Abstract

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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• This case study will help the students understand:
• To understand pros and cons of jewellery vending machines
• To analyze the branded jewellery market in India.

Keywords

Gitanjali Group, Gitanjali jewelry vending machine, branded jewelry