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CASE STUDY
ON
GITANJALI A GEM IN INDIAS CROWN
Submitted To:
Submitted By:
Kumari Sweta
Lipi Agrawal
Sukalpa Datta
Sushma Kumari
Vikas Sharma
Vipin Khandelwal
Introduction
The two major segments of the sector inIndia are gold jewellery and diamonds.
Gold jewellery forms around 80 per cent of theIndian jewellery market, with the
balance comprising fabricated studded jewellery that includes diamond studded
as well as gemstone studded jewellery.
TheIndian gems and jewellery industry is competitive in the world market due
to its
low cost of production and the availability of skilled labor.In addition, the industry
has set up a worldwide distribution network, of more than 3,000 offices for the
promotion and marketing ofIndian diamonds.
India was among the largest importer of gold in the world and its sale was
sensitive to income level and price level. Also it was dependent on the purchases
Tanishq and Gili were among the earliest jewellery brands inIndia and later there
came a shift in consumer preferences towards diamond jewellery as it was
positioned as affordable and contemporary.
Indian Retail Jewellery Overview
Yesterday
Today
Unbranded
Branded
Investment
Investment + Fashion
Traditional design
Major Players:
Tanishq Jewellery
Vaibhav Gems Ltd.
Classic Diamond (India) Ltd.
Shrenuj & Company Ltd.
Goldiam international Ltd.
Su-raj Diamonds & Jewellery Ltd.
Rajesh Exports Pvt. Ltd
Gitanjali Gems Ltd
GITANJALI GEMSLT D.
BusinessOverview
Established presence
Approximately 1,246 retail outlets inIndia and 143 outlets in the U.S.
Leading brands
Ramping up the retail chain
Expanding stores inIndia
Acquisitions including Samuels, Rogers
and Tri-Star
SEZ in Hyderabad
infrastructure
Expansions
Diversification
value chain
revenue
POTENTIAL
NEW ENTRY
INDUSTRYCOMPETITORS
FIRMS
BUYERS
SUPPLIER
SUBSTITUTES
Inter-Firm Rivalry High
Inside India
Outside India.
In jewellery industry the suppliers are S.A., UAE, Australia, US, Congo, Botswana,
Russia, DTC.
Skilled labor
jewellery.
2.Foreign buyers
Low
high rate.
Barriers to entry
Low toMedium
Government subsidy
Strengths
presence.
Strong marketing & distribution network. Strong retail presence inIndia and
in U.S. 112 distributors and 1246 outlets inIndia and 143 outlets in U.S.
Strong brand equity and broad product range Such as, Gili, Asmi, Nakshatra,
Net Worth is 3,460.37 million Rs. So we can say that it is financially very
strong company.
Opportunities
Threats
Other local competitors. According to the data 97% jewellery sales are by
family jewelers.
decrease in availability of
diamond .
Fluctuation in prices of
material.(gold,diamnd)
High priority
Emergence of new
technology
cutting.
Medium priority
Changing tastes of
consumers.
High priority
Medium priority
Low priority
Medium priority
Economic slowdown
Low priority
Low priority
Diamond Polishing
DirectFromMines
Rough Distribution
Diamond Distribution
Jewellery
Manufacturing
JewelleryWholeSelling
Jewellery Branding
JewelleryRetailing
Shopping Experience
Finance
The company¶s operations running across the whole value chain so finance is
the very much important factor. Working capital requirement is much more. The
company is having finance from various sources like shares, bank loan, and
credit line.
Infrastructure
Procurement
The company procures its raw materials, machinery & other ancillary things from
recognized sources. The company is having good creditability with supplier.It has
to maintain its relations with different sight holder for procurement of diamond
for jewellery making.
Technology
.Human resources
Strong retail presence inIndia and the U.S.: The company is occupying good
position in retail jewellery provider in bothIndia as well as U.S. Gitanjali has a
strong network of distribution. Here Strong retail presence inIndia and in US.It
has 112 distributors and 1246 outlets inIndia and 143 outlets in US.
Strong brand equity and broad product range:It is the pioneer of branded
jewellery in
Significant focus on retail and distribution network to drive growth:It also keeps
in mind distribution network which provide the product to end users. The
company is having its retail outlets also.
Gitanjali has been achieved economies of scale and learning curve effects which
is benefited in low cost production because inIndia skilled labor is available at
cheaper rate.
TechnologyRelated factor:
Presence across the whole value chain : The first & foremost
success factor for the company is of its presence across the entire
value chain
Export of cut and polished diamonds grew from US$ 10.9 billion in 2006-07 to
US$
The total gems and jewellery exports fromIndia stood at US$ 20.8 billion in the
financial year 2007-08, against US$ 17.1 billion in the previous year, witnessing
a
growth of 22.27 percent. The sector accounted for 13.41 per cent ofIndia's total
merchandise exports.
More than 100,000 skilled and unskilled labors being laid-off due to poor demand
from the US market.In fact,India¶s jewellery sales to the US declined over 20 per
cent even during the holiday season, i.e. Christmas and New Year.
The domestic jewellery demand has also decreased by over 20 per cent.
Gitanjali Gems reported that consolidated net profits fell 42 percent toINR
291.52 million ($5.97 million) in the third fiscal quarter ending December 31,
2008 as a result of the company¶s diamond and jewelry segments contracting
during the period.
Gitanjali¶s third quarter net sales fell 11 percent toINR 11.109 billion
($227.55 million), as diamond revenues declined 19 percent toINR 5.366
billion ($109.98 million).
For the first nine months of the fiscal year, Gitanjali¶s net profit fell 6 percent
toINR 1.195 billion ($24.48 million). The company¶s diamond business saw pre-
tax profits fall 16 percent during the period, while its jewelry unit profits grew 27
percent. Group net sales rose 8.3 percent toINR 36.207 billion
($741.56 million).
Future Perspectives
As per Research and Markets, the gold processing industry inIndia although,
has around 15,000 players, Only 80 players generate revenues over US$ 5
million. Therefore, there is high growth potential forIndian gems and
jewellery in the global market.
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Gems
2010
case study
swot analysis
gitanjali gems
jewelers
case study
uae
among
rivalry
study gems
Gems
2010
case study
swot analysis
gitanjali gems
jewelers
case study
uae
among
rivalry
study gems
(fewer)
rick990
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