Pansuriya Impex

Pansuriya Impex has more than 45 years of experience in the field of rough and
polished diamonds. Since 1972, the company has been dealing in diamonds
manufacturing, importing and exporting.
The companys main factory is in Surat, Gujarat and the main sales office is in
Mumbai, India.
The company is specialised to deal in diamonds of commercial range in various size,
colours and Shapes.

My Role as an Intern
I spent 5 weeks in the summer of 2017 interning at Pansuriya Impex, primarily
in the Sales Office. I was assigned a mentor, who was in charge of the sales
department. The company has recently introduced an application to streamline
their processes. I was given the task of testing out the application. Whenever a
buyer came in, I would input his requirements on to the app and show him the
diamonds we had available. Through this, I learnt that Diamonds consist of 4 Cs
- Carat, Cut, Color and Clarity, and it was through these 4 factors that diamonds
are segregated.
 The Diamond Industry
A diamond is a strongest material on earth. It serves not only for jewellery purposes, but also for
construction purpose. It, being a rare stone, is very expensive. Surat, in India, polishes 95% of the
worlds rough diamond. Due to the settlement of a billion dollar industry in this place, Surat is
known to be the richest city in India, according to the per capita Income.
Diamond is a non-differentiable product. It is very hard to distinguish a diamond from a competitor
because it occurs naturally. A diamond can only be modified in terms of cut and carat, but not by
clarity and and color. Due to this factor, Diamond lies in a competitive market structure. In
competitive market the products are non-differentiable from competitors and the prices are
constant. The diamond price is indicated on a sheet of paper called the Rapaport, which consist of
the price of diamond according to its Carat, Cut, Color and Clarity. Being a competitive market,
there are no entries to barrier or exit. But, the cost of setting up a new industry is hard due to its
high startup cost.
The supply of diamonds is really high due to high amount of competition and the demand of
diamond is decreasing at a slow rate. This makes it very hard and tough to stand out as a greatly
recognised company. This results in lower sales, which eventually leads to less revenue and profit.
This demand rate of diamonds may make it difficult for a company to survive in such a business.
Hence, leading to bankruptcy of few firms and shut down, resulting in causing unemployment.
However, in spite of all these disadvantage diamond industry is expecting a growth and high sales
forecasting in upcoming years. The sales is expected in countries such as India, USA and China.
Creating opportunities for firms to revive its lost profit and grow as a firm.
 Solutions that Pansuriya Impex can implement to
overcome a competitive market
Product Diversity - The firm can start making new
shaped diamonds. The most common type of
diamonds are round in shape. But, diamonds are
available in different shapes as well, such as square,
triangle, oval, etc. However, innovating new shapes
might need them new instruments and also some well
advanced machinery or pupil. But, will be a great
success if this new design is famous. Hence, helping
the company to stand out of competitor and creating
its own brand image. This driving force of customer
may give rise to brand loyalty and equity giving
Pansuriya Impex constant revenue due to its regular
customers.
 Increased Visibility - There are exhibitions and diamond
jewellery fairs held every year several time. These fairs are
some times in India and sometimes in abroad. Pansuriya
Impex should take the initiative and try to attend as many
fairs as possible. This will help Pansuriya Impex to be
recognised all over the world and help them in sales and
revenue purposes.
Level of Diamond Purity - The purity of diamonds is hard
to change. But, if diamonds are cut in right form it is
possible to make it more pure. If the diamonds are served
in smaller size then it is possible to increase it purity.
However, this may cause a slight modification in Research
and development of the firm. But, can help them to be
known for making only the purest form of diamond. This
creates a niche in a market for Pansuriya Impex for those
who only buy pure diamonds.
I had an extremely fulfilling 5 weeks interning at Pansuriya
Impex, learning about the Diamond Industry and market
competition.