Case Code : CLMM106
Publication date : 2012
Subject : Marketing Management
Industry : Jewelry
Length : 03 Pages
Short Case Study Price: INR 100;
Gitanjali Group (Gitanjali), a leading jewelry retailer, introduced a jewelry vending machine through which consumers could purchase gold and diamond jewelry. The case discusses the reasons behind the company's venture and its pros and cons.
On April 24, 2012, popular Indian jewelry retailer Gitanjali Group (Gitanjali) started a Gold and diamonds Vending Machine (GJVM) on the premises of the Siddhi Vinayak temple in Mumbai. Mehul Choksi, Chairman and Managing Director, Gitanjali, said "We got an overwhelming response from consumers after the launch of the first GJVM and thus were keen to give Mumbai city another one stop shop for buying medallions, coins, jewelry, etc."...
Questions for Discussion:
1. What are the pros and cons of jewelry vending machines? Is the vending machine the right choice to sell expensive non-commoditized products like jewels?
2. Analyze the jewelry market in India and discuss how GJVMs could help the Gitanjali Group in expanding its business.
Gitanjali Group; Gitanjali jewelry vending machine; branded jewelry
|Business Environment||Business Ethics||Business Reports||Business Strategy|
|Corporate Governance||Economics||Enterprise Risk Management||Finance|
|HRM||Innovation||Insurance||IT and Systems|
|Leadership and Entrepreneurship||Marketing||Miscellaneous||Operations|
|Project Management||Short Case Studies||Cases in other Languages||Free Case Studies|