Branded Gold Jewellery Market in India

Oyzterbay Contd...

Although Ozyterbay was known for its jewellery in gold and sterling silver embellished with natural gemstones, it decided to launch 'Your First Diamond', a complete range of diamond jewellery set in white, pink, and yellow gold. The price of the collection started from Rs. 500 with the most expensive piece not exceeding Rs. 12,000.

Gili

Gili distributed its jewellery priced between Rs. 500 and Rs. 40,000 through lifestyle and department stores across the country to increase accessibility among its target segment, the 15 to 30 age group.

The company's products were also made available through a mail-order catalogue. In 1997, Gili launched a collection of traditional Indian ornaments made of 18-carat gold. In 1999, the Gili Gold range was introduced.

This range included rings, pendants, earrings, necklaces and bangles made of 24-carat gold. All Gili products came with a guarantee of diamond and gold quality.

When research conducted in February 2000 showed that there was a big gap between the Rs. 1000 and Rs. 10000 price segment and keeping in view the teenage population, and the kind of pocket money they had, Gili brought out a collection targeting teens. In 2000, Gili launched its 'diamond heart collection' targeted at teenagers and priced between Rs 500 and Rs.2500.¹⁷

The collection was promoted at college campuses with banners, pamphlets and a few advertisements targeted at teens. Gili soon realized that just pushing its product was not enough; it also had to customize its products for special occasions. Following this, it launched a Diamond Heart Collection specially designed for Valentine's Day. This collection consisting of tiny, heart-shaped diamond jewellery was well received by teens (Refer Exhibit VI).

Branded Gold Jewellery Market in India - Next Page >>>

17] In 2003, Tribhovandas Bhimji Zaveri (TBZ) jewellers launched its 'Cupid Collection' of pendants, chains, bracelets

and rings for Valentine's Day. This range started at Rs.775.

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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