Gitanjali's Jewelry Vending Machine*



Case Code : CLMM106
Publication date : 2012
Subject : Marketing Management
Industry : Jewelry
Length : 03 Pages


Short Case Study Price: INR 100;

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Abstract: ICMR India ICMR India ICMR India ICMR India RSS Feed

Gitanjali Group (Gitanjali), a leading jewelry retailer, introduced a jewelry vending machine through which consumers could purchase gold and diamond jewelry. The case discusses the reasons behind the company's venture and its pros and cons.


To understand pros and cons of jewellery vending machines.
To analyze the branded jewellery market in India.


On April 24, 2012, popular Indian jewelry retailer Gitanjali Group (Gitanjali) started a Gold and diamonds Vending Machine (GJVM) on the premises of the Siddhi Vinayak temple in Mumbai. Mehul Choksi, Chairman and Managing Director, Gitanjali, said "We got an overwhelming response from consumers after the launch of the first GJVM and thus were keen to give Mumbai city another one stop shop for buying medallions, coins, jewelry, etc."...

Questions for Discussion:

1. What are the pros and cons of jewelry vending machines? Is the vending machine the right choice to sell expensive non-commoditized products like jewels?
2. Analyze the jewelry market in India and discuss how GJVMs could help the Gitanjali Group in expanding its business.

Key words:
Gitanjali Group; Gitanjali jewelry vending machine; branded jewelry

* This caselet is intended for use only in class discussions.
** More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.