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2.

1 INDUSTRY PROFILE

2. 1. 1 Gl obal scenari o
The global market for gems and j ewell ery today i s pegged at US$
85 bill ion wit h key markets having regist ered an average
compounded annual growth rate (CAGR) of 5- 10 per cent in the
last decade
The global market for Gold is estimat ed at 3300 tones. South
Afri ca i s the worl ds largest producer of gold, followed by U. S. A
and Aust rali a. Toget her, these count ri es account for 45 per cent of
the worl ds tot al gol d production. Indi a i s the l argest consumer of
gold, followed by t he U. S. A. In t he product ion of Sil ver, the
Ameri cas have near monopol y -Mexi co; Peru and the United
Stat es are t he top three silver produci ng countries. Pl atinum i s an
extremel y rare precious met al. More t han 90 per cent of all
plati num suppli es come from South Afri ca and Russi a. With
increased economic devel opment , the demand for the met al has
grown at a fast er pace than it is bei ng mi ned. The Uni ted St at es is
the worl ds l eadi ng consumer of pl atinum overall , whil e China has
emerged as the l eadi ng consumer of plat i num j ewell ery
Over t he years, global markets have been impact ed by several
devel opments like falling t rade barri ers, increasing competi tion,
changing customer preferences and devel opments in technol ogy i n
several areas. The global j ewell ery i ndustry i s being t ransformed
by a few key t rends such as:
Increasing competiti on among t op producing count ries
Emergence of di fferent mat erial s different all oys withi n
gold, as well as non-gold jewell ery
Emergence of new manufacturing t echniques
Requirement of stricter qualit y norms and hallmarking. In
this cont ext, Indi a i s fast emerging as a l eading destinati on
for j ewell ery manufacturing in the world.

2. 1. 2 Indi an scenari o
Precious metals and gemst ones have been an int egral part of the
Indi an ci vilizat ion throughout it s recorded hi story. Gems and
jewell ery has been consumed by Indi ans for centuri es for both
thei r aest heti c as wel l as i nvestment value. Indi a has the
distincti on of being the fi rst count ry to i ntroduce di amonds t o the
world. The count ry was also the fi rst to mine, cut, polish and
trade in di amonds. ( Source: CARE Report )
The Indi an gems and jewell ery indust ry can be classified i nto
various sub segments for di amonds, coloured st ones, gold and
silver j ewel lery, pearl s, and others. However, the two major
industry segments i n Indi a are gold j ewel lery and di amonds. Indi a
dominat es t he di amond processing trade with 11 out of 12
diamonds being cut and polished in Indi a ( around 80% in t erms of
carats and around 55% in t erms of vol ume). Indi a also dominat es
gold and silver consumption globall y with consumpti on of
approximat el y 700 tones (gol d) per year. As a major forei gn
exchange earner, t he i ndustry also provi des empl oyme nt to
approximat el y 1. 5 million peopl e di rectl y and i ndi rect l y. ( Source:
CARE Report )
The Indian gems and jewell ery i ndustry i s one of the worlds most
competi tive markets due t o the l ow cost of production and hi ghl y
skill ed l abor. According to t he Federat i on of Indi an Chambers of
Commerce and Industry (FICCI), the Indian Gems and Jewellery
industry - consist ing of the domestic and the export market has
the potenti al t o grow from t he current US$45 billion t o US$100
billion by 2015.
As per the FICCI Technopak Report Indi as current domi nant
positi on li es in l ow val ue processed raw mat eri al s, as depi ct ed on
the Gems and Jewell ery Value Addition Ladder below:



Fi g ref no: 1. 1 Gems And jewellery value addition l adder.

The domesti c market of gems and j ewell ery i s estimated to be in
the US$ 18-20 billi on range. Given the fragment ed nature of the
industry it is di ffi cult to put a finger on the exact size. The
industry i s expect ed to grow at around 13% annuall y and at thi s
rat e it could reach US$ 35-40 billion by 2015. Currentl y the
domesti c gems and jewellery market i s fragment ed across the
val ue chai n. There are more t han 300, 000 pl ayers across the gems
and jewell ery sect or, wit h majorit y of them bei ng small
unorganized pl ayers who are operati ng on wafer thin margi ns.
Organised ret ail of j ewellery t hus presents a si gnifi cant
opportunit y to creat e additional val ue t hrough hi gher margins,
whi ch would be possibl e t hrough di fferenti ation and branding.
With the onset of organised ret ail in t he last decade, lots of new
players have ent ered the space. Currentl y modern retail pl ayers in
jewell ery space have onl y 5%-7% share of the tot al j ewellery
market, but this number would i ncrease considerabl y in the near
future. (Source: FICCI Technopak Report )



Fi g ref no: 1. 2 Organised ret ail in di fferent sectors.
(Source: FICCI Technopak Report )
The indust ry is charact erized by a si gnifi cantl y l arge unorganized
sector, labor- int ensi ve operati ons, hi gh working capit al & raw
mat eri al int ensiveness, and gol d pri ce vol atilit y and export
ori ent ati on. Festivals, weddings and gi fts, the increasi ng
affl uence of the middle cl ass popul ati on and the i ncrease in drive
the demand for gol d and di amond jewellery per capit a on luxury
items. (Source: CARE Report )

Though Indi a pl ays a domi nant rol e i n t he gems and j ewell ery
industry in terms of processi ng and consumption, Indi as rol e i n
mining gold and di amonds is amongst the l owest in t he worl d.
Gold is import ed from count ri es like Swi tzerl and, South Afri ca,
Aust rali a and the United Arab Emi rat es, and rough di amonds are
imported from Bel gi um, t he Unit ed Kingdom, Israel and the
Unit ed Arab Emi rates. There has been an impact on the demand
for gold due t o the record hi gh price of gold i n the last coupl e of
years, but consumers have conti nued to demand the precious
met al and there is an increased i nvestment -rel at ed demand for
gold. The key drivers for growth i n the i ndust ry are i ncreasing
disposabl e income, conscious marketing efforts, rising popul at ion
with the urge to spend on j ewell ery as a fashi on accessory.

2. 1. 3 Business Envi ronment Analysis

The PESTEL analysis
The macro envi ronment includes all relevant focus outsi de a
companys boundari es rel evant in the sense t hat they are
important enough to have brought on t he decisi on. An i ndustry
ultimatel y makes about its business model and st rat egy.
Poli tical Factors: -
The Government of Indi a (GoI) has been working to develop t he
Gems and Jewell ery Indust ry i n India through several initi ati ves
but under the purvi ew of Gems and Jewel lery Indust ry. The main
politi cal fact ors are as fol lows.
Excise dut y: In t he budget of year 2008-09 government reduce
excise dut y from 10% to 5% on cut and polished Gems and
Jewell ery unit s.
Marketi ng and control orders: Import of rough j ewellery are
controlled by t he
Jewell ery exports Promotion Councils. The Council provides
market information t o its members regarding forei gn trade
inqui ri es, trade and t ari ff regul ati ons, rat es of import dut ies, and
information about Di amond fairs and exhi bitions.
FDI approval: Indi a is now t he thi rd most favored desti nation
for Forei gn Di rect Invest ment (FDI), Government of Indi a may
permits 49% of FDI i n the Gems and Jewellery Indust ry. FDI of $
2 billi on are invest ed in terms of working capita l in the i ndustry.
Trade Policy for Di amond
Repl enishment Li censes:
The export ers of gem and Gems and Jewell ery products are
entit led for REP li cense as per rat es indicat ed i n the Handbook of
Procedures. Such li censes are t ransferabl e.
Gems and Jewell ery Imprest Li cense:
Gems and Jewell ery Imprest Licenses are issued in advance for
import of rough gol d and diamonds and for export of cut and
polished di amonds. These li censes or the mat eri als import ed
against them may be freel y transferred aft er the export obli gati on
has been ful fill ed.
Economi c factors: -
Per capita consumption: Per capit a consumption power of
cust omers may hi ghl y affect Gems and Jewel lery purchase.
Indi a`s per capit a income i s li kel y to grow more t han doubl e over
the last seven years, to Rs. 38, 084 i n the current fiscal , refl ect ing
improvement i n t he l iving st andards of the average Indi an.
Per capit a i ncome, according to the advance estimat es for
nati onal i ncome is expect ed to grow by 14% during the current
fiscal.
However, aft er discounti ng for i nfl ati on, per capit a income i s
expect ed t o rise t o Rs. 25, 661 representing an i ncrease of 5. 6%.

National income: As & when t he national income of t he peopl e of
any country increase it will i ndi rectl y l eads to more investment in
Gems and Jewell ery jewel ry or ornaments.
State board regul ati ons: Gujarat government declares various
poli ces.
Custom Act: In the Union Budget (2007-2008), custom dut y on
cut & polished gold and di amond was reduced to 3% from 5%.
The Council had made several represent at ions to Government on
the exemption of custom dut y on cut & polished di amonds.
Social factors: -
The main soci al fact ors of the organizati on, whi ch are deals as the
business organizati on are as fol lows.
Emergence of ret ail org. makes people aware about Gems and
Jewell ery as a luxury product or an i nvest ment opt ion.
Emergence of substit ute: Consumers prefer Diamond with
increase in t he pri ce of gold.
Changing consumer preferences: With the i ncrease in st andard of
living it s al so consi dered for st at us symbol.

Technologi cal factors: -
The main technologi cal are as follows.
As Gems and Jewell ery Indust ry t ry to moving up in to the value
chain they are focusi ng more on t hey use hi gh end equipment s.
Technol ogy sol utions are also avail abl e for producti on control,
suppl y chain and i nvent ory management i n the Gems and
Jewell ery Industry.
The Special Economi c Zones and Gems and Jewell ery Parks
devel oped i n various states offer t echnology-enabled
environments that are conductive to growth and qualit y
production.
Environment Factors: -
This secti on draws on lit erat ure relating t o the general
environment al i mpacts
and rel at ed processing acti viti es, and where availabl e and
speci fi c information
rel ati ng to t he production of gemstones. In rel ation t o
environment al i mpacts of gold
and gemst one in part icul ar, t he sit uation i n each count ry vari es
according to the t ype
of gemstones and gol d being exploit ed, the soci al and natural
environment of the
area and cult ural and organizational aspects of the mini ng
operation itsel f.
Exploration
Underground Extract ion
Surface Ext racti on
River Dredging
Legal Factors: -
Trade Facili tator: The Gems and Jewell ery Export Counci l
(GJPEC) undert akes direct promotional activi ties li ke organizing
joint Parti cipation i n int ernat ional Gems and Jewell ery shows,
sending and hosting trade del egations

Advi sory Rol e: A cruci al area of activit y of the Counci l has also
been ai ding bett er interaction and underst anding between the
trade and the government .
Nodal Agency for Ki mberl y Process Certifi cation Scheme:
GJEPC has been appoint ed as the Nodal Agency i n India under the
Kimberl y Process Certi ficati on Scheme.
Training and Research: The Gems and Jewell ery Export
Promotion Council run a number of
Insti tuti ons that provide regular and part -time traini ng in all
aspects of manufact ure and desi gn in
Mumbai, Delhi , Surat and Jai pur.
Boosting Exports: Among the promot ional acti viti es GJEPC
undert akes for the sector i s the
organizing of joi nt part ici pation of member - export ers i n some
important i nternati onal exhibiti ons and puts up promotional st alls
in ot hers
Competi tive Environment
Threat of Substi tutes: Low
From hist ori c t imes, gold has played a pi vot al rol e i n the Indi an
soci al fabri c. Gol d i s valued i n Indi a as a savi ngs and investment
vehicl e and i s the second preferred investment behi nd bank
deposits. Gol d is al so the preferred met al in j ewell ery. Domestic
diamond jewell ery demand is l ow, but increasi ng at a hi gh rat e
because of hi gher i ncomes and aggressive marketing st rategi es.
Bargaining Power of Suppliers: Medium
With negli gibl e producti on of gol d and gemst ones, Indi a relies
largel y on imports. Bargaini ng power of Indi an i ndustry enhanced
by the fact t hat Indi a is t he largest consumer of gold. In rough
diamonds, t he major gl obal suppli ers have very few alternati ve
cust omers (cutting and polishing) for t heir cheaper range of
roughs.
Inter-Fi rm Rivalry: High
Bul k of the industry in Indi a i s co n concent rated i n the
unorganized sect or and empl oys around 1. 5 mill ion workers
serving over 0. 2 mill ion gold jewell ers and over 8, 000 diamond
jewell ers. Small unit s employ the maj ori t y of Indi as di amond
workforce, that process di amonds on a job- lot basis. However,
the share of the unorganized sect or has declined in recent years.
Bargaining Power of Buyers: Low to Medium
Bargaini ng power i n gold jewell ery limit ed to fabri cat ion charges.
In diamond cutti ng and polishing, the bargai ning power of Indian
export ers arises from the fact that a majorit y of t he worl d' s rough
diamond product ion is cut and polished i n Indi a.
Barri ers to entry: Low
Low capital requi rement s, but skill ed manpower is essenti al.
Abilit y t o invest i n more advanced t echnology is becoming
increasingl y criti cal .
2. 1. 4 Industrial Analysis
Precious Metal s and Gems
Gold
Gold is more than a precious metal in Indian culture and is t rul y
ent renched i n Indias culture. For hundreds of years, gold has
been an important part of the Indi an soci et y and fused well int o
the psyche of an Indi an. There is a t raditi on of buyi ng gol d during
auspicious occasions such as Di wali, Akshaya Trit i ya, Dussehra,
and also during weddings. In rural India, farmers t ypi call y buy
gold jewell ery aft er a successful harvesti ng season as i t is val ued
for its investment charact eri sti cs and as a hedge against i nfl ati on.
Fi g ref No. 1. 3 Geographi cal segmentation of gold
13

In 2009, t ot al Indian gold consumpti on reached US$19bn or ` 974
bn equivalent at the end of 2009. Over the past decade, t his has
increased at an average rat e of 13% per year, outpaci ng the
countrys real GDP, i nfl ation and popul ati on growth by 6%, 8%
and 12% respectivel y.
Gold j ewell ery demand in Indi a, the worl ds l argest gol d
jewell ery market, rose 67% year -on- year to 272 tonnes in the
first hal f of 2010. Over the same period, the average domesti c
gold price surged to almost ` 52, 800/oz, before hitti ng a new high
of ` 60, 460/ oz on October 15, 2010. Despite t he hi gher gol d price,
market sent iment remains positi ve, especi all y wit h the local gold
market also benefitti ng from t he st rengtheni ng of the rupee
against the US doll ar.
Fi g ref No. 1. 4 Average annual 10 year growth rat e i n Indi a
Indi a is t he bi ggest consumer of gol d in t he world. To meet Indian
consumption requirement s for j ewell ery and investments, Indi a
imported 590 tonnes of gold in
fiscal 2009. Almost 95% of the gol d import ed to India is used for
jewell ery. The maj or count ri es whi ch suppl y gold to Indi a are
Swi tzerl and, South Afri ca, Aust rali a and t he Uni ted Arab
Emirat es. A majorit y of gol d i n Indi a is sold i n ret ail sal es and a
small porti on i s held as reserves with the cent ral government
treasury.
Silver
The CARE Report indicat es t hat along wi th gold, silver enj oys a
speci al pl ace i n t he psyche of the Indi an consumer and is
considered the second-best investment option i n precious met als.
In t he l ast t wo years, silver pri ces have grown si gnifi cant l y i n
line wit h t he ri se in gold prices resulting in a decli ne in demand
for j ewell ery and fashion accessori es. Going forward, CARE
Research expect s that the sil ver price movement wil l t end to
foll ow the gold prices as the prices of sil ver and gold i n Rupees
have shown a correl ation of 0. 98 i n the last 10 years.
Diamonds
Indi a is one of t he l eadi ng diamond processors i n the world. With
the ri se in gol d pri ces, consumers are turning to diamond-studded
jewell ery whi ch gi ves them a hi gher percepti on of luxury and
val ue. The craftsmanship and l ow cost of Indi an di amond
processors has given India a competit ive edge in diamond cutt ing
and polishi ng. The CARE Report indi cat es that India accounts for
approximat el y 55% of the global polished di amonds market i n
terms of value, 80% share in t erms of cartage and 92% in terms of
pieces. Indi as domi nance i n the cutting and polishi ng segment
has been att ributed t o superior craftsmanship.
Due to the global slowdown, di amonds are comparativel y l ess
expensive t han t hey were in 2007. With onl y a gradual recovery
from devel oped markets for di amonds, especi all y the US, Indi an
manufacturers have now focused i n on t he ever -growing demand
from domesti c market for di amond-studded j ewell ery. Given t hese
new t rends for di amond j ewell ery, diamond j ewell ery sal es have
increased by a multi ple of four, from USD 1 billi on to USD 4. 2
billion in the l ast four years according to industry experts.



Fi g No. 1. 5 Geographical Segmentation of Diamonds i n Indi a
Accordi ng to some estimat es, about 25% of t he gold j ewellery
purchasers have swit ched to diamond- studded j ewell ery because
diamond-studded j ewell ery is t ypicall y created in l ess -pure 18-
carat gold compared to gold j ewellery which is made from 22 -
carat gold.
Demand and Supply
Indi a experi enced the hi ghest growth i n j ewell ery demand,
posti ng an increase of 36%. A rise in the val ue of the rupee
against the US doll ar offered Indi an consumers some degree of
prot ection from t he full extent of the rise in the US$ price duri ng
the quarter. Demand increased to 184. 5 tones from 135. 2 tones a
year earli er. In local currency value t erms demand reached a
remarkabl e ` 338bn, 67% hi gher than t he same period of 2009.
Restocking by the t rade ahead of the fourth quart er festi ve season
was a key driver of growth. The Indi a Int ernational Jewell ery
Show (IIJS) in Jul y i n part icul ar wit nessed enthusi asti c demand.
Given the dual purpose of Indi an jewell ery, as both an adornment
and an i nvestment , t he rising price helped to support demand for
jewell ery. Furt hermore, consumers have adjust ed their pri ce
expect ations and are anti cipati ng yet hi gher pri ces. This has had
the twi n effects of further rei nforcing i nvestment rel at ed demand
for gold jewellery while al so encouraging consumers to purchase
gold now rather than defer purchases to a time when pri ces are
hi gher. (Source: Gol d Demand Trends, November 2010)
Manufacture of Jewell ery
Jewell ery manufact ure, di amond pol ishi ng and setting is a process
that requires si gni ficant skill . Alt hough machines can perform
some part of t he work, the process is very l abor i ntensi ve. India,
with its avail abi lit y of l ow-cost ski lled l abor i s i n a positi on to
deli ver products of good desi gn and quali t y at a low cost.
Indi a has well -est abl ished capabilit ies in manufacturing hand-
made j ewel lery in traditional as well as modern desi gns. Indi an
hand- made j ewell ery has et hni c demand in various geographi es
with a hi gh Indi an popul ation li ke Middl e East, t he US and
Canada. With t radit i onal hand- made j ewell ery, Indi a has also
progressed in usi ng t he lat est t echnol ogi es in di amond-processing
and j ewell ery- making. Many of Indias manufacturing companies
are now equipped wi th l atest Comput er Aided Desi gn /Comput er
Aided Manufact ure systems and ot her advanced software
programmers. The di amond processing companies have modern
equipment, such as l aser machines, automati c and semi -automati c
brui ting machines and auto pl anners. Indi a also has an ampl e
professi onall y-trained workforce whi ch i s well - versed t o operat e
the lat est equi pment.
Jewel lery Retail
Branded jewell ery has been a relat ivel y recent phenomenon in
Indi a because most j ewell ery i s sold i n t he unorganized sect or.
Consumers have become more informed about the qualit y and
certi fi cation of gold jewell ery and are now insisti ng on
certi fi cation. Traditi onall y, gold has been purchased because of
its investment value along with aest hetic val ue, unlike i n
countries ot her than Indi a, where it is bought onl y for ornamental
purposes. With changi ng demographi cs, t he branding of j ewel lery
and the retail revol ut ion, young customers (from age groups of
20-40 years) prefer buying j ewell ery for fashi on rather than for
investment . Many companies have st art ed investi ng i n brand -
buildi ng exercises for thei r products. All these efforts are
expect ed t o result in hi gher growth in t he branded and therefore
also organi sed j ewell ery market.
The brandi ng of jewell ery in Indi a foll ows t he patt ern in the
internati onal market where 90% of t he j ewel lery is sold as a
fashion accessory or as everyday wear and not as an invest me nt.
Branded jewell ery in India is positioned as a li fest yl e and
personal it y statement. There has also been a shi ft in consumer
preference towards diamond-studded jewellery due to the
extensive positi oning of di amond-studded j ewell ery as bot h
affordable and cont emporary. Another key development i n
branded j ewell ery] has been the i ntroduct ion of value added
servi ces such as the certi fi cation of gold and di amonds, and
lifetime ret urn and buy-back schemes. These t rade pract ices have
result ed in t he perception of superi or qualit y bei ng associat ed
with branded j ewel lery. The new generati on of j ewellery
purchasers does not have ongoing rel ati onships with local
jewell ers and prefers to buy branded j ewellery.
Retail Formats
In India, organized ret ail ers account for a mere 4% of the total
jewell ery ret ail market. This i s because of the buyer s preference
and trust in t heir nei ghborhood gol dsmit h. Even the
standardizati on of desi gns is not possibl e due to varyi ng local
tast es. There are about 15, 000 vendors across the count ry in t he
gold processing industry, wit h over 450, 000 gold smiths spread
across t he country. There are also more t han 6, 000 vendors in t he
diamond-processi ng industry. Organized vendors have been
growing st eadil y, carving a market share of 4% of the i ndust ry.
With consumer preference for fi ne qualit y goods, branded
jewell ery, hal lmark cert ifi cation and maturit y in t he j ewell ery
market, organized retail share is expect ed to grow. Elevated go ld
pri ces, hi gher borrowing and operati ng costs, makes t he sur vi val
of famil y-owned jewell ers di ffi cult as well.
Pri cing
Gold is a renowned met al not onl y for its tradit ional use for
adornment but also for i ts stance as a time t est ed investment -class
asset. The pri ce of gold i s det ermined by the fundament al
demand-suppl y dynamics of the gol d bull ion market. Gol d i s
considered to be a relativel y safe invest ment in t imes of economic
vol atilit y and uncert aint y. With the recent weakness and hi gh
fiscal debt l evels of major west ern paper currenci es, gold has
att ract ed many investors, as evidenced by golds record hi gh
pri ces i n the last t wo years. The Indi an consumer is generall y
regarded as sophi sti cat ed and pri ce sensit ive and remains very
risk averse when the pri ces are vol atil e. When prices are hi gh an
increase in sal es of scrap gold i s oft en observed and conversel y
when pri ces fall or show si gns of st abilit y, it result s in an
increase in demand.









Missi on

To improve and enrich lives everywhere by offering
extraordinary l ifest yle soluti ons backed by incomparabl e val ue-
additions, adheri ng t o globall y approved processes and norms
and creating a successful value- chain for our associ at es.

Goal
The primary goal of Royal Chains is to ensure that every
cust omer is 100% sat isfi ed wit h thei r purchases.



Visi on of the company
Quali t y i s never an acci dent, it is always a resul t of i nt elli gent
effort s - we have used the di ct um to gain an edge i n providi ng
optimum result.
Objectives
Obj ective is to establish it sel f fi rml y as a leader in the global
jewell ery market by manufacturing and marketing the finest
qualit y jewell ery to consumers across t he world.
Some of the key obj ectives are to become one of t he largest
manufacturer of gold jewell ery.
Become worlds lowest cost producer of antique j ewell ery.
Become full y int egrated ri ght from manufacturing to
ret ail ing
To emerge as a l eader in the new range of their st erl ing
silver jewell ery cal led Ri cchezza.

Introducti on
Chai n manufacturing in India has shown a bi g leap in recent
years. Amongst t he foremost Gold Chain manufacturers, Royal
Chains has undoubt edl y emerged as a maj or player. Est abli shed
in 1987, the company owes the success t o its commitment
towards ultimat e qualit y and finishing in its enti re range of Gold
Chai ns & Jewell ery. This commitment is visibl e i n Royal Chai n' s
newer ventures as well, spanning from Antique Jewell ery to
Diamond and CZ Jewellery.

Antique Jewellery at Royal Chains
Royal chains antique j ewellery is well known for its visual
appeal. It is said t hat Indian cult ures change every 100 km and so
do it s people, rituals, l anguage, food and everyt hi ng i n bet ween.
However, the t raditi on of wearing anti que j ewell ery - whi ch
dat es back 5, 000 years - has st rong roots across all cultures and
remai ns an int egral part of t he coll ection at royal chains. Royal
chains has become synonymous with craftsmanshi p, excl usive
desi gns and except ional qualit y. True to t radition yet
contemporary in desi gn, Royal chains j ewell ery captures t he
beaut y of an occasi on, from your engagement to your weddi ng
recepti on, wi th fabul ous, ornate creations in gold, di amonds,
Kundan, Polki and precious st ones i n every colour. Thei r
coll ection is divided into t hemes, based on the regions i n whi ch
different st yl es of bridal jewell ery are worn.

Befitting of a spect acul ar Punjabi weddi ng, thei r Jadau neckl ace
is crafted using the age-old t radition of worki ng wit h gold sheet,
creating an illusion t hat the st ones are not set int o t he preci ous
met al but part of it. The maang tikka (hai r ornament ) rests on the
forehead, whil e a regal -looking neckl ace and earrings, plus
exquisit el y carved bangles, compl ete the set. In t he west ,
Marwari (st at e of Rajast han) & Guj arati weddings are
extravagant occasi ons, this opul ence is brought to life beauti full y
in a wide variet y of neckwear, earri ngs, rings, borl as (head
ornament ), naths (nose ring), baj u bandhs (arm bands),
chudisandkangans (bangles).

Royal chains has been famous for t he anti que craft of Kundan, an
intri cat e form of j ewelry-making incorporating gold and uncut
diamonds, making it a popular choice for weddings. Perfect for
either occasion, Royal Chai ns antique j ewel ry is handmade by a
craftsperson with decades of experi ence, blending modernit y and
traditi on whil e remai ning true to its ori gi ns. In the north and
west, bri des wear a round gol d ring whil e, traditionall y,
Maharasht ri an bri des choose a pearl and coloured stone, ambi
(paisl ey) shaped nat h. Royal Chains offers contemporary
versions of the nat h and themundaval ya (strings of pearls or
flowers worn on the forehead), made from gol d beads, di amonds
and preci ous stones and pearl s.

The eastern Bengali wedding is defined by its ri ch and
distincti ve heri tage. The sound of a conch-shel l bl owi ng,
accompani ed by the unique ulul ati on of t he womenfolk, sets t he
mood for the pre-wedding ceremonies and ri tuals. The Bi yaah
(wedding) i n Bi har mirrors t he simplicit y of the earthy roots in
whi ch the st at e t akes pri de. Tanishq' s int ricate gold j ewel ry wi ll
appeal t o bri des' fondness for plai n gold adornment in both of
these st ates, with neckl aces that look fabulous worn in l ayers and
row upon row of broad gol d bangles.

Their gol d and ruby-encrust ed Mangamal ai (garland of mangoes)
symbolises abundance, the t raditional armlet Vanki ensures no
part of the bride' s arm is bereft of gold fi nery, and the Shringar
patti (head ornament ) - set wit h deep-red precious st ones and
pearls - will t ransform a demure bride i nt o an el egant princess.
These pi eces feat ure art isti c depictions of Gods, fl ora and fauna
worked i nto the famous Nakashi (stampwork) st yl e. The exqui site
Lotus neckl ace, in gold, di amonds and precious st ones, pays
tribute to the sacred lotus fl ower, whi ch repre sents purit y and
peace




Royal Chains has al ways bel ieved that people and t he
communit y within which operates are the cornerstones for it s
success and as such i s acti vel y i nvol ved i n CSR activiti es across
various st at es in Indi a. Royal Chains consistentl y undert akes
various programmes to help the needy and encourage cases that
benefit t he soci et y. From buil ding homes to helpi ng fl ood vi ct ims
when t hey requi re fi nanci al assist ance, t he group has al ways
beli eved in being there when needed the most.
Our Core Values
(Our beliefs and aspiration)

Innovation
Honesty
Quality
Inspiring

Our people
(The Royal Chain family )

As the adage goes, a Company is nothing without its people. The people in our team
live up to the name Royal. Every person working here has a blend of vision and
strong character that embarks on a journey of serving the consumers with total
dedication. Royal Chains priority has always been its customer service. Their staffs of
highly skilled customer service representatives are there to accommodate every
request with care, courtesy, and reliability. They believe that a company is only as
good as the people who represent it.
The team is like a family that stays under one roof and brings strength towards a total
development of the brand. Every employee is dedicated to the cause of bringing the
best service with values like honesty and sincerity. This is the reason why Royal
Chains attracts the best and brilliant talents who have an intense belonging to the kind
of work they do and have a team understanding to bring out the best in the company
at all levels.
It brings immense pride to have such intellects and talented individuals working at
Royal Chains. Attracting such individuals makes us work closer to a perfect goal: to
be the best company to work for in the world so as to retain the amazing talent we
have and multiply such individuals in growing numbers.

OUR MANAGEMENT TEAM
Manish Jain and Suresh Jain are the Managing Director of Royal Chains Pvt. Ltd., a
position he has held since inception. Manish established Royal Chains in the year
1987. Royal Chains Private Limited currently has 3 Active Directors / Partners:
Suresh Futarmal Jain, Futarmal Jain Dalichand, Manish Futermal Jain.
It is under their visionary leadership that the team at Royal Chains is
taking critical steps to drive profitability, gain global market share,
improve product quality, customer care standards and consistently invest
in technology.
Fazlani L'Academie Globale
Indian Institute of Planning and Management
St Joseph's High School, Wadala, Mumbai
Colin is the elected studded jewelry convener in the Gem and Jewellery
Export Promotion Council of India (GJEPC) and is a committee member
in the Seepz Gem and Jewellery Manufacturers Association (SGJMA).
He is a member of the Young President Organisation (YPO), comprising
a global network of approximately 20,000 young executives in more than
100 countries and a member of the Entrepreneur Organization (EO), an
organization engaging leading entrepreneurs.
To date, Colins efforts have been recognized by numerous
organizations including the Government of India and the Gem and
Jewellery Export Promotion Council resulting in awards like the Largest
Exporter outside Seepz for four consecutive years, the Udyog Ratna
Award and Emerging SME Award. Read Less

Products And Market
Products
The port foli o of fi ni shed j ewell ery products includes, among
others,
Studs
Chai ns
Bangles
Neckl aces
Bracel ets
Rings
Ankl ets.






Runner-up
Inspired by Cleopatra jewellery, which looks heavy but is light in weight. This neckwear covers
your entire neck. It is the desire of every woman who dreams to be a queen.





Winner
Inspired by the junk ornaments worn by the rural people of Kutch (Gujarat). This Kada is a
mixture of gold, stone, kundan, white rhodium and enamel.

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