Abstract

The case “India’s Kalyan Jewellers – Winning with a Hyperlocal Strategy” talks about the hyperlocal strategy used by India’s leading jewelry chain, Kalyan Jewelers India Private Limited (KJ) that served as a foundation for its success. The case starts out by mentioning the entrepreneurial journey of KJ’s founder T.S. Kalyanaraman Iyer (Kalyanaraman). It then talks about the various business practices adopted by Kalyanaraman that disrupted the Indian jewelry industry – by not only altering the way people bought gold, but also changing the way it was sold. The case then delves into the nuances of KJ’s key business strategy, namely, the hyperlocal business strategy. It describes the company’s promotional tactics that primarily involved using celebrity endorsement and were also centered on the hyperlocal strategy. The case then documents the rise of the company and its success in attracting private investment. Can KJ go in for a successful IPO and succeed in its endeavor to become one of the largest jewelry brands in the world?

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand the dynamics of the Indian branded jewelry market and the changing trends that needed a new brand strategy
• Scrutinize the nuances of the hyperlocal strategy that can help a product company attain market success in a new market
• Analyze the marketing strategy of a regional player to attain a national brand identity
• Examine the strategies employed by a regional company to establish itself as a major player in the national and global arenas
• Explore the role played by strong entrepreneurial ethics in building customer trust in high value purchases

Keywords

Retail Marketing; Hyperlocal Marketing Strategy; Entrepreneurial Ethics; Disruptive Business Model; Customer Expectation of Service; Product Positioning; Marketing Strategy Formulation; Kalyan Jewelers; Celebrity Endorsement; Indian jewelry Market; Brand Management; National Brand Identity; Customer Service; Customer Loyalty and Trust; Global Strategy.