Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Branded players entered the market: Tanishq Oyzterbay Gili Carbon Traditional jewellers also began to bring out lightweight jewellery. But the share of branded jewellery in the total jewellery
market was still small in 2002.
The abolition of the Gold Control Act in 1992, allowed large export houses to import gold freely. In 1993, gold and diamond mining were opened up for private investors 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 This allowed the entry of foreign players like
DeBeers,Tiffany and Cartiers into the Indian market.
In 2001, India had the highest demand for gold in the world Jewellery was fabricated mainly in 18, 22 and 24-carat gold.
KARAT CALCULATION
24 Carat 100 percent pure gold 22 Carat 91.66 percent pure gold 20 Carat 83.33 percent pure gold 18 Carat 75 percent pure gold 2 Carat 8.33 percent pure gold 1 Carat 4.166 percent pure gold
GILI:
In 1994, Gili Jewellery was established as a distinct brand by Gitanjali Jewels Offered a wide range of 18-carat plain gold and diamond-studded jewellery With sales of Rs.0.14 billion for the year 2007-08,
Gili had a 0.03 percent share of the 400 billion jewellery market in India and a 1.4 percent share of the branded jewellery market.
TANISHQ:
In 1995, Titan changed its name from 'Titan Watches Ltd.' to 'Titan Industries Ltd. In the same year, it also started its jewellery division under the Tanishq brand. Tanishq is considered to be a trendsetter. Tanishq began with 18-carat jewellery. It expanded to include 22 and 24-carat ornaments as well 1998, Tanishq decided to set up its own chain of retail showrooms By 2002, Tanishq retailed its jewellery through 53 exclusive stores across 41 cities Tanishq had a 0.66 percent share of the total jewellery
market in 2007-08 and a 27 percent share of the branded jewellery market
CARBON:
In 1996, within the Peakok fold a new brand of 18-carat gold-based jewellery called Carbon was launched. In 2002-03, with sales of Rs. 0.14 billion, carbon had a
0.03 percent share of the jewellery market and a 1.4 percent share of the branded jewellery market. It started exporting in the year 2008. The brand is available in 23 cities countrywide.
OYZTERBAY:
Founded by Vasant Nangia and his team in July 2000 Oyzterbay seeks to build a national brand in the jewellery industry in India With sales of Rs. 0.17 billion in 2003-0, Oyzterbay
had a 0.04 percent share of the Rs.400 billion jewellery market and a 1.7 percent share of the branded jewellery market.
TANISHQ:
strategy:
TANISHQ contd One way to create differentiation was through design Tanishq set up a seven member in-house design team Tanishq decided to focus on quality control:
it introduced caratmeters which showed the purity of
gold
CARBON:
Always focused on moving jewellery from the vault to the dressing table It sold its products as gift items over the internet Like Tanishq it also laid emphasis on design In 2002, Carbon launched its 'Sun Sign' collection, based
on the symbols of the Zodiac
GILI:
The company's products were made available through a mail-order catalogue All Gili products came with a guarantee of diamond and gold quality. In 2000, Gili launched its 'diamond heart collection'
targeted at teenagers and priced between Rs 500 and Rs.2500 The collection was promoted at college campuses Special packaging, catchy advertising and extensive press coverage contributed to the success of the collection
THANK YOU