Project Report OF

MARKETING OF IMMITATION JEWELLARY

Submitted by
LAKHANI AYUB

Roll no. 26
Under the guidance of
Prof. Ansari Naseem Ahmad
Designation: Faculty
Department: Bachelors of management studies

K.H.M.W. College
Submitted in partial fulfillment of

MUMBAI UNIVERSITY
K.H.M.W. COLLEGE OF COMMERCE

BACHELORS OF MANAGEMENT STUDIES, JOGESHWARI

(WEST)
MUMBAI
2016 2017

DECLARATION

I, Miss. LAKHANI AYUB ASHRAF, of K.H.M.W. College Of Commerce &

Management of TYBMS [Semester V] hereby declare that I have completed
my project, titled MARKETING OF IMMITATION JEWELLARY
in the Academic Year 2016-2017. The information submitted herein is true and
original to the best of my knowledge.

_________________
Signature of Student
[LAKHANI AYUB]

CERTIFICATE
This is to certify that I, LAKHANI AYUB, Student of K.H.M.W. COLLEGE
OF COMMERCE AND MANAGEMENT has completed this project. The title
MARKETING OF IMMITATIONJ JEWELLARY as a part of
T.Y.B.M.S course 2016-17 has collected the required information to reliable
sources. This project is complete and fit for submission.

___________________

_______________________

Signature of the Principal

Signature of Project Guide &

Internal Examiner

_______________
(External Examiner)

_______________________
(BMS Co- Ordinator)

ACKNOWLEDGEMENT
I would like to thank the University of Mumbai, for introducing the BMS
course, there by giving its students a platform to keep abreast with the changing
business scenario, with the help of theory as a base and practical as a solution.
This project would have been incomplete without the endless support and
guidance of Professor ANSARI NASEEM AHMAD, my project guide.
I would also like to express my sincere gratitude towards our respected
Principal MR. AZIZ SHAIKH.
My friends who have been a great source of inspiration throughout the
making of this project, their support is deeply acknowledged.

AYUB LAKHANI

TABLE OF CONTENT
SR.NO

CONTENT

PAGE.NO

Introduction
What is marketing
What does marketing involve
Advantages and disadvantages of marketing
Functions of marketing
History of jewellery
Process of making jewellery
Why imitation jewellery preferred than
gold(survey)
Introduction to imitation jewellery brand(sia art
jewellery)
History of sia art jewellery
Mission
Vision
Employee and HR
Discount offer
Specialisation
Sia life style brand

Marketing mix(4ps)

1o

Targeting
Positioning
segmentation

1
1
2
3
4&5
6
7
8
8
9
9
9
10
11
11
12
13
13
14

Achievements that helped increase profit

15

Questionnaire

16&17

Competitors

18

Future plans

19&20

Ambica imitation jewellery ( manufacture & exporter)

21

History

21
22

company profile
Infrastructure
Quality assurance
Specialisation
Meeting customer needs and expectations
Client satisfaction

11

Various strategies

12

Export
Sales
Promotion strategy
Product life cycle

26-28
28
28
29
30&31

13

Challenges
Exports
Role as an exporter
Expansion & diversification

14

32
32
33
35
36-37

Key brand values

15

38
Swot analysis

16

39
Future plans

17
18

40
Changing scenario
Research , survey report
Bibliography

41-57

MARKETING
OF
IMITATION
JEWELLERY

WHAT IS MARKETING?
(INTRODUCTION)

Marketing is a process of creating , communicating and

delivering value to the customer to built long term customer relationship in such a way
that is beneficial to the organisation and its stake holders

PHILIP KOTLER :Defines marketing asneeds and wants through an exchange process'
Customers will only undertake the exchange, if they feel that their needs are being satisfied,
clearly the transactional value can not be more than the amount customers are prepared to pay
to satisfy their need.

WHAT DOES MARKETING INVOLVES?

Marketing requires co-ordination,
planning,
Implementation OF CAMPAIGNS and employees with the appropriate skills to
ensure marketing success
Marketing objectives, goals and targets have to be monitored and met, competitor
strategies analysed, anticipated and exceeded.
Through effective use of market and marketing research an organisation should be
able to identify the needs and wants of the customer
And try to deliver benefits that will enhance or add to the customers lifestyle, while
at the same time ensuring that the satisfaction of these needs results in a healthy
turnover for the organisation.

ADVANTAGES AND DIS ADVANTAGES OF MARKETING...

Advantages of marketing

obvious advantage of marketing is the promotion of your business;

proper medium is required to do marketing
Often an advantage of marketing via print media is the flexibility. The size, placement

and type of advert can be adopted and changed according to your needs.
Another advantage marketing this way is the repeated display of your advert over time.
Multiple appearances in various issues of the paper or magazine will improve chances of
your brand sticking with the customers and also the results you will see in terms of sales
leads.
Every business needs to spend money to make money. Investing in marketing is no

different. The most important advantage of marketing is therefore quite simply

Disadvantages of marketing

The first disadvantage of marketing in general is the cost. Adverting and marketing

costs money. If you dont do the proper research then you might end up throwing

money away.
Wasting marketing efforts by targeting the wrong audience using an inappropriate

medium would be a serious and costly mistake

As well as the financial cost, marketing your business will require investment of
time. Researching the appropriate marketing strategy, designing and writing the

adverts, getting them published, dealing with any response.

Its important to spend time keeping track of how successful or not your marketing
campaign is. A potential disadvantage of marketing here is the risk of time wasted for

an unsuccessful campaign.
Magazines are often released on a monthly basis, meaning it can take longer for your

advert to take hold in a potential customers mind.

Unless you are targeting a specific audience, you might have to push your advert

across a number of radio and television stations to reach everyone you need to.
Listeners/viewers may stop paying attention during advert breaks, which are
essentially a disturbance to their enjoyment of the shows

FUNCTIONS OF MARKETING
Buying:
(Raw material to produce goods and services and to purchase finished goods or
services as retailer or whole seller to sell them again for final customers and
consumers). It is a function that ensures that product offerings are available in
sufficient quantities to meet customer demands
Selling:
The function to be performed to sell the products/services/idea to satisfy customer
needs or wants. Using advertising, personal selling, and sales promotion to match
goods and services to customer needs

 Transporting:
Function related to create the availability of product or services. It is used for moving
products from their points of production to location convenient for purchases
Storing:
Warehouses are used to store the products for further distribution.
Standardizing and grading:
To provide more quality products and services without variation in the quality.
Ensuring that product offerings meet established and grading quality and quantity
control standards of size, weight, and other product variables
Financing:
Providing the financial resources to carry out different function e.g. promotion of
product and providing credit for channel members (wholesalers retailers) or
consumers
Risk taking:
Marketer takes a risk specifically when any new product is introduced in a market
because there are equal chances of success and failure. Dealing with uncertainty about
consumer purchases resulting from creation and marketing of goods and services that
consumers may purchase in the future
Securing Marketing Information:
Collecting information about consumers, competitors, information and channel
members (wholesalers, and retailers) for use in making marketing decisions Almost
all marketing functions are based on information acquired from external environment
and information distributed out of organization. Marketer seeks information to find
out customer needs and wants which are to be satisfied than after producing goods
and services awareness about the availability is required so that consumer can
purchase the available goods and services

HISTORY OF JEWELLERY
For thousands of years women in India are wearing jewellery. Wearing jewelry is a
trademark. The types and styles include rings, earrings, bangles, bracelets, anklets, headbands
and chains, and the materials are significant of the region they live in. For example, people

from Orissa and Andhra Pradesh wear silver, while Rajasthan people adorn themselves in
enameling work jewelry. Ancient rulers who adorned their bodies in jewelry and crowns
unknowingly had an impact on the style and choice of stones worn by the people.
The first signs of jewellery came from the people in Africa
. The first signs of established jewellery making in Ancient Egypt was around 3,000-5,000
years ago.[19] The Egyptians preferred the luxury, gold over other metals. In Asia, the Indian
subcontinent has the longest continuous legacy of jewellery making anywhere, with a history
of over 5,000 years.[31] One of the first to start jewellery making were the peoples of the Indus
Valley Civilization in what is now predominately modern-day Pakistan.
Some images of ancient jewellery

Imitation jewelry, also referred to as ancient jewelry, has been around as long as costly
jewelry, and is made from common available materials. Imitation jewelry is created in the
same styles and designs as costly jewelry. There are bangles and rings, earrings, belly-rings
and nose rings made from materials other than gold or silver. There are charm jewelry such as

mood rings and charm bracelets, tattoo jewelry, sterling silver pieces that are lined with
artificial stones and abstract jewelry. While these pieces are worn every day by women
throughout India, they are not given as gifts for weddings since the people hold this as a
sacred day and give only genuine jewelry. In some cases, silver and platinum jewelry is
given, but in most cases its only gold.

PROCESS OF MAKING JEWELLERY

The process of making jewellery is caried by craftsmen
The numbers of processes that are included in jewellery making are design making,

molding, casting, polishing, embellishing, finishing and polishing

Design making is the first step to produce the unique piece of jewellery.
Designers first make the sketch of the design.
Craftsmen carry out the process designing using different techniques.
A wax mold is made which is an exact replica of the sketch
The material is then passed through the molding process. This is done by professional

people who turn the mold to master mold which acts as base for the entire process
. Casting is again a complex process .This process again requires professionals
people

 The wax replicas are put in steel containers and those containers are heated at 500 0C.
The next stage is polishing. Every part has to be polished while the mount is being
made.
Once the polishing is done the last and the final step is done stone are embedded and
carving is done or meenakari work is done .
If in case diamond jewellery the cutting of diamond is important

WHY IMITATION JEWELLERY PREFERED THAN GOLD

JEWELLERY
A. The first and most important thing why imitation jewellery is preferred because
gold prices are rising.
B. Also the trend of fashion accessories and imitation jewellery is increasing
C. Imitation jewellery is easy to carry , comes in different patterns and colours
D. Again on various occasions you get wide variety of collections with good
discount.
E. The trend of heavy and trendy imitation jewellery has gainedpopularity due to
TV
serials and historical film .Earlier only middle-class aspirants used to come to
shopsuch jewellery but now women from across the class opt forsuch kind
trendy jewellery.
F. Also imiation jewellery can be exchanged if you donot like it .

As the topic is
IMITATION JEWLLERY here we are focusing on some imitation jewellery brands
within India and outside India .and also the manufactures of imitation jewellery .
The first one is sia art jewellery which is one of the leading imitation jewellery brand in
India .The second one is leading manufacturers and exporters of imitation
jewelleryambica jewellery

INTRODUCTION TO IMITATION JEWELLERY BRAND

SIA ART JEWELLERY (LEADING IMITATION JE WELLERY BRAND)
HISTORY:
In 1972 MrRamnikla D. Chhadva was the person who entered into wholesale of imitation
jewellery and other related accessories under the brand name of TOFA. At the same time
another undertaking known as NOBLE STORES which dealt with leather purses &
accessories. In 1995, Mr. RamniklalChhadva decided to enter the retail jewellery market. The
brand Sia Art Jewellery started as a partnership firm which had its first showroom at
SANTACRUZ
IN 1998 ,Mr Ramniklal D Chhadvas son, Mr. Jatin R chhadva stepped into this business
Realizing the large volume of customer needs, the company was incorporated as Sia Gems &
Jewellery Pvt. Ltd which took over Sia Art jewellery Under Mr. JatinChhadvas visionary
leadership the company flourished, and he took over as the Group founder & Director of
SiaGems& Jewellery Pvt. Ltd in 2000

ABOUT SIA ART JEWELLERY

Offers good price to customers

Lattest trends in market
Attractive and durable packaging
Offers customised jewellery as per customers demand
Qualified and experience worker
Various discounts /offers are available for customers on various occasions

MISSION OF SIA ART JEWELLERY

Set trend in fashion and design
Achieve goal with perfection
Implement excellent organisation structure and human resource system
some value offered are
Encourage a positive attitude, teamwork, fair play, mutual understanding and
respect.
Corporate social responsibility is a part of our culture.
We believe in an environment of trust, integrity and honesty amongst employees,
suppliers, customers and shareholders.
Support an independent and innovative thought process.

VISION
With a vision to become the best global art jewellery and accessories brand, Sia sees itself
as a major promoter to encourage and propagate the creative use of jewellery in everyday
attire.
Employees and HR
skills by hands-on experience in retailing and product knowledge. Trainees are taken through
rigorous but informative training procedure, which acquaints them with the know-how of the

business and instills in them company values and traditions. Employee turnover at Sia is
lower
than most in the industry, and this is attributed to the productive and open working
conditions,
which places a great deal of trust and responsibility in the employee from the first day itself

VARIOUS OFFERS /DISCOUNTS FOR CUSTOMERS

SPECIALISATION OF SIA ART JEWELLERY

Basically, sia is specialised in kundan sets and crystal jewellery .along with that sia also
makes some
other products
Kundan sets
Designer cluthes
Semi precious jewellery
Pearl sets
Fashion accessories

pearl set

designer clutch

semi precious stone

fashion accessories

kundan set

SIA LIFESTYLE PVT LTD BRAND

Sia art jewellery:

- It is a complete house of jewellery for all accessory needs -showroom

Sia sole mates:An exclusive collection of designer footwear and designer bags

MARKETING MIX(4PS)

PRODUCT:-Recently sia art jewellery has launched Artesia collection. This

collection has ethenic collection of jewellery .Along with that a new range of cluthes are
also brought in market. The speciality of this collection is that the sets are light in weight ,
easy to carry ,and you can use on daily basis .The new collection has some of ethnic
jewellery pieces like Austrian diamond bracelets, sterling silvery, finger rings etc.....
Some of the products have some unique features. They are as follows
1. ,A fusion of American Diamonds, Kundan & Pearls put together in a
fantabulous necklace
2. American diamonds crafted with colourful stone. Earing with a touch of
glamour and style

 PRICE:-The price ranges from 500 and above.

Under Rs.1000
Rs.1001 - Rs.2500
Rs.2501 - Rs.5000
Rs.5001 - Rs.10000
Above Rs.10001
Discount is offered on collection .flat 50% discount
PLACE:This collection is available in all leading sia outlets.
PROMOTION:Promotion plays an important role in increasing sales of the product. Media also plays
a prominent role .Tradeshows will provide an opportunity to promote new products
and existing products. Also the product was launched in fashion shows.promotion was
done through newspapers , magazines, social networking sites etc..

RS. 5995

TARGETING
POSITIONING
SEGMENTATION
TARGETING:-Targeting means selecting a particular group of people
from entire population. In case of sia target audience is basically womens
Targeting is of 2types
Undifferentiated
Differentiated

 Undifferentiated :-There is one product for all the sectors or segments

is called undifferentiated targeting
Differentiated:-there are many products from different sectors or
segments is called differentiated targetting
POSITIONING:Placing or occupying the mindspace of the of the
customer .or placing the product in minds of
customer eg:here in case of sia unique features of
jewellery, price and quality, use of celebrities etc.. is
very important
SEGMENTATION :-breaking the market into small parts into small

parts
Segmentation is done in 2 ways

1. Product wise
2. people wise
1.) Product wise: How frequent are the user of your product
Attractive features of product
Brand loyalty
Preference towards a particular brand
2)people wise: Geographic
Demographic
Socio-economic
Psychographic
Personality

Achievements of sia which helped in gaining profit and sales of the

company
Initial sia store was opened at santacruz in Mumbai in the year 1995. This was
formed as partnership firm under name sia

 In the year 1998 sia earned huge popularity and tremendous customer response
This help sia in increasing the showroom size from 1300sqft -2500sqft
In the year 2000 sia stepped into retail outlet for footware and 2nd outlet in
matunga
In the same year sia launched devdas collection which gained huge appreciation
from all over
This also increased the sale of sia.
Sia expanded into franchisee model in dlf city gurgoan
SIA opens 8th store at 'East Delhi Mall' (East Delhi ).
SIA opens 9th store at 'Greater Kailash - 1' (South

Delhi ).
Sia expands into Gujarat market with its first exclusive
in Surat (10th store)
Sia opens stores at the following locations: in (2008)
- Vile Parle (Mumbai)
- High Street Phoenix (Mumbai)
- Centre Square Mall (Vadodara)
- Inorbit Mall, Vashi (Mumbai)
- Oberoi Mall (Mumbai)
- South City Mall (Kolkata)

Sia opens stores at the following locations:

- Pinnacle Tower, Cuttack
- R City Mall, Ghatkopar
- Waltair Road, Vishakapatnam
- Mebaz, GVK Mall, Hyderabad
Sia gained a huge popularity and became the leading jewellery brand . at the same
time sia art jewellery launched their collection through television serials and fashion
shows

QUESTIONNARIE
1)Do you wear jewellery?
Yes
No
2)How often do you wear jewellery
Every day
Occasionally
Dont like to wear

3) Where are you most likely to buy jewellery from?

Online
High street shops
Jewellery shops
Jewellery stalls

4) When you buy jewellery, do you look for:

a) Uniqueness
b) Craftsmanship
c) Price
d) Colour
e) Material
f)all the above
5) When looking for jewellery, what material do you look for;
a) Silver
b) Gold
c) Wooden
d) imitation
e) if other please state

What are your favourite crystals?

Diamond
Ruby
Emrald
Pearl
Any other

If I would like to make jewellery what material you will choose?

Theard
Nylon
Any metal (name)

What jewellery set you most likely to buy??

Bracelet
Necklace
Earring
Or all

How to prefer to buy jewellery??

Online
Street shopping
Any specify shop

In this questionnaire 80% of womens prefer to wear imitation jewellery. They

prefer wearing it wearing occasionally. They prefer to wear imitation jewellery
than gold as the gold prices are high. Women going to office or the working
women use imitation jewellery

COMPETITORS
Sia art jewellery has many competitors

FUTURE PLANS
SIA Art Jewellery As A Fashion Brand Is Increasingly Becoming The Preferred Choice of
National & International Designers For Their Clientele, Movie Production Houses

Mumbai, Maharashtra, March 2, 2009 /India PRwire/ -- Sia Art Jewellery (SIA), the national
market leader in art jewellery industry and Sia Solemates, exclusive designer bags and
footwear, with its exquisite blend of style and value, innovation and expertise, has emerged as
a prominent player, holding the leadership position in the Rs 2500 crore branded artificial
jewellery market. Now, this brand is looking at spreading their wings further
Mr. Jatin Chhadva, CEO, SIA Lifestyles Pvt. Ltd said In the next six months time, the
company plans to open four more outlets in Bangalore, Delhi, Pune and Mumbai. We also
propose to set up kiosks at select malls where we plan to sell accessories under our brand
name. Our target in the coming two years is 50 outlets or 25,000 sq feet of retail space. We
propose to touch the Rs.100 crore turnover mark in the next two-and-a half years. To set up
these stores, we plan to appoint franchisees across India.
Mr. Jatin Chhadva further said The company plans to sell their branded products through
300 shop-in-shops and also plans to increase their exclusive outlets to 150 stores by 2015. It
will be the top accessories brand in the country, with a retail network spanning across all

major cities. There will be a Sia in every womans wardrobe and our turnover will be in
excess of Rs 1000 cr.
Kickstarted by Mr. Jatin Chhadva in 1995 at Mumbai, Sia flagged off with a modest
showroom at Santacruz. Today, the brand boasts of over 25 outlets across 11 cities and
employs a staff strength of over 300 people. Its dazzling merchandise has graduated from
traditional ethnic Kundan pieces to contemporary everyday wear, and boasts of the twin
advantages of affordability and versatility.
Its visibility spans TV soaps (Nach Baliye, Great Indian Laughter Challenge, Raja Ki
Aayegi Baraat ), movies (Om Shanti Om, Devdas) and the Star Parivaar range of Art
Jewellery, among other notables. The biggest turning point for SIA was without doubt, the
association with Sanjay Leela Bhansalis Devdas- wherein the complete on-screen jewellery
was designed and produced by Sia. Along with this, came the appreciation of the fashion
designer fraternity.

SIA, as a fashion retail brand, enjoys a loyal customer base with an exclusive membership
programme. It is comparable to the best accessories industry with a healthy product turnover
and a high sale per square feet ratio. The uniqueness of Sia is addressed by the twin factors
affordability and versatlity, alongwith industry recognition -majority of Bollywood, fashsion
designers and TV soapslike Jassi, Baa Bahoo, Nach Baliye, and movies like Devdas and Om
Shanti Om endorse Sia in some way or the other, Mr. Jatin Chhadva said.
Mr. Jatin Chhadva further said that they have recently tied up with two more new
movies. One is the next Himesh Reshammiya film starring Jennifer Kotwal and Niharika
Singh Mudh Mudh Ke Na Dekh Mudh Mudh Ke. The other one is Katrina Kaifs new
untitled venture in which Rocky S is styling her. Besides, SIA is the sole license holder for
the Star Parivaar range of art jewellery
The classiness of the SIA Art Jewellery comes from the fact that the technique used is
identical to that used for setting precious stones in gold and silver. Hence the art jewellery has
a beautiful finish which puts it at par with real gold jewellery. The designers who usually
shop for their clientele from SIA store include Vikram Phadnis, Manish Malhotra, Neeta
Lulla and Rocky S. International designer Ralph Lauren recently picked up merchandise for
his Milan Collection and they regularly pick up merchandise from SIA.
On the unorganized competition market, Mr. Jatin Chaddva said The biggest challenge was
to curb the rampant unorganised competition, who would offer better bargains and deals to
our customers, along with mouth-watering buyback schemes. The game plan to overcome
them was simple - instead of lowering the brand image by offering cheap goods to combat the
competition, we invested in people and training them, which has paid off majorly. Almost all
SIA customers who have been one-time purchasers of unbranded jewellery, have come back
to SIA because of the quality and value, great offers and unmatched rapport that our sales
team shares with them.
In the organized chain sector, SIA is the only one in fact across India that ensures full value
for their money and also once a design gets sold out it never gets replicated again

The next we will focus on one more jewellery brand Ambica jewels which is manufacturer
and exporters of fashion jewellery

The next we will focus on one manufacturers and suppliers. Here we will focus on ambica
imitation jewellery . This is a brand which has captured the overseas market in less time

AMBICA IMITATION JEWELLERY

INTRODUCTION ( HISTORY)
Our company has carved a niche in the industry owing to the following attributes:

Range complying with the prevailing fashion

Customized solutions available

Original and outstanding designs of the jewelry

Paid sampling policy (courier charges and delivery charges borne by clients)

Client centric approach

Timely execution of orders

Market leading prices

Member of GEM & jewellery export promotion council

Established in the year 2001, we, Ambica Imitation Jewellery are one of the well
renowned names engaged in manufacturing and supplying an extensive range of
precious, semi precious and artificial jewelry. Our range is appreciated for high end
features such as intricate design, lustrous appearance, perfect finish and
durability.

With our constant efforts of our team of designers and jewelry designers and we are
able to create exclusive range of artificial jewellery. To maintain the flawlessness of
range, our quality controllers stringently checks the finished product on well defined
parameters such as cracks, surface finish and luster so as to attained complete client
satisfaction. Further, we also have a warehousing and packaging unit to safely store
our range before being dispatched.
Under the able guidance of Mr. Mahavir Jain, our company has have been evolved
in every sphere of jewelry industry with better quality and better designs.

COMPANY PROFILE
1 ) business type

Manufacturer
Exporter
Wholesaler

2) Ownership & capital

ESTABLISHED in year 2001
Legal status of firm:Partnership

Firm Registered under Indian Partnership Act

1932
4) total number of employes11-20

INFRASTRUCTURE
The company is well equipped with machinery, facilities. We are backed by a sophisticated
infrastructure that enables to manufacture our range as per the clients requirement. Our unit
is installed with high end machinery that helps us to produce our range effectively. Our
craftsman and designers are highly skilled and innovatively design the range so as to be in
tandem with current trend in market
Our machines include:

Finishing machine

Polishing machine

Plating machine

Engraving machine

Further, we also upgrade our range of machines from time to time to be abreast of the
current changes in the society. This helps us to maintain quality in our range of precious,
semi precious and artificial jewelry and attain complete client satisfaction.

QUALITY ASSURANCE
Our company endeavors to attain complete quality assurance and in order to achieve this,
we follow a Quality Management Policy. We have our own team of quality controllers, who
have wide experience in the industry and stringently check our range on well defined
parameters so as to deliver a defect free range to our clients. The quality checks
conducted at different stages also enables us in maintaining international quality
standards in our product range. The quality measures adopted by us are undertaken
throughout the stages of designing, production, packaging and warehousing.
Some of the parameters, on which we check our range:

Cracks

Surface finish

Plating

Adhesion of studded stones

In addition, we also make sure to provide test certificates for our range on the special
request of our clientsQuality Assurance

SPECIALISATION

polka necklace
Our company offers Polki Necklaces that encompass a complete range of neckpiece, earrings,
maangtika, bracelets and nose pin. These are offered to our clients with the perfect stone and
metal combination that can suit different attires in the perfect manner. Our range gives an elegant
look to the wearer.
Specifications:

Minimum order quantity: Bulk orders

Payment terms: Can be mutually decided

Payment modes: As per the mutual convenience

Designs: Intricate, antique, sleek or as per clients requirements

kundan jewellery
Kundan necklace sets with beaded tassels and gemstone beads. This choker reflects the
indian traditional style of ornaments. The vibrant colour combination makes it ideal for
party & weddings

polkaearings

Our range of polki earrings is ideal for weddings, engagements or special occasions. These
are intricately designed by our craftsmen, who ensure that the earrings are in tandem
with current trends prevailing in the market. Polki earrings offered by us are renowned for
vibrant colors, smooth finish and sparkling polish.

MEETING CUSTOMERS NEEDS& EXPRCTATIONS

We strive to match & exceed the expectations of our customers by delivering exquisite
jewelry. Every ornament we make is checked for adherence to our high standards of quality at
every stage, from manufacturing to shipping. Our quality control lays emphasis on the
following:
procurement of raw materials from certified vendor
Electroplated jewellery is checked for diverse parameters such as:

Thickness

Flawless finish

Scratch-free surface

Matte/Gloss look, etc.

The Stone Setting Process is conducted with an eye on factors such as:

Neatness

Durability of clips & claws of metal

Aesthetic beauty

Customized Jewelry:
Customized Jewelry is one of our core strengths. We provide our customers from across
the globe a wide choice in ornamentation as well as choice of customizing the jewelry on
diverse parameters such as colors, designs, materials, etc. We can work from samples or
plain drawings to develop jewelry as per the requirements of our customers.
Standard Terms & Conditions:
For making transactions easy and transparent we have established a set of terms &
conditions. A brief overview of our terms is enlisted below:

Mandatory documentation of all business transactions.

Price quotation of goods will be mutually decided, by all parties. Clients will be
required to pay separately for delivery or freight charges.
For address verification, customers will be required to submit correct contact details.
Payment mode, whether by cash or credit, whole or part, can be mutually decided
with the interested parties.
Ordered goods will be delivered at client's pre-decided venue.

An Identification number will be assigned to customer so that they can track their
order.

In case of any damage of products during transit, clients are requested to contact us
immediately, for pursuit of the case with C&F agents

CLIENT SATISFACTION
We strive to stand tall on the expectations of our customers by delivering exquisite jewelry
pieces. Each and every piece of jewelry manufactured by us is checked on various quality
parameters.
Our quality control lays emphasis on the following:

Procurement of raw material from reputed vendors

Electroplated jewelry is checked for diverse parameters

Thickness

Flawless finish

Scratch-free surface

The Stone Setting Process is conducted with an eye on factors such as:

Neatness

Durability of clips & claws of metal

Aesthetic beauty

Various marketing strategies adopted by ambica jewels

The Top 5 Marketing Techniques
If you own a jewellery business, it is not enough to create beautifully hand-crafted
jewellery to be successful in the industry. It is also vital to learn how to effectively promote
your products and sell them to prospective customers and distributors. When you master
this step, everything must fall into place.
1. Advertise your own products
To promote your jewellery, you need to be your own top customer. In appropriate
occasions, wear 1 to 2 of your much-loved pieces. Youll be surprised at the number of
people who will stop and ask you about the jewellery youre wearing. Always bring
business cards so you can give them out to your prospects.
2. Get an expert

Get a professional who will design your brochures and flyers with utmost quality. These
materials must be able to describe your products in detail and should include clear photos
of your pieces.
3. Produce quality products
Only make use of quality materials and tell your customers why you are different from
your competitors. Remember that you are a jewellery expert so you must not hesitate to
explain why your product is superior.
4. Provide relevant information
Give details on your website or at trade shows about how you make your products unique,
high-quality and worth your customers money.
5. Build your presence
If youre just starting out, you can purchase a booth at a craft fair to showcase your
masterpieces to consumers. Personally answer questions and take orders.
If you want to take your jewellery business to the next level, you can get the assistance of
professional small business marketing services so you can plan and implement more
targeted marketing strategies to have a bigger impact on your market and give your
business a boost!

6. Ambica Imitation Jewellery announces the launch of their New Business Website
- Ambica Imitation

Jewellery, Mumbai is glad to announce the launch of our official business

website http://www.soniyojewels.com/ which will surely enhance the search experience and
will be of tremendous value to our customers. Ambica Imitation Jewellery is one of the one
of the renowned name in the global arena for manufacturing and supplying qualitative
precious, semi precious and artificial jewelry, has stepped forward to unveil its ultimate goal
to make business as simple as a click through its comprehensive website. The new site is
thoroughly updated and re-designed, that offers product information, contact information,
user-friendly product navigation with comprehensive information regarding the company's
profile.
Under the able guidance of Mr. Mahavir Jain, our company is able to carve a niche at
international platform within short span of time. Our company proudly boast an excellent
reputation as international market leader. The company operates a program used to design
and develop wide range of precious, semi precious and artificial jewelry, which includes:
- Bangles
- Bracelets
- Necklace

The website is designed and developed with IndiaMART.com, india's largest B2B
marketplace which helped us in fulfilling our requirements, to meet customer's needs
worldwide for immediate information.
Visit us at : http://www.soniyojewels.com/

Since 2001, Ambica Imitation Jewellery is engaged in manufacturing and supplying an

extensive range of precious, semi precious and artificial jewelry. Our range is appreciated for
high end features such as intricate design, lustrous appearance, perfect finish and durability.
Our Product range is manufactured using superior quality raw material like gold, silver for
plating, carat plating, liqar plating and semi precious stones like octane and 888.
With our constant efforts of our team of designers and jewelry designers and we are able to
create exclusive range of artificial jewellery. We also offer hasli, kangan, juda and kamar
band stone studded necklace, bridal set, casting bangles, maang tika, earrings, diamond
necklace, studded bangles, multicolor bridal bindis, pendant set, baju band, anklets and chain
pendant.

EXPORT
During 2009-2010 1,45%of growth
Exported us$ 20.8 billion in 2007-2008
Growth of 9%in this year

Ambica jewels has created a remarkable place in overseas market also. Every year niki
launches a jewellery collection with something unique and different .

Sales

africa; 10%
eastern europe; 17%
south america; 43%

north america; 30%

PROMOTION STRATEGY (within country)

Introduction:Promotion are of 3 types
1 )consumer promotion
2) Dealer promotion
3)selling promotion
Ambica imitation jewellery adopts consumer promotion. It includes the following things

Coupons:- they send free coupons to customers.

Rebates:-companies give discount to the customers.
Price packs:-companies give certain amount free on the product
Example:-ambica jewellery has an offer on giving one pendant free on other
Product warranty:-warranty is replacing the product repair it and give you back .
Warranty is a way of promotion

OUTSIDE THE COUNTRY INOVERSEAS MARKET

Promotion strategy in outside countries is different than in our country.
Selling promotion:-giving trips to the dealers or giving incentives
Speciality advertisement:-certain free gifts are given to salesman

Free with 20% discount on original price

PRODUCT LIFE CYCLE

Introduction:-The lifecycle is afact of existence for every product. It is a similar to
human life cycle. The length of life cycle, duration of each phase, and the shape of the
curve may vary from product to product

INTRODUCTION:-In this stage the product is introduced in market.Th sales

revenue is high but the growth rate is low. Heavy advertisement and sales promotion
is required . weakness must be revealed and should be removed promptly.
Here ambica imiataion jewellery introduced stone studded jewellery with initially low
price and extensive sales promotion.

 GROWTH :-In this stage the product was accepted but didnt gained good response.
Even though sales promotion extensive and more advertising campaign
MATURITY:-In this period competion brings pressure on prices. Increasing market
expenditure will reduce profits .overall market effectiveness becomes the key factor.
here ambica jewellery faced a competiton from other jewellery brand .As there was
huge competition and growing demand for kundan jewellery stone studded jewellery
didnot survive
DECLINE:-In this product becomes obsolete. In this stage price becomes an
important weapon, the expenditure on advertisement and promotion should be
reduced

PLC( product life cycle) is very useful. It helps the marketer to plan the entry of a new
product and also in long term decision making.
Certain products which ambica jewellery launched didnt succeed much. When the
company was doing a product named stone studded necklace which couldnt make a
good sale to the company

CHALLENGES

Shortage in supply of raw materials

Changing fashion and trends and consumers becoming more conscious
Logical players
Ethical challenges
Competition from other luxurious goods and increasing consumer
sophistication

MARKET SIZE
8.3% of world jewellery sale
Annual growth rate of15%
Largest consumer 20% of global consumption
Unorganised sector
Organised sector 2400 crore

MAJOR COMPETITORS

ROLE AS EXPORTERS
During 2010-2011, the growth was 1.40%
Exported us$20.8 billion in 2009-2010.
Growth of 9% in this year.

India accounts for about 50% of the international market.

Government allows 51% FDI in single brand retail outlet
The sector accounted for13%of Indias mainly comprises of total merchandise exports
The export industry mainly comprises of small to large units based in various special
economic zones(SEZ).

EXPANSION & DIVERSIFICATION

EXPANSION
Expanding stores in India
Expanding manufacturing capabilities to address increasing demand
Further integration within jewellery value chain
Higher value addition
Plans to make further growth in foreign countries
DIVERSIFICATION
diversify business model
large opportunities for incremental revenue
focus on distribution of luxurious lifestyle products
plan to develop more SEZs focused on jewellery across India
to partner for developing real estate infrastructure

WHAT ARE AMBIKAS KEY BRAND STRATEGIES

The market for jewellery in India is second only to that for foods and the trade is built around
so-called family jewelers. Tanishq belongs to the House of Tata and, true to the group's policy
it aims at bringing in credibility and professionalism to the jewellery industry.
India's jewellery market is estimated to be worth Rs. 400 billion a year and the share of the
organised sector - jewellery stores and brands managed by corporate houses - stands at about
Rs. 10 billion. This small but significant niche is largely the creation of ambica a path-

breaking effort that has earned a well-deserved reputation for reliability and excellence, and
for introducing pioneering concepts in an industry where tradition once ruled. The brand has
a 40% share of the organised jewellery market and a 1% bite of the overall jewellery pie.
There are more than 300,000 independent, non-branded jewellery retailers in India.
ambica was a trailblazing endeavour to create a national retail chain that would provide
consumers with jewellery of reliable worth and high design value. Its entry changed, in more
ways than one, the way the Indian jewellery market operates.. Another ambica novelty, one
on which the brand's growth strategy is premised, is in the matter of differentiated designs, be
they contemporary or traditional, Indian or international.
Modern retail values and principles in the selling of branded jewellery in India are almost
completely the handiwork of ambicaThe brand has broken fresh ground in retailing by creating
exclusive outlets with hitherto unknown in-store ambience and hospitality touchstones. It has launched
new collectionsat a

quicker rate than its competitors, and conducted marketing promotions and

fashion shows to enhance the shopping experience of consumers.

Although the purchase of branded jewellery is still a new experience for a whole lot of
Indians, the aambica brand enjoys increasing levels of consumer loyalty. In 2002, about one
million people shopped at ambica stores all over the country. A highlight of the brand's
success is that, while the jewellery market growth has declined during the past two years,
ambica has recorded an annual growth of approximately 40%.
Besides catering to Indian consumers, ambica has successfully entered key export markets
such as the US, the UK, the Middle East, Singapore and Australia. This is testimony to the
brand's ability to craft products that meet the requirements of varied cultures and sensibilities.
The ambica portfolio comprises a wide range of jewellery, including 18-carat studded
products, 22-carat plain-gold products, silverware and coins. ambica
is the first brand in the jewellery category to introduce collections designed exclusively for
the modern Indian woman, especially working women. Among the ambica collections that
have caught the imagination of consumers are Aria and Diva. Collection G, with a selection
of over 90 designs, addressed the everyday jewellery needs of working women. Positioned as
9-to-5 jewellery, the collection is stylish and modern and is designed to suit all forms of
attire, western and Indian, casual and formal. The introduction of lightweight gold jewellery
that looked heavy but was light in weight and on the purse marked another milestone in
ambicas brand history.

Ambica retail boutiques are temples for the brand and are used as a platform for celebration,
be it the launch of a new collection, a new marketing promotion or a festival. This gives
Ambica outlets a unique appeal and consumers an opportunity to heighten their shopping
experience. One of ambica more innovative ideas is to offer special schemes during various
festivals. Ambica
has also initiated a loyalty program called the Golden Harvest Savings Scheme, which offers
buyers the benefit of getting more jewellery than what they have paid for. The scheme allows
consumers to plan

SWOT ANALYSIS OF AMBICA IMITATION JEWELLERY

STRENGTH
Large and integrated market for imitation jewellery and having international
presence
Strong marketing and distribution network

Strong brand equality and wide range of products available

Trying to become financially strong company
Expanding manufacturing capabilities in mumbai
Highly skilled, qualified and motivated employees

WEAKNESSES
Technology is less as compared to foreign countries
As the raw materials required need to be imported companies normally stock
huge quantities of inventory resulting high inventory carrying cost

OPPOPRTUNITIES
New market in Europe and America
Growing demand in south asian countries
Expansion in fashion accessories like clutches fashionable rings sets etc
Also would think of putting a step in platinum jewellerybecause of increase
in disposable income

THREATS
According to a survey 97%sales are in family jewelers

Future plans
Ambica imitation jewellery has planed to expand business by open more outlets in
India and also outside india
Here we have planned to launch a new collection
Initially they had launched kundan sets and polka neck pieces
But as these sets increased the sales so they decided to launch these sets with
something new or innovative
In this collection traditional design will be done with intricate meenakari work.

 Also as the Indian customers are price conscious some discounts are also offered to
customers
In countries outside india same collection will be launched ,but along with that as
those people Are used to wear diamonds ambic has decided to launch good diamond
collection also
They have also planned to launch

Cubic zirconia Jewelry

Cubic zirconia, also known as CZ, continuously populate our jewelry market as one of
the most prominent diamond alternatives. They have the look and feel of genuine
diamonds at less than a fraction of the cost! through this collection we dedicated to
providing elegant cubic zirconia jewelry to the world at low prices. Everyone can
afford to look like a million dollars with CZ jewellery
We have been receiving fame in domestic market due to the enchanting range of our
forming necklace sets. Their fine finish with exquisite designs gives a reason to keep
an array in the treasured keepsake of a woman. Enabled with C.Z. of different color,
size and shape on the fine quality plated metal base add to the rich aura of women. It
reflects the inner urge of a woman. Our artisans delicately design and craft these
necklace sets in exclusive designs to compliment any traditional occasion or for
making a evening more delicious.

CHANNGING SENARIO
YESTERDAY

TODAY

Unbranded from family jewellery

branded

Gold jewellery

imitation jewellery

Jewellery for investment

jewellery for fashion

Marriage and festival seasons as peak seasons

given as gifts

Traditional ,ethnic and chunky designs

fashionable

Jewellery sold on commodity basis per labour charges

sold on per piece basis

Consumer buying behaviour and perception about imitation jewellery

(research)
(Research & survey)
What does research method include
Our research methodology includes the following: Sample Design: The respondents would
mainly consist of college going and working females so that we get to know about how the
brand is perceived in the market. Sample Size: We would conduct this research on population
in mumbai. The sample size is around 30. Research Instrument: We would take feedback

from our respondents by asking them to fill our questionnaires. Findings & Conclusions: This
segment consists of what was deduced from the research along with the conclusions.
RESEARCH OBJECTIVEThe key objectives behind the research/study can be underlined as
under: o To find consumers Top Of The Mind brand recall in case of branded jewellery o To
study consumers frequency and reason to buy from a particular jeweller o Study the
consumers understanding about The Jeweller pertaining to: Whether the brand is
Expensive or Affordable; How the consumers came to know about the brand; Which
segment of the society does the brand make jewellery for; A Suitable Brand Ambassador
and a reason for the same. o To find out the consumers purchasing and gifting habit: In
terms of money spent; The people they go along with; Do they consider buying
jewellery as an investment; The type of jewellery they buy: Plain Gold Jewellery
Studded Jewellery Platinum Jewellery Coins and Bars
RESEARCH METHODOLOGY SAMPLE DESIGN The population consisted of
respondents comprising mainly of school and college going females whom we randomly
chose from various parts of New Delhi. Not only women, but men also took part in the
survey whole-heartedly and provided us with valuable feedback when it comes to purchasing
gold from any outlet. SAMPLE SIZE Our sample size consisted of 30 respondents from
mumbai. However it should be noted that a few of the respondents were inhabitants of other
parts of the country. RESEARCH INSTRUMENT To enable a smooth execution of the
research, we prepared an interactive questionnaire to collect information from the population.
We incorporated questions pertaining to various aspects of jewellery purchase and gifting. We
enquired the respondents about their purchasing habit of the different categories of jewellery,
viz., Plain Gold, Studded, Platinum Jewellery and Coins & Bars. It would be
commendable to mention responses from a few of our respondents who are inhabitants of
other parts of the country.

FINDINGS & CONCLUSIONS From the research that was conducted, we

could find out the following.(questtionnaire)

1)Which brand comes to your mind, when you hear the word
JEWELLERY?
2) Where do you purchase your jewellery from and why?
3) Do you prefer gifting jewellery to any other item
4)Do you purchase jewellery for investment purpose?
5) How often do you purchase a particular type of jewellery?
6) How much is your total annual purchase value for yourself?
7) How much do you spend annually on gifting jewellery?
8) How did you come to know about the brand- ambica
Some feedback that we got from the questionnaire
1) Most Recalled Brand of Jewellery 60 PERCENTAGE 50 50 40 30 20 20 16.67
13.33 10 0 ambicaNakshatraTanishqAsmi BRANDS Of all the respondents
that we asked this question to, 16.67% said that they were reminded about
DDamas. 20% said that it was Nakshatra that they visualized, whereas Asmi
was recognised by 13.33% of the people. Tanishq however was the most
recalled brand with 50% of the respondents having thought about it.
2)12 10 Variety 8 Uniqueness 6 Customization 4 Buy Back Policy 2 Other Reason 0 Family
Jew eller Local JewELLEROther Brands Of the 13 respondents who purchase from their
Family Jeweller, 28% said that they purchase for the variety of designs that are available, 4%
purchase because of the uniqueness of the designs, and 48% go back as the jewellery can be
customized according to their taste. 16% choose to go back for the Buy Back Policy that is
offered to them. And the remaining 4% choose to purchase from the same outlet as they find
it affordable. Local jewellers were chosen by 4 respondents, 20% people chose them for the
uniqueness and 20% for the variety of the designs. The remaining 60% however chose them
for the customization facility that is made available to the customers. The 5 customers who
actually purchase from Tanishq do so because of the uniqueness of designs and the buy back
policy. The respondents were drawn to the brand for the revised evaluation of their studded
jewellery. And when it comes to other brands, people chose it for both the buy back policy
and the uniqueness of the brand.
3)Never Sometimes Sometimes 50% 50% Never For the 50% of the
respondents, gifting jewellery in this age is like giving a person something
which he might not want at that point of time, Moreover, they feel its better
that the person herself buys what she wants instead of a person gifting her
something. The remaining 50% though were not contradicting the ones who

said NO to gifting jewellery, but even they thought that one cant keep on
gifting jewellery every now and then looking at the alarming rate of gold. The
main concern for them was the fluctuation of the gold rates. According to them
if the gol rates hadnt been fluctuating, might be they would switch over to
ALWAYS GIFT JEWELLERY
4)Always 7% Never 30% Sometimes 63% When enquired if they purchase
jewellery as a mean for investment, 7% of the respondents said that they
always purchased jewellery for investment purposes. However, 63% said that
they consider it an investment only sometimes. There are instances when one
purchases jewellery as an adornment too and not as investments. But there
were 30% of the respondents who were of the opinion that they never
purchased jewellery as an investment. For them it was just like any other
commodity, though its intrinsic value was much more than compared to the
other items that they bought.

5)Type - imitation Jewellery 60% 50% No. Of Respondents 40% 30% 20% 10% 0%
Never Always Sometimes Frequency Necklace & Ear Rings Bangles / Bracelets
Finger Rings Chains In the above diagram Type - Studded Jewellery 70% 60% No. Of
Respondents 50% 40% 30% 20% 10% 0% Never Always Sometimes Frequency
. Type - Platinum Jewellery 100% 80% No. Of Respondents 60% 40% 20% 0% Never
Always Sometimes Frequency Necklace & Ear Rings Finger Rings Chains Type Coins & Bars 50% No. Of Respondents 40% 30% 20% 10% 0% Never Always
Sometimes Frequency Coins & Bars
6) Annual Purchase Value Less Than Rs. 50% 25000 40% Between Rs. 25000 No. Of

Respondents & Rs. 50000 30% 33.33% 20% Between Rs. 50000 47% & Rs. 1 Lakh
10% 13.33% 6.67% Above Rs. 1 Lakh 0% When we enquired our respondents about
how much do they annually spend on jewellery purchase, they were reluctant to
disclose the same. But then they started coming out with the actual figures and before
long enough, we had come to know about the money that they spend for purchasing
jewellery.

7)37% 46% 7% 10% Less Than Rs. 10000 Between Rs. 10000 & Rs. 25000 Between
Rs. 25000 & Rs. 50000 I dont buy gifts When we asked our respondents about how
much do they usually spend when it comes to gifting jewellery, we had mixed
responses. A majority of 46% said that they spend not more than Rs. 10000, where as
10% of the respondents said that they spent anything between Rs. 10000 and Rs.
25000. 7% said that they spent between Rs. 25000 and Rs. 50000 on an average every
year. There were however 37% of the respondents who didnt feel the need to buy
gifts and as such they didnt buy jewellery for gifting.
8)10% 7% 20% 63% Friends News Papers Hoardings & Banners TV We came to

know that our respondents came to know of ambica The Jeweller mainly from the
advertisements in the newspapers. Almost 63% of our respondents said that they came
to know about ambica from the newspapers. There were 20% people who came to
know about ambica from their friends. 10% of the respondents came to know about
the brand from the hoardings and banners that are setup everywhere. 7% of the
respondents came to know about ambicafrom the other media, i.e., Television.

REPORTS
Rising gold prices boost imitation jewellery sale
HYDERABAD, Mar 20, 2012, DHNS:

Is the business of imitation gold ornament on the rise? Yes, say the members of the
Imitation Jewellery Manufacturers Association (IJMA).
According to Ramesh Janani, president of IJMA, due to the heavy rise in the prices of gold
and silver jewellery, the consumption of imitation jewellery is soaring in the country.
This has resulted in the increase of trading and retail shops of imitation jewellery in the
country, he said.

Negative growth rate

However, he added that the growth rate of Indian manufacturing sector in imitation jewellery
has become negative owing to a large and unscrupulous imports from China.
The association has urged the Union government to levy anti-dumping duty on Chinese
imports to protect indigenous manufacturing industry of imitation jewellery.
Nagendra J Mehta, secretary of IJMA, stated that imitation jewellery is a cottage and
unorganised industry.
This is a labour intensive industry which provides employment to lakhs of workers, out of
which 70 per cent are illiterate women labourers.
It is strange that there is a heavy burden of taxation, including excise and VAT on imitation
jewellery industry meant for the poor.
There is no excise duty on gold and silver jewellery, which are bought by the affluent class of
society. We request the government to reduce the tax burden.
The IJMA is planning to organise B2B Fashion Jewellery & Accessories show (FJAS 2012)
in Mumbai from April 20 to 22 . Nearly 6,000 trade visitors from India and abroad are
expected to participate

Imitation jewellery business flourishes in Gurgaon

Mamta Sharma, ET BureauOct 20, 2012, 02.45PM IST
Women's passion for jewellery can never die and when it comes to Indian women, the craze
is quite known. India, which lost the top position in consumption of gold jewellery in the first
half of 2012, is second only to China. While the shine of precious jewellery is still as
attractive as ever, there is a new trend getting brighter by the day - the popularity of non-

precious or costume jewellery. Gurgaon's imitation jewellery players are predicting a dazzling
future for this form of jewellery
The local imitation jewellery market has seen almost a 50 percent rise in the past five years
and is set to grow while the exports must have seen a rise of 20 percent ," said Gurgaon-based
Sonia Walia, owner of Zara Hues which exports imitation jewellery to US, Moscow, Canada
and Hongkong.
The use of imitation jewellery has been prevalent from much before in the West but its
acceptance is finally catching up in India since the past decade or so. Walia entered the
imitation jewelllery market 10 years back seeing the huge demand and necessity for semi
precious jewellery. "In India, the trend is recent as compared to western countries especially
in affluent families. They wear it as a fashion statement but now due increasing prices of
precious metal, more and more people are settling for imitation jewellery," she added.
Walia says the domestic market holds a huge potential but to realise that the players need to
be innovative. As per Gurgaon-based Chaitanya Aggarwal, founder and CEO, Juvalia& You
India, the Indian jewellery market is pegged at Rs 1.40 lakh crore with imitation jewellery
market pegged at approximately Rs 7,000 crore and significantly growing at the CAGR of 15
to 20 percent year-on-year.
Juvalia& You is a Europe-based imitation jewellery player that aims to encash the huge
potential the Indian imitation jewellery market holds and is betting big on NCR. "Our major
customer base is in Delhi-NCR which is growing double fold. Juvalia& You India innovative
jewellery designs fulfill the needs of the middle class segment in NCR which desires to own
beautiful but affordable jewellery and admire heirloom pieces," said Aggarwal.
"Our major customer base belongs to this region so all in all there is still a lot of scope in this
market. Juvalia& You India intends to be India's largest fashion accessories brand and direct
selling business in the near future by catering to the unfulfilled consumer need to purchase
fashion accessories of international quality at affordable prices in the market. There is no
single known brand that operates in this category and we are very much here to address that
gap," he added.
The main reasons that the players attribute to the increase in the demand for imitation
jewellery include volatile gold prices which have jumped four times in the past one decade,
easy to carry, imitation jewellery being comparatively cheaper to worry in case lost or stolen
and humongous variety that it has.
However, some players say that the rising gold prices is not the only reason for the rise in
demand for fashion jewellery. "Considering the high disposable incomes in cities like
Gurgaon, everyone can afford to buy gold or diamond if they want to. The rise in imitation
jewellery demand is all about fashion. Accessories have become an important part of dressing
up and looking good in India. With so much international exposure fashion has become

important," said a city-based player in the imitation jewellery market who did not want to be
quoted
Imitation jewellery has a dazzling future
Saurabh Sharma, TNNNov 24, 2012, 02.45AM IST
On Wednesday, ASSOCHAM-Social Development Foundation (ASDF) released a survey
predicting that imitation jewellery is set to have a dazzling future as gold gets dearer and
Rajasthan will serve as an important market for it.
The spurt in gold and silver prices has paved the way for increased popularity of gems and
stones. Also, colourful designer and chunky Rajasthani ornaments continue to find favour
among the buyers.
"Everybody wants to wear jewellery these days. But prices of not only gold but silver also
have soared. So there has been a shift towards imitation jewellery. The market for it could be
even bigger if government relaxes excise duty on it," said Rajiv Jain, chairman, Gems and
Jewellery Export Promotion Council.

"Rajasthan could be the biggest beneficiary of it. Jewellers in the state have design
capabilities and a lot of craze can be witnessed among the consumers for Rajasthani
ornaments," added Jain.
Imitation jewellery is largely made of brass, cast iron, nickel, plastic beads and stones so it
does not have a resale value and is available at a range of Rs 100 to Rs 30,000. Imitation
jewellery is equally popular in rural areas and the rural-urban divide is almost 40:60, adds the
survey report.
India is the second largest manufacturer of imitation jewellery after China with 8.50% world
share. Rajasthan contributes almost 40% of it. Artificial and costume jewellery from here has
a huge demand in the US, Europe, Canada, Australia and many Asian countries.

"More and more young working women are looking for jewellery which is modern and easyto-wear and can be teamed up with western wear. Also the trend of wearing heavy jewellery
at weddings undergoing a change and that segment has switched to artificial jewellery,
especially gold-plated jewellery," said Ashish Meghraj, a Jaipur-based jeweller.
"It is also economical and, therefore, people of all classes are showing an interest in it and
considering it a smart buy," he added.

Future of imitation jewellery in india

India possesses worlds most competitive gems and jewellery market due to its low cost of
production and availability of skilled labor. As per our new research report Indian Gems
and Jewellery Market - Future Prospects to 2011, highly skilled and low cost manpower,
along with strong government support in the form of incentives and establishment of SEZs,
has been the major driver for the Indian gems and jewellery market. The market also plays a
vital role in the Indian economy as it is a leading foreign exchange earner and accounts for
more than 12% of Indias total exports. Currently the Indian market remains highly
fragmented, but is rapidly transforming into an organized sector.
Currently, the industry is facing a slowdown due to global economic turmoil. But due to
various government efforts and incentives coupled with private sector initiatives, the Indian
gems and jewellery sector is expected to grow at a CAGR of around 14% from 2009 to 2012.
At present, the Indian gems and jewellery market is dominated by the unorganized sector;
however, the trend is set to change in near future with the branded jewellery market growing
at an expected CAGR of more than 41% in the coming four years. As per our research report,
with its consumption pegged at nearly 20%, India remains worlds largest gold consumer and
this share is expected to grow further.
Indian Gems and Jewellery Market - Future Prospects to 2011 provides strategic
insight into the gems and jewellery market in India. By analyzing past and future aspects of
the market, the report highlights the potential growth areas in the market and gives an
overview on the market for gems and jewellery in the country. It also evaluates the emerging
trends in the concerned industry.
Our report also covers the industry forecast and analysis based on various macro- and
microeconomic factors, sector and industry specific databases, and our in-house statistical
and analytical model. This model takes into account the past and current trends in an
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1) Imitation jewellery sales rise as gold prices soar

Vimukt Dave/Mumbai/ Rajkot 11 Oct 12 | 12:35 AM
With gold prices constantly rising over the past long time, the use of gold plated forming
jewellery popularly known as fashion or costume jewellery has gained momentum as the
sales has almost doubled during the last one year.
According to industry sources, thanks to high gold price, upper middle class and higher
income class in the country has increasingly started moving towards gold plated jewellery.
Imitation or gold plated forming jewellery has a very thin gold coating on copper base.
Hardly 200 milligram to 2 grams of gold is used for forming purpose on copper articles.
Gold prices have crossed to Rs 32,000 per 10 gram and as a result a large number of gold
consumers are turning to fashion jewellery mainly to wear in parties and small family
functions. LalitLathiya of Rajkot-based Bhuvneshwari Creation said, "The use of forming
jewellery or fashion jewellery has almost doubled in the past one year due to high gold
prices. Not only in India but demand for such jewellery has increased in overseas markets as
well."
According to jewellers in Rajkot, there are about 500 showrooms specially for fashion
jewellery in Gujarat alone. Both local manufacturers and leading brands are venturing into
forming and imitation jewellery to cash on the flourishing market. Rajkot is the key supplier
of this kind of jewelley as the city is known for its skilled artisans using the finest quality
materials and making attractive designs.
Rajasthan, Uttar Pradesh, Gujarat are some of the main states, having manufacturing of
attractive pieces of jewellery using a variety of semi precious stones, metals and other
materials.
Mumbai-based Ritesh Mehta, partner of Kalp Jewellers said, "New market for forming
jewellery has opened in South America, UK and Arab countries where there is a population of
Indian origin people."
"Overall, the trend for fashion jewellery has seen a sharp growth of over 60 per cent in one
year. Overseas demand has also increased by 20-25 per cent during the same time. When

jewellery with gold plating in available for Rs 1,500, why one would spend Rs 15,000 for
real gold?," said Mehta. According to Lathiya, "Apart from price factor, people are more
inclined towards forming jewelley as it reduces their risk from theft and chain snatching
incidences." Due to its fragmented and unorganised nature, it is difficult to estimate the size
of the forming or imitation jewellery industry in India.

2)Imitation jewellery in demand as gold rates soar

November 21, 2012 13:27 IST

The demand for Imitation jewellery has surged by over 85 per cent in the last one year on
account of sharp rise in gold and silver prices, a study by industry body Assocham has said.
The imitation jewellery market, which is about Rs 8,000 crore (Rs 80 billion) in India [
Images ] presently, is expected to touch Rs 15,000 crore (Rs 150 billion) by 2015 owing to
growing demand and popularity, Assocham said in the study.
"The main reasons attributed to the rise in demand include volatile gold prices, fashion
conscious consumers, disposable incomes and easy to carry nature of such jewellery,"
Assocham Secretary General D S RawatsaidThe study said the high prices of gold have
changed the customer preference from fine jewellery to relatively inexpensive but equally
flashy costume jewellery, especially during festivals and weddings.
The prices of gold and silver saw an upward trend in the last one year.
At present, gold prices are ruling at Rs 32,450 per 10g, up from Rs 29,205 during the same
period last year. Silver rates are about Rs 62,000 per kg currently compared to Rs 56,400 per
kg in the corresponding period last year.
Assocham said it has surveyed 150 imitation jewellery manufacturers, wholesalers and
retailers in various cities for the study.
"About 75 per cent of the shopkeepers said women prefer imitation jewellery as it is more

affordable and can be customised according to the dress. Also, it is available in various
designs and colours," the study said.

3)Indias imitation jewellery market grows

26/11/2012
Rising gold and silver prices is driving the demand for imitation jewellery in India with
Rajasthan as a major market for exports, The Times of India reported.
The demand for such goods increased by 85 percent during the wedding and festive seasons
in India, according to a recent survey released by ASSOCHAM-Social Development
Foundation.
"Everybody wants to wear jewellery these days. But prices of not only gold but silver also
have soared. So there has been a shift towards imitation jewellery. The market for it could be
even bigger if government relaxes excise duty on it," Rajiv Jain, chairman of Indias Gems
and Jewellery Export Promotion Council, was quoted as saying.
Jain noted that jewellery manufacturers in Rajasthan have design capabilities and could be
the biggest beneficiary of this growing demand.
Imitation jewellery items range in price from $1.80 to $540. They are mainly made from
brass, cast iron, nickel, plastic beads and stones. China is the worlds largest manufacturer of
imitation jewellery. India follows with 8.5 percent global share, nearly half of which is being
supplied by Rajasthani jewellery manufacturers.

CBI MARKET SURVEY

cbiCBIMARc

Men's jewellery is becoming more common, especially among younger men in e.g. Spain,
Italy, France, UK, Greece, Germany, The Netherlands, Belgium, Scandinavian countries and
some of the eastern EU member states.
Young men were influenced by the popular surfing, beach and urban fashion trends or by
celebrities such as Robbie Williams, Ian Thorpe or the many rappers. Wearing jewellery has
become more accepted and young men have gradually become more daring in their choice.
Popular items are silver, gold or beaded neck chains, pendants, bracelets, rings, earrings
and belt buckles.
Older men either favour younger mens jewellery or choose traditional style jewellery such
as tie clips, cuff links, belt buckles, bracelets, rings and chains made of silver or gold. This
segment is much more evident in southern Europe.
Alongside stainless steel, silver is the material most being preferredby men. The shapes are
usually clear and silver is often contrasted with black or with red gold. Functional elements
give purpose or convey personality, for example, jewellery items that can be used to
measure
angles, or rings with a spirit-level function or charm pendants in the shape of a sundial.
Older people
People of 60 years and older, sometimes referred to as empty nesters, are an important
growing segment for precious jewellery. Older people are active and want to enjoy life, and
they tend to spend more than young people do. Retailers are promoting jewellery as a gift
for special occasions such as special birthdays and Christmas, or as a treat. Gold, silver,
bi-colour precious stones, diamonds, pearls or natural materials (wood, shells, horn, bone,
terracotta etc.) are preferred in jewellery items. Classical and fashionable designs in bracelets,
necklaces, earrings or brooches are also popular.
Ethnic groups
This group includes many different nationalities with distinctive styles and tastes. They form
an interesting target group for exporters. According to a survey by HBD, foreign residents
in the Netherlands buy at least 40% more jewellery than the native Dutch. In addition,
foreign residents buy more jewellery articles at a time and spend more money on a jewellery
items. Many Dutch jewellery retailers are gradually creating more ethnic designs and styles.
The Netherlands houses people from Surinam, Indonesia, Turkey, Morocco, Former

Yugoslavia, Iraq, Somalia and Iran. The UK is also home to people from the Indian
subcontinent,
parts of Africa and Hong Kong Chinese; France houses nationals from Centraland West
African countries; Germany has large minorities from Turkey and Morocco.
Details on jewellery segments by type can be found in chapter 1 of the CBI market survey
covering the French, UK and German markets.
1.3 Trends
Lifestyle and trading up
Consumers now are more discriminating and discerning in matters of design, style and
quality, and want to express their individuality through their personal choices, including
clothing and jewellery. This trend is not only among young people, but also among older
people who want to look younger, particularly people aged between 35 and 44 years old,
single households, and people between 50 and 60 years old - the baby boomers. Clothing
stores in particular took advantage by offering total outfits, including jewellery. Buyers now
will look for the unusual, appreciate quality and pay for it. Precious jewellery is not just for
special occasions anymore; people wear it every day.
SEGMENTATION
Working women
Working women are the most important segment for jewellery and are the main consumers
in the EU jewellery market. As a result of investments in eastern EU countries and economic
growth since 2005, the number of working women has grown. According to Eurostat, the
ratio
of working women increased from 54.6% to 57.4% of all EU women between 2002 and
2006.
Increases were seen in Austria, Belgium, Bulgaria, Cyprus, Denmark, Greece, Hungary,
Ireland, Luxembourg, Poland, Malta, Romania, Slovakia, Spain and Sweden.
The Scandinavian countries have high ratios of working women, while the eastern EU
countries
are catching up quickly. Women aged between 25 and 54 years were strongly represented,
but the biggest growth was observed in the older age group (55 64 years).
Housewives
Housewives buy a wide range of jewellery, from cheap to expensive (costume or precious).

Younger housewives tend to follow trends and prefer to buy their own jewellery. They do not
object to buying copies of designer jewellery. Earrings and bracelets remain popular, as well
as classic or contemporary styled items.
Children
Children nowadays have more spending power as families are smaller. Girls now wear more
fashionable jewellery at a younger age than previously. This is recognised by the accessory
chains (Claires accessories etc.) as the kids getting older younger (KGOY) trend. Glitter and
bright colours are dominant themes for childrens jewellery, and although the child may
choose the item, their mother normally buys it.
Some children and mothers are influenced by TV programmes on celebrity children
showing
the high expenditure of celebrities (Madonna, Victoria Beckham etc.) on their childrens
outfits, including jewellery. Special jewellery collections for children are increasingly
displayed
by retailers, especially in urban areas. Some clothing brands come with special collections for
children.
Teens and pre-teens
Teens, aged between 13 and 19 years, definitely want to be up with the latest fashions and
regularly visit the accessory chains in shopping centres. They are an important group for
silver, costume jewellery and hair accessories. Depending on the EU country, teens have
quite a lot of money to spend, as pocket money is high. Alternatively, teens earn their own
money by having part-time jobs outside school hours, and in some jobs their outfit is
important. Teens are attracted by adult accessories, including jewellery. They are influenced
by the media, especially soaps, MTV and celebrities (music, movies, video games).
Pre-teens are aged between 8 and 12 years old and are an important segment for costume
jewellery in recent years. Girls are especially fashion-conscious and are influenced by media,
video games and their friends.
For both teens and pre-teens, there are different kinds of jewellery, which can be categorised
into styles (e.g. hiphop jewellery), moods/events (party jewellery), work (glamorous
jewellery), cultures (ethnic or tribal jewellery) or countries (Italian, French, American etc.).
For teens and younger women piercings remain popular. They include navel jewellery, belly
bars, studs (in all shapes), tiny rings, tongue studs, eyebrow rings - most of these are made
of silver, steel or titanium.

TRENDS

Trends

Lifestyle and trading up

Consumers now are more discriminating and discerning in matters of design, style and
quality, and want to express their individuality through their personal choices, including
clothing and jewellery. This trend is not only among young people, but also among older
people who want to look younger, particularly people aged between 35 and 44 years old,
single households, and people between 50 and 60 years old - the baby boomers. Clothing
stores in particular took advantage by offering total outfits, including jewellery. Buyers now
will look for the unusual, appreciate quality and pay for it. Precious jewellery is not just for
special occasions anymore; people wear it every day.
Celebrities
The majority of young people in the EU are still influenced by global trends, particularly
from
the film and music industries in the USA. Through the media, celebrities are capable of
setting trends in jewellery. For example, the popular footballer David Beckham promoted his
diamond earring and stud with a Tahiti pearl, which has been popular for some time. Another
example is the introduction of the term bling-bling jewellery in 2000 by the rap artists Cash
Money Millionaires referring to the imaginary sound that light makes when it hits a
diamond.
Since 2004 this term has been popularised by MTV and in Latin hip hop music, and has
encouraged young (black) people to buy neckwear, pendants, rings, upper lip studs, navel
piercings, ear, teeth and eye jewellery with diamonds. However, since 2006 the popularity
of bling-bling jewellery declined in most western EU countries
Sales of branded jewellery are still low compared to other luxury goods. According to the
Italian industry only 4% of global jewellery sales ( 4,680 million) was branded in 2005.
Even in the higher price segment, worth 4,450 million, branded jewellery accounted for
only
12%. This compares to shares of 80% for branded perfumes and 50% for branded watches.
Nevertheless, designer jewellery has become increasingly important. With precious jewellery,
in
particular, consumers opt for the prestige, design and image of branded jewellery lines (e.g.
Cartier, Gucci, Yves Saint Laurent, Tiffany, Georg Jensen, Emporio Armani, and Swarovski).

For the young, a brand name is strongly associated with the group to which they want to
belong
and represents a defined personality and status level. The integration of luxury goods has led
to new fashion brands being launched into the market. High fashion houses are increasingly
designing and developing their own jewellery collections. Well-known jewellery companies
are hiring high-profile designers to add further celebrity to their brand.
Romantic jewellery
Another trend is towards romantic jewellery, which expresses the wearers thoughts. Stones,
symbols or amulets that dangle on a chain or on a pendant are especially used in this style.
They can be combined on a charm bracelet or in dangling earrings. Amulets bring good luck
and protect the wearer. There are recognisable oriental and Asian influences, but also
well-known symbols from western culture (hearts, stars, flowers etc.).
Trends in jewellery design were:
oAn abundance of colours, particularly in stones. For example, in 2006/2007, fresh green,
violet, warm yellow and aqua marine blue tones.
oThe use of more unusual stones such as mutilated quartz, chalcedony, druzy, morganite,
kunzite red spinel and cacholong, all of which are coloured stones. They are brightened up
by enamelling as in the designs of Slim Barrett or the Diorette range (Dior).
oAll sorts of combinations, such as stones combined with pearls and embedded in a circle
of diamonds (pave set), or stones combined with corals.
oOrganic forms. Classic forms remain top-class and pure, but the forms are softer and
more flattering. Straight lines are more gentle and beginning to curl. The more curled
shapes can be also seen in platinum jewellery.
oSilver and gold (18 carat) finished in different ways, which could be either a heavily
polished or a patterned matt finish. Surface textures which recall ancient cultures, using
old techniques like granulation have been of interest, especially in gold. With diamonds,
De Beers combines rich texture with cut and uncut diamonds, creating a

QUESTIONNARIE

1) Do you wear jewellery?

2)How often do you wear jewellery?
a) Occasionally
b) Every day
c) Dont like to wear jewellery
3) Where are you most likely to buy jewellery?
a) Online
b) High street shop
c) Jewellery shop
d) Jewellery stall
4) When you buy jewellery, what do you look for?
a) Uniqueness
b) Craftsmen ship
c) Price
d) Material
e) All the above
5) When you buy jewellery, what material do you look for?
a) Silver
b) Gold
c) Imitation
d) Other, please state

1) Do you wear jewellery?

%
NO; 20%

YES; 80%

YES

NO

2)How often do you wear jewellery?

Chart Title
Series 3
70%
60%
50%
40%
30%
20%
10%
0%
OCASSIONALLY

EVERY DAY

DONT LIKE TO WEAR

3) Where are you most likely to buy jewellery?

Series 1
jewllery stall

20%

Jewellery shop

high street shop

40%

10%

Online
0%

30%
5%

10%

15%

20%

Series 1

25%

30%

35%

40%

45%

4) When you buy jewellery, what do you look for?

Series 1
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
uniqueness

craftsmenship

price
Series 1

material

all the above

5) When you buy jewellery, what material do you look for?

Series 1
40%
35%
30%
25%
20%
15%
10%
5%
0%

sliver

gold

imitation
Series 1

other

CONCLUSION
In this project we have taken in consideration two brands Sia art jewellery and Ambi
a imitation jewellery.
Her sia art jewellery is aretail outlet doing well in suburbs of Mumbai were asambica is a
leading manufacturer and exporter
A survey was done where imitation jewellery gained more votes than diamond and gold
jewellery.this is because rise in prices of gold jewellery. Also imitation jewellery is easy to
carry and light in weight so can be used daily .next we focused on marketing mix of sia
jewellery were took into consideration the latest sia collection

References
http://www.soniyojewels.com/earrings.html
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%20CLUTHES&biw=1366&bih=664&sei=nBxxUfXSPIXprQfGuIHgCQ
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