Kalyan Jewellers

My eldest son is in charge of purchasing and accounts and the youngest one takes
care of sales and marketing, and I have the overall supervision.

We make use of technology a lot and are in touch with all the shops through video
conferencing. The designs preferred by customers vary from state to state. The
preferences of the people of Andhra Pradesh are totally different from Kerala.
Even in Kerala, you will see that the tastes of the people of Thrissur are different
from those of Trivandrum.

So we have a database of the sales of all the items in each shop, to figure out
customers' preferences.

Before we open a shop, we do detailed surveys of the area to find the likes and
dislikes of each region.

Traditional designs of each region differ. For example, dasavatharam, manga mala,
mullappoo mala are some of the traditional designs of Kerala, which will not be
bought by the people of other states.

We are the only jewellers to have a Rate Tag. Now, our customers can compare the
rate with the others. The rate of the gold per gram varies everyday. The making charge varies
from 4 to 20 per cent.

T S Kalyanaraman is the Chairman and Managing Director of Kalyan Jewellers

After managing Kalyan Textiles, he set up Kalyan Jewellers on his own in 1993 with an
investment of Rs 75 lakh

The shift to jewellery from textile was triggered by customers. A lot of our
customers did their wedding shopping from our textile store. At one point,
some of them suggested we start a jewellery showroom, too

Kalyan Jewellers operates 72 retail stores in India and 13 abroad (ten in the
United Arab Emirates and three in Kuwait) and has set a target to scale this
up to 100 by the end of next March. The company also has plans to open six
stores in Qatar by the end of this financial year.
 Bollywood actors Amitabh Bachchan and Aishwarya Rai
Bachchan together as national brand ambassadors.
The over $40-billion Indian gems and jewellery industry is still a far cry
from modernisation, as organised retail accounts for only about one-fifth of
the industry. With local unbranded retailers, unhealthy trade practices such
as impurity of products are still rampant.
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GRT hits the chord of Stylish jewels
Kalyan claims for trust which means everything

Kalyan Jewellers have announced they are withdrawing the controversial

ad featuring Aishwarya Rai Bachchan. The ad, draw huge flak after an open
letter described it as 'insidiously racist'. for showing Aishwarya reclining
under a parasol held over her head by a 'a dark-skinned slave-boy' (as
described in the open letter).
This statement from Kalyan Jewellers was posted on Facebook: "With
regard to the item Open letter to Aishwarya Rai Bachchan: This ad you
figure in is insidiously racist, the creative was intended to present the
royalty, timeless beauty and elegance. However, if we have inadvertently
hurt the sentiments of any individual or organization, we deeply regret the
same. We have started the process of withdrawing this creative from our
campaign."
Earlier, Aishwarya Rai Bachchan's publicist issued a statement on behalf
of the actress saying the "final layout is the prerogative of the creative
team of a brand".
The actress' publicist on Wednesday issued an image from the original
shoot, saying the "final layout is the prerogative of the creative team of a
brand"

SALES PROMOTION

Programme enables huge savings to consumers

Membership starts from Rs. 2,000/-, 0% making charges, No monthly installments
Thrissur, September 2016: Kalyan Jewellers, Indias most trusted and leading jewellery
brand has launched Kalyan Priority, a first-of-its-kind membership programme in the
jewellery industry that provides members with the opportunity to get unbelievable
benefits throughout the year including 0% VA*(making charges + wastage) for gold,
uncut, precious, Polki and diamond jewellery. The Kalyan Priority membership starts
from Rs. 2,000/- enabling customers to save up to Rs. 30,036/- in one year. Members
can upgrade by paying an additional Rs. 5,000/- and can save up to Rs. 1,27,638/-
annually. Customers dont have to go through the hassle of making any monthly
payments and can plan their purchase in advance and also avail of privileges during
special occasions.

The Kalyan Priority programme is the outcome of our endeavours to delight customers
with innovative means to maximize returns on their jewellery purchase. We expect this
programme to become a compelling proposition and set a benchmark in the industry. We
estimate Kalyan Priority to contribute up to 20% of our revenues in the medium to long
term, Kalyanaraman added.

Trust campaign
My gold my right campaign
Mykalyan campaign