Branded Gold Jewellery Market in India

Gili Contd...

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, in 2000, the company 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.

Trendsmith

Trendsmith specialized in premium, exclusive and modern looking jewellery distinct from TBZ's traditional designs. The brand's USP was that every piece of jewellery was exclusive and unique. There were different collections for babies, teenagers and weddings. Trendsmith stores had a comfortable ambience and a clutter free display of products.

According to Samrat Zaveri, Managing Director, Trendsmith "is a store for those with little time and big pockets." The stores also provided space for other premium jewellery and accessory brands such as Aashi,¹⁸ Blue Fire, Solange,¹⁹ Nakshatra, Aura 22, Mimansa,²⁰ Brilliant and Moksh.²¹ The prices for these pieces of jewellery started from Rs. 10,000.

The range comprised finger rings, pendants, bangles, bracelets and neckpieces. Trendsmith laid emphasis on affordable, fashionable jewellery. It changed its collection every season. Trendsmith also had a design studio where customers could design their own jewellery. The company advertised in women's fashion and lifestyle magazines since the readers of such magazines formed 80 percent of its clientele.

Branded Gold Jewellery Market in India - Next Page >>>

18] The Aashi range consists of multi-functional jewellery.

19] Solange is a range of diamond-studded gold and platinum designer wear, with prices starting at Rs. 20,000.

20] Mimansa is a collection of bracelets and earrings in 18k gold, priced at Rs. 20,000.

21] Moksh is a range of designer and bridal jewellery, priced Rs 15,000 onwards.

Case Details

Case Code : BSTR041
Themes: Brand Management
Case Length : 16 Pages
Period : 1990-2002
Organization : Gili, Tanishq, Carbon, Oyzterbay and Trendsmith
Pub Date : 2002
Teaching Note : Not Available
Countries : India
Industry : Jewellery

Free Case Studies

Business Strategy
Finance
HRM
Insurance
IT and Systems
Marketing
Operations
Leadership
More Case Studies >>

Micro Case Studies

Business Environment
Business Ethics
Business Strategy
Human Resource Management
IT and Systems
Marketing
Operations
Micro Case Studies >>

Free Resources

Micro Case Studies
Case Studies
Articles
Interviews
Book Reviews
Glossary
Online Quiz
More Free Resources >>

Case Related Links

Best Selling Case Studies
Business Case Studies
Learning With Case Studies
Cases Used in Textbooks
Prize Winning Case Studies
Business Updates
More Case Studies >>

Case Studies and Management Resources

Asia's Most Popular Collection of Management Case Studies