LIME 5 Challenge

Marketing Strategy and Plan for global sales of Italian jewellery brands of
GITANJALI GROUP

Team MONKS NITIE, Mumbai (NIIE8240)

Anshuman Singh
9819917626
anshuman312@gmail.com

Deepanshu Sharma
9819917636
deep88882002@gmail.com

Komal Motwani
9930381878
komalmotwani.10@gmail.com

Problem Statement and Our Approach

Problem Statement
Creation of marketing strategy and plan for global sales of Italian brands in USA, China and Middle East
Development of Brand Gitanjali as one of the leading luxury jewellers
Devising CSR plan to build its image as socially responsible corporate
Understanding
Jewellery
Industry

International

competitive
scenario USA,
China and Middle
East
Trends and
Strategic Insights

Understanding
Gitanjali

Business
Overview
Key Strengths
and Issues
Italian Brands
Overview

Secondary Research Sources

Euro monitor reports
KPMG report
Gitanjali website, Italian brands websites
Media publications

Preparing
Strategy Base

Country wise
strategy fit
mapping
World retail
formats analysis
Our Proposal

Strategy
Execution Plan
New luxury Store
BRAND (La
Elegancia)
Brand Identity
Creation
Promotion
Strategies
Distribution
Indian Brands
Global Strategy

CSR
Initiative Plan
Primary
Research to
identify social
issues
Identification of
top issues
CSR activities
and execution

Primary Research Sources

Gianti Mumbai store visit
Telephonic interviews in USA (NRI -3 Male, 1 Female, 1
Family) and UAE (2 Male, 1 Female)
Online surveys (41 Respondents) - For CSR

Understanding Jewellery Industry

International Market, Trends and Insights

Jewellery Industry SNAPSHOT

USA
Cartier
1.2%
Pandora
1.6%
Zales
1.7%
Jared the Galleria
1.7%
TiffanyInternet and
2.5%
Home
Kay Jewelers
3.4%

Mid East

China
Joyalukkas
Ming Jewellery
2.4%
Luk Fook
2.5%
Lao Miao
3.2%
Lao Feng Xiang
4.7%
Shopping
are
Difference between
Chow Big
Tai Fook
6.2%

Pure Gold
Tiffany & Co
Cartier

2.8%
3.1%
3.2%
6.1%

CAGR Damas
important marketing channel
Jewellery
by Value
and
Volume
0%Specialist
2% 4%
6%heavily
8%suggest
0% 10% 20% 30%
0% 1% 2% 3% 4%
dominate
thegrowth
marketprospect in
significant
higher
priced99.6
jewellery i.e. Store based Retailer: 99.5
Store based
Retailer:
Store based Retailer: 87.1
Internet: 0.2
Internet:
0.2
premium
and luxury segment
Internet: 5.8
Home Shopping : 5.2
Jewellery Specialist: 42.9

Home Shopping : 0.2

Jewellery Specialist: 42.3

Forecast Growth Real Jewel (CAGR)

Forecast Growth Real Jewel (CAGR)
Non
Specialist
Retailer
major
By Value(2012-17) : 2.3
Byare
Value(2012-17)
: 13.3
to sales.
By Volume(2012-17) :contributor
1.8
By Volume(2012-17) : 10.5
Gitanjali
104 store of Samuels
Key brands in over 500 retailer

Gitanjali
Distribution in 50 retails
Exclusive Stefan Hafner &
Nouvelle Bague Store

35.5%
40%

Home Shopping : 0.0

Jewellery Specialist: 81.1

Forecast Growth Real Jewel (CAGR)

By Value(2012-17) : 9
By Volume(2012-17) : 2.5
Gitanjali
4 stores including Nakshatra
Indian jewellery in over 50 store

Trends and Insights- USA

Industry Trends

Strategic Insights

Rising orientation towards retro glamour look, colored stones and

statement pieces
Celebrity endorsed/inspired collections : Fashion labels such as
Ralph Lauren entering business

Jewellery is being treated as a fashion

extension

HIGHLIGHTS
American men becoming more comfortable wearing and
purchasing jewellery
for themselves
Mature
and developed market for jewellery

Rise of metro sexuality has bring in new

target consumer for jewellery industry

Little scope for traditional jewellery, Market driven by fashion

Shift in orientation
from specialist
retailers
to mass are inclined to go forConsumers
want
Value for money and
Unless
branded
, consumers
cheapest
deals
merchandisers , online retailers and home shopping
are indifferent towards purchase medium if
andforare
lessprice
loyal
brands
Increasing demand
lower
andto
greater
convenience
the brand is not popular
With loosening social structure , Jewellery sales is shifting from
an event centric phenomenon to a self purchasing activity

Gifting culture is giving way to

individuality and self-indulgence

White gold becoming more prominent as it highlights the stone

better
Colored gems , platinum and white diamond still a popular
choice for engagement rings

Consumers are open to experimentation

and equally prefer all metals as long as
they contribute to Jewellery aesthetics

Trends and Insights- CHINA

Industry Trends
- Strong Gift Exchange Culture Cross generations and vice versa
-China witnessing Highest number of weddings in history
- Peak sales volume during Chinese spring festival, valentines day

- Purchase motives Ornamental, Financial and Social status

- High style consciousness and low brand consciousness
- Healthy sales in spite of recession

Strategic Insights
Jewellery Consumption is driven by Gifting
Culture in China

High concern towards Outward (Social

,design) satisfaction than Inward
(individuality)

- Middle and old aged Chinese Preferred towards Gold

- Young Chinese preference towards Platinum and Diamonds,
consider gold as a vulgar metal

Fragmented jewellery choice that varies with

generations and occasions

- Increased consumer confidence fueling Online Retail growth

- Consumers still Skeptic of High value online purchase

Customers Receptive to new mediums if

enough assurance and credibility is attached

Trends and Insights- CHINA

Industry Trends
-Domestic player dominance and their dependency on gold and
traditional jewellery
- Rising liking and awareness towards contemporary designs and
forms (colored stones)
- Rising trend of premiumisation amongst domestic players due
to its increasing acceptance
HIGHLIGHTS
- Rising ability of customers to differentiate between product
qualities

Strategic Insights
Domestic players inclination towards
traditional jewellery leaves a Strategic Gap
to fulfill rising demand for contemporary and
alternate jewellery forms

Healthy ecosystem for premium/luxury

product shaping up and is expected to
increase over time

Healthy market for traditional as well as contemporary jewellery

Traditional jewellery sales are event centric
Perceived
superiority
of Western luxury brands, rise of luxury
-Rising cross border purchases
due to
perceived quality
Relative ease of adoption amongst Chinese
differences in Hong Kong,
USA and
Europe
jewelry
ecosystem
of international brands
- Rising inclination towards
international
travel
due
to
increasing
Online and physical stores need to coexist to be successful
affluence

Trends and Insights- MIDDLE EAST

Trends

Insights

Change in preference toward contemporary and designer jewels

High brand consciousness of residents and tourist
Increased disposable income
Greater exposure to western culture

Strong mall culture

Low interest in online sales of jewellery

Unbranded jewellery form major share of jewellery sales

Preference toward gold traditionally
Existing familiarity with metals other
due
Brand
reputation
Men refrain from wearing gold
to religious
customsin Western countries
than gold
Use of silver and platinum for wedding
bands affect sales in mid east
will heavily

Sales to tourist comprise 50% of sales

Gold still major purchase by South Asian people (50%)
High brand consciousness of residents

Greater willingness to pay premium on

brands

HIGHLIGHTS
Touch and feel are important for
assurance before buying jewellery

Excellent market for sales of Italian as

well as traditional Indian jewellery
using stores only

Market for both traditional and

contemporary jewellery

Understanding GITANJALI
Business, Strengths and Issues

Gitanjali Gems Ltd. OVERVIEW

One of the largest integrated branded jewellery players
Resources & Capabilities
Global Presence
Market Size : $3000 million
multinational group

Europe

Financial Resources : Large cash

inflow and heavy spending on
promotions

Innovation & New Initiatives:

Creation of smallest heart shaped
diamond in the world (at o.o3
carats)
Automated Jewellery Vending
Machine

Japan

China
USA

Middle
East
India

Business Expansion through

acquisitions : Brands like Stefan
Hafner, Io Si etc

FOCUS

Strategic Presence across

markets : 10 global and 6 regional
offices.This not only allows for the
attainment of extensive reach but
also mass

104 stores of
Samuels in the South
West

4 stores in Dubai
Distribution of Indian
Jewellery to over 50 stores of
Damas, Al-Haseena, Alukkas

Distribution to a retail chain

with over 50 stores
Key market for future
growth potential for the Group

Gitanjali Gems Ltd KEY STRENGHTS

Strong Brand
Portfolio
4 of the top 5 leading
luxury brands in India
Different price points
and varying degrees of
fashion-intensity.
High recall value
through consistent
association with top
Indian Celebrities

Because of diverse brand

portfolio it is able to satiate
varied needs and demands
of customers , nationally as
well as globally

Heavy
Advertisement and
Promotions
Invested 500 Crores Rs
in past 5 years to create
consumer desire for
diamond jewllery
Largest media buyer in
Indian Jewellery
segment

The company ensures high

visibility of all the brands
which can be leveraged
while launching them in
foreign markets

Skills and
Technology

Manufacturing
Capabilities

Dedicated design teams

comprising award
winning designers
Use of high precision
CAD CAM processes and
equipment
Around 70+ designers
introduce approx 4,000
new designs each year

3 state of the art

diamond cutting and
polishing facilities
9 modern jewellery
manufacturing facilities
235,000 pieces per
month
Geographical dispersion
helps in mitigating risk
arising due to labour etc

Gitanjali enjoys a strong

competitive advantage
owing to its automated
and best-in-class
machinery & techniques

It has the flexibility to switch

designs rapidly thus being
able to service shorter
jewellery life cycles more
effectively than others

COMPETITIVE ADVANTAGE

Fully Integrated Supply Chain allows Gitanjali to exercise complete operational control and bring
down cost of jewellery

Gitanjali Identity CRISIS

Leading Italian Jewels
Store name not reflecting luxury image
Brand name is generic and passive
Limited visibility and promotions
Website poorly designed

Giantti Stores
Multiple brands (Indian + Italian)
Store brand v/s In store brands

Gitanjali
Ecosystem

Brand Stores v/s Gitanjali Stores

Nearly same brands available at both the stores
Dilution of individual brand equities

Departmental Stores
Gilli, Asmi available at fashion departmental stores
Brand equity dilution

CENTRAL ISSUE
Everything available Everywhere Strategy (Multiple distribution formats with
conflicting brand images) Biggest hindrance in road to luxury brand
Gitanjali brings multiple images (Multiple Brands Disconnected Brand system with
no binding force) in prospects mind No Singular Identity

Gitanjali Gems Ltd OBSTACLES

Vision : To become the worlds largest player in branded luxury space

Segregation of
Luxury and Nonluxury product

Well known Flagship

Store

Presence of luxury
Unique identity
brands in portfolio
This can be achieved by creation of an Asset which
What
doto
we
have?
Where
we
Lack?
have a Strong,
Route
Singular
Vision
and
Consistent identity of
its own across the world
Information Rarity
Recognized SymbolRarity of people
Logo / Image
who wear them

Distribution Rarity
Selective
Distribution

Heritage/ Personal
History

Brands Overview ITALIAN

Name
Stefan
Hafner
(Ultra
Luxury)

Product Attributes
- New classic looks
- Traditional craftsmanship with
contemporary approach
- Diamond, pearls and colored
gems

Distribution
- 3rd party online stores
- 3rd party jewelry retailers
(Online + Offline)
- Flagship store in China,
UAE

Promotion
-Trade shows, Jewelry Awards
- On Store promotional displays
- Collections at Fashion shows
- Magazine advertisements

Some Common Observations

Porrati
(Luxury)

- Seductive ,Feminine designs,

3rd party online stores
- PR Channels - magazines,
high on fashion
(eBay)
websites
- Serves as a mean to express
- 3rd party jewelry retailers
- Fashion Shows
Vibrant
(Online + Offline)
Store
promotions
All
theFemininity
brands have Unique Designs
and styles of their- On
own
and
amongst
-Use of Gold, Diamonds, Stones
- Damas store in UAE

Best of the world designs

Nouvelle
Bague
(Fashion)

- Diamond and gold jewellery

- 3rd party online stores
- Limited Magazine
- Inspired by Fantasies, Dreams
- 3rd party jewelry retailers
Advertisements
and
Limited
Promotional
and
Marketing
efforts
are
put
toStore
promote
-inOn
displays
Emotions
(Online + Offline)
these
brands
as
compared
to
Global
Counterparts
-For Cosmopolitan, Confident
- Damas store in UAE
woman with dynamic social life

Valente
Milano
(Luxury)

- Extensive use of stones, rose gold,

diamonds
- Innovative, Contemporary with
traditional touch

- 3rd party online stores

- 3rd party jewelry retailers
(Online + Offline)

- Limited promotional efforts

- On store displays

Io Si
(Fashion)

- Limited Editions, Personalized,

Contemporary,
- Fusion of Gold with Rubies,
Pearls and Diamonds

- 3rd party online stores

- 3rd party jewelry retailers
(Online + Offline)

- Limited promotional efforts

- On store displays

Strategy BASE
Reasons behind Recommendations

Strategy Fit COUNTRY WISE

Insights

Strategy

Healthy market for traditional as well

as contemporary jewellery

-Create Room for Indian (Nakshatra, Asmi)

and Italian brands to Coexist

Perceived superiority of Western

luxury brands, rising luxury ecosystem

- Italian brands will be Relatively Easy to

establish

China

Critical
Success
Factor
Online and physical stores need to
- Tap the Growing
online
retail market by
Coexist to be successful
differentiating on service and trust front
Facts: Chinese are amongst the largest number of tourists in US and Europe
Insights
Strategy
Rising influence of Western culture
on middle east countries
Use of jewellery as fashion extension
-Indian brands are Design Misfit due to
Light jewellery Diamond
& White
gold traditional
and ethnic orientation
Careful
branding
and positioning
of our store as a
Consumers orientation
towards
Valuein US,
- Extra
efforts to develop
luxury around
luxury
outlet
Europe
and Hong
Kongthewill have
for money and indifference towards
brand to gain Acceptance
cascading effect
of sales in China and Middle East
purchase medium if brand not popular
Customization + Self Indulgence

USA

- More emphasis on in Store Service

Insights

Strategy

Market for traditional as well as Italian

Mall culture shadows online retail

- Indian as well as Italian brands can coexist

Brand reputation in West will have

trickle down effect on east

- Careful branding in west on strategic

locations with healthy tourist traffic

Middle
East

Worldwide Jewelry RETAIL FORMATS

A - Ultra Fine Guild
-High quality, high priced upscale shops
- Advertise heavily at awards, charities,
fashion shows, magazines etc.
- Upscale malls, upscale shopping streets
- Tiffany & Co., Cartier, Harry Winston

Mapping the Mediums

Type

B - Designer Outlets/ Boutiques

- Stores of well known reputed
Mature Market in US.
designers
or low
- Very highGood
qualitybrand
designs name
and
construction price are two prime
- Located in upscale
shopping
locations
factor
for purchase
- High priced, limited collection
- Stefan Hafner, Jean Schlumberger etc.
C- Online Retail Chains
- Fastest growing medium
-3rd party stores, merchant stores
- Wide range of jewelry, mass -premium
- eBay, BlueNile, Amazon, Osterjeweler
etc.

USA

China

A
B
C

UAE

D - Well Established local Stores

- Localized operations, good local image
- Freestanding buildings, malls
- Moderate to high quality jewelry, keep
collections of Good
popularPotential
brands too for
- Discounts, schemes, credit
development of
- Lux Bond, Joyalukkas, Mings

luxury/premium
store
in Mid
E -Large
Retail
ChainsEast
anddesigners
China
- Distributors of known

D
E
F
Matured
Growth Phase
Nil / Introduction

collections, new designers

- Wide range
Online
storefrom quality to affordable
-TV, newspaper inserts, discounts
negligible
in mid east
- Sterling , Chow Tai Fook, Damas
but gaining
traction
- Established
malls, high traffic locations

in China.

F -Departmental Stores
- Mass , popular, stylish jewelry
-Private label brands
- Newspaper inserts, TV, discounts etc.
- Sears, Wal-Mart, Target etc.

What do we PROPOSE?

Global Luxury Store

Single dedicated Luxury Stores for Italian luxury
Jewellery Brands
Strong and Consistent Brand Identity across
locations

Extended Distribution
Distribution of selected Gitanjali brands(Indian/
Italian) through
Standalone Brand Stores (Owned/ Franchised)
Third Party Distributors

IDENTITY
Creation ,Promotion and Distribution

CREATION

Proposed Global Store Identity

Premium destination for Reputed Italian Jewelry brands known for its EXCELLENCE in design

Core Identity

A clear cut identity driving all future branding initiatives

Personality
Elegant
Upper Class

Sophisticated
Aspirational

Clearly defines the unique position as store of ITALIAN jewelry

Store Ambience
Interiors inspired by rich
Italian heritage
Designed to give an overall
ITALIAN EXPERIENCE rather
than a Shopping experience

Services and Staff

Knowledgeable and
technically competent staff on
diamonds and jewellery
Experts on Italian design and
its heritage

Emotional & Self Expressive

Benefits

Brand Name:
LA ELEGANCIA
Brand name
resonating with core
identity of excellence
and elegance

Typical user admirer and

connoisseur of Italian designs
Feeling of enrichment and
satisfaction

Packaging
White colored boxes with store
name logo on it
Tied with Steel Bracelets designed
by Italian Designers

Unique attribute
to be identified
with brand

CREATION

Proposed Global Store Identity

Objective

Premium destination for Reputed Italian Jewelry brands known for its excellence in design

Issue

Creating Identity of ultra premium store without diluting luxury identity of its In-store brands

Road to Luxury
Price not mentioned anywhere outside store catalogue

Emblematic print only advertisement

No use of known celebrities in any ads

Use of celebrities as ambassador and for testimonials only

Events sponsor and organization attended by selected few

Special emphasis on enrichment of customer

Brand physique
Collection of beautifully designed
jewellery from reputed brand

Relationship
I trust the company to bring me
best in class Italian jewellery
Customer Reflection
HNWI , Celebs , Successful
businessman and Classy

Brand Personality
Connoisseur , Elegant ,
Sophisticated

Kapferer Prism
for
La Elegancia

Culture
Italian

Self Concept
I am beautiful , classy and unique. I
understand nuances of fine jewellery

Intended Brand Identity

PROMOTION

The BRANDING Challenge

Branding Challenge: To develop brand equity at 3 levels

Gitanjali Group

In Store Brands

Outlet

Branding in Phases by strategically deciding the priorities and order

Developing ecosystem to complement overall brand environment

6 Months

Step 1
1 - Kick off with the Store
Time: Start the branding
Entirely new brand
Need time to build brand
equity

12 Months

All 3 entities have Conflicting Branding

objectives
Possible Cannibalization of brand equity
Timeline

In Store Brands

Store

Gitanjali

18 Months

Step 2

Step 3

2 - Get In store brands in game

3 Time for Gitanjali

Time: 6th month onwards

Complementing the brand
equity of store
Enhancing own Brand Value

Time: 18th month onwards

Will benefit by established
brands (Store + In Store)
Complement the whole
ecosystem

After 18th month branding for Store and Brands will take place in parallel to the group branding

PROMOTION

La Elegancia

In Store Service

Advertisements

Trained staff: Staff should know about diamond and jewellery

nuances especially about the Italian jewellery and brands .
Enriched Customer: Share knowledge with customer about
diamonds and jewellery design technicalities so that he feels
enriched and boast about his knowledge to others
No pressure to buy : Customer should feel like they are visiting
art gallery with purpose of enjoying beauty
Public Relations : Generating awareness without actually
advertising it
Online presence - SEO, Magazines ,
CSR - Active communication of major CSR events
Stories that happened inside the store
e.g. Stories behind the designs and the designer
Stories around usage by celebrity clients

Testimonial: Testimonial from celebrities that

visits store and ensuring that it is circulated by PR
Ambassador : Not needed. Brand ambassador will
be used at individual brand level
Print Ads: Emblematic print using no sales pitch
and no known face. Special attention on
Airports
Event sponsor and Organization
Events attended by selected few only
No Team Sponsor

Using the Signatures: Codes that decodes a brand

In Store

Ads

PR

Logotype: The logo attached to the brand name

Visual Symbols: Additional visual symbols identified with the brands

Packaging : Final pack with specially designed steel chain with logo

Picture : with special close up detail

Motifs : Motif taken from steel chain used wherever possible

La Elegancia

Italian Brands

Gitanjali

PROMOTION
Objective
Issue

ITALIAN Brands

To strengthen existing Brand Equity

To generate Awareness amongst new customers

Striking a balance between New store marketing and In store brands marketing

A luxury brand requires a different marketing approach to develop its brand equity 3 Steps
Public Relations : Generating awareness without actually advertising it
Stories around the brand- Implicit mention of brand name
Listing on all luxury brand databases, luxury rating agencies
Online presence - SEO, Luxury awards listings, Magazines
Offline presence - Tabloids, lifestyle magazines
Utilize PR muscle of Porrati

e.g. Stories behind the designs and the designer

Stories around usage by celebrity clients
Personal letter: Sending printed letter to each esteemed
customer

Using the Signatures: Codes that decodes a brand

In Store

Ads

PR

Creator Figure : Using figure of creator of the brand - Stefan Hafner, Roberta Porrati

Logotype: The logo attached to the brand name

Visual Symbols: Additional visual symbols identified with the brand (e.g. picture of a design)

Testimonials: Capturing what famous people saying

about the brand
All 5 Italian brands
Entries by celebrities visiting store or using product

La Elegancia

Ambassador: Paying celebrity to endorse product

Italian Brands

Only for Fashion Jewelry: Nouvelle Bague and IoSi

Preferably celebrity known for good fashion sense
like Sonam Kapoor

Gitanjali

PROMOTION

GITANJALI Global

Post 18th Month the branding for the group will take place at 3 parallel levels

GITANJALI Jewellery CZAR

Use of PR
muscle of the
company

International level Jewellery Design

Competition for leading design schools in
India , US, China and UAE
Accompanied by extensive media
coverage Online + Offline

Awareness
generation
through CSR
initiatives

La Elegancia

Italian Brands

Group Awareness generation at, future

designer + Consumer level

Gitanjali

DISTRIBUTION

ITALIAN Brands

La Elegancia Store

Italian Brands

Suggested Store Locations *

Middle East

Abu Dhabi , Dubai , Sharjah , Beirut ,

USA

Los Angeles , New York ,Chicago ,

Washington , San Francisco , Boston ,
Philadelphia , Houston

China

Beijing , Shanghai , Guangdong ,

Zhejiang

* Based on combination of Per capita income , Number of

millionaires in that region

Stefan
Hafner

Porrati ,
Valentene , Io
Si , Nouvelle

Porrati ,
Valentene , Io
Si , Nouvelle

Top

Heart of
Range

High Jewellery

Necklace,
Costly Rings
and Bracelets

Entry
Products

Retail Distribution
China
Third Party
Premium Brand
Retailers

USA
Samuels ,
Selected
Premium Brand
Retailer

Rings ,
Bracelets

UAE
Company owned
Stores like
Nakshatra , Third
party Premium
brand retailers

Must be necessarily present only in

Exclusive La Elegancia Store
Lower range rings and Bracelets can also
use multi brand retail like Samuels

INDIAN BRANDS
Global Distribution and Marketing

Global DISTRIBUTION
Taste and Preferences of customers in
Foreign market

Brand Positioning
Price

New Line
inspired
by
Chinese
culture

Both Traditional and

Contemporary Jewellery
Ornamental
More for Social Status

China
Recommended Brand Assortment

USA: DDamas, Gili , Nakshatra , La Elegancia Store

Materialistic
China : DDamas, Gili , Nakshatra , A china exclusive
USA Less Traditional , more trendy
traditional collection , La Elegancia
Easy to wear jewellery
Mid East : All indian brands , La Elegancia

High on Tradition
Traditional

Blended

High on Fashion
Elegant

Stylish

Mid
East

Rise of Luxury brands

Indian essence is preferred
Transition from gold to diamond
jewellery

Trendy

Highlights
Nakshatra, Gili and DDamas will be launched Internationally in All Three Markets
China: No traditional indian brand like Maya , Shuddhi. We recommend launch of new line inspired by Chinese culture
UAE : All Indian brands along with La Elegancia

Global MARKETING
USA
Distribution

Samuels Stores (Online + Offline) Current brand equity does not justify Standalone Gitanjali stores

Promotions

The Royal Corner: Special section dedicated to Indian brands at each Samuels store
Section designed and inspired by Indian Heritage
Royal corner section listed on Online Retail website of Samuels

Middle East
Distribution

Promotions

Standalone Brand Stores(Gilli, Nakshatra) + Multi Brand Gitanjali stores

Strong Brand Equity and Visibility amongst large South Asian population
Print advertisements in lifestyle magazines and leading tabloids
Launch of collections at fashion weeks
Celebrity Endorsements are must due to huge popularity of Bollywood in Middle east

China
Distribution

3rd Party multi brand jewellery outlets

Promotions

Launch of New Collections inspired by Chinese designs to suit local taste

On store promotions

CSR Initiatives
Indian and International

CSR- RESEARCH
Research
Primary: Online Survey in India using Facebook and
mails ,, 41 Respondents , 30 Males , 11 Females . Age :
21-40
https://docs.google.com/forms/d/1NynAqqs0XyRYz1HoIuOampJddexNlz8N4oFnwBbQ9k/viewform

Issues cited in Survey

Hunger
Homelessness
Corruption in the form of bribing
Education
Human Trafficking. Special attention to woman
Secondary: CSR online journals, Consultancy Reports
trafficking
Education and upbringing of orphans
Questions
Consumer tend to pay premium
if they believe
in and slums
Sanitation
issues in rural
Concern
forimportant
Old age people ousted by children
genuineness of CSR. This makes
PR very
Medical Care
inMajority
of issues
cited here
are
covered by Gitanjali
Top national issues
mind that CSR
can address
Support to Farmers
Do you think Socially Responsible
Companies are
initiative Sambhav
Child Marriage
more trustworthy than companies with little or no
Environment
The survey will be used to pick
up top two issues to be aided
CSR activities ?
India for products which
Are they ready to pay in
premium
aids national issues

Ready to Pay Premium

Believe CSR is Genuine

Total: 75.60 % ( 31/41)
Male : 73.33 (22/30)
Female : 81.81% (9/11)

Total : 56%(23/41)
Female: 81.81%(9/11)

Male: 46.67 (14/41)

36.37%(8/22) Male who believed CSR is out of

genuine concern yet chose not to pay premium for CSR
All Females(9/9) who believed in genuineness were
eager to pay for CSR

CSR India- A Way FORWARD

Widening the Scope of current CSR Initiative SAMBHAV

Udaan

Aasha

Initiative for
eliminating Women
Trafficking

Rescue Foundation , PRAYAAS

Livelihood for old

age people

Help Age India, Age Well Foundation

Suggested Partners

UDAAN
An Initiative for eliminating WOMEN TRAFFICKING
Severity of the Issue

SHIKSHA Initiatives
Awareness
Program
General
Training in
culinary skills
Psychologic
al training
Educating
about HIV
and other
diseases

Some Facts:
38% is commercial sex trafficking ( Data about India)
It is the second largest criminal Industry worldwide

Shristi : A
training
Program on
handicraft
skills
Stitching
Cloth cutting
Embroidery
work
Jewel setting
workshops

JYOTI: A
Computer
Literacy
Program
Basic
knowledge of
computers
Job of
Receptionist ,
Data entry
personnel in
malls and
offices

IMPACT
The initiative will help in eradicating this grave
issue thus saving lives of many innocent girls
Providing education and training will help
them in becoming self dependent

AASHA and SAMBHAV

Livelihood for old age people
Causes to Support
Today there are 77 million old people in India.
This number is likely to rise to 177 million by 2025
90% of the older people are from unorganized
sector with no social security
40% of the old live below poverty line
75% of the old are from the rural areas
55% of the women 60+ in age [a staggering 19
million] are widows
73% of the old are illiterate

Activities in collaboration with

Agewell Foundation
Engaging them in voluntary teaching or student
counselling programs
Training them in handicraft skills thus helping
them to become self dependent
Celebration of festivals like Diwali, Holi

PROMOTIONS SAMBHAV (India)

Own Portal
Company owned portal created to drive higher
customer engagement with Sambhav
This portal will detail all the activities done by
Gitanjali in various domains
Creating customer login where they can come
and donate voluntarily in favor of any cause

Share your story

Campaign
Create a Facebook Page of Sambhav
Invite people to share their CSR experience or
story with us
Popular CSR Initiative will get help from
Gitanjali in form of funds and support

CSR - Going GLOBAL

Objective: Implementing CSR as part of corporate strategy by being socially responsible in its core competencies
Responsible Jewellery Council
Responsible Jewellery Council has more than 440 members. Each
member is audited independently on international practices
Copy of audited certificate prominently displayed in each exclusive
outlet by Gitanjali
Customer communicated that Gitanjali has taken enough measures to
ensure that diamonds are conflict free
DTC , Tiffany , Bulgari , Cartier are member of this Council
Organization ensuring its supply chain remains free of conflict diamond
Organization ensuring its supply chain remains free of conflict diamond

Global initiative to strengthen local artisan

Collaborating with designing and fashion institutes to conduct free sessions
and trainings for week handicraft industry and local artist
Enriching experience for both students and artisan
Implemented in all major market of Gitanjali
Organization associating itself deeply with designs and designers

CSR : Let the CONSUMER Know

A SAMPLE OF WHAT WE SUGGEST:
Give Back to Society
We propose to include the
contribution towards CSR in every bill
that a customer gets
At 0.1% of markup price net
contribution 2012-13 would be 12.49
Crore at 12498 crores of sale for
Gitanjali
For every contribution by customer
same amount can be donated by
Gitanjali
You helped them smile
A small printed brochure containing
all the details of CSR activities by
Gitanjali will be pinned with the bill
The idea is to let consumer know whom
they helped and make them feel proud
by association with Gitanjali
Different brochure for India and
foreign countries

Markup price was

10000 for product
when displayed on
shelf

This initiative will be launched globally at all Gitanjali stores

Executive Summary
Jewellery Market and Gitanjali
Jewellery Market

Gitanjali

US is mature luxury market while China and

mid East are evolving
Traditional jewellery important in Asia
Luxury in US is accepted as luxury in Asia
Ecommerce not major distribution avenue

Fully integrated supply chain as major

competitive advantage
core obstacle toward its vision of becoming
global luxury player is absence of a global
brand that can provide it with global identity

Gitanjali as major Luxury Player

La Elegancia

Italian Brands

Ultra Premium Italian

store housing luxury
Italian brand
Major challenge: new
store identity should not
overshadow Italian
luxury brands equity

Strategy : Utilization of
luxury branding strategy
different from regular
branding
Extended Distribution:
Low cost rings and bracelets
sold through this medium

Indian Brands
Selected brands based
on trends and insights
from country
Gili , Nakshatra and
Ddamas sold in all
markets

CSR as Corporate Strategy

Two initiatives each in national and international CSR has been proposed.
Objective is to incorporate CSR as major strategic leverage.
Bill , Brochure and PR will be key to improving companys CSR reputation worldwide

Thank You