Presented by-

Chandan Srivastava
Avinashi Soni
Ashish Srivastava
Ashutosh Pratap Singh
Mahavir Kumar Gautam


TABLE OF CONTENTS
S.no | Particulars | Page no.|
1. | Introduction | 3 |
2. | Objectives | 4 |
3. | Difference between branded & non-branded | 5 |
4. | Branded Jewellery| 6-11 |
5. | Non Branded Jewellery | 12-13 |
6. | Analysis | 14 -19|
7 | Factors | 20|
8 |Conclusion |21-22|
INTRODUCTION
As India makes rapid progress in the retail arena, the
Indian Jewellery market is undergoing a gradual
metamorphosis from unorganized to organized formats.
Jewellery retailing is moving from a Storehouse of
value to a Precious fashion accessory.
Consumers are more quality conscious than ever
before.
The jewellery market is one of the largest consumer
sectors in the country- larger than telecom,
automobiles, and apparel and perhaps second only to
the foods sector.

OBJECTIVES
To study and understand the buying behavior of consumers for
branded and non branded jewellery
To find the difference b/w perceptions, opinion and behavior of
branded and non- branded jewellery buyers.
To have an idea about parameters consumer consider while
buying jewellery
To know the knowledge level of customers regarding the
jewellery brands available in the market










































Difference between Branded and
Non-Branded Jewellery
BRANDED | NON-BRANDED |
Name & reputation gives a confidence to the consumer | Customer can
tailor make jewellery according to their preferences |
It comes with a written lifetime guarantee, considering the emotional
quotient of the consumer | No written lifetime guarantee, trust is
purely based on consumer |
Excellent quality, good selling policies and backup services for
jewellery | Minimum efforts in packaging, finishing, sales & low
advertising |
Has a more contemporary stylish and classic outlook, which easily
segments itself among the traditional ones. | Is usually bulky &
traditional |
Available at multiple outlets | Available only in traditional jewellery
outlets |

BRANDED JEWELLERY
Name & reputation gives a confidence to the consumer
It comes with a written lifetime guarantee, considering
the emotional quotient of the consumer
Excellent quality, good selling policies and backup
services for jewellery
Has a more contemporary stylish and classic outlook,
which easily segments itself among the traditional
ones.
Available at multiple outlets

BRANDED JEWELLERS
Nakshatra
Tiffany
Cartiers
Gili
Tanishq
Ddamas
Gitanjali Jewels





NON-BRANDED JEWELLERY
Customer can tailor make jewellery according to their
preferences
No written lifetime guarantee, trust is purely based on
consumer
Minimum efforts in packaging, finishing, sales & low
advertising
Is usually bulky & traditional
Available only in traditional jewellery outlets


Analysis

Gold Jewellery Market in India
Before the liberalization of the Indian economy in 1991, only the
Minerals and Metals Trading Corporation of India (MMTC) and the
State Bank of India (SBI) were allowed to import gold. The abolition of
the Gold Control Act in 1992, allowed large export houses to import gold
freely Exporters in export processing zones were allowed to sell 10
percent of their produce in the domestic market. In 1993, gold and
diamond mining were opened up for private investors and foreign
investors were allowed to own half the equity in mining ventures. In
1997, overseas banks and bullion suppliers were also allowed to import
gold into India. These measures led to the entry of foreign players like
DeBeers, Tiffany and Cartiers into the Indian market. In the 1990s, the
number of retail jewellery outlets in India increased greatly due to the
abolition of the Gold Control Act.


This led to a highly fragmented and unorganized jewellery market with an estimated
100,000 workshops supplying over 350,000 retailers, mostly family-owned, single
shop operations. In 2001, India had the highest demand for gold in the world; 855
tons were consumed a year, 95% of which was used for jewellery. The bulk of the
jewellery purchased in India was designed in the traditional Indian style. Jewellery
was fabricated mainly in 18, 22 and 24-carat gold. As Hallmarking was not very
common in India, under-carat age was prevalent. According to a survey done by the
Bureau of Indian Standards (BIS), most gold jewellery advertised in India as 22-carat
was of a lesser quality. Over 80% of the jewelers sold gold jewellery ranging from 13.5
carats to 18 carats as22-carat gold jewellery. The late 1990s saw a number of branded
jewellery players entering the Indian market. Titan sold gold jewellery under the
brand name Tanishq, while Gitanjali Jewels, a Mumbai-based jewellery exporter, sold
18-carat gold jewellery under the brand name Gili. Gitanjali Jewels also started selling
24-carat gold jewellery in association with a Thai company, Pranda. Su-Raj (India)
Ltd. launched its collection of diamond and 22 -carat gold jewellery in 1997.The
Mumbai-based group, Beautiful, which marketed the Tiffany range of products in
India, launched its own range of studded 18-carat jewellery, Dagina. Cartiers entered
India in 1997 in a franchise agreement with Ravissant. Other players who entered the
Indian branded gold jewellery market during the 1990s and 2000-01 included
Intergold Gem Ltd., Oyzterbay, Carbon and Tribhovandas Bhimji Zaveri (TBZ).


Gold Jewellery Becomes Fashion Accessory
Till the early 1990s, the average Indian bought jewellery for investment
rather than for adornment. Jewellery made of 18-karat gold was not favored
as it was considered a poor investment. Confidence in the local jeweler was
the hallmark of the gold jewellery trade in India. A jeweler or goldsmith in
a local area had a fixed and loyal clientele. The buyer had implicit faith in
his jeweler. Additionally, the local jeweler catered to the local taste for
traditional jewellery. However, since the late 1990s, there was a shift in
consumer tastes: women were increasingly opting for fashionable and
lightweight jewellery instead of traditional chunky jewellery. There was a
rise in demand for lightweight jewellery, especially from consumers in the
16 to25 age group, who regarded jewellery as an accessory and not an
investment. The new millennium witnessed a definite change in consumer
preferences. According to Samrat Zaveri, CEO of Trend Smith, "Research
shows that the Indian jewellery sector is in the transition phase with
consumers' desire for possession of jewellery for its aesthetic appeal and
not as a form of investment."



In October 2002, Trendsmith conducted a survey to understand the
shifting need, motivations and aspirations of consumers in the
jewellery market, and to identify new trends and opportunities. The
research study arrived at the following conclusions:

The Indian market was witnessing an accelerated shift from
viewing jewellery as an investment to regarding it as aesthetically
appealing ornaments. The focus had shifted from content to
design.
The younger generation was looking at trendy, contemporary
jewellery and clearly avoiding heavy, traditional gold jewellery.
The consumer wanted a wider selection at a single convenient
location and expected an international shopping experience.
The Indian consumer was willing to experiment with new
designs.


Brand appeal
Branded jewellery has found a niche for itself in the tough Indian
market, and its increasing growth rates show that before long it will
corner a significant share of the jewellery market. With the retail
industry in India burgeoning, several companies have made inroads
into the traditional jewellery industry, selling the product that was
never really "marketed" in "brand" new ways. So much so that branded
jewellery is the new mantra in the market, having rapidly acquired a
niche over the past few years. Some of the companies have even cleverly
played on Indian customs and tradition to advertise and establish their
brands. Jewellery is now marketed for every occasion; even Valentine's
Day calls for "a special something [diamond] for a special someone". In
spite of pessimism about the marketability of branded jewellery in a
country rooted in buying ornaments from the traditional goldsmith, 30
brands were launched in 2004.

Factors That Guide Consumer While
Purchasing Jewellery
Factors (%)
Design (85)
Price (92)
Purity (87)
Image (65)
Variety (67)
Display (5)
Promotion and Offers (10)
Service (2)
Family and Friends (12)


0
10
20
30
40
50
60
70
80
90
100
2
5
10
12
65
67
85
87
92
Indian Jewellery Industry
Size Rs 1.3 lakh crore
Diamond jewellery Rs 70,000 crore
No of jewellers 300,000
No of branded players (with multiple stores)
15-20
Branded market share 12-15%
Growth rate for branded 30%
Online jewellery market Rs 200-250 crore

15%
85%
Branded Jewellery
Non Branded Jewellery
Market Share Of Branded And Non Branded Jewellery
In India
Conclusion
The jewellery market in India is changing rapidly and the buying
behavior of people is changing accordingly.
The results show that the price of gold plays an important role in the
purchasing procedure. The rising prices of gold are one of the main
factors that affect the purchase for a middle class family. On the
contrary, it is not a problem for the business class; they are indifferent
in buying jewellery irrespective of the prices, designs and the brand.
The consumers buying behavior shows a shift from content to design
in jewellery i.e. fashionable jewellery is the rage nowadays and
acquires a status symbol in their minds. Branded jewellery players will
continue to face lot of competition from local jewelers.
People also look for the convenience while visiting the store and this is
the reason why some people today also visit non-branded jewellery
shops for making purchases as they easily approachable, reliable,
prices are negotiable and also they have a long term relationship with
them.

The dissertation will help to study the consumer preference over branded and non-
branded jewellery. The main objectives of the study were to compare between Branded and
Non-Branded Jewellery, to know Consumer perception towards Jewellery, to know the
Major Players of Jewellery industry, to have an idea about parameters consumer consider
while buying Jewellery, to have knowledge about demographic segments, to know the
Marketing strategies used by various jewellery brands. India is growing at a very fast pace
and jewellery sector is one which is registered to achieve 65% international market by 2010.
The jewellery sector is largely unorganized in India but is changing into organized business
because of many major and influential players entering into the market and have started
organizing the market and focusing all segments of customers such as Tanishq by TATA
and Gili by Gitanjli jewellers etc. The branded jewellery sectors is only 2-3% of the total
jewellery market in India but most of the brands have been able to make a mark on
consumers with their highly satisfying marketing strategies. The local jewellers or the
unbranded jewellers do not provide any guarantee of the purity and quality but brands
such as Tanishq introduced karometer in their outlets which help the consumer to test the
purity of the jewellery. As jewellery sector is changing, consumer is also changing today
they are more aware, have greater disposable income and want to be more secure. That is
why when given a preference between branded and non- branded jewellery most
respondents choose branded jewellery. The booming economy along with the rapid
increase in income levels is estimated to further accelerate the growth of this industry.
According to a KPMG study, Indias growing importance in the global jewellery market is
only expected to increase in the future with total estimated jewellery sales of US$ 21 billion
by 2010 and US$ 37 billion.