Table of Contents Chapter 1- Introduction To The Industry

Evolution Of Jewellery Industry Introduction To Indian Jewellery Industry

SWOT Analysis Of The Industry Current Scenario Of The Industry Future Outlook Of The Industry

Chapter 2- Company Profile

Tanishq Orra

Chapter 3- Research Methodology

Objective Scope Data Collection Limitations

Chapter 4- Comparative Analysis SWOT Analysis -Ta nis hq SWOT Analysis - Kiah Chapter 5- Conclusion
Bibliography

Michael Porters Five Force Model for Jewellery Industry Inter-Firm Rivalry -HIGH Two types of rivalry. (1) Inside India & (2) Outside India. Large presence of unorganized sector. 0.2 Million Gold jewelers and over 8,000 Diamond jewelers International rivals Such as, China Threat from producing nation like S.A. & Russia. Bargaining Power of Suppliers - Medium In jewellery industry the suppliers are S.A., UAE, Australia, US, Congo, Botswana, Russia, DTC. Few Alternatives of cutting & polishing. Skilled labor Bargaining power of India is enhanced because India is largest consumer of gold

jewellery.

POTENTIAL NEW ENTRY INDUSTRY COMPETITORS RIVARY AMONG EXISTING FIRMS BUYERS SUPPLIER SUBSTITUTES Bargaining Power of Buyers - Low Divided in two types 1. Domestic buyers & 2. Foreign buyers As investment (Demand increase) Bargaining power of Indian exporter is high because Majority of the world's rough diamond production is cut and polished in India. Threat of Substitutes: Low Substitutes are Real assets, Stock market, & Bank deposits & mutual fund investment and
Other types of jewellery like imitation jewellery, bagasra jewellery, stone jewellery etc. Second preferred investment behind bank deposits Status and standard of living increase so demand is increasing at high rate. Barriers to entry: Low to Medium Low capital requirement Government subsidy EXIM policy & governments rules-regulations are high Skilled manpower is essential Advanced technology required

SWOT Analysis Strengths

Availability of cheap and skilled labor India has a large labor force and this has made the country the biggest diamond-cutting center for small roughs. Indeed, were it not for Indian workers, many of these small diamonds would be put to industrial use rather than jewelry. Indias strength lies in the two million highly skilled workforces in the country in the gem & jewellery sector, out of which one million are exclusively engaged in export production, who virtually carve exclusive fancy stones. All the processes, right from sorting to polishing requires analytical skills, which cannot be relied upon with machines. Experience Experience plays a very important role in the success or failure of a business because of the diversity and unique features of diamonds. It requires a lot of experience to diagnose as to what

you would obtain after polishing a diamond. It is not necessary that two diamonds looking similar are same. They can be different too. Experience is needed to understand the following features of rough diamonds, which are to be bought for further processing by any diamond processing company. They are: Toughness: as to how are diamonds and as to how much effort will be required to polish them. Shade: rough diamonds look just like stones and only experience could tell as to what would be the shade of the diamond. Purity: it is also important to examine the purity of the diamond. Pricing and inventory management The diamond industry virtually offers the entire range of products, a steady supply of raw materials and a state of the art manufacturing facilities is something that no other center will be able to match. Indias USP in the days to come is to achieve all round quality at low price. Supportive government policy Since the diamond industry is one of the key contributors to the foreign exchange of our country the government has played a very supportive role to this sector. Incentives like Diamond Dollar Account (DDA) and SEZ packages and lowering of import duties are some examples. The government is always trying to provide a helping hand for the promotion of the diamond industry. Low cost of production The cost of production of diamonds in India is much less as compared to other countries. This is due to the availability of skilled and cheap labour force in the country. The cost of production of each piece of diamond increases with an increase in the size of the diamond. The government is also playing and important role by providing incentives which lowers the overall cost of production of diamonds.

Weaknesses
Less emphasis on quality The share of India in medium and large sized diamonds is comparatively less as when compared with other countries is because of less emphasis on quality. It will have a huge impact on large

sized diamonds. Therefore, to remain competitive in the world market Indian businessmen will have to improve the quality of their diamonds. Low productivity The labor force in India is less productive as when compared with China, Thailand, Sri Lanka. This may be due to reasons like long hours of work, uneasy work environment and no friendly atmosphere created. The workers therefore are not motivated to work therefore resulting in low productivity. There will have to be an increase in productivity for the diamond sector to flourish. No contracts There is no legal proof of any domestic trade related to diamond transactions in India. Everything in India works on word-of-mouth. There is no legally binding contract between the people who do business. Though payment of a high amount is to be made by cheque many transactions are done with cash. Lack of standardization Though India is the largest exporter of diamonds in the world , the diamonds are not standardized. A same size, colour, weight diamond may mean different things to businessmen around the world. The Diamond Trading Company should take steps to ensure that the diamonds are standardized so that the dealers and clients are not cheated at any point of time. Insolvency The rate of insolvency is very high in the diamond industry. Payments are not received from clients even after years of expiry of the credit period. There is a gap created. The rich businessmen are becoming richer, and the poor are becoming poorer. The newly entered businessmen are also finding it difficult to survive in the market. One really needs to work hard to earn a living and to survive in the market place.

Opportunities
New markets The leading importer of Indian diamonds is US. This is the only country that has been having a majority share in the world market. The Indians can also explore countries like Europe and Latin America. There is also increasing demand in South East Asian countries. Using advertising campaigns and promotion and marketing can do this. Colored diamonds

One of the major opportunities for the Indian diamond industry is colored diamonds. The clients now prefer colored gemstones and diamonds instead of the regular white color. Even other countries in the world are looking up to India for supply of colored diamonds. They are the latest trend in the market. Scope in domestic market Since diamonds are expensive they seem to be possessed by the richer section of the society. The lower class prefers gold jewelry. They consider diamond and risky and very expensive and very hard to handle. Therefore the other classes can be made aware of the benefits of diamonds by advertising and promotion campaigns. Outsourcing of diamond jewellery The retailers worldwide have shown keen interest in sourcing diamond jewelry requirements from India because of easy availability of diamonds. It has been over a decade and a half since Indian jewelry manufacturers began marketing their products.

Threats
Entry of China and Thailand in the diamond sector The Indian industry perceives a growing threat from China as a diamond processing and cutting centre, unless the government backs the industry. Else, India may lose its status as the worlds largest diamond processing centre. An increasing number of diamond processors from Israel and Belgium, and even India, are setting up facilities in China for a variety of reasons. The reasons range from a cheap and disciplined labour force to high economic growth in the country resulting in a significant increase in potential consumers in the high-income segment within China, and also to the quality of Chinese workmanship which is steadily improving. China has all the strengths of Indiacheap economic labour, infrastructure and a welcoming government. It also offers attractive labour union terms and export-friendly policies. Conflict diamonds Another threat to the industry is the recent trade in Conflict Diamonds also called Blood Diamonds which have become the thriving industrys Achilles heel. Conflict diamonds are those mined and the income from their sale help finance arms buying and funding activities of terrorist groups. The three named areas have been Angola, Sierra Leoneand Congo. A great fear in the

industry is that due to a mere 4 per cent of illegitimate trade, the rest might feel immense ramifications. Use of child labor Small boys, sometimes as young as 10 years old, work in hot sheds chiseling roughs which eventually get sold in the fancy shops. Their nimble fingers and sharp eyes enable them to cut these diamonds in remarkable shapes, but while they earn well for these skills many of them find their eyesight getting progressively weaker as they grow older. Anti social activities and threat of terrorism Antis social activities are on the rise especially in places like Mumbai. Security has become one of the major concerns for the diamond industry. A loss of a packet of diamonds can cause of a lot of money from your pockets. In recent times there are a lot of robberies happening in broad day light without even anyone noticing it. Therefore there should be an increase in security facilities. Current Scenario: The Diamond Industry Today, India is the leader in importing, processing and exporting of diamonds. India has a virtually complete dominance in small sized diamonds. India now accounts for nearly 55 percent of world net exports of cut & polished diamonds in value terms, 90 per cent in terms of pieces and 80 per cent by caratage. No other export segment of the country has such a significant share in the world market. India accounts for over 70% of the world exports of cut and polished diamonds in caratage. In other words, roughly 7 out of every 10 diamonds set in jewellery worldwide are from India. In the current scenario, apprehensions have been expressed in some quarters that a number of the small producers would find it difficult to sustain operations on current margins, which would lead to some turmoil. Industry analysts believe that as the industry matures and takes its next step forward, many of the smaller independent producers may find themselves being absorbed by the larger players. The number of firms may reduce in the process, but not the size of the industry, nor even the levels of activity. Much has been said about the rising bank debt of the Indian industry and there were a couple of disturbing cases of bankruptcy. Yet overall the industry has ridden out the threat and as analysts point out, with manufacturing on the rise and the number of banks providing finance to the trade

on the upswing, it is only natural that debt figures will show an increase as well. What is significant however and a sign of the maturity of the players is the process of self-regulation adopted by the industry, in the form of a pact on trading norms. Signed by all major trade bodies in the country, these will be implemented through a consensus in the trade and interaction with the banks to encourage them to accept these as well has also got underway. Future Outlook: The Diamond Industry Way back in the mid 1990s, when the Indian diamond industry first claimed its rightful status as the worlds largest manufacturer of polished stones, there were more than a fair share of skeptics, who refused to accept what the numbers were saying. Not any more. In fact industry analysts are now voicing their opinion that many of the Israeli sight holders have actually been manufacturing their goods outside the country over the past two years and that Israel was being used only as a transit point in the supply chain. The entire diamond world knows that India has a virtually complete dominance in smalls, and that the country has for long been the worlds leading manufacturer of cut and polished diamonds. But behind the scenes, the India centre has been moving confidently to take over a sizeable chunk of the manufacturing of medium and larger stones from other competing centers, particularly Israel. Some manufacturers took a step forward in the mid-90s and entered jewellery manufacturing. India has a definite cost advantage and our strength is diamonds today. Profit margins are also higher in the competitive retail business. Selling cut and polished diamonds yields margins of just 5 per cent to 10 per cent but selling finished diamond jewelry pieces to wholesalers overseas yields margins of between 20 per cent to 40 per cent. And retailing overseas offers margins of between 40 per cent and 60 per cent depending on the value of the diamonds. But there are challenges ahead. One is the lack of skilled manpower and technology to create and produce designs for the international markets. The council is hoping to tackle this by setting up a training institute. Indian firms will have to tightly control costs and prices.

Tanishq
Executive Summary

An Indian Brand, which can make big in the global market, is Tanishq from Tata Group of Industries. Tanishq is India's largest, most desirable and fastest growing jewellery brand in India. Tanishq today is India's most aspirational fine jewellery brand with an exquisite range of gold jewellery studded with diamonds or colored gems and a wide range of equally spectacular jewellery in 22Kt pure gold. Exquisite platinum jewellery and designer silverware is also part of the product range. Though they faced with many difficulty in the early stages they for about six years they then came with up with good strategies The Tanishq strategy for the coming couple of years relies on two things increasing penetration in the domestic markets and going abroad in order to diversify its revenue portfolio. To push penetration in other markets, Tanishq will use the shop-in-shop concept that it already does in 50 stores across different West Asian markets. This reduces distribution costs. Also, for the consumer it remains a Tanishq store and helps us get a foot into the market. Their main core competency is in designing a wide range of products. They were the first to come up with the idea of karat meter, which proves the quality of the gold, to win the trust of the customer.

Evolution of Tanishq
Titan came into existence in July 1984, when the Tata Group joined hands with the Tamil Nadu Industrial Development Corporation (TIDCO) to make a foray into the watch industry. Titan started manufacturing jewellery watches and jewellery in 1994. It set up its fully integrated Rs. 400 million-jewellery plant in Hosur. The plant had the capacity to manufacture four tonnes of gold in a year. Titan launched these products under the brand name ofTan ish q, in 1995. The name Tanishq, a blend of two words, 'tan' (body) and 'ishq' (love), was coined by Xerxes Desai, the Vice-Chairman and Managing Director of Titan. To change its image from a watch manufacturer to a fashion accessories manufacturer, Titan was renamed Titan Industries Ltd. in 1995. Titan scaled the capacity of its Hosur plant to 4.18 million units in 1996 to meet the domestic and international demand. From the late 1990s, Titan's commitment to the jewellery business increased.

When Titan launched Tanishq in 1995, the jewellery industry in India valued at Rs 40,000 crore was mostly unorganized, with around 3.5 lakh players. Before 1992, only the Metal and Mineral Trading Corporation and the State Bank of India were allowed to import gold. In 1992, as part of economic liberalization, the government abolished the Gold Control Act of 1962, allowing free import of gold. In 1993, private companies were allowed to enter the hitherto restricted gold and diamond mining industry. Foreign investors were allowed to hold up to 50% equity in mining ventures.

Revenue in million Revenue in million Rupees 2001 2002 2003 2004 2005 2006 2007 2008 2009 Competitors Carbon In early 1991, the Bangalore based Peakok Jewellery Pvt. Ltd., (Peakok) was incorporated and Mahesh Rao (Rao) was appointed director. Peakok realized that the Indian consumer's

relationship with gold jewellery would grow beyond an investment need towards a lifestyle and personality statement. In 1996, within the Peakok fold a new brand of 18-carat gold-based jewellery called Carbon was launched. In 2000-01 Carbon's focus had always been to move jewellery from the vault to the dressing table and bring the selling of jewellery out of heavily guarded jewellery stores. This was achieved by persuading a few lifestyle stores to add branded jewellery to their vast array of products. Besides selling from lifestyle stores, Carbon also sold its products as gift items over the internet. Like Tanishq, Carbon laid emphasis on design. Most of its designs were contributed by students at the National Institute of Fashion Technology (NIFT) through the diploma programme which the company sponsored. In addition, Peakok's team of six designers, (headed by Rajeswari Iyer, an alumnus of a German design school who had worked in the U.K., Germany and India) turned out around 180 to 200 styles in a year, with 75 designs per style. At any point in time, there are around 600 designs of Carbon on sale. The creation, manufacture and marketing of Carbon was different from the making and selling of traditional jewellery. It is made available at `shop-in-shop' outlets in large lifestyle stores (such as Shoppers Stop, Ebony, Globus, The Bombay Store, Lifestyle and Taj Khazana) and some premium boutiques (such as the Helvetica in Chennai). Carbon products were priced between Rs. 2,750 and Rs. 20,000 per piece. While the cost of traditional jewellery was negotiable, the cost of Carbon items was fixed and nationally uniform.The brand is available at 50 outlets in 23 cities. Gili Gili launched a collection of traditional Indian ornaments made of 18-carat gold. In 1999, the Gili Gold range was introduced. This range included rings, pendants, earrings, necklaces and bangles made of 24-carat gold. All Gili products came with a guarantee of diamond and gold quality. Gili distributed its jewellery priced between Rs. 500 and Rs. 40,000 through lifestyle and department stores across the country to increase accessibility among its target segment, the 15 to 30 age group. Gili distributed its jewellery priced between Rs. 500 and Rs. 40,000 through

lifestyle and department stores across the country to increase accessibility among its target segment, the 15 to 30 age group. The collection was promoted at college campuses with banners, pamphlets and a few advertisements targeted at teens. Gili soon realized that just pushing its product was not enough; it also had to customize its products for special occasions. Following this, it launched a Diamond Heart Collection specially designed for Valentine's Day. This collection consisting of tiny, heartshaped diamond jewellery was well received by teens. Special packaging, catchy advertising and extensive press coverage contributed to the success of the collection. Gili also made special promotional offers during festive seasons like Christmas and Diwali. Having captured the low price point market of Rs.2000 to Rs.10, 000, the company is focused on penetrating the premium market of customized jewellery. For this Gitanjali jewels opened a jewellery salon, Gianti, to provide customized jewellery to clients in India.

4 Ps of Marketing
Product Product Variety Tanishq today is India's most aspirational fine jewellery brand with an exquisite range of gold jewellery studded with diamonds or colored gems and a wide range of equally spectacular jewellery in 22Kt pure gold. Exquisite platinum jewellery and designer silverware is also part of the product range. Tanishq designs and manufactures jewellery that is breath- taking, contemporary and yet has a tint of tradition. It produces 22 karat pure gold earrings that come in various shapes, sizes and designs. Some earrings are embedded with precious stones or colour gemstones. These jewellery sets are overwhelming and could prove to be apt for occasions such as marriage, festivities etc. Furthermore, they also make bangles, chains, nose pins, pendants, finger rings, Mangal Sutras etc. They also produce products made from silver such as deity idols etc. Recently, Tanishq has started producing diamond jewellery that are affordable and stunning. The diamond jewellery include collections such as: All Day Diamonds, Aria, Dewdrops, Tanishq Solo, Dancing Diamonds etc. These collections come with a certificate of authenticity that states the karatage, color and clarity of the diamond. Quality

Consistency in delivering on their promise - Tanishq promises superior quality jewellery with purity in gold. It is the first and only jeweller that guarantees the purity of its gold jewellery and certifies the quality of the precious/semi-precious stones in writing. They claim and deliver the exact carats and weight that they promise. Impurity in gold and not delivering what was promised is one of the main problems the consumers face when going for gold purchase. They eliminated this and have built its brand in trust. Tanishq now stands for quality and purity. They even have gold meters where one can check the purity of gold. Thus it has established itself as a highly ethical player in a market that was rated as having the highest incidence of under karatage (Bureau of Indian Standards).It maintains its quality standards in all its products wherever they are sold. This shows that they have a resolute core purpose. This is what they will have to maintain even when they global. They have the right range of products for the different markets across the globe. Only they have to remember their differentiating factor. The differentiating factor for Tanishq will be the experience and quality they will be giving the consumers when they come to the store. Design Widely acknowledged as a design leader, Tanishq is known for its ability to develop specialized design collections. Each piece of jewellery is designed by a team of award winning designers. In fact, Tanishq is the only jeweler to have a full- fledged design studio with one of the largest design teams in the country. Every product at Tanishq is painstakingly crafted to perfection. Diligent care and quality processes ensure that the Tanishq finish is unmatched by any other jeweller in the country. Tanishq was recently adjudged the Most Admired Jewellery brand (for the third consecutive time) in India at the Images Fashion awards 2004. It has also been judged as the Images Retailer of Year in the fashion category. Positioned as 9-to-5 jewellery, the collection is stylish and modern and is designed to suit all forms of attire, western and Indian, casual and formal. Brand Name "Jewellery is one of the last great commodity frontiers in India; it has remained so because this market is very fragmented, very unorganized. Tanishq has successfully taken on the challenge of

transforming this frontier into a reliable consumer space by bringing to it all the virtues and benefits that branding offers". PROMOTION

The Tata Group has promoted Tanishq as a jewellery store brand, which competes with close to three lakh traditional jewellers who dominate the domestic market. It has launched new collections at a quicker rate than its competitors, and conducted marketing promotions and fashion shows to enhance the shopping experience of consumers. Given the diverse nature of

Indian ethnicity, Titan made the designs more ethnic to satisfy the tastes of all regions. Titan transposed designs by stocking Bengali designs in Delhi, Keralite designs in Tamil Nadu and typical designs from Tamil Nadu in Bombay in order to appeal to a variety of people. Concept stores, the first of which, costing Rs 10 crore, opened in Kolkata . The idea of such a store was to harmonize the tradition of the past with the modernity of the present. In 1998, it launched the corporate gold gift scheme - 'When you want to say thank you, say it in gold'. In 1999, Tanishq delivered gold coins worth Rs. 20 crores to Maruti Udyog Ltd., to be given away as gifts to Maruti car owners. By 2001, the scheme accounted for almost 5% of the turnover and over 30 corporate clients like Coca-Cola, the UB Group, Whirlpool, TVS Group, Ceat and Liberty shoes. In early 2000, it made miniature gold cars for Hyundai Motors to be given to select dealers.

Tanishq has also endeavored to be part of every occasion in an Indian womans life through festive promotions, customer contact programmes as well as through Anuttara, Tanishqs exclusive consumer reward programme etc. Tanishq provides Gift vouchers in various denominations for gifting your friends and family. Tanishq, to set off competition, launched Jodhaa Akbar collection and managed to get lot of marketing hype. The collection is very pricey and suggested retail price is between Rs 25,000 to Rs 15 Lakhs.

In 1999-2000 the communication and promotion budget was increased from Rs. 65 million to Rs 100 million in 2000-01. A majority of this was spent towards advertising, while a portion was also earmarked for promotions tailored to match regional preferences. For instance, in New Delhi, which was Tanishqs single largest market, substantial promotions were carried out. The Rs 100 million was split into four parts, comprising national-level spends (both electronic and print media), regional budgets, direct mail and research. Place Tanishq jewellery is crafted in one of the world's most modern factories. The factory complies with all labour and environmental standards. Located at Hosur, Tamil Nadu, the 135,000 sq. ft. factory is equipped with the latest and most modern machinery and equipment. Tanishq reached the century mark as it unveiled its 100th store in Patna at Hathwa Market. Having embarked on the retail journey a decade ago, Tanishq today is the largest jewellery retailer in India. With a strong presence in 70 cities across India, unmatched collections and assured purity, Tanishq has quickly become the first choice of discerning customers. Tanishq opened 30 retail stores during FY08, taking the tally to 130 stores. Currently, the average store-size for Tanishq is 1,000-1,500 sq ft. The stores operate on the franchise model. Tanishq has undertaken several unique retail initiatives keeping in mind the customer demand for a world class shopping experience. As such Tanishq retail identity has evolved over the years to offer large format and concept stores that reflect the brands philosophy of being Revitaliser of Tradition.

Design and retail innovation have been the hallmark of Tanishq all these years. Tanishq has constantly formulated an innovative product strategy in this journey in line with the evolving consumer tastes. Modern retail values and principles in the selling of branded jewellery in India are almost completely the handiwork of Tanishq. The brand has broken fresh ground in retailing by creating exclusive outlets with hitherto unknown in-store ambience and hospitality touchstones. Following more than 40% percent growth in operations last year, Tanishq will invest extensively during 2008 in marketing and retail initiatives to further develop the market. In addition, Tanishq will build new logistics centres and upgrade existing ones, laying a solid foundation to meet future competition. Besides catering to Indian consumers, Tanishq has successfully entered key export markets such as the US, the UK, the Middle East, Singapore and Australia. This is testimony to the brand's ability to craft products that meet the requirements of varied cultures and sensibilities. Pricing Tanishq range of products start at an accessible low of Rs. 600 and the range - Solo, Aria, Diva, Hoopla, Lightweights, Bandhan and the most recent, Colours - comprises wearable everyday jewellery which has been designed for the urban working woman. The Tanishq Valentines Day collection includes pendants, earrings and finger rings starting from Rs. 2,000 onwards. Daytimes collection of all day diamonds, which starts at an affordable Rs. 1,960. The collection combines traditional motifs in sleek contemporary lines with slight touches of black rhodium. The 'up to 25 per cent' off offer by Tanishq is a unique opportunity. This attractive offer has been introduced to benefit the customers and provide them with the best price and product options. Affordably priced from Rs 2,500/- onwards the Tanishq range of diamond jewellery is the ideal accessory for the customers.This collection is crafted using a special process called electro-forming. The jewellery is targeted at customers who are looking for international designs, wearability and value for money. The new collection starts from a price range of Rs6,000 onwards and available at all Tanishq boutiques across the country.

Tanishq offers gold and gem-set jewellery in over 6000 traditional, western and fusion designs. The Tanishq retail chain currently includes 112 exclusive boutiques in 75 cities, making it India's first and largest jewellery retail chain.

Brand Position Tanishq has been projected as an impeachable mark of trust by raising the awareness of the people about unethical practices in the jewellery business and then measuring the gold purity by caratmeter. Tanishq also has been positioned as a branded jewellery of luxury rather than commodity. It moves jewellery beyond investment to the fashion and adornment sector.

Segmentation Niche Marketing After its inception in 1995 focus on exports, Tanishq's designs had been conceptualized for the Western markets and were introduced in India without any alterations. Tanishq positioned itself as an international brand for the Indian elite. The brand was targeted at a niche market (However they later on started targeting the mass marketing since 1997). Psychographic Segmentation Life Style: Tanishq has found that 40% of the Indian women are working and they targeted this segment wth a specific group of products called collection-G, a 9-to-5 jewellery for the working women.

Geographical Segmentation Titan realized that, given the diverse nature of Indian ethnicity, it would have to satisfy the tastes of all regions. So, the designs became more ethnic. Titan also decided to transpose designs by stocking Bengali designs in Delhi, Keralite designs in Tamil Nadu and typical designs from Tamil Nadu in Bombay in order to appeal to a variety of people.

Orra
Executive Summary The Rosy Blue Group was founded in 1960 by Arunkumar Mehta and Bhanuchandra Bhansali . The company started as a small Mumbai workshop, but soon became a network of specialist businesses, each able to successfully fulfill client needs. This eventually formed the platform for a global company which provides employment to over 10,000 people ORRA The Diamond Destination is Indias largest and only exclusive diamond jewellery retail chain. A legacy that has spanned centuries, overwhelming the world with its brilliance can be summed up in one word, ORRA. Launched in 2004, ORRA has been at the forefront of design leadership and product innovation. ORRA is renowned for its exquisitely crafted Belgian Solitaires. Rocks are crafted into beautiful diamonds by descendants of the legendary 14th century Belgian inventors of diamond sculpting. ORRA is a part of the worlds largest diamond manufacturing company with a presence across 15 countries headquartered in Antwerp, Belgium. Set in an international format. ORRA has spread its glow across the length and breadth of India with 31 exclusive high street boutiques in 21 cities. These boutiques have become the ultimate destination for the choicest diamonds in the country. In 2007, it earned the prestigious distinction

of being voted as the BEST JEWELLERY RETAIL CHAIN OF THE YEAR and in 2008 its design was chosen as THE MOST INNOVATIVE DESIGN OF THE YEAR From adorning the likes of Julianne Moore at Oscars 2008 and Nicole Kidman and Joan Rivers in the past to providing exquisite jewellery for Mallika Sherawat at Cannes film festival, ORRA has been associated with the crme la de crme of society. It also created a stunning Million Dollar Bustier in honour of Prince and Princess of Belgium. ORRA has always been the exclusive choice for creating the most stunning pieces of jewellery and works of art. Define a diamond's size, shape or colour and ORRA will make your dream come true