Abstract

The case, "Branded Gold Jewellery Market in India", gives an overview of the branded jewellery market and branded jewellery players in India. The case explains the shift in preference of Indian consumers from heavy jewellery to lightweight jewellery and the entry of branded jewellery players in the Indian market. The case also explains how the branded players are changing the perceptions and attitudes of Indian customers towards jewellery. The strategies adopted by branded players to increase their share in the jewellery market are also discussed.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Business strategies and branding in a commodity market.

Keywords

Branded Gold Jewellery Market in India, branded jewellery, India, shift, heavy jewellery, lightweight jewellery, branded players, perceptions, attitudes, strategies