Case Study of Jewellery
1. Introduction
The Gems and Jewellery sector plays a significant role in the Indian economy, contributing around 7
per cent of the country’s GDP and 15 per cent to India’s total merchandise exports. It also employs over
4.64 million workers and is expected to employ 8.23 million by 2022. One of the fastest growing sectors,
it is extremely export oriented and labor intensive.
Based on its potential for growth and value addition, the Government of India has declared the Gems
and Jewellery sector as a focus area for export promotion. The Government has recently undertaken
various measures to promote investments and to upgrade technology and skills to promote ‘Brand India’
in the international market.
India is deemed to be the hub of the global jewellery market because of its low costs and availability
of high-skilled labor. India is the world’s largest cutting and polishing center for diamonds, with the
cutting and polishing industry being well supported by government policies. Moreover, India exports 75
per cent of the world’s polished diamonds, as per statistics from the Gems and Jewellery Export
promotion Council (GJEPC). India's Gems and Jewellery sector has been contributing in a big way to the
country's foreign exchange earnings (FEEs). The Government of India has viewed the sector as a thrust
area for export promotion. The Indian government presently allows 100 per cent Foreign Direct
Investment (FDI) in the sector through the automatic route.
2. Consumer Behaviour
When there are alternative investments available to consumers why they prefer buying jewels, will be
of more useful information to anybody. In this way it becomes important for the merchants to know the
changing preferences of customers. As gold is preferred for all occasions, it is viewed that there is still
more scope for this business. Jewellery is a very vast field to study upon because for every culture and
religion we have different style of jewellery. A Recent growth of gold jewellery shops market in India is
very high. Number of gold jewellery shops in India has doubled in the last 10 years. Customers mostly
prefer gold jewellery shops in basis of quality, price and customer service.
3. Marketing Methodologies
The single objective is to position Contemporary Design as an innovative, unique artistic jeweler.
This positioning is for the entire India, the geographic region that Contemporary Design seeks to serve.
The marketing strategy will seek to create customer awareness regarding unique products offered,
develop the customer base, and work toward building a network of galleries as distributors. The message
that Contemporary Design will communicate custom craftsmen of artistic jewelry. The first is through
promotion and sales at various art shows and festivals throughout the country. This method will be useful
as it carefully targets one segmented target population. Another method will be the building of a gallery
network that will serve as a distributor for designs. Once this is established, this will be an effective sales
outlet. The last method for communicating Design's positioning message is through their website. This
