a system, which originated in London at Goldsmith’s Hall in the
14th century. Today, it is compulsory in many countries. The Government of
India made BIS hallmarking mandatory from January 2008. Since Hallmarking
involves time, cost and lesser profits many are very apprehensive. Today, the
competition in the retailing is so high that the jewelers are compelled to sell at a
low mark-up of only 8% – 15% over the gold price of the day.
B I S Certification

Govt. of India has identified BIS as a sole agency in India to

operate this scheme. The BIS Hallmarking scheme has been aligned with
international criteria on hallmarking (Vienna Convention-1972). As per this
scheme the license is granted to the jewelers by BIS under product certification
scheme. The BIS certified jewelers could get their jewelry hallmarked from any
of the BIS recognized Assaying and Hallmarking centre’s.

World Gold Council

The World Gold Council (WGC) is a non-profit association

of the world’s leading gold producers, established to promote gold. With
headquarters in Geneva, it activates throughout world to improved gold
products and its distribution systems. They provide specialist gold information
and economic services to large holders of gold. Its primary focus in recent years
has been on facilitating the removal of structural impediments to the free flow
gold, thereby encouraging its more widespread acquisitions and retention.

Price of gold

Like other precious metals, gold is measured by troy

weight and by grams. The price of gold is determined on the open market but a
procedure known as the ‘Gold Fixing’ in London, originating in 1919, provides
a twice-daily benchmark figure to the industry. Since 1968, the price of gold in
the open market has ranged widely, with a record high of US$ 850/oz. on 21st
January 1980, to a low of US$ 252.90/oz. on 21st June 1999 (London fixing).
Silver

Silver is one of the brightest and shiniest metals in

jewelry. Silver chains, rings, necklaces, and handcrafted silver jewellery are
quite fashionable. Trendy collection of Silver Ornaments, Silver accessories and
silver gift items are becoming more fashionable now.

Grading of silver

Silver that is found with some percentage

of other elements is called impure silver. That is why it is graded upon its
fineness. According to the Indian standards, silver is graded into six categories

Fineness 999.9 999.5 999 970 925 916

Diamond

Today, the ultimate consumers are in confusion when it

comes to buying something. It is because they are very discerning and also
because the market is flooded with choice. What ever be the case, no one
can deny his or her liking for good products. It is same in the case of
diamonds also. But it is difficult to know which is a good diamond. Frankly,
it is hard for the layman to know the genuineness of the stone. For instance,
a stone, which many would believe to be a diamond, might not be one at
all. Sometimes, even a trained eye can be deceived at one glance. For
centuries, the diamond has symbolized power, mystique, beauty and
love. No other gemstone possesses as many unique and desirable qualities
as a diamond. The epitome of desire, diamonds are said to be frozen pieces
of time, gifts from the earth’s interior.

Hard facts

Found in limited quantities and in hospitable conditions, the

diamond has remained rare and valuable as only a few survive the hazardous
journey from the depths of the earth to reach the earth’s surface. Some 150
miles below the surface of the earth, pure carbon crystallizes under immense
heat and pressure to form diamond. To get a one-carat polished diamond, men
have to blast, dig, crush, and sort out hundreds of tons of earth. Of all the rough
diamonds recovered, less than 20% are suitable for cutting into gem diamonds.
Before a diamond is placed on a woman’s body, it will probably touch at least
four continents and the lives of hundreds of people, making it a truly
international gemstone
Platinum

Platinum is a chemical element in the periodic table that has the

symbol Pt and atomic number 78. A heavy, melleable, ductile, precious,
grey –white transition metal, Platinum is resistant to corrosion. Platinum
possesses remarkable resistance to chemical attack, excellent high –
temperature characteristics and stable electrical properties

History of platinum

Though platinum was used by pre – Colombian Native

Americans, the first reference to platinum appears in 1557. The modern
platinum jewelry tradition began with the European court jewellers of the 18th
century and developed with the great jewelers of the Edwardian and Art Deco
periods such as Cartier and Tiffany. With the economic depression of the 1930s
and the advent of Second World War, platinum became a controlled material, its
use of jewellery declined. Platinum demand restarted and gained special status
in Japan in 1960s, 1970s in Germany, 1980s in Italy and later on in Switzerland,
UK and now in U.S.A and China. Platinum is a naturally white precious metal.
It is the most precious metal on earth. It is 30 times rarer than gold. It never
tarnishes or loses its colour. Platinum loses very little metal to daily wear and
tear, the metal simply gets displaced when a piece of platinum is scratched.
Platinum costs roughly three fold of gold price. It is expensive because it is 95%
pure whereas white gold is only 75% pure and also because it is very rare, very
hard and requires considerable skill to craft into jewellery.

Quality Assurance

The jewellery store should be authorized by the Platinum Guild

International to sell Platinum jewellery. Every piece of jewellery is stamped
with the Pt logo and a unique identification number (UIN). A quality assurance
card also accompanies the piece.
Precious stones

Stones

Gems are nature’s storehouse of energy. They radiate cosmic rays,

which have the ability to combat negative and destructive vibrations of planets
that are unfavorable in a person’s horoscope, and increase the flow of positive
and constructive vibrations by strengthening favorable planets, which might
otherwise be weak in the horoscope. The power and energy of birthstones are
potent enough to increase one’s mental abilities and psychic powers. Thus
bringing along immense good luck and fortune.

They eradicate problems and remove hurdles in all major areas like
marriage, career, business, education, wealth etc. Birthstones can cure even the
most dangerous diseases, which might otherwise be incurable medically.
Birthstones are like high-potency medicines, having magical healing and
curative powers to not only cure but also ward off chronic diseases.

4. ORGANISTION STRUCTURE
 ORGANISATION STRUCTURE

TOP LEVEL MIDDLE LEVEL LOWER LEVEL

Managing Director Assistant- Receptionist

Manager

General Manager Accountant Driver

Manager Sales Executives Watch man

HUMAN RESOURCE DEPARTMENT

The personal department of this organization is headed by the

General Manager. He is assisted by three staffs including one personal
Manager. The department is dealing with the recruitment, training and
salary of the employees.

The company has a total strength of around 500 employees. Among

them 60 employees are working in the Calicut branch. From these 30 are in
the sales department and 20 in the office section and 10 in the lower level.

FACTORY

The gold trade centre of the firm is situated at Calicut . The gold
production is done there. The company has a ware house at the same
compound. The finished goods were kept there as stock and from there they
distributing it. The gold trade centre of the firm works12 hours a day.

FUNCTIONS OF HR DEPARTMENT

Human resource planning

Recruitment and selection

Induction

Training and development

Competency analysis, promotion and transfers

Clear job description

Performance Evaluation
WAGE SYSTEM

Francis alukkas follows the piece wage system . Piece rate is used for
jobs in which the quantity of work done by a person or a group is readily
counted or calculated.

They require uniform-working conditions, raw materials and consistent

supporting services. The amount of work done and not the time spent is the
determining factor in this type of wage system.

PROMOTION

Promotion of the employees and staff is on the basis of their

performance only.

AMENITIES AND BENEFITS SCHEME

The firm provides the following amenities and benefits to th

employees.

BONUS

Bonus is given to each employee, which is equal to the one-month

basic wages based on their festive preference.
LEAVE

The company provides 12 casual leaves plus public holidays and

Sunday in a year The company also allows sick leave for employees for
sufficient periods with wages. Maternity leave allowed to women workers is
extended to 3 month with basic wages.

(c)EMPLOYEE PROVIDENT FUND SCHEME

Sec(5) of employees Provident Fund and Miscellaneous Act 1952

employees or class of employees for provident fund. According to this the
employee should contribute a part of their basic pay and the employer also
should contribute same of what the employee has contributed.
STRUCTURE OF PERSONNEL DEPARTMENT

GM

ASSISTANT MANAGER

SALES EXECUTIVES OFFICE STAFFSS

Personal department of FRANCIS

ALUKKAS jewellery is headed by General Manager. He is assisted by 3
staff including the sales executives and other staffs . It is the personal
department which deals with selection, recruitment, training, and salary. The
company has a total strength around 500, among this 300 from sales
executives and 200 from administrative department.
RECRUITMENT

The major internal recruitment sources are internal references,

Newspaper add, Agencies, Consultancies, Websites Etc.

The following are the steps in selection:

RECEIVING APPLICATION

Receiving application is again a very important part of selection. This

application can be received through e-mails, postal mails, and from
consultancies as well. Minimum qualification to apply for the job in the
company is PLUS TWO.

APPLICATION SCRUTINY

Scrutiny process is done to short list the qualified, eligible and best
suited person for the particular jobs.

INTERVIEW

An interview is a formal consultation to evaluate the aptitude of a

prospective employee. It is face to face observation and personal appraisal
method to evaluate a candidate for a job. The first round interview is
conducted by the HR Manager and from his list a second level interview is
conducted by board which includes GM level officers who finalize the
selection.
FINAL SELECTION

The person who has passed both the two rounds of interviews will
be selected. The company will send call letters for those selected candidates.

PLACEMENT AND ORIENTATION

Proper placement will help to increase employee turnover, reduce

accidents and absenteeism and also improve the moral of the employees.

INDUCTION

Induction process is done to introduce the employee to the company

as well as to the staff. A formal introduction to the company is done so that
the employees would feel proud to be a part of this firm. The first three
months immediately after the joining will be probation period, during this
period basic salary is given to the employees.

TRAINING

This function includes instruction to new employees, foreman and

executives. In this system francis alukkas follows the process where
selected persons are first trained under senior staff members.

PROMOTION

Promotion of the employees and staff is on the basis of their

performance only.

HEALTH AND SAFETY

This function provides schemes for health and service, safety

programs and good working condition.
 PURCHASE DEPARTMENT

The production manager prepares a purchase requirement note and passes it to

the store keeper. The store keeper makes the purchase requisition note and
sends it to the assistant manager. FRANCIS ALUKKAS jewellery has a
home department for purchasing the raw materials of gold.

PRODUCTION DEPARTMENT

Production department is the department which prepares the raw material into
finished products which is ready for sale and consumption.

MATERIAL DEPARTMENT

Material manager heads the material department. The Clerk assists the material
manager in carrying out his duties. The followings are needed for the
production;

Raw material

Machinery

Goldsmith

Finished products

1. Delivery
5. SWOT ANALYSIS

Strength

Market positioning: Alukkas group of business is one of the world famous

jewellery group in India.

Customer : Customer dealing is the main strength of Alukkas.

Management : a well organized management department

will help in smooth functioning of business.

Employees : a well trained and efficient group of employees will add

more strength.

Brand image : Alukkas has its own brand image.

Weakness

They are mainly concentrated on metros and major cities. So the people who are
living in the rural areas are unaware about the new trends and technology of
the company.

Increasing the rate and also the financial crisis

Advertisement strategy has not penetrated in the minds of all sections of the
society.
Opportunities

Conducting gold seminars

Make people aware about gold and its importance.

Try to adopt new technology

Make an innovation

Being aware about updating market techniques.

Attractive advertisements

Make a public image.

High market potential

Innovative products
Threats

Lower market share

Increasing number of competitors

Low quality advertisements

Fluctuations in prices
 COMPETITORS

Malabar gold

Other Alukkas group ( Joy Alukkas, Jos Alukkas )

Atlas

Josco

Bhima
Findings, suggestions and conclusions

FINDINGS

Most of the employees are graduates

The organization provides training programs to the employees very frequently

A very good relationship between the employees and management

Utmost customer satisfaction

• A very high customer belief in the products of Francis Alukkas

SUGGESTIONS

Provide social security.

Starting new branches in rural areas

Provide compliments instead of gold

Make a good relation with customer by trying to retain them.

Try to maintain the brand image

 To keep the promise forever

Conclusion
Gold and other jewellery items have always been an integral part of the Indian
society throughout all centuries. It is not just an item of fashion or just an item
of social status. It is something which is integral to financial and societal safety
for all income levels of society.

The project work entitled “An organization study of FRANCIS AUKKAS

Jewellery” has been an enlightening experience giving me a very good
experience and making me able to understand the vastness of this business as
well as the company under study.

Francis Alukkas Jewellery for the best part of the last decade has been one of
the major jewellery chains in India and also has a great international rapport.

The major unique selling proposition of this chain has been its great trust factor
among the general public, something which it has kept intact for so many years.

This study has definitely improved and increased my knowledge about this
industry as well as the company and I hope to keep this knowledge as an asset
throughout my life.
Bibliography

www.francisalukkas.com

www.wikipedia.org