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JewelleryIndustry In

India

In 2012 jewellery category grows 19% in current value terms toreach Rs1,750 illion

!outh India as a jewellery hu o" India su##orts growth o" jewellery category

$ostume jewellery most dynamic in 2012, rising 25% in currentvalue terms to reach Rs 5&7 illion

Jewellery category remains "ragmented and largely dominated

y local and regional #layers'verall sales led y (anish) "rom (itan Industries *td with +%

value share in 2011

$onstant value sales #rojected to see 1+% constant value$-R over "orecast #eriod

In 2012 costume jewellery grew y 25% in value terms to reach

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.acro/nvironment

randed jewellery is 10% o" the maret&

3ran .aret 4 +% o" this ase&

6roduct .i8 *argely #lane 22 arat with gem set jewellery constituting less than 10% o" the maret

ey #layers8 :ragmented maret, mainly retailer driven&

.ost retailers are unorgani;ed sence o" hallmaring

(anish) is the <rst randed jewellery #layer

Increased investment y industry odies =>($, 6-I,

?-$@ is s#urring ra#id growth o" randed jewellerymaret in India

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Introduction

(anish) is IndiaAs largest, most desirale and "astest growing jewelry rand in India&

!tarted in 1995, (anish) is the jewelry usiness grou# o" (itanIndustries *td 4 #romoted y the (( grou#&

(anish) has set u# #roduction and sourcing ases with throughresearch o" the jewelry cra"ts o" India&

*ocated at Bosur, (amil Cadu, the 1,+5,000 s)& "t& "actory is

e)ui##ed with the latest and most modern machinery ande)ui#ment&

(anish) also introduced #ro"essional retailing in the un4organi;ed Indian jewelry a;aar

(anish) has success"ully taen on the challenge o"

trans"orming this "rontier into a reliale consumer s#ace yringing to it all the virtues and ene<ts that randing oDers

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6rimary $om#etitors

-itanjali -ems Reliance Jewels

.ehrasons Jewellers =>elhi@

(rihuvandas himji Eaveri =.umai@

&$& !en and 6&$&$handra =olata@

-&R&(hanga .aligai =$hennai@

$& rishnaiah $hetty =angalore@

*ami >ia Jewel 6vt *td =!urat@

Rajesh /#orts *td =angalore@

!warnmandir Jewel >esigner =arnataa@

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GenericBusiness

LevelStrategy

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• > e s i g n a n d r e t a i l i n n o v a t i o n h a v e e e n t h e h a l l m a r o " ( a n i s h ) a l l t h e s e y e a r s &

• : i r s t a n d o n l y j e w e l e r w h o g u a r a n t e e s t h e # u r i t y o "

i t s g o l d j e w e l l e r y a n d c e r t i < e s t h e ) u a l i t y o " i t s d i a m o n d s a n d c o l o r e d g e m s i n w r i t i n g &

PROMISE OFPURITY AND A

UNIQUE

EXPERIENCE

• I t h a s e s t a l i s h e d i t s e l " a s a h i g h l y e t h i c a l # l a y e r i n a m a r e t t h a t w a s r a t e d a s h a v i n g t h e h i g h e s t i n c i d e n c e o " u n d e r a r a t a g e = u r e a u o "

I n d i a n ! t a n d a r d s @ & • ( h e y e v e n h a v e g o l d m e t e r s w h e r e o n e c a n

c h e c t h e # u r i t y o " g o l d &

(rust

• (anish) also has een #ositioned as a randed jewellery o" luury rather than commodity& It

moves jewellery eyond investment to the"ashion and adornment sector&

*uury

!u#erior

6roduct

In order to compete with the regional players, Tanishq introduced the

concept of “consistency in delivering promise”.

rand Identity

!(6

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!egmentation

-/'-R6BI$ !/-./C((I'C8 – (anish) has 121 stores across 7 cities =metro#olitan and

cosmo#olitan, small cities and ig towns in India@ and stille#anding&

– /am#le8 .umai, >elhi, olata, $hennai, angalore,

Byderaad, 6une, $ochin, $alicut, $oimatore, Cag#ur,$handigarh, >is#ur, *ucnow, Jalndhar, Cag#ur, Casi etc&

>/.'-R6BI$ !/-./C((I'C8

– !/$8 3##er F middle class to *ower F 3##er class women&

– ge grou#8 21 F 55 married women

/BGI'R* !/-./C((I'C8

– $onsumers, who understands uni)ueness, so#histication,elegance and class&

6!H$B'-R6BI$ !/-./C((I'C

– Life Style: (anish) has "ound that 0% o" the Indian women

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?omen living in metro#olitan andcosmo#olitan cities, ig towns etc&

3##er middle class and aove ge racet8

20 F +0 year old newly married +1 F 0 year old married with children

1 F 55 year old with daughters o"marriageale age&

(argeting

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6ositioning

• > e s i g n a n d r e t a i l i n n o v a t i o n h a v e e e n t h e h a l l m a r o " ( a n i s h ) a l l t h e s e y e a r s &

• : i r s t a n d o n l y j e w e l e r w h o g u a r a n t e e s t h e # u r i t y o " i t s g o l d j e w e l l e r y a n d c e r t i < e s t h e ) u a l i t y o " i t s d i a m o n d s a n d c o l o r e d g e m s i n

w r i t i n g &

6R'.I!/ ':63RI(H C>

3CI3//K6/RI/C$/

• I t h a s e s t a l i s h e d i t s e l " a s a h i g h l y e t h i c a l # l a y e r i n a m a r e t t h a t w a s r a t e d a s h a v i n g t h e h i g h e s t i n c i d e n c e o " u n d e r a r a t a g e = u r e a u o " I n d i a n ! t a n d a r d s @ &

•

( h e y e v e n h a v e g o l d m e t e r s w h e r e

o n e c a n c h e c t h e # u r i t y o " g o l d &

(rust

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• ( a n i s h ) a l s o h a s e e n # o s i t i o n e d a s

a r a n d e d j e w e l l e r y o " l u 7 u r y r a t h e r t h a n c o m m o d i t y & I t m o v e s j e w e l l e r y e y o n d i n v e s t m e n t t o t h e " a s h i o n a n d a d o r n m e n t s e c t o r &

*uury

• ( a n i s h ) i s n o w n " o r i t s a i l i t y t o d e v e l o # s # e c i a l i ; e d d e s i g n c o l l e c t i o n s &

• I t i s t h e o n l y j e w e l e r t h a t h o u s e s a " u l l 4 L e d g e d d e s i g n s t u d i o w i t h a t e a m o " s e v e r a l i n t e r n a t i o n a l a w a r d

w i n n i n g I n d i a n d e s i g n e r s &

!u#erior6roduct

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!wotnalysis

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Weakness

Fluctuating goldprices

Market share of

less than 1% owingto high competitiveintensity

Lower margins

Limited Gloal!resence

"pportunities

#ustomi$ed ewelry design

&apping gloalmarkets

&ie up withcorporate andusinesspartners

&hreats

#ompetition fromlarge unorgani$edsector as well as

local playersFashion trend keeps

changing

'nvestors havestopped investing ingold as a hedgeagainst in(ation

Strengths

"ne of the mosttrusted ewelryrands in 'ndia

&itan 'ndustries ofthe &ata Group

)*cellent randingand advertising

"+ers simplistic andlow,priced ewelryfor daily wear

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7#Ms o" (anish)

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6roduct

•Tanishq Diamond• Tanishq Gold

• Tanishq Platinum

ased on (angiility

• Tanishq wedding collection• oham• !ashion• "olors of royalty

ased on

/#erienceN'ccasion

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>/!I-C8 (anish) is nown "or its aility to develo#

s#eciali;ed design collections&

/ach #iece o" jewellery is designed y a teamo" award winning designers

>esigned to suit all "orms o" attire, westernand Indian, casual and "ormal&

RI, "or seven stone diamond jewelleryBoo#la, "ocused on diamond studded hoo#s

$ollection4- "or lower #riced gold jewellery

RC> C./8 rand name ensures innovation&

$onsidered e)uivalent to #urity and tradition&

6roduct

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6rice

( a n i s h ) r a n g e o " # r o d u c t s s t a r t a t a n a c c e s s i l e l o w o " R s & % 0 0 a n d t h e r a n g e 4 ! o l o , r i a , > i v a , B o o # l a ,

* i g h t w e i g h t s , a n d h a n a n d t h e m o s t r e c e n t , $ o l o u r s 4 c o m # r i s e s w e a r a l e e v e r y d a y

j e w e l l e r y w h i c h h a s e e n d e s i g n e d " o r t h e u r a n

w o r i n g w o m a n &

Gery large collections o"#endants, earrings and

<ngerings in this #ricerange Rs 200045000

(he (anish) GalentineMs>ay collection includes#endants, earrings and

<nger rings starting"rom Rs& 2,000 onwards& ( h e A u # t o 2 5 # e r c e n t A o D

o D e r y ( a n i s h ) i s a u n i ) u e o # # o r t u n i t y & ( h i s a t t r a c t i v e o D e r h a s e e n i n t r o d u c e d t o e n e < t t h e c u s t o m e r s a n d # r o v i d e t h e m w i t h t h e e s t

# r i c e a n d # r o d u c t o # t i o n s.ass .aret6ricing

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6rice

B i g h 4 v a l u e d i a m o n d r a n g e = w i t h r e t a i l # r i c e

o " R s 2 l a h a n d a o v e @ Eoya, (anish)Ms high4end

rand that #rimarily retailsdiamond jewellery, is

showing a slow uild4u#& Itcurrently has two stores =in.umai and >elhi@ with a

range o" 20425 *ah&

undan and 6olirange starts "rom Rs 5

lah onwards& ( a n i s h ) M s P 6 a h e l i Q r a n g e s t a r t s a t R s & 0 0 0 0 a n d P J o d h a a r Q r a n g e a t R s & 1

* a h &Bigh /nd6ricing

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(anish) o#ened +0 retail stores during:H0, taing the tally to 1+0 stores&$urrently, the average store4si;e "or

(anish) is 1,00041,500 s) "t&

(anish) retail identity has evolved over theyears to oDer large "ormat and conce#tstores that reLect the randMs #hiloso#hy

o" eing PRevitali;er o" (raditionQ& It has o#ened two #ilot stores at $hicago

and Cew Jersey with a retail "ormat o"1,0042,000 s) "t&

(he (anish) retail chain currently includes

112 eclusive outi)ues in 75 cities,A

6lace

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(wo #romotion strategies o#ted y (anish)8

$ultivate trust y educating customersaout the unethical #ractices in the

usiness $hange the #erce#tion o" jewellery as a

high4#riced #urchase&

rand massadors

!hridevi

mitah achchan

Jaya achchan

sin

>ee#ia 6aduone

>iya .ir;a arishma a oor

dvertising

6romotion

6roduct6lacements6aheli

Jodha ar$ollection

Race 2

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6rint ds

:estive ads

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6rint

ds.aga;ines

(he #ril 2011 issues o" -rihshoha and ?omanAs /ra saw whatis said to e Pthe largest ever collaorative cover in maga;ine

#ulishing in IndiaQ& #romotion "or (anish) Jewellery, the!u#er?ra# $over was s#read across eight sides and "oldsaround the main maga;ine multi#le times&

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6rint ds F P>iamonds o" $lassQ$am#aign

(he whole idea ehind the cam#aign was to show awoman o" grace and #oise&&&a old, grace"ul, charming,da;;ling woman with uni)ue tastes and #ersonal style,ultimately showcasing (anish) diamonds which

com#liment her eotic li"e and adventurous s#irit&

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P.y /#ressionQ 4 >igital $am#aign"or Mia

'n 2 >ecemer 2011, (anish) launched an online contestinviting consumers to sumit ideas "or su4rand .ia=launched in Covemer 2011@ 4 a new line o" jewellery "oryoung woring women

(anish) "ocused on initiating an online activity mainly throughsocial media, targeting the younger audience grou#&

"We wanted to get inputs from them on what kind of designswould appeal to their age group. We wanted to see how they

interpret design and utility of jewellery, and then create a line of

jewellery that would appeal to this section of the market,“ !irish$handrashehar

(hrough a crowd sourcing cam#aign called A.y /#ressionA, (anish) chose 10 <nalists who have gone on to co4create the.ia collection along with (anish)As design team&

S.y /#ressionA received more than +200 entries, and these

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• (anish) initiated a loyalty #rogram called the !olden ar#est Sa#ings

Scheme, which oDers uyers the ene<t o" getting more jewellery

than what they have #aid "or& (he scheme allows consumers to #lan

"uture #urchases in advance and #ay "or them in easy installments&• In 199, it launched the cor#orate gold gi"t scheme 4 A?hen you want

to say than you, say it in goldS&

• (o ta# the !outhern .aret8

–

(hey have een engaging in #ress advertising and social #rogramsin order to engage culturally with the (amil community&

– (hey are also #lanning to mae a (amil <lm& (he consumer in that

maret still considers (anish) an outsider as o##osed to their local

jeweller& ut they want them to see (anish) as their "amily

jewellers now&

'ther6romotional

ctivities

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6eo#le

> e s i g n e r s . a n a g e m e n

t t r a i n e e s " r o m # r e m i e r e i n s t i t u t e s

6 e r " o r m a n c e N $ o m # e t e n c y l i n e d c a r e e r g r o w t h 6 a t h

a t m a n a g e m e n t

a n d m a n u " a c t u r i n

g l e v e l

- a r i g a r ! a r k • 9 a r i g a r s w o r

e 7 c l u s i v e l y " o r ( a n i s h )

• 6 r o v i d e s t o o l s r a w m a t e r i a l s

•

e t t e r

h y g i e n e a n d m e d i c a l " a c i l i t i e s

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6hysical/vidence

/#erience

• !howcasing• !urround

eDect• !#eaing

eDectively• Eoya8 stores

"or diDerential#remiumse ment

Beritage

• rchitecture ins#iredy heritage

• Revitali;ingtraditionalIndian

Jewellary

(rust

• (hey evenhave goldmeterswhere onecan checthe #urityo" gold&

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randrchitecture

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&ypes "f .ewellery /vailale

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M'/0

Beautiful ewellery for

workingladies

BLS20

&o celerate the alight 3 youthfulcomination of

feminity4 5ligreeand 5ne

&he &a#ollection

"ne feels like a!rincess with

this eautifuland e*6uisite

Rhythmic :low >esigns8

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Rhythmic :low >esigns8Right "rom her irth in gangotri to her eventualde#arture, ganga is "ull o" emotion& s she journeysdown the icy slo#es o" the Bimalayas, her initial

calm gives way to an elegant Lair

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$/*/!(/8!olitaire

>iamonds

RI8:loral

Cec#iece

IG8racelet

>IGIC/$BC(8:aith:ul

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Its not just any wedding& ItAs yours& (he s#ecial time in yourli"e when all eyes are on you, so loo the est you ever will inundoutedly irresistile (anish) jewellery that honours the

s#ecialness o" every mood, ceremony and community in gold,diamonds, undan, #oli #recious stones&

Wedding #ollections

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Wedding#ollections

dorn Hoursel" withtraditional designs

$a#turing the essence o"sacred rituals that honor

the #ledge o" your journey "orward&

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(han Hou

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>esigned

y

12 4 !hivani >esai

2 4 Ruchita handelwal+9 4 Garun 6unjai+ 4 arishma !avani7 4 Ciraj !heth57 4 >im#le Girani

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Re"erences

• !ource8 /uromonitor

• htt#8NNwww&slideshare&netNRose101Nic4tanish)T"romUsearchV5

• htt#8NNwww&slideshare&netNadavadarNco#y4o"4tanish)4#resentationT"rom

UsearchV•

htt#8NNwww&slideshare&netNmritashaNmaret4review4"or4tanish)4#resentationT"romUsearchV12

http://www.slideshare.net/Rose1601/bic-tanishq?from_search=5


http://www.slideshare.net/kadavadkar/copy-of-tanishq-presentation?from_search=8



http://www.slideshare.net/Amritaksha/market-review-for-tanishq-presentation?from_search=12











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