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Gitanjali Jewels is the pioneer concept of the Esteemed Gitanjali Group .We showcase a spectrum of shimmering gold and sparkling diamond brands .Treasured Jewellery that compliments all reasons, seasons and occasions. Gitanjali Jewels offers a dazzling bouquet of world's leading Jewellery brands that include Nakshatra, Gili, D'damas, Asmi, Diya, Maya Gold, Parineeta, Collection G, Gold expressions. Gitanajli Jewels blends and compliments your various attires and moods. Our price range of jewellry introduces the concept of Affordable Precious Luxury that suits the budget of all our consumers. Our stunning "One Shop Stop" Jewellery outlets spans across all over India. Experience the true essence of Indian Hospitality as you are welcomed in our store. The State of Art ambience and retail design add that jewel to the crown of our retail outlets. Our products are a personification of elegance and grandeur designed to celebrate the enigma of a woman. Our focus on Quality, Purity, and Variety & Exceptional Customer Service serves to enhance the jewelry buying experience for our consumers.

First major diamond and jewellery house to be launched and run by modern entrepreneurs rather than dynastic jewellers. An authorized DTC Sightholder and loyal customer and a modern multinational business run on innovative insights. Besides changing the face of manufacture, broke the mould of traditional jewellery marketing: it abandoned jewellery trade convention by launching multiple brands for multiple markets Opened up distribution via superstores, department stores and other retail outlets at MRP, supported by international certifications of scientifically tested purity and authenticity, across India and in the worlds jewellery capitals. Even markets branded jewellery directly by mail order catalogue. Business model now integrates all operations, from rough diamond sourcing, cutting, polishing and distribution, and jewellery manufacture, to jewellery branding and retail, as well as global lifestyle brands, in India and abroad. Brought diamonds within reach of a wide consumer base. The first to offer diamond studded jewellery at affordable prices, of standardized designs, quality and pricing across locations progressively precision-producing replicable designs using the latest CAD and CAM processes and equipment. Offers jewellery in diverse styles: traditional, international classic, and casual. For consumers of all age groups, tastes and budgets. With a growing hamper of brands, some already global, and each targeted to specific consumer and market segments The Gitanjali Group's operations extended from rough diamond sourcing, cutting, polishing and distribution, to jewellery manufacture, which involved designing, mould making, wading, casting, sprue grinding, filing, polishing and setting.

Founded as a single company cutting and polishing diamonds for the jewellery trade at Surat, Gujarat, in 1966, the Gitanjali Group became, many times over, a pioneer among major diamond and jewellery houses. The first Group Company began cutting and polishing diamonds, at Surat, one of Gujarats great diamond gem & jewellery manufacturing centers. In less than three decades, it became a DTC Sightholder, and one of Indias largest manufacturers, retailers and exporters of diamonds and a global frontrunner. In 1990, with the startup of Gitanjali Creations, a 100% Export Oriented Unit at Borivli, Mumbai, and the Group integrated forward from diamonds to diamond-studded jewellery. The Gitanjali Group's operations extended from rough diamond sourcing, cutting, polishing and distribution, to jewellery manufacture, which involved designing, mould making, wading, and casting, sprue grinding, filing, polishing and setting. The Group made its final departure from jewellery trade convention by launching multiple brands for various markets and price segments. Each brand was positioned accordingly. Moreover, the brands were distributed through a variety of channels, from wholesalers, supermarkets and superstores to upmarket branded jewellery store Integration enabled the Gitanjali Group to build strengths and hone expertise in all aspects of product development, marketing and merchandising, the perfect launching pad for organic and uninterrupted growth.

To develop, produce and sell high quality jewellery and accessories worldwide and help our customers to get the maximum value for money. To create incremental demand for diamonds through marketing and promotion strategies. To create incremental enterprise and brand value to increase the net worth of the group. To build in-house resources of unsurpassable skill in design, manufacture and customer response. To protect worker interest and nurture professional growth. To remain a loyal business partner to DTC.

To be the worlds leading manufacturer of diamonds and retailer of branded jewellery, with a strong, globally diversified infrastructure and integrated operations efficiently linking diamonds from rough to retail.

Integrity, Solidarity, Credibility and Perfection these are the fundamentals of Gitanjali working philosophy as it impacts business and employee relations, transparency of operations and quality assurance, on the way to creating a globally valued organization. These are values painstakingly nurtured and demonstrably proven over 40 years. We live and breathe them.

A literature review is a body of text that aims to review the critical points of current knowledge including substantive findings as well as theoretical and methodology contributions to a particular topic. Literature reviews are secondary sources, and as such, do not report any new or original experimental work.
Definition: - A literature review uses as its database reports of primary or

original scholarship, does not report new primary scholarship itself. The primary reports used in the literature may be verbal, but in the vast majority of cases reports are written documents. The types of scholarship may be empirical, theoretical, critical /analytic, or methodological in nature. Cooper, H. M. (1998), The structure of knowledge synthesis, Knowledge in society, Vol. 1, pp. 104-126

EXCLUSIVE FASHION SHOW BY GITANJALI JEWELS AT MAGNET MALL, BHANDUP, MUMBAI- JUNE 9TH 2012 AT 8.PM Twenty four year old Khushi shah started out her design career with the launch of a line Khushi Z, after stints at both the prestigious continents Europe and states. The line presents both ready to wear and couture. Khushi designs for the modern woman who appreciates style and quality. Finishing of her garments is her forte. Her clothes are and chick. Creating evening wear-gorgeous, beautifully polished draped gowns and cocktail dresses with the minimal look in her passion. Embroidery details,fine dress and victorian influence were a departure from the lines usual romantic look. Khushi Z is known for its modern yet timeless and ageless aesthetic. Khushi Z silhouettes are body conscious and artfully draped for a feminine and sexy figure.

Mumbai, April 24, 2012: To ring in the most auspicious day in the Hindu

calendar and usher prosperity on the occasion of Akshay Trithya, Gitanjali Group has joined hands with the Siddhivinayak Trust to launch the Gitanjali Jewellery Vending Machine (GJVM) at Mumbais most popular and significant temple for Lord Ganesha Shree Siddhivinayak temple. 24th April, the third day of bright half of Vaishak (Sukla Paksha) marks the beginning of prosperity and good fortune. The new GJVM by Gitanjali Group, which is a gold and diamond ATM, gives Shree Siddhivinayak worshippers an opportunity to celebrate this momentous occasion with Gold Coins, Bars and jewellery. This collaboration between Gitanjali Group and Siddhivinayak Trust introduces this unique and convenient retail format for worshippers which is ideally suited for last minute purchases on auspicious occasions and for gifting, providing instant gratification to the purchaser. The launch of the GJVM (the second such machine put up by Gitanjali in Mumbai) at the Siddhivinayak Temple commenced with a puja followed by the inauguration. The same was attended by Mr. Suresh Shetty, Minister for Public Health & Family Welfare and Protocol, Ms. Ankita Shorey, Ex Miss India,Mr. Mehul Choksi ,CMD, Gitanjali Group and Mr. Subhash Mayekar, Chairman of the Siddhivinayak Trust. Also present at the launch were the trustees, FAO and EO of the Temple.


Gitanjali jewels offers a dazzling bouquet of worlds leading jewellery

brands that include Nakshatra, Gili, Ddamas, Asmi, Diya, Maya gold, Parineeta, Collection G, Gold expressions. Our price range of jewellery introduces the concept of affordable precious luxury that suits the budgets of all our consumers. SWOT ANALYSIS:STRENGTHS 1. One of the pioneers in jeweler industry in India, which is not family owned but which is run by modern entrepreneurs. 2. Marketing through celebrity endorsements helps to grab maximum eye balls. WEAKNESSES 1. Stiff competition from organized as well as unorganized retail means limited market share. 2. Despite being a huge brand in India, it has limited global penetration OPPORTUNITIES 1. Global acquisition is there in large to enhance visibility and acquire knowledge conversion of diamond into jeweler before exports. 2. To expand its business in Europe the company has incorporated a wholly owned subsidiary in the name of Gitanjali Resources in Belgium with a view to explore in that continent. THREATS 1. 2. 3. 4. Weak economic recovery in the US. Debt burden in USA. Constant change in consumer preferences. Fluctuation in price and gold price.

Definition: According to Clifford Woody research comprises defining and redefining problems, formulating hypothesis solution, collecting organizing and evaluating data, making deduction and reaching conclusion and at last carefully testing the conclusion to determine whether they fit the formulating hypothesis. People undertake research in order to find things in a systematic way, thereby increasing their knowledge. The research involves an explanation of the methods and limitations that are associated with them. Some people consider research as a movement, a movement from known o unknown; it is actually a voyage of discovery. Research can also be defined as the manipulation of things, concepts or symbols for the purpose of generalizing to extend, correct or verify knowledge, whether that knowledge aids in construction of theory or in the practice of an art. A research is a basic framework, which provides guidelines for the rest of research process. Keeping the objective in the mind; it will be decided to carry out a survey among the workers and employees of bookmydoctor in New Delhi. It will be done with the help of questionnaire. About 100 people will be contacted. Research will be thus an original contribution to the existing stock of knowledge making for its advancement. Types of research 1. 2. 3. 4. Descriptive vs. Analytical Fundamental vs. Applied Quantitative vs. Qualitative Empirical vs. Conceptual

In the proposed research descriptive type of research methodology is used. It is described below: Descriptive methodology: Descriptive research, also known as statistical research, describes data and characteristics about the population or phenomenon being studied. It includes surveys and fact finding enquiries of different kinds. Descriptive research answers the questions who, what, when and how.


1. This study provides the knowledge of the usage of jewellery among the people. 2. It provides the perception about the customers towards jewellry 3. The study shows the preference of different brands among the customers.


The main objective is to study and define the core objectives of the research project. The whole project will deal with the detail study of the health cards. The main reason for performing this study will get look around and feel of how actually work is done in random in a company. The other objectives were:1. 2. 3. 4. To find the details about the jewellry brands. To find out how actually product is marketed. To know about the different brands of jewellry. To promote the different brands.


The term derives from the Greek, hypothesis meaning to put under or to suppose. A hypothesis is usually considered as the principle instrument in research. Its main function is to suggest new experiments and observations. In fact, many experiments are carried out with the deliberate object of testing hypothesis. Decision makers often face situations wherein they are interested in testing hypothesis on the basis of available information and then take decisions on the basis of such testing. The hypothesis may not be proved absolutely, but in practice it is accepted if it has withstood a critical testing. A hypothesis may be defined as a proposition or set of proposition either asserted merely as a provisional conjecture to guide some investigation or accepted as highly probable in the light of established facts. Quite often a research hypothesis is a predictive statement, capable of being tested by scientific methods, that relates an independent variable to some dependent variable. The adjective hypothetical, meaning having the nature of a hypothesis, or being assumed to exist as an immediate consequence of a hypothesis, can refer to any of these meanings of the term hypothesis.

The types of hypothesis: Null hypothesis Alternative hypothesis

The null hypothesis for the project is: H0 = multi brands stores are not preferred and not easy to access. The alternative hypothesis will be: Ha = multi brands stores are preferred and are easy to access. When the null hypothesis is rejected, the alternative hypothesis is automatically accepted. By doing this study, the result is that the alternative hypothesis is accepted and null hypothesis is rejected and thus multi brand stores are preferred and are easy to access.


When field studies are undertaken in practical life, considerations of time and cost almost invariably lead to a selection of respondents i.e., selection of only a few items. The respondents selected should be as representative of the total population as possible in order to produce a miniature cross-section. The selected respondents constitute what is technically called a sample and the selection process is called sampling technique. The survey so conducted is known as sample survey. In business, sampling is widely used for gathering information about a population. There are 5 sampling methods, which are as follows: 1. Simple random sampling In a simple random sample of a given size, all such subsets of the frame are given an equal probability. Each element of the frame thus has an equal probability of selection; the frame is not subdivided or partitioned. This minimizes bias and simplifies analysis of results. 2. Systematic sampling It relies on arranging the target population according to some ordering scheme and then selecting elements at regular intervals through that ordered list. Systematic sampling involves a random start and then proceeds with the selection of every kth element from then onwards. In this case, k= (population size/sample size). 3. Stratified sampling Where the population embraces a number of distinct categories, the frame can be organized by these categories into separate strata. Each stratum is then sampled as an independent subpopulation, out of which individual elements can be randomly selected.



A research is the arrangement of conditions for collection and analysis of data in manner that aims to combine relevance to the research purpose with economy in procedure. In fact, the research design is the conceptual structure within which research is conducted; it constitutes the blueprint for the collection, measurement and analysis of data. It is a model for gathering formal information. As such the design includes an outline of what the researchers will do from writing the hypothesis and its operational implications to the final analysis of data general statement of the method will be used and procedure followed. Since the study is descriptive in nature, a survey will be done with the help of questionnaire to obtain the data. Also a lot of primary and secondary data will be used to conduct the research work. In the proposed project report descriptive research design is used.

[Sample size: 20, Sample technique: systematic] In this regard an instrument refers to the means by which research is conducted. In the given study research instrument is questionnaire. In this case the people will be used as the entire respondent contains so many questions. A sample of blank questionnaire is attached with this report in last. For analyze and interpretationPercentage (%) = (no. of respondent*100)/ total no. of respondent.


Data collection is a term used to describe a process of preparing and collecting data. The purpose of data collection is to obtain information to keep on record, to make decisions about important issues, to pass information on to others. Primarily, data is collected to provide information regarding a specific topic. There are 2 types of sources of data i.e. primary and secondary data. I will use both primary and secondary data for the project report.

These are the data where first-hand information is gathered directly and then information collected is primary data. 1. Questionnaire: It is a popular means of data collecting instrument, it uses a structured standardized format of data collection to record verbal response to question. Types of Questionnaire: I. II. Structured Questionnaire- It is formal list of questions framed so as to get the facts. Open ended Questionnaire- These questionnaires do not have a set of alternative answers to choose from. Instead the respondent is completely forced to answer them in any way he likes. Close ended Questionnaire- These questionnaire offers only two alternative answer that are opposite to each other from the question. Multiple choice Questionnaire- The respondent is offered two or more choices. The marketing researchers exhausts all the possible choices ant the respondent has to indicate which one is applicable in this case.



2. Personal interview: The interview method of collecting of data involves presentation of oral-verbal stimuli and reply in terms of oral verbal response. 3. Observation method: In this method, observer observes the inclination and interest of people in a particular subject.


1. These are the data where information is already gathered for other for other purposes brochures 2. Manual of company 3. Through internet 4. Telephone directory 5. Yellow pages 6. Past data base 7. Pamphlets 8. Leaflets In this project report, questionnaire method will be mainly used for collection of data. In questionnaire, the questions will be asked by the samples and the answers will be studied thoroughly and will be evaluated. The sample size of my study will be 100. Also the Observation method will be used to get add by watching the interest of the people. Apart from this, the relevant information will be taking from the internet and books and brochure of the company. Thus, the data collection method will be adopted by me is both primary and secondary data.


Although, my level best will be tried in carrying out the assigned project, but this study will have some limitations which are as mentioned:-

1. Primary data will be collected from the owner and the employees of

1. company itself, so an element if biasness is liable to creep in. 2. Lack of interest among certain respondents to fill up the questionnaires. 3. The sample size will be small and it may not actually represent the whole population 4. The answers given by the respondents may not be correct and may be misleading. 5. Limited time will be allotted for the study; hence time factor will become a major limiting factor. 6. The management is very cooperative but due to their busy schedule more knowledge will not be acquired. 7. Being a trainee, no confidential information about the organization will be available. This will become a hurdle during the training.


1. How often do you buy jewelry?

a) When required b) Weekly c) Occasionally d) frequently




INTERPRETATION: 40% of people buy jewellery on occasions. 24% people buy when required. 20% people buy frequently and 16% people buy weekly. Thus, we can interpret that most of the people buy jewellery on occasions.


3.Do you prefer trademark jewelry?

a) b) c) d)

Agree Disagree Strongly agree Strongly disagree





INTERPRETATION: 40% people strongly agree to trademark jewellery while 30% people agree and other 20% people disagree and only 10% people strongly disagree. Thus, we can say customers mostly prefer trademark jewellery.


4.Do you find it easy to buy jewellery at multi brand stores? a) Yes b) No


NO 40%

YES 60%

INTERPRETATION: 60% people agree that it is easy to buy jewellery at multi brand store while 40% people find it uneasy to buy jewellery from multi brand store.


5.Are you aware of Gitanjali? a) Yes b) Only through ads c) No


YES 60%

INTERPRETATION: 60% of people are aware of Gitanjali in which 30% people are aware through advertisements while 10% of people dont know about the brand.


6. Are you a regular customer at Gitanjali? a) Yes b) Sometimes c) On occasions d) No

NO 6%

YES 24%


INTERPRETATION: 40% people visit Gitanjali occasionally 30% people visit sometime 24% people are regular customers while 6% people donot visit Gitanjali


7.Are you satisfied with the services provided by Gitanjali? a) Yes b) No

NO 24%

YES 76%

INTERPRETATION: 76% of people are satisfied with the services provided by Gitanjali while 24% of people are unsatisfied.


8 Are you satisfied with the quality of products in Gitanjali? a) Yes b) No

NO 20%

YES 80%

INTERPRETATION: 80% of people are satisfied with the quality of the products of Gitanjali and 20% of people are not satisfied with the quality of products.


9.Is Gitanjali affordable? a) Yes b) Only in gold c) No d) Very expensive

YES 28%


NO 16%


INTERPRETATION: 28% people thinks Gitanjali is affordable 22% people thinks only gold is affordable 34% people thinks its very expensive while 16% people thinks its not affordable.


10.Which is your favorite brand in Gitanjali? a) Nakshatra b) Gili c) Ddamas d) Diya


GILI 20%

40% people prefer Nakshatra 30% people prefer ddamas 20% people prefer gili while 10% people prefer diya.


BOOKS: Kothari C.R. - Research Methodology methods and techniques. Brochure of Gitanjali. R. Panneerselvam Research Methodology Larry B. Christensen, R. Burke Johnson and Lisa A. Turner Research Methods, Design and Analysis Ann Hoffmann Philip kotler and Kevin lane kotler, marketing management (2007) 11th edition published by dorling kinersley (India) Pvt. Ltd. Pathak bharti v., Indian financial, Delhi, Person education (Singapore) Pvt. Ltd., 2004

WEBSITES: www.google.com www.gitanjali.com www.wikipedia.org

NEWSPAPERS AND MAGAZINES: The Times of India Hindustan Times Economic times Dainik Bhaskar

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