MARKETING CHANNELS AND STRATEGIES IN

JEWELLERY INDUSTRY
Channels of distribution are the mean by which products are
moved from producer to ultimate consumer. Channel intermediaries
are those organizations which facilitate the distribution of products
from producer to consumer. They serve several specialized
functions that enable manufacturers to make their goods available to
their consumers at the place according to their requirements.
According to American Marketing Association1, A
channel of distribution or marketing channel is the structure of
intra-company organization units and extra-company agents and
dealers, wholesale and retail through which a commodity, product
or service is marketed.
According Richard M. Clevelt2, A channel is the pipe line
through which a product flows on its way to the consumer. The
manufacturer puts his product into the pipe line or marketing
channel and various people move it along to the consumer at the
other end of the channel.
Thus marketing channel is the connecting link between the
manufacturer and consumer which includes a number of
intermediaries. Further, the distribution channel may have a number

American Marketing Association Quoted by Pillai, R.S.N. & Bagavathi; Modern Marketing
Principles and Practices; S. Chand & Co. Ltd.; N.Dlh.. 1998; p. 296.
2
Ibid.; p. 296.

of stages. Channel length or complexity depends on the range of

functions required.
Thus the physical distribution of products involved broad
range of activities relating to efficient movement of such products
from the production to the consumption level. In other words, the
distribution channel comprises set of institutions which performs all
the activities or functions utilized to move a product and its title
from production to consumption.
Following are the several distribution channels of different
complexity:
Manufacturer

Manufacturer

Manufacturer

Manufacturer

Consumer

Retailer

Wholesaler

Consumer

Retailer

Agent Wholesaler Retailer

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Consumer

Consumer

(A)

MARKETING

CHANNELS

IN

JEWELLERY

INDUSTRY
In district Meerut the following marketing channels are found
in case of marketing of Jewellery:
I - Structure
MANUFACTURERS (KARIGARS)

WHOLESALERS

COMMISSION AGENTS

RETAILERS

CONSUMERS
The above one is the complete marketing structure of
Jewellery industry. According to this structure, first of all, the
manufacturers approach to the wholesalers to sell their new
designed Jewellery. After getting the new designed Jewellery the
wholesalers make their approach to the retailers directly and / or
through the commission agents and then this Jewellery is finally
sold to the customers according to their requirements and likings. In
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this structure the Jewellery is also manufactured according to the

consumers needs and want.
II - Structure
MANUFACTURERS CUM WHOLESALERS

COMMISSION AGENTS

RETAILERS

CONSUMERS
The above marketing channel is also noticed with different
degree of popularity in urban, suburban and rural areas. In this
structure manufacturers cum wholesalers get their product
manufactured in large quantity according to the latest trend, taste
and preferences of the customers. They take the services of the
commission agents to find the suitable and potential buyers in the
retail market. The commission agents search the retailers in the
markets and get orders from them. By doing so, these agents
establish healthy communication with retailers and provide them
the desired product at reasonable making charges. Here it is worth
mentioning that these commission agents are concerned with their
commission only and they do not participate in the profit at all. The
rest of the activities which are being performed between retailers
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and ultimate consumers are found to be as usual as they follow in

another structures.
III - Structure
MANUFACTURERS (KARIGARS)

RETAILERS

CONSUMERS
The above one is another marketing channel which is being
noticed during the survey. In the above structure the manufacturers
of jewellery try to sell their products in the open markets. This is
the market where they directly contact to the retailers and show
their new designs to them and get the manufacturing orders
accordingly. Actually these orders are also booked by the
consumers but in that case first consumers select designs and
Jewellery is manufactured accordingly.
Practically the above structure is less popular in urban areas.
It means this marketing channel does register its existence in urban
areas but in suburban areas it is very much popular. In other words,
the above structure is followed in suburban areas with highest
degree of success. As far as the rural area is concerned this method
of marketing is less popular.

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IV - Structure
MANUFACTURERS (KARIGARS)

CONSUMERS
The above one is the last but not the least marketing structure.
This is basically based on the direct marketing system. But this
method is practically popular and followed in rural areas by the
manufacturer of small holdings. The above marketing structure
involves only two activities right from manufacturer to consumers
and consumers to manufacturers. The manufacturer of Jewellery
keep very little quantity of jewellery with him to show to the
consumers and make the consumers aware about the latest trend in
the market but even though if consumers do not like the product
they make necessary amendment in the existing product and also
make new jewellery on their demand. But the success or
significance of the above structure is restricted, as the number of
consumers in the rural areas is limited.
This marketing structure is most popular only in rural areas
because of the favorable circumstances prevailing here. In rural
areas the manufacturers generally have very less amount of capital
with them to invest that is why they prefer to manufacture the
product according to the want and taste of the consumers and not to
make any stock of them.

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As far as the popularity of the above structure is concerned, it

is not popular in urban areas because of the limitations prevailing in
these markets for the applicability of this structure. Moreover, in
urban and suburban areas the manufacturers of Jewellery have
plenty of design with them according to the taste and preferences of
consumers.

MARKETING CHANNELS OF JEWELLERY AT

NATIONAL LEVEL
Marketing of any produce at National level means sale and
distribution of products in different parts of the country. When the
manufacturers of one state go to sell their product to other state, this
is called sale at national level. Mainly there are two basic structures
which are being followed by the manufacturer of Jewellery. They
are as follows:

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I - Structure
MANUFACTURERS

COMMISSION AGENTS

WHOLESALERS

RETAILERS

CONSUMERS
In the above structure the manufacturers of Jewellery send
their agents to the state in which they want to sell their product and
get orders with the help of them. As we know that Jewellery is very
precious and it is very difficult to carry it in a large quantity, so for
this purpose orders are taken by showing the design-book. This kind
of structure is also followed in case, where a specific product is
manufactured and the demand is product-oriented only as we see in
case of Chain and Paizeb. These products are also known by
their names according to the design. These items are sold all over
India by their popular names. Another reason of following this
structure is to ensure the proper consumption of the products, as the
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entire quantity cannot be ensured to be consumed in specific area

where it is manufactured.

II - Structure
MANUFACTURER

WEBSITES

RETAIL OUTLETS

CONSUMERS
The above structure is also followed by the manufacturers of
branded jewellery. The main reason of following this structure is to
save the charges paid to different marketing intermediaries viz.
wholesalers, commission agents and retailers. The branded
companies establish their research labs and manufacturing
workshops and get the jewellery manufactured according to latest
fashion and consumers preferences. The branded companies also
display their designs on their websites and try to attract rather
convince to the consumers of branded jewellery. Moreover, they
open their retail outlets at central places of different cities in the
country.

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MARKETING CHANNELS OF JEWELLERY AT

INTERNATIONAL LEVEL
It is known to all of us that international level marketing
channels are used for export or import of a particular product or
produce. According to Hess and Cateora3 International marketing
is the performance of business activities that direct the flow of
goods and services to consumers or users in more than one nation.
It means that international Marketing involves in itself different
markets and consumers who might have different needs, wants and
behavioral attributes.
A suitable distribution strategy is needed to be adopted in
case of international marketing. The existence of more than one
market at international level necessarily makes the marketing
process complicated. Since the different countries of the world are
independent; the government of each country enacts legislation to
control the foreign trade. In other words, the decisions regarding
physical distribution involve internal as well as external organ, legal
commitment and obligations to other firms and individuals and the
International marketing runs through all the rules and regulations of
concerned countries.
Thus the process of international level marketing has a great
difference with the process of national level marketing. Hence the
3

Hess & Cateors; International marketing; Irwin Publications: London, 1996. P. 4.

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marketing channels for exporting goods like Readymade Jewellery

is very much different from channels used in national or local level.
As international level marketing procedure is lengthy as compared
to local and national level marketing procedure, hence a high degree
of attention is required for planning marketing structure at
international level.
The different marketing structures, which are being used for
international marketing of Jewellery by Manufacturers and other
persons are as follows:
I - Structure

MANUFACTURERS

DOMESTIC MIDDLEMEN
(Export agencies etc.)

MIDDLEMEN IN FOREIGN MARKETS

(Merchants)

RETAILERS IN FOREIGN MARKETS

CONSUMERS IN FOREIGN MARKETS

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In this structure first of all the Manufacturers of said product

contact to the local export agencies and other authorized
commission agents who run such kind of agencies to help the
exporters in the country. Here it is to be mentioned that these
agencies deal in specific products, hence a manufacturer having
interest in exporting his product has to contact these specific
agencies for the purpose. These domestic agencies having their
contacts with the foreign middlemen send the specifications to
them. Then the foreign agencies collect the orders from different
local and national markets in their countries
After getting these orders these foreign agencies finally order
for required quantity to the exporter manufacturers fulfilling all the
legal formalities for the import of the product. After this the
exporter manufacturer exports the product taking care of the
packaging standard and all required legal formalities. So far as the
jewellery export is concerned from Meerut district; there are so
many big houses which export it in a large quantity to the different
countries of the world.
After getting the delivery of the required jewellery, these
foreign agencies supply it to the firms which ordered it earlier.
These firms sell it to the final users in their country.

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II - Structure

MANUFACTURERS

MIDDLEMEN IN FOREIGN MARKETS

RETAIL OUT LET IN FOREIGN MARKETS

CONSUMERS IN FOREIGN MARKETS

The above structure of international marketing of Jewellery is

also found from last few years. Now Manufacturers of Jewellery are
getting aware about the export of their product in foreign countries
and want to compete in the international market after eliminating
undue intermediaries and their unusual margin. In this case they
directly make contact to the export-import agencies involved in
sales and purchase of Jewellery and send them their designs and
other specifications of their products for finalizing the deal with
them. After that the foreign agencies sell these produces to different
retail outlets in their countries. Thus the product reaches in the
hands of ultimate consumers through these retailers. Though this
structure is not very popular in case of export of Jewellery yet it
involves more transparency as compared to the earlier one.

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(B) MARKETING BEHAVIOUR AND

STRATEGIES OF JEWELLERS
Marketing behaviour of Jewellers is nothing but a set of
strategy to be adopted for marketing their Jewellery to its ultimate
customers. In this regard whatever may be the technique, policy and
strategy adopted by jewellers to influence and attract their
customers comes under the ambit of marketing behaviour of
jewellers. Generally it is believed that Jewellers behave according
to the market as they are supposed to be the part of the market in
which they are dealing, but now the scenario is completely changed
and Jewellers behave according to the different attitudes of the
customers. Now they have started considering likings and dislikings
of customers while making Jewellery. In some specific cases
Jewellery is manufactured according to the requirements of the
customers. In this way now jewellers are trying to pick up more and
more customer loyalty by providing different types of after sale
service like free repair and cleaning of the Jewellery etc.
Now Jewellers are adopting various modern marketing tools
to make their customers aware about their products which include
E-marketing, gold harvesting schemes, exchange offers only on
making charges, hallmark system etc. Various Jewellery designs
along with its weight and price are displayed on websites. In such a
way a customer can even order Jewellery online. During survey it
was noticed that in Meerut District the implication of such method
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is limited to a specific class only. Still today the customers of

Jewellery enjoy buying it by making a feel for touching it
personally which inspires and fascinate them to buy it.
Customers buying behaviour has changed dramatically in the
past few years. Now the customers are well informed and have
more choices about how they spend their money than ever before.
They want to buy the selected pieces of Jewellery which may
satisfy their emotional needs too. Now the competitive landscape
has changed and Jewellery retailers are no longer just competing
with each other by the traditional techniques but with the latest
developed strategies like offer of Branded Jewellery, Financial
facilities, Exchange offers, Lucky Draws, Transportation Facilities,
Sponsorship on festivals and other occasions, Special Offers (Free
Gifts), Price Discount, Refreshments, Personal Attention etc.
Understanding their customers needs is the first step for
winning business. In this regard the motivations and different
strategies are involved in the purchase of Jewellery and finally,
suggest ways in which jewellers can work to establish relationship
with their customers.
For this purpose a jeweller is supposed to find out the answers
of some questions and also to find out the answers for making their
marketing strategy. These questions are as below:

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I. WHAT INSPIRES THE CUSTOMERS?

Every jeweller wants to know what are the factors which
inspire customers to enter their shop and buy Jewellery? In fact they
want to know about their life style, taste, purchasing power, fashion
etc. They want to know what type of Jewellery they are likely to
buy in future. Why do they like to come to their shops rather than
their competitors? They also want to understand what the customers
dream for buying when they enter their showroom and why they
think of buying the Jewellery? In fine it is the desire of jewellers to
know about their customers to lift their business performance?
Without such deep knowledge, they cannot face the customers
confidently and it would be difficult to convince them to buy their
items of Jewellery. Thus every jeweller likes to know the behaviour
of their customers in depth so that he may act accordingly.
II. WHAT IS CUSTOMERS BUYING PROCESS?
Customers research has shown that most Jewellery
customers follow a fairly standard process when making their
Jewellery purchase. Understanding this process makes it possible
for Jeweller to target his marketing and advertising to encourage
potential customers to come to his shop and buy Jewellery. For him,
it is important to understand what is happening to his customers
when they come to his shop. In other words, what are the
circumstances which inspire a customer to come to a Jewellery shop

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and to buy it? It may be the occasion of marriage, marriage

anniversary or birthday; who is the customerman or woman; how
he/she takes itseriously or lightly; what is his/her purchasing
power; what types of pressures are on him/her to buy Jewellery;
what are the schemes and offers attracting him/her; and what are
his/her relations with the jewellers etc? All these circumstances
decide the buying process and enforce a customer to buy Jewellery
from a particular shop.
After finding the answers of the above questions and knowing
about the buying behaviour and process of the customers; jewellers
make their marketing strategy.

STRATEGIES ADOPTED BY BRANDED AND

NON-BRANDED JEWELLERS
What traditional jewellers believe in is public relations.
According to them public relations is an extremely effective tool for
promoting and marketing their Jewellery business. It helps them in
building their customer base by making people aware of what's
happening at their business and by upgrading their Jewellery
according to the requirements of the customers.
Marketing their Jewellery successfully involves finding ways
to connect their customers with their work. Public relations and
marketing are important areas for them to concentrate some of their
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creative energy and they can have a good time developing this
aspect of their Jewellery business.
They believe considering their market and their customers
and brainstorm ways to get their attention. They try different
strategies to attract more and more customers.
Some of the traditional jewellers have made some thing new
in practice to get aware about their customers. The number of such
jewellers is very less but still it is an effective method of keeping
updated. Along the way, they compile an ongoing collection of
information of their existing and probable customers. It proves
helpful in enriching their jewelry business.
Some of the traditional Jewellers are providing even finance
facilities just to promote their sale. What they are doing they just
sale their product and ask them to make payment in installments.
This kind of practice is not very common and it is based on an
utmost good faith. Only few Jewellers are providing such type of
facilities to their reliable customer only. In villages a good number
of Jewellers make their sale effective only by this way. They
change old Jewellery for new one and difference is charged by the
customer in various installments as per their convenience. This type
of marketing practices helps in gathering those customers who are
willing to purchase the Jewellery in the present but want to pay in
installments. Such kind of strategy helps the jewellers to make their

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product marketed by this way and thus they ensure frequent visit of
their customers.
Some other strategies are being given below which are
adopted by branded and non-branded jewellers in the Jewellery
market of Meerut District.
EXCHANGE OFFER

This is a very common marketing strategy which is being

followed by almost all the jewellers. In general practice customers
have doubt in their minds regarding the purity of gold Jewellery.
Even after buying from the Jewellers from whom they have been
buying for a long. In this case the jewellers give offer to exchange
the Jewellery at the said percentage of purity to make their
goodwill. It helps both the customers as well as jewellers in creating
mutual understanding and belief among them. Thus customers get
satisfaction regarding purity of their Jewellery as well as jewellers
get customer for a long period after satisfying their doubts
regarding the purity of Jewellery.
LUCKY DRAWS

Now a days it is very common in Meerut District that the

Jewellers announce various lucky draw schemes in which the
purchase of a certain amount of gold makes a customer eligible to
participate in a lucky draw. This fascinating event helps in
improving their sale. Now the customer wishes to go to the new
jeweller each time as each jeweller today is ensuring about the
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purity of the gold sold by him. So the buyers wish to enjoy a

movement and want to participate in such kind of lucky draws.
Actually such lucky draws generally contain very attractive
proposals for their customers such as first prize 100 gm gold set,
second prize a 3 day holiday package at any hill station and the
third, fourth prizesand so on.
TRANSPORTATION FACILITY

In Meerut district now the jewellers are providing

transportation facility to their customers to make them loyal.
Actually being and expensive item Jewellery is considered to be
risky during transportation. In this regard now the jewellers are
providing transportation facilities to their customers. This not only
promotes their sales but make their customers loyal also. It is being
realized by the jewellers that now customers are expecting some
thing unique from their side. This is an additional way of promoting
their own-shop brand. It is specially given to the customers who
make the purchase of large amount and want to avoid the risk arises
in transit.
SPONSORSHIP

ON

FESTIVALS

AND

OTHER

OCCASIONS
During research it was also observed that the jewellers in
Meerut district sponsor various gift items at the time of festivals and
other occasions. Besides above, they provide sponsorship to various

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awards and trophies during various educational fates and sports

events. It not only helps them in promoting their brand but make
their active presence in various social events too.

SPECIAL OFFERS (FREE GIFTS)

The jewellers of district Meerut launch special offer schemes

time to time for their customers for the purpose to increase their
sales. They generally distribute free gifts to their customers on the
purchase of Jewellery of a certain amount. For example they offer
silver and gold coins or gift coupons to them. By adopting this
strategy they remain successful in attracting a large number of
customers to their showrooms.

PRICE DISCOUNT

The jewellers of this district also launch a price discount

scheme on some occasions. This strategy is adopted generally in
case of Diamond Jewellery. For example Tanishq launched this
scheme so many times saying that a customer can purchase their
Diamond Jewellery @ 75% of their M.R.P.

REFRESHMENTS

Generally the jewellers of this district provide different types

of snacks, coffee, tea and cold drinks to their customers so that they
may feel relaxed and may select their ornaments in easy mood. This

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strategy generally pays the jewellers in the form of increase sales

and ultimately more profits.
PERSONAL ATTENTION

This is the welcome strategy. As a customer reaches the

showroom, first of all the watchman gives a warm salute to him and
as he enters inside, the staff welcomes him/her and pays its personal
attention to him/her. In some specific cases the owner himself pays
his personal attention to the customers. It occurs when the customer
is a renowned personality or a big buyer or his very near and dear.
Generally the staff helps the customers in matching their choice in
accordance to their purchasing capacity. Thus the staff establishes
its personal relations with the customers which proves beneficial to
the showroom in future too.
Thus it can be concluded that the jewellers of District Meerut
adopt different strategies to attract customers. These strategies are Branded Jewellery, Financial facilities, Exchange offers, Lucky
Draws, Transportation Facilities, Sponsorship on festivals and other
occasions,

Special

Offers

(Free

Gifts),

Price

Discount,

Refreshments, Personal Attention etc.

STRATEGIES OF BRANDED JEWELLERY MAKERS

While Jewellery has been evolving as a category in India, It is
believed that the present era is going to be the period of branded
Jewellery. Brands in the Jewellery category will blossom and grow
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and this category will fully bloom and make a huge jump in terms
of its acceptance and growth.
There are certain trends which will make the coming future
sovereign of branded Jewellery. People can use these trends to their
advantage to grow their individual brands in the future.
It is believed for many years that Jewellery was purchased as
an investment option. The entire thinking was related to
appreciation or using it as a security measure during bad times.
However, it is expected that in coming future branded Jewellery
will be purchased and used less for investment and more for
consumption. It will be used as a consumer product to delight the
consumer, fulfill the desires, enhance beauty and be a part of attire.
In the late 1990s, players in the branded gold Jewellery
market formulated strategies for wooing customers. According to
Jacob Kurian (Kurian), Chief Operating Officer of a leading brand
Tanishq, the challenges were many.
As the Jewellery market was highly fragmented, lacked
branding, and allowed many unethical practices to flourish, Tanishq
worked hard on a two-pronged brand-building strategy: cultivate
trust by educating customers about the unethical practices in the
business and change the perception of Jewellery as a high-priced
purchase.
After all Kurian Said, "We are changing the attitudes of
customers from blind trust to informed trust." To increase its market
share, Tanishq formulated a strategy for luring people away from

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traditional neighborhood jewellers. Tanishq's strategy was to create

differentiation and build trust.
According to Kurian, the first part of the strategy was "to
provide a point of differentiation in a highly commoditized category
which is the whole point of branding." The second part of the
strategy was to project Tanishq as an unimpeachable mark of trust.
According to Kurian, "If differentiation plays the role of primary
attraction, trust takes care of lifelong loyalty." One way to create
differentiation was through design.
The emphasis had to be on design because local jewellers
could offer to design any pattern according to the customer's
specifications. For a national brand a generic design concept with
regional variations had to be evolved. For this, Tanishq set up a
seven member in-house design team and also outsourced designs
from freelance designers.
The designers visited different parts of the country to get
feedback on Tanishq's designs and collected information about
customer preferences. On the basis of this feedback, each
showroom could select the designs it would carry. To stay ahead of
competition from local jewellers, Tanishq decided to focus on
quality control. In 1999, it introduced carat meters which showed
the purity of gold.
In fact, Tanishq's USP was the purity of its gold. Accordingly,
the company's ad campaigns emphasized the purity aspect of all
Tanishq ornaments. In November 2002, Tanishq introduced a new
collection of Jewellery called Lightweights Jewellery.
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The collection featured neckwear, earrings, bangles, rings and

chains in 22 karat gold with prices starting at Rs 1,100. It also
launched Lightweight Diamonds, with prices starting at Rs 3,000.
Tanishq focused not only on urban markets, but small town markets
too.
Besides, competition from stores in small towns was less stiff
than competition from the large Jewellery stores in the metropolitan
cities. According to Kurian, the best returns on investment came
from small towns.
Carbon's focus had always been to move Jewellery from the
vault to the dressing table and bring the selling of Jewellery out of
heavily guarded Jewellery stores. This was achieved by persuading
a few lifestyle stores to add branded Jewellery to their vast array of
products. Besides selling from lifestyle stores, Carbon also sold its
products as gift items over the internet. Like Tanishq, Carbon laid
emphasis on design.
Most of its designs were contributed by students at the
National Institute of Fashion Technology (NIFT) through the
diploma programme which the company sponsored. In addition,
Peakok's team of six designers, (headed by Rajeswari Iyer, an
alumnus of a German design school who had worked in the U.K.,
Germany and India) turned out around 180 to 200 styles in a year,
with 75 designs per style.
At any point in time, there were around 600 designs of
Carbon on sale, and on an average, 300 to 400 pieces per design
were sold. In 2002, Carbon launched its 'Sun Sign' collection, which
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was based on the symbols of the Zodiac. This collection was a set
of 12 pendants designed in a blend of 18 carat white and yellow
gold.
While 18 carat gold was commonly used in Carbon products,
some of the designs also used white gold, titanium and steel.
Diamond was the preferred precious stone, but other colored stones
were also used. Comprising items of everyday use, (rings, chains,
bracelets, ear studs, tie-pins and cuff links) Carbon items were an
impulse purchases. The brand had no off take cycles in the year,
like the marriage season, unlike traditional Jewellery.
The creation, manufacture and marketing of Carbon were
different from the making and selling of traditional Jewellery. Said
Rao, "We are attempting here to eliminate the low productivity,
quality inconsistencies and high precious metal loss associated with
traditional Jewellery making.
Thus it can be concluded that the coming time will be the era
of branded jewellery because it will grasp a large market of
traditional jewellery in India. So it becomes necessary for the
traditional jewellers to make their marketing strategy in such a
manner so that they may be successful to retain the present cliental
and be stand in the market showing their sound existence.

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HALLMARKING OF GOLD JEWELLERY

Hallmarking is the accurate determination and official
recording of the proportionate of precious metal in Gold. Hallmarks
are thus official marks used in many countries as a guarantee of
purity or fineness of gold Jewellery.
Hallmarking has been introduced in India on voluntary basis
under BIS Act 1986. As per this scheme the license is granted to
jeweller for certification of purity of gold jewellery. In accordance
with Indian standard specifications -1S 1417; BIS is operating the
scheme through its network of regional/branch offices all over the
country. A licensee jeweller has to go to get the jewellery
hallmarked through any of the recognized assaying and hallmarking
centres.
The main objectives behind instituting hallmarking scheme
are to protect consumers against victimization of irregular good
quality and to develop export competitiveness of gold jewellery
exports. It provides third-party assurance and satisfaction that the
right quality of gold for the given price has been purchased. It
ensures the opportunity to the customers for filing complaint in case
purity is found less from that declared by jewellers.
Now Hallmarking of jewellery has been made compulsory by
the government from 2008 but it was not followed strictly by the
jewellers. Again in February, 2011 government implemented BIS

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(Revised Act, 2011) which has a provision of penalty for not

implementing the Act.
The jewellers holding BIS license shall have to provide:
I.

Commitment to quality

II.

Assurance of consistency in quality and purity of hallmarked

gold Jewellery.

III.

Implementation of quality assurance system for the purpose

of operating hallmarking scheme.

IV.

Provide complete customer satisfaction

V.

Display all requirements describing the components of

hallmark including the magnifying glass.
Hallmark consist the following:
(1)BIS Marks
(2)Purity/Fineness Marks
958
916
875
750
585
375

Corresponds to 23 Carat
Corresponds to 22 Carat
Corresponds to 21 Carat
Corresponds to 18 Carat
Corresponds to 14 Carat
Corresponds to 09 Carat

As concerned to the study area about 30 to 35 jewellers are

Selling BIS certified jewellery. M/s Manohar Lal Saraf, Akash
Ganga Jewellers, Alankar Jeweller, Jaina Jewellers, Raghunandan
Prasad, Raghunandan Jewellers Pvt. Ltd. are 100 percent BIS

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Certified. Though there are 153 hallmarking centres in India but in

Meerut District there are only the following 2 Hallmarking Centres:
(1)M/S Hira Hallmarking Centre
Mr. Ashok Kumar Gupta, 65, Kagzi Bazar, Saraffa, Meerut
(2)M/S P. S. Hallmarking Centre
Mr. Umang Agarwal, 25, Kucha Neel, Amba Market, Meerut

* * *

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