Branded Gold Jewellery Market in India

Carbon Contd...

We have instituted modern manufacturing practices such as self- contained small groups in the assembly area, self-inspection by the operators, the Japanese Kaizen approach to improvements in operational practices and the like. We have brought down our manufacturing loss of gold to 6.8 per cent. The average in the traditional Indian jewellery shop is as high as 22 per cent, while the world average is only 2 per cent."¹⁴

As the profile of the average customer likely to purchase a Carbon item was a well-paid urban professional, 24 to 38 years old, having a credit card, it was decided that Carbon should not be placed in the usual jewellery shops but made available at `shop-in-shop' outlets in large lifestyle stores (such as Shoppers Stop, Ebony, Globus, The Bombay Store, Lifestyle and Taj Khazana) and some premium boutiques (such as the Helvetica in Chennai).

Said Rao, "We are looking at cross-promoting Carbon jewellery with other branded lifestyle products such as perfumes, clothing and cosmetics."¹⁵ Carbon products were priced between Rs. 2,750 and Rs. 20,000 per piece. While the cost of traditional jewellery was negotiable, the cost of Carbon items was fixed and nationally uniform.

Oyzterbay

Oyzterbay, with its tag line "Jewellery for the Living", had become synonymous with the entire gamut of occasions where modern young women would like to wear stylish and affordable jewellery. Oyzterbay's collection comprised over 1200 designs in 18, 22 and 24 carat gold and sterling silver, with natural colored gemstones.

The price of the jewellery ranged between Rs. 500 and Rs.30000. The initial focus of Oyzterbay was to give a lifestyle value to jewellery instead of the traditional investment value.

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14] The Hindu, October 4, 2001.

15] The Hindu, October 4, 2001.

Case Details

Case Code : BSTR041
Themes: Brand Management
Case Length : 16 Pages
Period : 1990-2002
Organization : Gili, Tanishq, Carbon, Oyzterbay and Trendsmith
Pub Date : 2002
Teaching Note : Not Available
Countries : India
Industry : Jewellery

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